I 摘要 进入21世纪后，英语学习逐渐往低龄化方向发展。在一些经济较为发达的区 域，家长的教育意识普遍较强，对这类家长来说，让孩子从小学习英语已成为一种 刚性需求，因少儿英语培训机构数量庞大，所以对教师、销售的数量要求也较多， 导致了专业人员供不应求的局面出现。特别是英语培训行业的销售人员，因需求量 大，入门门槛较低，出现了从业人员素质良莠不齐等问题。很多培训机构销售部门 因存在的客观问题较多，导致部门管理较为混乱，这些问题都亟待解决。 本文基于对V的少儿英语培训公司成都校区的实例研究，梳理了少儿英语培 训行业的现状及其销售人员的工作特点，分析了特性背后的原因，并通过文献分析 法、问卷调查法、案例分析法、访谈法、实践行动研究法分别对销售团队存在的若 干管理问题进行了研究和调查，这些问题分别是销售人员招聘困难、销售部新员工 成长慢、销售人员专业知识和技能有待提升、销售人员离职率高及销售人员职业发 展规划缺失等。通过对同行少儿英语培训机构销售部成员的访问调查、来访客户的 调研、V少儿英语培训公司员工内部访谈，获悉了少儿英语培训行业优秀销售人员 的共性、目标客户的基本需求以及销售团队在管理上存在的基本问题。根据对问题 和现状的梳理，结合调研数据及问题的成因，基于ERG理论、木桶效应、期望理 论提出了V少儿英语培训公司成都校区销售部在招聘、培训、考核、薪酬激励及 晋升机制的优化建议及相关保障措施。 本文意义在于丰富高端少儿英语培训机构销售团队管理的研究，希望通过对V 少儿英语培训公司成都校区销售部门存在的问题的梳理，解决公司在竞争激烈的 市场环境下，处于发展初期的销售部门在管理上所面临的难题，并且总结经验和教 训避免之后再次出现类似的情况，同时希望给予同行培训机构和处于相同发展时 期的企业销售部门管理者一定启示。 关键词：少儿英语培训， 团队管理， 销售团队 ABSTRACT II ABSTRACT After entering the 21th century, English learning has gradually developed towards a younger age. In some economically developed regions, parents generally have a strong consciousness of education. For some parents, it has become a rigid demand for their children to learn English from childhood. Because of the large number of children's English training institutions, there are also more demands for teachers and sales, which leads to the situation that the supply of professionals is in short. Especially for the salespersons in English training industry, because of the large demand and the low threshold of entrance, there are many problems such as the salespersons are in a motley crowd condition in different institutions. There are many objective problems in the Sales Department of many training institutions, which lead to the confusion of department management. These problems need to be solved urgently. Based on the case study of Chengdu campus of V children's English training company, this thesis combs the current situation of children's English training industry and the working characteristics of its salespersons, analyzes the reasons behind the characteristics, and researches several management problems of the sales team through literature analysis, questionnaire survey, case analysis, and interview. According to the investigation, these problems are respectively the difficulty in recruiting salespersons, the slow growth of new employees in the sales department, the need to improve the professional knowledge and skills of salespersons, the high turnover rate of salespersons and the lack of professional development planning of salespersons. Through the interview with the members of the Sales Department of different children's English training institutions, the investigation of customers and the interview with the employees of V children's English training institutions, we investigated the commonness of excellent sales personnel in children's English training industry, the basic needs of the target customers and the basic problems existing in the management of the sales team. According to the analysis of the problems and current situation, combined with the investigation data and the causes of the problems, and based on the ERG theory, bucket effect and expectancy theory, this thesis puts forward the optimization suggestions and relevant safeguard measures for the Sales Department of Chengdu campus of V children's English training institution in recruitment, training, assessment, salary incentive and promotion ABSTRACT III mechanisms. The significance of this thesis lies in enriching the research on sales team management of high level market in children's English training institutions, hoping to solve the problems faced by the sales departments in Chengdu campus of V children's English training institutions in the competitive market, and sum up the experience to avoid similar problems occurring again. Meanwhile, this thesis expects to give some enlightenment to the different training institutions and the managers of the sales department at the initial stage of development. Key words: Children's English training institution, Team management, Sales team 目录 IV 目录 第一章 绪论 .................................................................................................................... 1 1.1 选题背景和问题 ................................................................................................ 1 1.1.1 研究背景 .................................................................................................. 1 1.1.2 研究问题 .................................................................................................. 1 1.2 研究目的和意义 ................................................................................................ 2 1.3 研究方法和思路 ................................................................................................ 2 1.3.1 研究方法 .................................................................................................. 2 1.3.2 研究思路 .................................................................................................. 3 第二章 销售团队管理相关理论 .................................................................................... 5 2.1 团队管理的相关理论及基本内容 .................................................................... 5 2.1.1 团队的定义 .............................................................................................. 5 2.1.2 团队管理相关理论 .................................................................................. 5 2.1.3 团队管理基本内容 .................................................................................. 6 2.2 企业销售团队的管理 ........................................................................................ 7 2.2.1 销售团队的特征 ...................................................................................... 7 2.2.2 销售团队管理的基本职能 ...................................................................... 8 2.2.3 销售团队管理的步骤和程序 .................................................................. 9 2.2.4 销售团队对于企业的意义 ...................................................................... 9 2.3 本章小结 ............................................................................................................ 9 第三章 少儿英语培训行业介绍及其销售工作特点 .................................................. 11 3.1 少儿英语培训行业介绍 .................................................................................. 11 3.2 少儿英语培训行业销售的工作特点 .............................................................. 12 3.2.1 销售人员专业技能要求高 .................................................................... 12 3.2.2 销售产品的无形化 ................................................................................ 13 3.2.3 购买者非使用者 .................................................................................... 14 3.3 本章小结 .......................................................................................................... 15 第四章 V少儿英语培训公司销售团队管理现状及问题分析 .................................. 16 4.1 V少儿英语培训公司介绍 ............................................................................... 16 4.2 针对销售部门的相关调研 ..................................................