摘要
过去30年，中国传统服装行业不断发展壮大，但近十年来，随着移动互联
网的飞速发展，传统服装行业面临着巨大的挑战。在飞速发展的电商业务以及新
冠疫情地不断冲击下，线下零售终端业务的重要性逐渐受到质疑，很多服装零售
企业不再重视零售终端建设，当然，还有一些服装企业依然坚持深耕于零售终端
业务，如何在市场竞争中立足是线下服装零售行业普遍关心的问题。而对于服装
行业来说，提升企业核心竞争力，最佳办法是通过培训提高零售终端人员的管理
能力与销售能力。因此，优化品牌服装零售终端的培训成为了重要的实务问题，
也给Y公司品牌服装零售终端的培训提供了一种实践参考。
本文在问卷调查基础上，对问卷的信度进行检验，运用描述性统计方法从不
同角度综合分析问卷调查数据，并结合关键岗位的访谈数据，剖析了目前Y公司
品牌服装零售终端培训中存在的问题，主要集中在培训规划、培训机制、培训方
式、课程设计与开发、培训成果转化、效果评估等方面。探究问题的根源，主要
是培训规划与企业战略不统一、培训体系缺乏内外部环境支撑、培训计划缺失及
培训需求分析不足、培训对象混乱及培训内容单一、培训效果缺乏评估追踪保障
等。通过明确培训主体及其关系、明确培训环境及其构成从而优化培训系统功能，
从培训需求、培训师资、课程设计三个方面着手优化培训机制，同时通过优化评
估方案、评估模型以及评估指标体系来实现培训效果的优化，从而为Y公司品牌
服装零售终端培训提供了一系列科学合理的优化措施。
基于以上分析，本文对经费保障、组织保障、机制保障以及信息平台保障等
进行了优化，确保Y公司品牌服装零售终端培训有效运行，从而提升企业的核心
竞争力，促进企业可持续性发展。
关键词：Y公司；品牌服装；零售终端；培训优化
I

ABSTRACT
In the past 30 years, China's traditional clothing industry has been
growing, but in the past decade, with the rapid development of mobile
Internet, the traditional clothing industry is facing great challenges. With
the rapid development of e-commerce business and the continuous impact
of covid-19, the importance of retail terminal business has been gradually
questioned. Many clothing retailers no longer pay attention to the
construction of retail terminals. Of course, some garment companies still
insist on deep cultivation in retail terminal business. How to gain a firm
foothold in the market competition is a common concern of the garment
retail industry. For the garment industry, the best way to improve the core
competitiveness of enterprises is to improve the management ability and
sales ability of retail terminal personnel through training. Therefore,
optimizing the training of brand clothing retail terminal has become an
important practical problem, which also provides a practical reference for
th e tr aining of br and cl othing re tail te rminal of Y co mpany.
Based on the questionnaire, this paper tests the reliability of the
questionnaire, comprehensively analyzes the questionnaire data from
different angles by using descriptive statistics, and analyzes the problems
existing in the current brand clothing retail terminal training of Y
company, mainly from the aspects of training planning, training
mechanism, training methods, curriculum design The root causes of the
problems are mainly the inconsistency between the training plan and the
enterprise strategy, the lack of internal and external environmental
support for the training system, the lack of training plan and training
demand analysis, the confusion of training objects and the single training
content. By clarifying the training subject and its relationship, the training
environment and its composition, So as to optimize the function of the
II

training system, optimize the training mechanism from the three aspects
of training demand, training teachers and curriculum design, lack of
evaluation and tracking guarantee for the training effect, and optimize the
training effect by optimizing the evaluation scheme, evaluation model
and evaluation index system, so as to provide a series of scientific and
reasonable optimization measures for the brand clothing retail terminal
training of Y company.
Based on the above analysis, this paper optimizes from the aspects of
capital guarantee, organization guarantee, mechanism guarantee and
information platform guarantee to ensure the effective operation of Y
company's brand clothing retail terminal training, so as to enhance the
core competitiveness of the enterprise and promote the sustainable
development of the enterprise.
Key words: Y company; Brand clothing; Retail terminal; Training
optimization
III
。。。以下略