福佳酒业公司销售人员能力评估方案改进研究

发布时间：2018-07-13 13:11

【摘要】：快速消费品是人们广为熟知的行业,其凭借市场化的优势对外避免了受经济波动的影响,对内却要迎接残酷的市场竞争。伴随着中国入世的利好,很多快速消费品公司依靠短时期内的资本运作成功突出重围,但大部分企业还是围绕精明的商务战略渗透到每个售点的成功来取胜。长期看,要面对各种各样复杂的市场环境及快速消费品类的竞争形势,没有具备较强销售能力的员工,是无法将企业外部竞争战略落实,并在竞品林立的市场中稳守胜利果实的。快速消费品企业因为其产品单位价值低的特点,尤为追求市场占有率和销售量等目标的达成,每个销售员工绩效的提高积少成多地拉升了企业终极销售绩效的提升。所以快消企业只有先对销售员工做出公正有效的能力评估,才能认清员工落差,增强补弱来提升销售团队整体战斗能力,充分调动起团队的积极性创造出最大的市场价值,从而达到对销售人力资源这一快消企业核心资本的有效利用,最终实现企业的对于销量和市场占有率的目标。同时科学合理的人员能力评估方案也有利于提升员工满意度与敬业度、对企业未来的发展具有非常重要的战略意义。本文主要介绍了快速消费品行业的特点及福佳公司现有销售人员能力评估体系的问题分析,运用人员评估的理论和方法、结合福佳公司的企业文化与发展现状,将其中销售能力评估进行改进。并给出了改进后评估结果的具体应用领域。最后对新的能力评估方案效果进行预评估,并给予类似企业参考性的建议,指出未来销售人员能力评估的发展趋势。
[Abstract]:Fast moving consumer goods (FMCG) is a well-known industry. It avoids the influence of economic fluctuation on the basis of market advantage, but it has to meet the cruel market competition. With China's entry into WTO, many FMCG companies rely on short-term capital operation to successfully break through the tight circle, but most enterprises still focus on the successful penetration of smart business strategy into each selling point to win. In the long run, in the face of a variety of complex market environments and the competitive situation of the FMCG category, it is impossible to implement the external competitive strategy of an enterprise without employees with strong sales capabilities. And in the market of competitive products stand firm in the victorious fruit. Because of the low unit value of its products, FMCG seeks to achieve the goal of market share and sales volume, and the improvement of performance of each sales employee leads to the improvement of the ultimate sales performance of the enterprise. Therefore, only by making a fair and effective assessment of the ability of sales staff, can fast elimination enterprises recognize the employee gap, strengthen and compensate the weakness to enhance the overall fighting ability of the sales team, and fully mobilize the enthusiasm of the team to create the greatest market value. In order to achieve the sales of human resources, the efficient use of the core capital of enterprises, and ultimately achieve the goal of sales and market share of the enterprise. At the same time, scientific and reasonable personnel ability evaluation program is also conducive to enhance employee satisfaction and engagement, and has a very important strategic significance for the future development of enterprises. This paper mainly introduces the characteristics of fast moving consumer goods industry and the problem analysis of the current sales ability evaluation system of Fujia Company, applies the theory and method of personnel evaluation, and combines the corporate culture and development status of Fujia Company. Improve the evaluation of sales capability. The application fields of the improved evaluation results are also given. Finally, the effect of the new capability evaluation scheme is pre-evaluated, and the reference suggestions of similar enterprises are given to point out the development trend of the ability evaluation of sales personnel in the future.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F272.92

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