本文關(guān)鍵詞：湖南省TCL公司銷售管理優(yōu)化研究　出處：《南華大學》2014年碩士論文　論文類型：學位論文

  更多相關(guān)文章： TCL公司 銷售管理 銷售管理模式 優(yōu)化策略

【摘要】：在當代經(jīng)濟社會，競爭隨處可見，有競爭才有發(fā)展，有競爭才能激發(fā)企業(yè)創(chuàng)新的激情，使企業(yè)在縱欲河流中保持自身的特色，擁有更大的市場份額，擁有更多的客戶群。如何能在充滿競爭的社會中維持生存，實現(xiàn)可持續(xù)發(fā)展，建立一套科學完善的銷售管理體系是明智之舉，也是盈利運營的必需。 本文以湖南省TCL公司的銷售管理體系為研究對象，從湖南省衡陽市TCL銷售總監(jiān)，具體是彩電銷售總監(jiān)的視角，運用SWOT分析法，詳細的介紹該集團的現(xiàn)狀及可能的發(fā)展趨勢，對TCL公司的銷售管理情況進行描述和分析，繼而通過對TCL公司2012年銷售管理體系進行分析，并預測了2013年的銷售情況，對企業(yè)的業(yè)務和產(chǎn)品結(jié)構(gòu)，庫存周轉(zhuǎn)，銷售渠道，成本費用高，連鎖運營成績不佳，流動資產(chǎn)比率不當?shù)确矫娲嬖诘膯栴}加以診斷，并對如何管理銷售團隊，制定合理的績效考核指標體系，，完善薪酬激勵制度等方面提出對策建議，提高銷售管理體系的效率。 本文針對湖南省TCL集團在銷售管理過程中遇到的問題，出現(xiàn)的矛盾，根據(jù)科學管理等相關(guān)理論，識別阻礙公司銷售戰(zhàn)略目標實現(xiàn)的關(guān)鍵點，據(jù)此提出有實際意義的改進方案:如企業(yè)戰(zhàn)略目標及戰(zhàn)略選擇、實施方面的優(yōu)化措施；銷售管理整改優(yōu)化措施，包括設(shè)置專家型銷售崗位，確保管理中的溝通有效，建立完善的培訓機制，完善績效考核制度機制，完善激勵機制等；戰(zhàn)略管理優(yōu)化措施；企業(yè)產(chǎn)品及其他方面優(yōu)化措施等，并被全國的TCL公司借鑒，為企業(yè)調(diào)整經(jīng)營策略提供決策依據(jù)。
[Abstract]:In the contemporary economic society, competition can be seen everywhere, competition is the only way to develop, competition can stimulate the passion of enterprise innovation, so that enterprises can maintain their own characteristics and have a greater market share in the river of laissez-faire. How to survive in a competitive society, to achieve sustainable development, to establish a scientific and perfect sales management system is a wise move, but also a necessary for profitable operation. This paper takes the sales management system of TCL Company in Hunan Province as the research object, using SWOT analysis method from the perspective of TCL sales Director of Hengyang City, Hunan Province, specifically the sales Director of Color TV. Introduce the current situation and possible development trend of the group in detail, describe and analyze the sales management situation of TCL Company, and then analyze the sales management system of TCL Company in 2012. And predicted the 2013 sales situation, to the enterprise's business and product structure, inventory turnover, sales channels, high cost, poor results in chain operation. The current asset ratio is not appropriate to diagnose the problems, and how to manage the sales team, formulate a reasonable performance appraisal index system, improve the compensation incentive system and other aspects of countermeasures and suggestions. Improve the efficiency of sales management system. Aiming at the problems and contradictions in the process of sales management of TCL Group in Hunan Province, this paper identifies the key points that hinder the realization of sales strategic objectives according to the relevant theories of scientific management and so on. On the basis of this, the paper puts forward some practical improvement schemes, such as the strategic objectives and strategic choice of the enterprise, the optimization measures of the implementation; Sales management reform and optimization measures, including the establishment of expert sales posts, to ensure effective communication in management, to establish a sound training mechanism, improve performance appraisal system mechanism, improve incentive mechanism; Strategic management optimization measures; The optimization measures of enterprise products and other aspects are used for reference by TCL Company in China, which provides the decision basis for the enterprise to adjust its management strategy.
【學位授予單位】：南華大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.63;F274

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