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培训是保持人岗相匹配的有效手段，是企业人力资本增值的主要方式，受到
中小房企的青睐。为此，企业花费大量的资金在培训上，加强对置业顾问的培训，
尽可能的提高置业顾问的综合素质和专业能力，但是培训后员工的素质和绩效等
方面都未能得到预期效果，致使管理层认为培训不能解决问题，从而减少了对培
训的投入，产生该问题的根源是评估不全面，评估流于形式。培训效果评价是对
培训工作的检验，为今后的培训提供指导意见，已成为企业界和理论界关注的热
点。因此，深入研究中小房企置业顾问培训，制定与之相适应的评价指标体系，
提升培训的有效性，显得特别重要
为了实现研究目标，本文把中小房企置业顾问培训的效果作为研究的对象，
通过文献研究和问卷调查的方式，了解中小房企置业顾问培训效果评估的实际情
况，分析评估现状，找出目前评估中存在的主要问题，分析产生问题的根本原因；
根据置业顾问工作岗位和培训实践的特点，选择菲利普斯五级评估模型为理论模
型，同时考虑到培训效果转化在一定程度上会受到企业文化和制度因素的影响，
增加了培训成果转化环境指标，初步构建了一套置业顾问培训效果评估指标体系；
再根据评估指标自身的特点，结合德尔菲法的优势，基于德尔菲法对初建的一级
指标和二级指标进行关键指标集的遴选，最终确定了适合中小房企置业顾问培训
效果的评价指标体系；应用 AHP 法设计指标的权重，形成综合评估模型；将综合
评估模型应用于 WF 公司置业顾问培训项目中，采用模糊综合评价法对培训项目进
行评估，计算出每个指标的具体得分；评估结果验证了本文设计的评估指标体系
是合理性的和可操作性的，但是也存在一定的不足；根据评估中存在的问题，提
出了若干条提升中小房企置业顾问培训效果的对策和建议
关键词：中小房企；层次分析法；置业顾问；培训效果评估；模糊综合评估法II
Training Effect Evaluation on Property Consultants for
Middle and Small-sized Real Estate Enterprises
——Taking Training Project of WF Company as an Example
Abstract
Under this market environment of sufficient products supply of real estate market
and increasingly serious homogenization, the situation that each developer competes for
customers is exacerbating. There are not only houses developed by large-scale real
estate enterprises but also houses developed by middle and small-sized real estate
enterprises in the same section, which weakens competitive advantages of middle and
small-sized enterprises and leads to decline of products competiveness and continuous
drop of sales growth rate and other problems. All of these will cause instability of
marketing team and continuous rise of separation rate for property consultants. Facing
double challenges of internal and external problems, enterprise management knows that
the top priority is to steady property consultant team of their company and to retain
excellent property consultants.
Training, as a main way to add values for human capital of a company, is the key
link to match employees and their operating posts, which is appreciated by small-sized
real estate enterprises. Therefore, enterprises spend a lot of money on training to
strengthen training on property consultants and to enhance comprehensive qualities and
professional abilities of property consultants as much as possible. However, employees’
qualities, performances and other aspects do not reach the expected effects after the
training, which makes the management believe that training could not solve problems,
thus they reduce the investment in training. The source of the problem is that evaluation
is incomprehensive and becomes formalistic. Effect evaluation of training is to check
training and to provide guidance for trainings in future, which becomes a hotspot
focused by business circle and theoretical circle. Therefore, it is of great significance to
conduct a thorough research on trainings of property consultants for middle and
small-sized enterprises and to make a suitable evaluation index system to improve the
effectiveness of the training.
In order to reach the research objectives, the author takes the training effect of
property consultants in middle and small-sized enterprises as objects to research in theIII
thesis. Through ways of literature research and questionnaire survey, the author knows
about the real condition of the training effect evaluation for property consultants in
middle and small-sized enterprises, analyses the current evaluation situation, finds the
main problems existed in current evaluation and analyses the fundamental reason
caused the problem; according to the features of the property consultant job and their
training practice, the author chooses five evaluation models of Phillips as a theoretical
model and takes training effect transformation is in a certain extent influenced by
enterprise culture and institutional factors, thus the author adds environmental index for
training effect transformation and initially establishes a series of evaluation index
system of training effect on property consultants; and then according to the features of
evaluation index, combining with advantages of Delphi method, based on Delphi’s
selections on critical index set between first grade index and second grade index which
are initial established, the author finally chooses a suitable evaluation index system for
training effect of property consultants in middle and small-sized enterprises;
comprehensive evaluation model is shaped by applying weights of AHP design index;
applying the comprehensive evaluation model into the training project for consultant
property in WF company, the author uses fuzzy and comprehensive evaluation method
to evaluate on the training project and figures out concrete scores of each index; the
evaluation result proves the evaluation index system in the thesis is rational and
operational, but there exists certain deficiency; according to problems existing in the
evaluation, the author proposes some countermeasures and suggestions for improving
training effect of property consultants in middle and small-sized enterprises.
Keywords：middle and small-sized enterprises; analytic hierarchy process; property
consultants; training effect evaluation; fuzzy and comprehensive evaluation methodsIV
目 录
中文摘要......I
英文摘要....II
1 绪论..........1
1.1 研究背景和意义 ..........1
1.1.1 研究背景..1
1.1.2 研究意义..1
1.2 国内外研究现状 ..........2
1.2.1 评价模型的研究..2
1.2.2 评价指标的研究..3
1.2.3 评价方法的研究..3
1.3 研究目的和内容 ..........4
1.3.1 研究目的..4
1.3.2 研究内容..4
1.4 研究思路和方法 .........
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