浪潮集团销售管理量化分析及对策研究

发布时间：2018-02-03 05:30

本文关键词： 销售管理量化管理信息化系统　出处：《山东师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：经过二十多年的实践与发展,在我国社会主义市场经济体制初步建立,市场作为经济发展的先导,要求我们要发展社会主义市场经济,首先要发挥市场的重要作用。现在的市场环境竞争越来越激烈,企业压力越来越大,现在的企业想要稳定可持续的发展,不断提升竞争力、市场占有率和目标增长率,提升市场地位和影响力,提高经济效益,当务之急便是加强企业的销售管理。浪潮集团有限公司是国内唯一一家具备软硬件一体化供应能力的云计算整体解决方案的供应商,多年来在销售管理方面已经运用量化管理进行系统管理。随着经济的发展、竞争的加剧,浪潮集团逐步扩张,分公司遍布31个省区,然而随着规模的不断壮大,管理难度也相对加强,而管理分布在各地的销售更是难上加难。销售及销售管理系统暴露出很多问题,如目标考核机制不健全、区域管理基础薄弱、团队合作能力欠缺、线索漏斗与预期偏差、市场定位不明确等,已影响到了集团整体目标的实现及业务发展的需要。而从目前的销售管理体系来看,对于浪潮集团实施转型,以及云计算战略的落地并不能做有力的支持,尤其是浪潮集团这类数字科技企业,搭建适应大数据时代的销售管理体系,建立科学的量化指标体系,对浪潮集团转型,持续稳定发展以及提升企业的竞争力有都非常关键的作用。本论文通过对浪潮集团有限公司的销售管理存在的问题以量化管理的分析方式,运用企业销售管理的理论和方法对销售量化管理进行分析,对现有的销售管理和量化指标进行研究,分析浪潮集团目前在销售管理方面存在的问题,并对这些问题提出改进建议,使销售管理更具加科学、有效,以此促进浪潮集团的持续快速不断发展。本文还对大数据时代的销售管理转型和以及企业的发展趋势做了相应的分析,为公司营销工作形成良好的推力。本论文分为六章,第一章,绪论;第二章,理论及文献综述;第三章,浪潮集团区域销售管理环境分析;第四章,浪潮集团区域销售量化管理存在的问题;第五章,浪潮集团及区域销售量化管理改进方案及运营管理策略;第六章,结束语及展望。本文形成的量化销售管理系统和方法可以推广到其他数字科技企业及其他开展销售量化管理的企业,推动量化管理方法在企业销售管理实践中的进程。
[Abstract]:After more than 20 years of practice and development, the socialist market economy system has been established in our country. The market, as the forerunner of economic development, requires us to develop the socialist market economy. First of all, we should give play to the important role of the market. Now the market environment is more and more fierce, the pressure of enterprises is increasing. Now enterprises want to stable and sustainable development, and constantly improve their competitiveness. Market share and target growth rate, improve market position and influence, improve economic efficiency. The top priority is to strengthen the sales management of enterprises. Tide Group Co., Ltd. is the only domestic supplier of integrated software and hardware to provide the cloud computing integrated solution. Quantitative management has been used in sales management for many years. With the development of economy and the intensification of competition, Tide Group has gradually expanded, branch offices are located in 31 provinces and districts. However, with the continuous expansion of the scale, management difficulties are relatively strengthened, and the distribution of management in sales is even more difficult. Sales and sales management system exposed a lot of problems, such as the target assessment mechanism is not perfect. The regional management foundation is weak, the team cooperation ability is deficient, the clue funnel and the anticipated deviation, the market position is not clear and so on. Has affected the realization of the overall objectives of the group and the needs of business development. And from the current sales management system, for the tide group to implement the transformation, and cloud computing strategy landing can not do enough support. Especially the wave group such as digital technology enterprises, set up to adapt to the big data era of sales management system, establish a scientific quantitative index system, to the wave group transformation. Sustainable and stable development and enhance the competitiveness of enterprises have a very critical role. This paper through the wave of the Group Co., Ltd. sales management problems in quantitative management analysis. The theory and method of enterprise sales management are used to analyze the quantitative management of sales, the existing sales management and quantitative indicators are studied, and the problems existing in the sales management of Tide Group are analyzed. And put forward the improvement suggestion to these problems, make the sales management more scientific and effective. In order to promote the continuous and rapid development of Tide Group, this paper also makes a corresponding analysis on the transformation of sales management and the development trend of enterprises in the big data era. This paper is divided into six chapters, the first chapter, introduction; Chapter II, theoretical and literature review; Chapter three, the analysis of regional sales management environment of Tide Group; Chapter 4th, Tide Group regional sales quantitative management problems; Chapter 5th, Tide Group and regional sales quantitative management improvement plan and operational management strategy; Chapter 6th, concluding remarks and prospects. The quantitative sales management system and methods can be extended to other digital technology enterprises and other enterprises engaged in quantitative sales management. Promote the process of quantitative management method in the practice of enterprise sales management.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F274

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