T公司彩电销售需求预测与销售策略分析

发布时间：2018-06-02 10:11

本文选题：销售预测 + 销售策略　；参考：《深圳大学》2017年硕士论文

【摘要】：2016年全球彩电市场增速明显放缓,整体呈现出疲软状态,但是彩电厂商之间的竞争却没有随着市场增速放缓而减弱,新兴互联网电视品牌的加入,更给老牌彩电厂商带来了沉重的竞争压力。在市场饱和、增速乏力的形势下,企业为了在一片红海中寻求继续发展壮大,一方面需要寻求新的技术突破和市场拓新;另一方面,需要不断的提升企业自身的管理水平,降低运营成本、改善服务质量。本文以彩电厂商T公司某区域销售中心为研究对象,分析了T公司彩电产品销售管理的现状,发现T公司销售管理工作中存在的诸多问题,从销售需求预测、销售策略入手对存在的问题进行了研究。首先,本文提出了改进的销售预测的方法。论文先对T公司销售预测的现状进行了调查,根据T公司所处家电行业受季节影响较大的特点,分析对比了几种常用的销售预测方法,提出了适合T公司使用的销售预测改进方案。其次,本文提出了新的销售策略。针对T公司客户订单不稳定、毛利水平低等问题,本文根据帕累托原理,提出使用ABC客户管理方法对T公司当前的客户进行分类,再根据不同的客户分类,提出了缺货条件下不同客户的管理策略;同时,为提升公司毛利及客户服务水平,本文提出了进行产品ABC分类管理、对核心产品设置安全库存等策略。最后,本文对比了T公司使用新的销售预测方法与销售管理策略前后的业绩的改善效果,同时补充了保障新需求的预测方法和销售管理策略顺利实施的措施。本文的研究对于其他企业的销售预测及销售策略的制定和改善也起到一定借鉴作用。
[Abstract]:The global color TV market has slowed significantly in 2016, showing a weak overall state. However, competition among color TV manufacturers has not weakened with the slowdown in the market growth, and new Internet TV brands have joined in. More to the old brand color TV manufacturers brought heavy competition pressure. Under the situation of market saturation and sluggish growth, in order to continue to develop in a red sea, enterprises need to seek new technological breakthroughs and market innovations on the one hand, and constantly improve the management level of enterprises themselves, on the other. Reduce operating costs and improve service quality. This paper takes a regional sales center of T Company as the research object, analyzes the current situation of the sales management of T company's color TV products, finds out many problems in the sales management of T Company, and forecasts the sales demand from the point of view of the sales demand. Sales strategy to study the existing problems. First of all, this paper proposes an improved method of sales forecasting. In this paper, the current situation of T company's sales forecast is investigated. According to the characteristics of T company's household appliance industry which is greatly influenced by the season, several common sales forecasting methods are analyzed and compared. The improvement scheme of sales forecast suitable for T company is put forward. Secondly, this paper puts forward a new sales strategy. In order to solve the problems of unstable customer order and low gross profit level in T Company, according to Pareto principle, this paper proposes to use ABC customer management method to classify T Company's current customers, and then according to different customer classification, At the same time, in order to improve the gross profit and customer service level of the company, this paper puts forward the strategies of product ABC classification management and safety inventory for the core products. Finally, this paper compares the performance improvement effect of T Company before and after using the new sales forecasting method and the sales management strategy, at the same time, it complements the forecasting method to ensure the new demand and the measures of the successful implementation of the sales management strategy. The research in this paper also plays a reference role in sales forecast and sales strategy formulation and improvement of other enterprises.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.6;F274

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