湖南省TCL公司销售管理优化研究

发布时间：2018-01-04 13:37

本文关键词：湖南省TCL公司销售管理优化研究　出处：《南华大学》2014年硕士论文　论文类型：学位论文

【摘要】：在当代经济社会，竞争随处可见，有竞争才有发展，有竞争才能激发企业创新的激情，使企业在纵欲河流中保持自身的特色，拥有更大的市场份额，拥有更多的客户群。如何能在充满竞争的社会中维持生存，实现可持续发展，建立一套科学完善的销售管理体系是明智之举，也是盈利运营的必需。本文以湖南省TCL公司的销售管理体系为研究对象，从湖南省衡阳市TCL销售总监，具体是彩电销售总监的视角，运用SWOT分析法，详细的介绍该集团的现状及可能的发展趋势，对TCL公司的销售管理情况进行描述和分析，继而通过对TCL公司2012年销售管理体系进行分析，并预测了2013年的销售情况，对企业的业务和产品结构，库存周转，销售渠道，成本费用高，连锁运营成绩不佳，流动资产比率不当等方面存在的问题加以诊断，并对如何管理销售团队，制定合理的绩效考核指标体系，，完善薪酬激励制度等方面提出对策建议，提高销售管理体系的效率。本文针对湖南省TCL集团在销售管理过程中遇到的问题，出现的矛盾，根据科学管理等相关理论，识别阻碍公司销售战略目标实现的关键点，据此提出有实际意义的改进方案:如企业战略目标及战略选择、实施方面的优化措施；销售管理整改优化措施，包括设置专家型销售岗位，确保管理中的沟通有效，建立完善的培训机制，完善绩效考核制度机制，完善激励机制等；战略管理优化措施；企业产品及其他方面优化措施等，并被全国的TCL公司借鉴，为企业调整经营策略提供决策依据。
[Abstract]:In the contemporary economic society, competition can be seen everywhere, competition is the only way to develop, competition can stimulate the passion of enterprise innovation, so that enterprises can maintain their own characteristics and have a greater market share in the river of laissez-faire. How to survive in a competitive society, to achieve sustainable development, to establish a scientific and perfect sales management system is a wise move, but also a necessary for profitable operation. This paper takes the sales management system of TCL Company in Hunan Province as the research object, using SWOT analysis method from the perspective of TCL sales Director of Hengyang City, Hunan Province, specifically the sales Director of Color TV. Introduce the current situation and possible development trend of the group in detail, describe and analyze the sales management situation of TCL Company, and then analyze the sales management system of TCL Company in 2012. And predicted the 2013 sales situation, to the enterprise's business and product structure, inventory turnover, sales channels, high cost, poor results in chain operation. The current asset ratio is not appropriate to diagnose the problems, and how to manage the sales team, formulate a reasonable performance appraisal index system, improve the compensation incentive system and other aspects of countermeasures and suggestions. Improve the efficiency of sales management system. Aiming at the problems and contradictions in the process of sales management of TCL Group in Hunan Province, this paper identifies the key points that hinder the realization of sales strategic objectives according to the relevant theories of scientific management and so on. On the basis of this, the paper puts forward some practical improvement schemes, such as the strategic objectives and strategic choice of the enterprise, the optimization measures of the implementation; Sales management reform and optimization measures, including the establishment of expert sales posts, to ensure effective communication in management, to establish a sound training mechanism, improve performance appraisal system mechanism, improve incentive mechanism; Strategic management optimization measures; The optimization measures of enterprise products and other aspects are used for reference by TCL Company in China, which provides the decision basis for the enterprise to adjust its management strategy.
【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.63;F274

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