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1、 Improve International Trade Ability by Internet Skill Training摘要东成贸易是一家以汽车后市场产品为主的外贸公司。本论文作者是市场部的一位销售人员。东成公司自2004年开张以来，以优质的产品及专业的售后服务赢得了一定的市场份额。销售规模也不断扩大。但是，由于不少类似公司如雨后春笋般的出现，客户源开始出现委缩。由于国际贸易越来越依赖于计算机及网络技术，单靠销售人员的外语水平及简单的计算机网络知识已经远远不足。为了在市场竞争中继续立于不败地位，业务员必须使出浑出解术地增长各方面的知识本论文设计通过销售人员的网络知识培训。力图通过计算机及
2、网络的应用技巧，从而获得潜在客户，提高工作效率，节约开发户口成本。本论文前期通过目标客户的问卷调查，SWOT分析法等研究方法找出培训课程设计的方向。中期在编制课程及培训实施过程中通过课程表及教案实现培训如期完成。后期通过成本对比及时间对比来进行效果评估。 通过前期的调查分析及切实可行的设计，中期的认真实施及后期的客观评估，本论设计的计算机及网络应用技巧得到预期的效果。关键词：计算机；网络；网络营销；潜在客户；提高效率；节约成本AbstractDong Cheng trading company is a international trading company, their main pro
3、ducts is tool of auto after market. From year 2004 when it founded, it won a good market share by its high quality and professional after sale service, and the company is developing well. But present, DC has faced of losing customers because of more and more similar company appeared, and they offer
4、the low price.As model international trading is depend on computer and network, it is far from enough if the salesperson master only foreign language skill and little computer knowledge. To won the market, salesperson must do their best to improving as much as knowledge of difference area.This disse
5、rtation design by staff training course, then salesperson can master more network still. In order to get more potential customers, increase of efficiency and saving trading cost.Key words: internet; Network Marketing; potential customer; increase of efficiency; cost savingTable of ContentsPages1. Pr
6、oject Introduction12. Project Problem Identification and Analysis2 2.1 Project Problem Description2 2.2 Problem Analysis2 2.2.1 Companys current situation2 2.2.2 Needs and wants analysis2 2.2.3 SWOT analysis23. Project Objective and Hypothesis3 3.1 Project Objective3 3.2 Project Hypothesis34. Projec
7、t Rationale45. Project Design 5 5.1 Project Activities5 5.1.1 Activities with time-scale6 5.1.2 People involved and responsibilities7 5.2 Costing7 5.3 Risks analysis7 5.4 Management and control76. Project Implementation8 6.1 General introduction of time, place of project implementation8 6.2 The work
8、ing steps of implementation87. Results and Discussion8 7.1 Result8 7.2 Discussion98. Conclusion9Bibliography10Appendix I. Questionnaire11Appendix II. Trainning course handout12 Improve International Trade Ability by Internet Skill Training1. IntroductionDong Cheng trading company is a international
9、trading company with the products of Auto After market tool. Being a professional supplier of this market for about 4 years, the company has won the good reputation by excellent quality and professional technical supports. However, the situation has changed drastically since this year due to many ne
10、w competitors appear, they offer lower price than us, this leads to we loss many loyal customers and harder to win new customers. The company faces to loss market share and profit this year.Being one of the sales directors of the market department of Dong Cheng Company, I noticed this problem and de
11、cided to take the responsibility to change this situation. By analyzing the customers feedback and information of our competitors. We noticed that our higher quality and technical support make the cost higher than new competitors, most of our current customers have transferred some purchases order t
12、o our new competitors, and meanwhile, it is harder than before to attract new customers.It is very important for us to find a solution of improve our sales from other aspects.The good quality and technical support are the two main reason of higher cost, but they are the advantages of our company, we
13、 can not reduce sales cost from these two factors. As we are trade by internet, we can train our sales staff to make full use of internet, thus reduce sale cost and improve work efficiency. It is hypothesized that by training our staff to master internet skill, we can regaining our competitiveness.T
14、o maintain our market share in the area, a special project team was found in our sales team. As I was graduated from Computer science, I am being the team leader of this project. The project has lasted for two months from March 1st, 2010 to April 30th, 2010. We made a questioners survey to decide th
15、e training content, then we design the train plan; meantime, we purchase material of instruction. After finish the preparation work, we took the after work time of 3 weeks to implement our trainings. The cost related to this project was also calculated to meet the companys budget requirements.We use
16、d SWOT analysis, questionnaires in the identification to identification and analysis of the problem to carrying out this project. We also made a flowchart and framework to design our training project. Table and Chart were used to evaluated the result. This methods is according to Practical Business
17、Project and Proposal Design (Hilton) & Practical Project Design (Gu) !The aim of this project is to regaining company competitiveness by training the sales staff internet skill. After training, sales staff can give more professional service to customers, and get more new customers.2. Problem Identif
18、ication and Analysis2.1 ProblemThe problem we are facing is that most of the salesperson are lack of computer and network skill. 2.2 Problem analysis2.2.1 Companys current situation*Physical resourcesDong Cheng foreign Trade Company was founded in 2004; the major products are garage equipment and au
19、to diagnostic tool. it won many clients from worldwide by professional technical support and offer excellent quality products.*Financial resourcesThe company has won customers from all over the world, except mainland China. And the revenue reached RMB 5.5 million in 2009. The budget for this year is
20、 RMB 300,000 on trade platform and customers manage software. RMB 80,000 on staff training.*Human resourcesThe company has 30 sales people, belong to market department. One engineer who in charge of technical support and products knowledge training. One Financial Accouter, one Warehouse Operator.*PE
21、ST analysisUnder the Global Economic Crisis, car services cost of 4S station is high for many car owners. At the same time, garage fond that the price of repair equipment is very high from local.China has a stable political, economic, and social environment. Government encourages exporting. China is
22、 a big exporter which offers very good price and continuously improving products. The new techno ledge of auto aftermarket is extensive used all over the world.2.2.2Needs and wants analysisDuring the information-explosion society, competing not only focus on products and service, but also time and s
23、kill. Before cooperation, sales skill is the key of the business. If a potential customer discuss with 2 suppliers at the same time. The one who offer products information first will make better impress to potential customer, or an ingenious catalogue. Sometimes this detail won customer better than
24、products itself.2.2.3 SWOT analysisBased on the results of situation analysis and needs analysis of the center, the author came up with the following SWOT profile: StrengthsWeaknesses1.Experienced technical staff2. Professional trade platform3. Good quality products4. Most staff were graduated from
25、International Trade5. Training charge within budget 6. Reliable source of supply7.Customer satisfy with technical support8. Use customer managing software, better manage customer resource.1.Many sales people know about little about computer and internet skill.2.Workplace environment too crowd, can n
26、ot provide good feeling for staffs and customer.3.Most of the order quantity not as big as to get shipping cost discount. OpportunitiesThreats1.Sales get knowledge of new products by training course2. Trade skill increasing by skill training and exchange3.Technical support made it easier to won a cu
27、stomer1. There are many new competitors come appeared in this area. They quote very low price.2. Many competitors are experience on trading, While most of our staff are new or graduating student.Dong Cheng companys ultimate goal is to overcome the first weak, the mainly aim is to training a full ski
28、ll sales team, won a larger market share. To achieve this goal, the company needs to deal appropriately with most of its weaknesses as well as some threats.3. Project Objective and Hypothesis3.1 Project objectiveThe problem we are facing is that most of the salesperson are lack of computer and netwo
29、rk skill. The goal of my project is to let salesperson master more computer and network marketing skill. The objectives are rapidly increasing the efficiency, won more potential and save trading cost.3.2 Project HypothesisAs interdisciplinary talents are needed more and more in the rapid developing
30、society. After my project finish, sales will get more computers and internet knowledge, to our company will provide more professional service to customer, to won better market share.4. Project RationaleFirst, why should we training staff to master computer and internet skill. The necessity of master
31、 this skill is not only for to make their business more efficient but also for reduce cost. From the SWOT analysis, we know that Dong Cheng company has put some budget on manage software; it has save much time for customer resource managing, it is a very importance step during the developing.From th
32、e Alibaba foreign trade skill tanning 功夫外贸的兵器篇.Second, how we can reduce our trading cost by internet. If we use a to send software to customer, then we can save the delivery cost by send CD.Third, During information transferring by internet, we must care about network managerial risks.论全球电子商务中的知识产权
33、In the new Knowledge Based Economy, the most importance resource is knowledge and concept, and launching of resource must depend on internet. People are favor in this high efficiency transfer form. Through internet, the global electronic commerce costs are reducing greatly. It spurs the No Boundarie
34、s business market coming into being; speed up integration of world economy. All this business let us care more network managerial risks.In our current life, nearly all the enterprises can not developing without computer and internet. Computer and internet will improve our living quality and working
35、condition, also bring more convenient for both life and working.5. Project Design5. 1. Planning activities5.1.1 Activities with time-scale1) To survey which knowledge are interested by all the sales. 2) Design training plan3) Purchase material of instruction 4) Begin trainings 5) Prepare testing pap
36、er6) Result surveyWEEK 1WEEK 2WEEK 3WEEK 4WEEK 5WEEK 6WEEK 7Survey to decide which skill are needed for trainDesign training planPurchase material of instructionImplement trainingsPrepare testing paperResult surveycritical path analysisFirst of all, I must get a point from the survey to decide begin
37、 from which aspect.This is for me to set the order of the course, also how long time to put for which aspect.5.1.2. People involved in the activities and their responsibilitiesThey are 10 sales person in the company, two of us were graduated from computer science, including me. My colleague Sunny an
38、d I are trainer of this activities. Then we will have 8 learners of this activity and two trainers. Our assistant of office support will help us for the purchasing work and other preparing things. Im in charge of survey and preparing training material. Sunny in charge of testing.Also our office secr
39、etary will help us to preparing questionnaire and purchasing.5.2 cost considerationThe consider cost should be below:The purchase of Purchase books. 1000Purchase software.200Projector . 5000Printer.2000Desk.2000Wireless microphone.200Blackboard100Pen and other Stationery200_Total cost 8,400RMB5.3. R
40、isk analysisBefore putting the plan into practice, I find that the following problems might affect the successful completion of the project. a) People relatedIf learner fall sick or absence, learner will miss some course. And Sunny and my absence will cause the whole plan delay.b) Time relatedIf we
41、have visitor coming and have other urgent things, course time will be delay or cancel.3) Wrong operatingComputer will be harm of virus when operating not correct. This will cause importance data lost and system damage.5.4 Management and controlAbove risks is impossible to eradicate, but I have thoug
42、ht of measures to control and manage them.If learner absence the course, we can make time to teach her after work. If sunny or me absence, the other one can help to fill in. To avoid time conflict, we can move the class to weekend or other time when all people free.When star computer ,running F-Prot
43、 Antivirus first, firewall, backup importance data.6. Project Implementation6.1.General introduction of time, place of projectimplementationMy project implementation was conducted during March 1st, 2010 to April 30th, 2010. Most of those design and construction of the project was taken place in my s
44、hop.6.2. The working steps of implementationBecause this project is implementation during our rest time after work, preparing work will take the most time of the whole project. On the first stage of implementation, We spent 2 days for design the Questionnaire. 4 days for design training course and s
45、elect reference books according to the survey result. Meanwhile, our assistant of office support help us to purchasing facility, reference book and other materials.We began our training course from 3rd week to 5th week. We used our meeting room as our class room. Training time is from 5:30PM to 6:30
46、 PM, from Monday to Friday. Firstly, we train of how to transfer High-capacity electronic file by internet source. This was the aim to save delivery cost and time. And the secondly was learn how to track the email we sent, and analyzer the receiver. Then third is about status advertising. It was luc
47、ky for us that we have no emergency led to the delay of the training plan. When we finish training for 3 weeks, we made an examination on week six to consolidation of knowledge.Lastly, we took 5 day to collect the data for analyzer the trainer result.We hoped our aim of this train would get a good result, that is to get more potential customer, increase working efficiency and save delivery cost. 7. Results and Discussi
