DQ集团项目型销售管理研究

发布时间：2018-05-14 05:09

本文选题：项目管理 + 项目销售　；参考：《电子科技大学》2013年硕士论文

【摘要】：销售活动一般可以分为行业销售和消费品销售两大类，本论文主要围绕行业销售，针对行业销售的产品的特性，建立企业的销售模式和管理流程。行业销售有时也被称为“大订单销售”，有时也被称为“项目型销售”。它既不同于项目管理，也不同于传统市场销售。项目型产品销售是指在生产产品前，就要了解项目对产品的要求，全面的介入到项目的构思、策划、设计中，再通过了解其要求的性能和特点，针对性的生产产品，最后通过定价、投标、谈判这些流程，才能签订合同，达到项目的要求以满足顾客需要。它的特点一般来讲，金额较大、周期较长、决策较为复杂。项目型产品销售最开始，是以产品的市场销售和特定项目为背景提出的，上世纪末在欧洲，随着项目管理和市场销售的发展，而逐渐发展起来的一门新兴学科，项目型产品销售与传统的产品型销售有着明显的差别。项目型产品销售研究在我国刚刚起步，还没有学者专门对此进行研究。传统的销售管理模式对项目型产品生产企业销售管理缺乏效率和不适用性，没有针对性的销售管理模式，企业管理没有现成的管理模式，这样造成了项目型产品销售生产企业的销售模式偏重于销售活动，而轻视销售管理；企业缺少完善的项目型产品销售模式和销售管理的管理系统，这样就出现了企业对市场整体情况了解不深、客户关系管理缺乏、销售管理力度不够等诸多问题。本文从二者的区别出发，分析总结了项目型产品销售的特点和其影响销售的相关因素， DQ集团主要产品是向输、供电行业、冶金、工矿、钢厂、化工、水电、风电、太阳能电站、房地产等行业的扩建和新建工程提供专业的系统集成的电气设备，具有项目型产品销售的特征，通过对DQ集团的现有销售模式和管理分析，对当前销售管理面临的问题和中存在的不足的基础上，对企业产品市场面临的机遇与挑战，进而引发了对项目型产品销售模式及其有效管理的深层次思考。作为公司的一员，我有责任和义务来为公司的发展做点贡献，提出了一种基于销售流程的企业项目型销售管理模式和销售管理体系，，结合企业实际情况，改善业务拓展流程和管理模式，建立企业项目销售管理体系。提升项目型产品销售的效率和成功率，增强企业竞争力[1]。
[Abstract]:Sales activities can generally be divided into two categories : industry sales and consumer goods sales . This thesis mainly focuses on the sales of the industry , the characteristics of the products sold in the industry , the establishment of the sales model and the management process of the enterprise . The sales of the project are sometimes referred to as " big order sales " and are also referred to as " project - type sales " .

The project - oriented product sales research has just started in our country , and there is no scholar to study it . The traditional sales management model lacks the efficiency and the applicability to the sales management of the project - oriented product , and does not have a targeted sales management mode . The enterprise management has no existing management mode , which causes the sales pattern of the project - type product sales production enterprise to focus on the sales activity , and the light - view sales management ;
There are many problems such as lack of knowledge about the overall situation of the market , lack of customer relationship management and insufficient sales management .

Based on the difference of the two , this paper summarizes the characteristics of the item sales and the related factors which affect the sale . The main products of DQ group are the electrical equipment which provides professional system integration for the expansion and the new engineering of the transportation , power supply , metallurgy , wind power , solar power station , real estate and other industries . As a member of the company , I have the responsibility and the obligation to contribute to the development of the company , and put forward a sales management model and management system of the enterprise project based on the sales process , and establish the enterprise project sales management system .

【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F276.4

【参考文献】