箭牌糖果公司销售管理健康度评价的研究
发布时间：2018-11-07 08:02
【摘要】：快速消费品行业的竞争向来异常激烈,它们依靠消费者高频次和重复的使用与消耗,通过规模化的市场量来获得利润的实现。快速消费品客户群的广度是其他行业难以比拟的,客户分布和消费习惯的差异让整个销售系统复杂多样性。销售管理的效率和各级销售人员优异执行能力是快速消费品销售成功的关键。如何从结果导向和过程管理两个方面进行平衡,建立一套行之有效的销售管理健康度评估体系对于一个成熟的快速消费品公司非常必要。 本文通过快速消费品行业销售管理现状与发展,销售管理模式分析,并结合箭牌糖果销售运营中对过程管理的需求,设计一种基于销售过程管理的评价体系,并探讨有效执行销售管理健康度评价时的组织建设和注意事项。 本文建立了一套科学的、可操作性强的销售管理健康度评价体系。通过本评价体系的建立和使用,销售管理者既能从结果指标上判断销售行为的优劣,又能通过销售过程指标的分析及与健康度评价体系中的评估组织共同制定针对弱点的行动方案,保证公司销售体系稳健成长,公司策略及项目的优异执行。快速消费行业中大多成熟的企业可以依据本文研究的评价方法和相应组织设立模式,结合本企业销售运营的发展策略建立属于自己企业的销售管理健康度评价体系。
[Abstract]:The competition of FMCG industry has always been very fierce. They rely on the high frequency and repeated use and consumption of consumers to achieve profit through large-scale market volume. The breadth of FMCG customer base is unparalleled in other industries. The differences in customer distribution and consumption habits make the whole sales system complex and diverse. The efficiency of sales management and the excellent execution ability of sales personnel at all levels are the key to the success of FMCG sales. It is necessary for a mature FMCG company to establish a set of effective sales management health evaluation system from two aspects of result orientation and process management. Through the analysis of the current situation and development of sales management in fast moving consumer goods industry, the analysis of sales management mode and the demand for process management in Wrigley's candy sales operation, an evaluation system based on sales process management is designed in this paper. And discusses the effective implementation of sales management health evaluation of organizational construction and matters needing attention. A set of scientific and operable health evaluation system for sales management has been established in this paper. Through the establishment and use of the evaluation system, the sales manager can judge the good and bad of the sales behavior from the result index. Through the analysis of the sales process indicators and with the evaluation organization in the health evaluation system, we can work out the weakness action plan to ensure the steady growth of the company sales system and the excellent implementation of the company strategy and project. Most mature enterprises in the rapid consumption industry can establish their own sales management health evaluation system according to the evaluation method and the corresponding organization establishment model and the development strategy of the enterprise's sales operation.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.82
本文编号：2315721
[Abstract]:The competition of FMCG industry has always been very fierce. They rely on the high frequency and repeated use and consumption of consumers to achieve profit through large-scale market volume. The breadth of FMCG customer base is unparalleled in other industries. The differences in customer distribution and consumption habits make the whole sales system complex and diverse. The efficiency of sales management and the excellent execution ability of sales personnel at all levels are the key to the success of FMCG sales. It is necessary for a mature FMCG company to establish a set of effective sales management health evaluation system from two aspects of result orientation and process management. Through the analysis of the current situation and development of sales management in fast moving consumer goods industry, the analysis of sales management mode and the demand for process management in Wrigley's candy sales operation, an evaluation system based on sales process management is designed in this paper. And discusses the effective implementation of sales management health evaluation of organizational construction and matters needing attention. A set of scientific and operable health evaluation system for sales management has been established in this paper. Through the establishment and use of the evaluation system, the sales manager can judge the good and bad of the sales behavior from the result index. Through the analysis of the sales process indicators and with the evaluation organization in the health evaluation system, we can work out the weakness action plan to ensure the steady growth of the company sales system and the excellent implementation of the company strategy and project. Most mature enterprises in the rapid consumption industry can establish their own sales management health evaluation system according to the evaluation method and the corresponding organization establishment model and the development strategy of the enterprise's sales operation.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.82
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