JCT公司销售管理研究

发布时间：2018-05-01 20:41

本文选题：机械密封 + 油气行业　；参考：《西南交通大学》2017年硕士论文

【摘要】：JCT公司主要为石油、天然气等能源化工市场提供高质量的机械密封产品。在国际原油价格自从2014年6月以来出现大幅下跌后,油价长期低迷,导致油气行业自身严重亏损。在对油气行业投资放缓的同时,也给相关配套生产企业的经营造成了重创。JCT公司来自机械密封新装机市场的销售订单急剧减少,促使其开始调整销售策略,把主要销售精力集中到现有的售后服务市场,希望能够减小行业下滑带来的冲击。自2015年1月开始,JCT公司开始全面检讨现有的销售管理活动,发现公司销售人员虽然在跟进很多销售机会,但最终转换成销售订单的销售机会却很少。同时,由于销售人员都是采用家庭办公模式分散在全国各地,公司管理层希望能通过紧密联系驻外的销售人员,及时获得市场信息,了解客户的真实需求,考核销售人员的绩效。针对销售订单转化效率低以及销售人员远程管理及考核难的问题,本文提出了根据JCT公司的销售现状和机械密封产品具有高价值且复杂的特点,将销售机会划分成四个阶段并对每个阶段销售机会跟进动作进行分解,提出衡量标准。通过加强对销售机会的管理,帮助企业在市场开拓中提前感知需求变化,迅速抢占先机,不断扩大市场份额,同时充分利用公司现有的销售与服务网络,加强销售机会数据的管理,指导销售管理工作,提高管理效率,达成经营目标。本文结合JCT公司在2016年3月开始的销售机会管理改进,介绍了销售机会管理的相关理论知识,分析了 JCT公司销售机会管理的现状,然后提出了具体的可操作的改进方案。
[Abstract]:JCT company mainly provides high quality mechanical seal products for the energy and chemical market of oil, natural gas and so on. After the sharp fall in international crude oil prices since June 2014, oil and gas industry has suffered a serious loss for a long time, causing the oil and gas industry to lose its own serious losses. While the investment in the oil and gas industry is slowing down, the operation of related supporting production enterprises is also caused. A sharp reduction in sales orders from the mechanical seal new installed machine market has led to a sharp reduction in the sales order of the.JCT company, prompting it to begin to adjust its sales strategy and concentrate its main sales effort on the existing after-sales service market, hoping to reduce the impact of the industry's decline. Since January 2015, JCT commence has started a comprehensive review of existing sales management activities. Although the sales staff are following up a lot of sales opportunities, there are few sales opportunities that eventually convert into sales orders. At the same time, because the sales staff are scattered all over the country with the family office mode, the company management hopes to get the market information in time and understand the customer's truth by close contact with the salespeople abroad. In view of the low conversion efficiency of sales orders and the difficulties of remote management and assessment of sales personnel, this paper proposes to divide the sales opportunities into four stages and follow up the sales opportunities at each stage in accordance with the sales status of JCT company and the high value and complexity of the mechanical seal products. By strengthening the management of the sales opportunities, it helps the enterprises to perceive the change of demand in advance in the market development, quickly seize the opportunity to seize the opportunity, constantly expand the market share, and make full use of the existing sales and service network of the company, strengthen the management of the sales opportunity data, guide the sales management work, and improve the management efficiency. In this paper, based on the improvement of JCT company's sales opportunity management in March 2016, this paper introduces the relevant theoretical knowledge of sales opportunity management, analyzes the current situation of sales opportunity management in JCT company, and then puts forward specific and operable improvements.

【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.4

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