I 摘要 疫苗属于特殊的药品，不能进行大众媒体广告宣传，是通过疫苗销售代表 （属于医药代表类）将一些相关的疫苗及医疗最新的专业信息传递给疾病预防 控制中心及社区卫生服务中心的医疗保健专业人士来完成的。其销售推广行为 不仅受到《药品管理法》的约束，同时还要受到已经颁布即将实施的《中华人 民共和国疫苗管理法》的监管，因此疫苗销售有别于其他行业的销售，依法合 规，专业化学术营销是这一行业的必然趋势。那么对疫苗销售人员的能力和专 业的要求会比较高，销售人员不仅是企业品牌的宣传者和代言人，更是相关疾 病预防领域的专家，是企业与医生之间的桥梁。由此可见，不仅对企业包括整 个行业，重要性都不言而喻。 本文以S公司疫苗销售人员培训体系构建为研究课题，首先从培训相关理 论和工具入手，通过文献综述法对国内外学者的相关研究情况进行综述归纳， 对疫苗行业销售人员的培训特征进行阐述。其次通过问卷调查法、实地观察法、 面谈法对S公司的现状、人员现状、技能现状结合SWOT工具综合进行分析，得 出公司要走学术营销的战略方向，打造专业化学术推广团队，那目前的人员能 力现状与这一要求还是有一定的差距；接着对销售培训的现状问题进行探究， 发现培训资源不足，内容简单、缺乏体系等一系列问题，然后进行培训需求的 全面梳理，明确了销售培训体系构建的必要性。再次，通过访谈、焦点小组讨 论等方法从培训设计与策划、培训实施、培训评估与更新，系统构建整个培训 体系，最后为了确保整个体系良性运转，从组织保障、资源保障、制度保障三 个方面规划，实施保障措施。理论结合实际，构建了适合S公司自己的销售培 训系统，整个体系循环迭代不断更新。 本文通过对S公司疫苗销售人员培训体系构建的研究和设计，不仅帮助S 公司推广商销售人员提升技能，达到未来行业专业化学术营销发展趋势的能力 要求，进而为同行业的类似企业提供参考，对同样需要构建或优化销售培训体 系的其他企业也具有一定的借鉴意义。 关键词: 疫苗销售；S公司；培训体系构建 Abstract II Abstract Vaccine is a special kind of medicine. It couldn’t be advertised on the public media. It is promoted by the vaccine sales representatives, one class of the medicine representatives. They deliver the relevant vaccines and the latest professional information of medical treatment to the medical and health professionals in CDCs and community health service centers. These kinds of sales promoting behavior are not only constrained by the Drug Administration Law, but also regulated by the new Vaccine Administration Law which will be published by the government of the People's Republic of China. Therefore, vaccine sales are different from sales in other industries. It must be in accordance with the law. Professional academic marketing is an inevitable trend in this industry, which means high ability and professional requirements for vaccine salesmen. Salesmen are not only the propagandists and spokesmen of enterprise brand, but also the experts in the field of disease prevention. They are the bridge between enterprises and doctors. Thus, not only for enterprises, including the whole industry, the importance is self-evident. Vaccine is a special kind of medicine. It can not be advertised by mass media. It is accomplished by the vaccine sales representatives (which belong to the medicine representative category) who transmit some relevant vaccines and the latest professional information of medical treatment to the medical and health professionals of CDC and community health service centers. Its sales promotion behavior is not only constrained by the Drug Administration Law, but also regulated by the soon-to-be-implemented Vaccine Administration Law of the People's Republic of China. Therefore, vaccine sales are different from sales in other industries. It is in accordance with the law. Professional academic marketing is an inevitable trend in this industry. Then the ability and professional requirements of vaccine salesmen will be relatively high. Salesmen are not only the propagandists and spokesmen of enterprise brand, but also the experts in the field of disease prevention. They are the bridge between enterprises and doctors. Thus, not only for enterprises, including the whole industry, the importance is self-evident. Abstract III Through the research and design of S company's vaccine sales training system, this paper not only helps S company's salesmen to improve their skills and meet the ability requirements of the future development trend of professional academic marketing in the industry, but also provides a good sample for the similar enterprises in the same industry, and for those who also need to build or optimize the sales training system. His enterprise also has certain reference significance. Key words: Vaccine sales; S company; Training system construction. 目录 IV 目录 摘要 ................................................... I ABSTRACT ................................................ II 目录 .................................................... IV 第一章 绪论 ............................................. 1 第一节 研究背景和意义 ............................................ 1 一、研究背景 ................................................................ 1 二、研究的意义 .............................................................. 2 第二节 研究内容与方法 ............................................ 3 一、研究主要内容 ............................................................ 3 二、研究方法 ................................................................ 4 第三节 国内外研究综述 ............................................ 5 一、国外研究概况 ............................................................ 5 二、国内研究概况 ............................................................ 6 三、文献研究评述 ............................................................ 7 第四节 研究思路与创新点 .......................................... 8 一、研究思路 ................................................................ 8 二、创新点 .................................................................. 9 第二章 相关概念及理论阐述 .............................. 10 第一节 相关概念界定 ............................................. 10 一、 培训开发的含义 ........................................................ 10 二、 培训开发的意义 ........................................................ 11 第二节 培训相关理论 ............................................. 12 目录 V 一、 培训开发系统模型 ................................................... 12 二、 基于胜任力的培训需求分析理论 ....................................... 14 三、 培训实施过程中的成人学习理论 ....................................... 16 四、 培训效果评估理论 ................................................... 18 第三节 疫苗销售人员培训特征 ..................................... 19 一、疫苗行业销售介绍 ....................................................... 20 二、疫苗销售人员的岗位职责 ................................................. 21 三、疫苗销售人员培训特征 ................................................... 22 第三章 S公司现状及需求分析............................. 23 第一节 现状分析 ................................................. 23 一、S公司现状 ............................................................. 23 二、S公司推广商销售人员现状 ............................................... 25 三、S公司推广商销售人员技能现状............................................ 28 四、S公司销售相关的SWOT分析 .............................................. 30 第二节 销售培训问题分析 ......................................... 32 一、S公司销售培训现状 ..................................................... 32 二、S公司销售培训中存在的问题及分析 ........................................ 34 第三节 需求分析 ................................................. 35 一、组织需求分析 ........................................................... 36 二、人员需求分析 ........................................................... 36 三、基于胜任力的岗位需求分析 ............................................... 36 第四章 S公司销售培训体系构建 ..................................... 43 第一节 S公司销售培训体系构建的总体设想 ...................................... 43 一、S公司销售培训体系构建的原则............................................ 43 二、S公司销售培训体系构建的思路............................