ABSTRACT
With more and more severe competition in the automobile 4S shops, the dealerships of the automobile 4S shops absolutely depend on the automobile brands without their own brand images. In this situation, we tried to build up the core competence by means of discussing how to set up the training system, which help to create the double brand culture.
Firstly, we used case analysis to study one automobile 4S shop. Some serious problems were found, such as lacking training system, etc.
Secondly, we used content analysis method to analyze the current training program provided by the manufacturers according to the theory of the Taxonomy of Educational Objectives.
Finally, some recommendations were put forward to develop the ability to operate the training system and develop the training and development system.
Key words: training system; Taxonomy of Educational Objectives; content analysis
