本文選題：銷售預(yù)測 + 銷售策略��； 參考：《深圳大學(xué)》2017年碩士論文

【摘要】：2016年全球彩電市場增速明顯放緩,整體呈現(xiàn)出疲軟狀態(tài),但是彩電廠商之間的競爭卻沒有隨著市場增速放緩而減弱,新興互聯(lián)網(wǎng)電視品牌的加入,更給老牌彩電廠商帶來了沉重的競爭壓力。在市場飽和、增速乏力的形勢下,企業(yè)為了在一片紅海中尋求繼續(xù)發(fā)展壯大,一方面需要尋求新的技術(shù)突破和市場拓新;另一方面,需要不斷的提升企業(yè)自身的管理水平,降低運營成本、改善服務(wù)質(zhì)量。本文以彩電廠商T公司某區(qū)域銷售中心為研究對象,分析了T公司彩電產(chǎn)品銷售管理的現(xiàn)狀,發(fā)現(xiàn)T公司銷售管理工作中存在的諸多問題,從銷售需求預(yù)測、銷售策略入手對存在的問題進行了研究。首先,本文提出了改進的銷售預(yù)測的方法。論文先對T公司銷售預(yù)測的現(xiàn)狀進行了調(diào)查,根據(jù)T公司所處家電行業(yè)受季節(jié)影響較大的特點,分析對比了幾種常用的銷售預(yù)測方法,提出了適合T公司使用的銷售預(yù)測改進方案。其次,本文提出了新的銷售策略。針對T公司客戶訂單不穩(wěn)定、毛利水平低等問題,本文根據(jù)帕累托原理,提出使用ABC客戶管理方法對T公司當(dāng)前的客戶進行分類,再根據(jù)不同的客戶分類,提出了缺貨條件下不同客戶的管理策略;同時,為提升公司毛利及客戶服務(wù)水平,本文提出了進行產(chǎn)品ABC分類管理、對核心產(chǎn)品設(shè)置安全庫存等策略。最后,本文對比了T公司使用新的銷售預(yù)測方法與銷售管理策略前后的業(yè)績的改善效果,同時補充了保障新需求的預(yù)測方法和銷售管理策略順利實施的措施。本文的研究對于其他企業(yè)的銷售預(yù)測及銷售策略的制定和改善也起到一定借鑒作用。
[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.
【學(xué)位授予單位】：深圳大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.6;F274

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相關(guān)期刊論文 前2條

1 琴心;;銷售團隊與銷售策略[J];印刷雜志;2013年10期

2 陳思;;淺析采購價值與缺貨成本的關(guān)系[J];物流工程與管理;2010年05期

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本文編號：1968379