J公司销售管理改进研究

发布时间：2018-03-23 23:06

本文选题：管理改进　切入点：德尔菲法　出处：《东华大学》2017年硕士论文

【摘要】：随着国家中医药行业发展政策逐渐向规模化、标准化的大型企业倾斜和传统大型化学合成药物企业不断进入中药制剂行业,经过十余年逐渐发展壮大的中小型中药制剂生产加工企业正遭遇企业发展壮大的瓶颈:和大型企业相比规模和渠道都不占优势的中小规模企业利润越来越稀薄,随着企业业务的不断复杂和人员数量的增加,企业组织结构日益复杂,原有的销售管理体系也不再适应新情况下的发展需求。对中小型中药制剂生产加工企业的销售管理进行改进和流程优化,使企业能够适应现阶段不断严峻的竞争环境,不仅是企业生存发展的现实需求,更是一个迫切需要研究的课题。本篇论文通过对J公司员工、供应商和经销商等公司内部和外部人员的问卷调查,对J公司销售系统和销售支持系统中存在的问题进行确认;用德尔菲法(专家程序调查法)确立J公司管理改进指标;以问题流程、问题部门的组织流程再造作为解决J公司发展困难的核心方法,对J公司的销售管理和销售支持管理进行优化。讨论并定出适合J公司发展需求的管理改进指标和管理改进具体实施方案。通过对J公司部分实施管理改进的经营情况打分,和对于管理改进完成后的效果进行预测。总结J公司销售管理改进实施的可取经验和可以改进的不足。以期对其他中小型中药制剂、制品企业的管理优化活动提供有操作意义的经验。本论文通过对J公司内部和外部的相关人员进行问卷调查和访谈的数据据分析,发现J公司销售管理系统和销售支持系统存在大量管理问题:主要经营活动效率低下、对市场需求响应不及时、管理权责不明晰等等。J公司的管理改进研究包括以下四个方面:以J公司的实际情况和发展战略为准建立管理改进评价指标;基于价值链分析对销售部门的业务流程重组;基于价值链的价值管理对人事部门业务流程重组;适应销售活动要求的办公作业工位和办公场所的调整。J公司在管理优化实施的过程中,新的业务流程经过公司员工一个季度的适应和应用,已经充分体现出了管理改进的优势,不仅极大的提升了企业的销售能力,还直接降低了企业运营成本,极大的提高了企业净利润和净利润率。基于对J公司的销售管理改进研究,我们充分地认识到公司管理改进是细致而思辨的过程。管理优化不仅需要整体思维,也需要从具体的业务出发;不仅要理论上成立,也要考虑到具体可操作性和现实的要求。可以说企业管理改进是以管理理论为依据、以企业战略和企业需求为目标、以企业资源为界限的管理活动。
[Abstract]:With the development policy of the Chinese medicine industry gradually becoming large-scale, the large-scale standardized enterprises and the traditional large-scale chemical synthetic medicine enterprises are constantly entering the traditional Chinese medicine preparation industry. After more than a decade of gradual development, small and medium-sized traditional Chinese medicine preparation production and processing enterprises are experiencing the bottleneck of enterprise growth: compared with large enterprises, small and medium-sized enterprises with no advantages in scale and channels are becoming more and less profitable. With the continuous complexity of the business and the increase of the number of personnel, the organizational structure of the enterprise is becoming more and more complex. The original sales management system is no longer adapted to the development needs under the new circumstances. The sales management and process optimization of the small and medium-sized traditional Chinese medicine preparation production and processing enterprises are improved, so that the enterprises can adapt to the severe competition environment at the present stage. It is not only a realistic demand for the survival and development of enterprises, but also an urgent subject to be studied. This paper is based on a questionnaire survey of the employees, suppliers and dealers of company J and other internal and external personnel. Identify the problems in J Company's sales system and sales support system; use Delphi method (expert procedure investigation method) to establish J Company Management improvement Index; The organizational process reengineering of the problem department is the core method to solve the difficulties in the development of company J, This paper optimizes the sales management and sales support management of J Company, discusses and determines the management improvement index and the concrete implementation plan of management improvement which is suitable for J Company's development needs. And to predict the effect of management improvement after completion. Summarize the experience and shortcomings of sales management improvement in J Company, with a view to other small and medium-sized traditional Chinese medicine preparations, The management optimization activities of the product enterprises provide the experience of operation. This paper analyzes the data of the internal and external related personnel of J Company through questionnaires and interviews. Found that J company sales management system and sales support system there are a large number of management problems: the main business activities are inefficient, not responsive to market demand in a timely manner, The management improvement research of J Company includes the following four aspects: to establish the evaluation index of management improvement based on the actual situation and development strategy of J Company, to reorganize the business process of sales department based on value chain analysis; Value management based on value chain to personnel department business process reengineering; adapt to the requirements of sales activities office work and office space adjustment. J company in the process of management optimization implementation, The new business process has fully reflected the advantages of management improvement through the company's employees' one-quarter adaptation and application. It not only greatly improved the sales ability of the enterprise, but also directly reduced the operating costs of the enterprise. Based on the research on the sales management improvement of J Company, we fully realize that the improvement of company management is a detailed and speculative process. It is also necessary to start from specific business; not only to be established theoretically, but also to consider the specific operational and practical requirements. It can be said that enterprise management improvement is based on management theory and aims at enterprise strategy and enterprise demand. Management activities based on enterprise resources.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72

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