项目化管理在S公司销售活动中的应用

发布时间：2018-07-07 14:24

本文选题：项目化管理 + 销售活动管理　；参考：《华南理工大学》2015年硕士论文

【摘要】：随着科技的发展和客户需求的多样化,工业品的销售活动变得越来越复杂。国内大部分销售型公司仍然采用传统的关系型销售模式。销售过程的复杂性和关系型销售模式的粗放管理之间的矛盾,带来了很多问题,比如订单成交的收尾非常艰难,往往无法按时验收,或者客户需求不断扩大,企业艰难应对,利润越来越薄等等。本文以S公司销售活动项目化管理的实践为依据,归纳出将复杂工业品销售活动进行项目化管理的步骤和常见问题。研究过程和论文结构主要包含如下几个步骤:(1)首先在分析销售活动基本特征的基础上,总结现有职能型组织中,传统销售活动过程中存在的问题。结合项目管理的基本思路和方法,阐述将工业品销售活动进行项目化管理的可行性和由此带来的优势。(2)其次结合S公司的实际做法和案例,分析阐述了销售活动项目化管理的步骤和遇到的问题以及对策。(3)然后从项目化管理与企业战略、职能型组织中项目团队的建设、职能工作与项目工作的冲突与统一、和销售项目的多项目管理等四个方面进行分析了销售活动项目化管理过程中最关键的几个问题。(4)最后通过调查访问等方式,使用Delphi调查法总结了影响销售活动项目化管理的关键因素,并采用了ISM解释结构矩阵的方法,对这些关键因素的相互关联和关系进行了分析解释。研究取得的主要成果包括:(1)总结销售活动项目化管理的步骤和遇到的问题。(2)通过调查问卷的方式分析总结出这一过程中的十大关键因素。(3)使用ISM解释结构矩阵的方法,分析解释了这十大关键因素的关联关系。总之,本文结合S公司实践案例,研究分析了复杂工业品销售活动项目化管理的过程和步骤,总结分析了这一过程中的十大关键因素和相互关联关系。以期为工业品销售企业中,解决销售活动复杂性与销售模式粗放性的矛盾,推进项目化管理实施提供参考!
[Abstract]:With the development of science and technology and the diversification of customer demand, the sales of industrial products become more and more complex. Most domestic sales companies still use the traditional relational sales model. The contradiction between the complexity of the sales process and the extensive management of the relational sales model has brought many problems. For example, the closing of an order is very difficult, and it is often unable to accept the goods on time, or the customer demand is constantly expanding, and the enterprise is struggling to deal with it. Profits are thinning and so on. Based on the practice of the project management of sales activities in S Company, this paper summarizes the steps and common problems of the project management of complex industrial products sales activities. The research process and the structure of the thesis mainly include the following steps: (1) based on the analysis of the basic characteristics of sales activities, the problems existing in the traditional sales activities in the existing functional organizations are summarized. Combined with the basic ideas and methods of project management, this paper expounds the feasibility and advantages of the project management of industrial product sales activities. (2) combined with the actual practices and cases of S Company, This paper analyzes the steps, problems and countermeasures of the project management of sales activities. (3) from the aspects of project management and enterprise strategy, the construction of project team in functional organization, the conflict and unity of function work and project work. And the four aspects of multi-project management of sales projects, this paper analyzes the most critical issues in the process of project management of sales activities. (4) finally, through the way of investigation and visit, This paper summarizes the key factors that affect the item management of sales activities by Delphi investigation method, and uses ISM to explain the structure matrix, and analyzes and explains the interrelation and relationship of these key factors. The main achievements of the study include: (1) summarizing the steps and problems encountered in the project management of sales activities; (2) analyzing and summarizing the ten key factors in the process by questionnaire; (3) using ISM to explain the structure matrix. The relation of these ten key factors is analyzed and explained. In a word, combining with the practice case of S Company, this paper studies and analyzes the process and steps of the project management of complex industrial product sales activities, and summarizes and analyzes the ten key factors in the process and the relationship between them. In order to solve the conflict between the complexity of sales activities and the extensive sales model in the industrial products sales enterprises, to promote the implementation of project management to provide a reference!
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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