【摘要】：快速消費(fèi)品行業(yè)的競(jìng)爭(zhēng)向來(lái)異常激烈,它們依靠消費(fèi)者高頻次和重復(fù)的使用與消耗,通過(guò)規(guī)�；氖袌�(chǎng)量來(lái)獲得利潤(rùn)的實(shí)現(xiàn)。快速消費(fèi)品客戶(hù)群的廣度是其他行業(yè)難以比擬的,客戶(hù)分布和消費(fèi)習(xí)慣的差異讓整個(gè)銷(xiāo)售系統(tǒng)復(fù)雜多樣性。銷(xiāo)售管理的效率和各級(jí)銷(xiāo)售人員優(yōu)異執(zhí)行能力是快速消費(fèi)品銷(xiāo)售成功的關(guān)鍵。如何從結(jié)果導(dǎo)向和過(guò)程管理兩個(gè)方面進(jìn)行平衡,建立一套行之有效的銷(xiāo)售管理健康度評(píng)估體系對(duì)于一個(gè)成熟的快速消費(fèi)品公司非常必要。 本文通過(guò)快速消費(fèi)品行業(yè)銷(xiāo)售管理現(xiàn)狀與發(fā)展,銷(xiāo)售管理模式分析,并結(jié)合箭牌糖果銷(xiāo)售運(yùn)營(yíng)中對(duì)過(guò)程管理的需求,設(shè)計(jì)一種基于銷(xiāo)售過(guò)程管理的評(píng)價(jià)體系,并探討有效執(zhí)行銷(xiāo)售管理健康度評(píng)價(jià)時(shí)的組織建設(shè)和注意事項(xiàng)。 本文建立了一套科學(xué)的、可操作性強(qiáng)的銷(xiāo)售管理健康度評(píng)價(jià)體系。通過(guò)本評(píng)價(jià)體系的建立和使用,銷(xiāo)售管理者既能從結(jié)果指標(biāo)上判斷銷(xiāo)售行為的優(yōu)劣,又能通過(guò)銷(xiāo)售過(guò)程指標(biāo)的分析及與健康度評(píng)價(jià)體系中的評(píng)估組織共同制定針對(duì)弱點(diǎn)的行動(dòng)方案,保證公司銷(xiāo)售體系穩(wěn)健成長(zhǎng),公司策略及項(xiàng)目的優(yōu)異執(zhí)行。快速消費(fèi)行業(yè)中大多成熟的企業(yè)可以依據(jù)本文研究的評(píng)價(jià)方法和相應(yīng)組織設(shè)立模式,結(jié)合本企業(yè)銷(xiāo)售運(yùn)營(yíng)的發(fā)展策略建立屬于自己企業(yè)的銷(xiāo)售管理健康度評(píng)價(jià)體系。
[Abstract]:The competition of FMCG industry has always been very fierce. They rely on the high frequency and repeated use and consumption of consumers to achieve profit through large-scale market volume. The breadth of FMCG customer base is unparalleled in other industries. The differences in customer distribution and consumption habits make the whole sales system complex and diverse. The efficiency of sales management and the excellent execution ability of sales personnel at all levels are the key to the success of FMCG sales. It is necessary for a mature FMCG company to establish a set of effective sales management health evaluation system from two aspects of result orientation and process management. Through the analysis of the current situation and development of sales management in fast moving consumer goods industry, the analysis of sales management mode and the demand for process management in Wrigley's candy sales operation, an evaluation system based on sales process management is designed in this paper. And discusses the effective implementation of sales management health evaluation of organizational construction and matters needing attention. A set of scientific and operable health evaluation system for sales management has been established in this paper. Through the establishment and use of the evaluation system, the sales manager can judge the good and bad of the sales behavior from the result index. Through the analysis of the sales process indicators and with the evaluation organization in the health evaluation system, we can work out the weakness action plan to ensure the steady growth of the company sales system and the excellent implementation of the company strategy and project. Most mature enterprises in the rapid consumption industry can establish their own sales management health evaluation system according to the evaluation method and the corresponding organization establishment model and the development strategy of the enterprise's sales operation.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F416.82

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