本文關(guān)鍵詞： 銷售管理 量化管理 信息化系統(tǒng)　出處：《山東師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：經(jīng)過二十多年的實(shí)踐與發(fā)展,在我國(guó)社會(huì)主義市場(chǎng)經(jīng)濟(jì)體制初步建立,市場(chǎng)作為經(jīng)濟(jì)發(fā)展的先導(dǎo),要求我們要發(fā)展社會(huì)主義市場(chǎng)經(jīng)濟(jì),首先要發(fā)揮市場(chǎng)的重要作用�，F(xiàn)在的市場(chǎng)環(huán)境競(jìng)爭(zhēng)越來越激烈,企業(yè)壓力越來越大,現(xiàn)在的企業(yè)想要穩(wěn)定可持續(xù)的發(fā)展,不斷提升競(jìng)爭(zhēng)力、市場(chǎng)占有率和目標(biāo)增長(zhǎng)率,提升市場(chǎng)地位和影響力,提高經(jīng)濟(jì)效益,當(dāng)務(wù)之急便是加強(qiáng)企業(yè)的銷售管理。浪潮集團(tuán)有限公司是國(guó)內(nèi)唯一一家具備軟硬件一體化供應(yīng)能力的云計(jì)算整體解決方案的供應(yīng)商,多年來在銷售管理方面已經(jīng)運(yùn)用量化管理進(jìn)行系統(tǒng)管理。隨著經(jīng)濟(jì)的發(fā)展、競(jìng)爭(zhēng)的加劇,浪潮集團(tuán)逐步擴(kuò)張,分公司遍布31個(gè)省區(qū),然而隨著規(guī)模的不斷壯大,管理難度也相對(duì)加強(qiáng),而管理分布在各地的銷售更是難上加難。銷售及銷售管理系統(tǒng)暴露出很多問題,如目標(biāo)考核機(jī)制不健全、區(qū)域管理基礎(chǔ)薄弱、團(tuán)隊(duì)合作能力欠缺、線索漏斗與預(yù)期偏差、市場(chǎng)定位不明確等,已影響到了集團(tuán)整體目標(biāo)的實(shí)現(xiàn)及業(yè)務(wù)發(fā)展的需要。而從目前的銷售管理體系來看,對(duì)于浪潮集團(tuán)實(shí)施轉(zhuǎn)型,以及云計(jì)算戰(zhàn)略的落地并不能做有力的支持,尤其是浪潮集團(tuán)這類數(shù)字科技企業(yè),搭建適應(yīng)大數(shù)據(jù)時(shí)代的銷售管理體系,建立科學(xué)的量化指標(biāo)體系,對(duì)浪潮集團(tuán)轉(zhuǎn)型,持續(xù)穩(wěn)定發(fā)展以及提升企業(yè)的競(jìng)爭(zhēng)力有都非常關(guān)鍵的作用。本論文通過對(duì)浪潮集團(tuán)有限公司的銷售管理存在的問題以量化管理的分析方式,運(yùn)用企業(yè)銷售管理的理論和方法對(duì)銷售量化管理進(jìn)行分析,對(duì)現(xiàn)有的銷售管理和量化指標(biāo)進(jìn)行研究,分析浪潮集團(tuán)目前在銷售管理方面存在的問題,并對(duì)這些問題提出改進(jìn)建議,使銷售管理更具加科學(xué)、有效,以此促進(jìn)浪潮集團(tuán)的持續(xù)快速不斷發(fā)展。本文還對(duì)大數(shù)據(jù)時(shí)代的銷售管理轉(zhuǎn)型和以及企業(yè)的發(fā)展趨勢(shì)做了相應(yīng)的分析,為公司營(yíng)銷工作形成良好的推力。本論文分為六章,第一章,緒論;第二章,理論及文獻(xiàn)綜述;第三章,浪潮集團(tuán)區(qū)域銷售管理環(huán)境分析;第四章,浪潮集團(tuán)區(qū)域銷售量化管理存在的問題;第五章,浪潮集團(tuán)及區(qū)域銷售量化管理改進(jìn)方案及運(yùn)營(yíng)管理策略;第六章,結(jié)束語及展望。本文形成的量化銷售管理系統(tǒng)和方法可以推廣到其他數(shù)字科技企業(yè)及其他開展銷售量化管理的企業(yè),推動(dòng)量化管理方法在企業(yè)銷售管理實(shí)踐中的進(jìn)程。
[Abstract]:After more than 20 years of practice and development, the socialist market economy system has been established in our country. The market, as the forerunner of economic development, requires us to develop the socialist market economy. First of all, we should give play to the important role of the market. Now the market environment is more and more fierce, the pressure of enterprises is increasing. Now enterprises want to stable and sustainable development, and constantly improve their competitiveness. Market share and target growth rate, improve market position and influence, improve economic efficiency. The top priority is to strengthen the sales management of enterprises. Tide Group Co., Ltd. is the only domestic supplier of integrated software and hardware to provide the cloud computing integrated solution. Quantitative management has been used in sales management for many years. With the development of economy and the intensification of competition, Tide Group has gradually expanded, branch offices are located in 31 provinces and districts. However, with the continuous expansion of the scale, management difficulties are relatively strengthened, and the distribution of management in sales is even more difficult. Sales and sales management system exposed a lot of problems, such as the target assessment mechanism is not perfect. The regional management foundation is weak, the team cooperation ability is deficient, the clue funnel and the anticipated deviation, the market position is not clear and so on. Has affected the realization of the overall objectives of the group and the needs of business development. And from the current sales management system, for the tide group to implement the transformation, and cloud computing strategy landing can not do enough support. Especially the wave group such as digital technology enterprises, set up to adapt to the big data era of sales management system, establish a scientific quantitative index system, to the wave group transformation. Sustainable and stable development and enhance the competitiveness of enterprises have a very critical role. This paper through the wave of the Group Co., Ltd. sales management problems in quantitative management analysis. The theory and method of enterprise sales management are used to analyze the quantitative management of sales, the existing sales management and quantitative indicators are studied, and the problems existing in the sales management of Tide Group are analyzed. And put forward the improvement suggestion to these problems, make the sales management more scientific and effective. In order to promote the continuous and rapid development of Tide Group, this paper also makes a corresponding analysis on the transformation of sales management and the development trend of enterprises in the big data era. This paper is divided into six chapters, the first chapter, introduction; Chapter II, theoretical and literature review; Chapter three, the analysis of regional sales management environment of Tide Group; Chapter 4th, Tide Group regional sales quantitative management problems; Chapter 5th, Tide Group and regional sales quantitative management improvement plan and operational management strategy; Chapter 6th, concluding remarks and prospects. The quantitative sales management system and methods can be extended to other digital technology enterprises and other enterprises engaged in quantitative sales management. Promote the process of quantitative management method in the practice of enterprise sales management.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F49;F274

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