摘要
目前，国内仍然存在不少销售管理人员，简单的认为签约销售额是整个销售活
动结果的反映，并且销售管理业界缺乏对销售过程进行有效管理的工具，导致以销
售结果为导向的销售管理观点仍然为大多数人所认可接受。随着企业对销售活动的
逐渐精细化管理，仅仅根据销售结果进行“一刀切”的销售管理观念，对于企业的
销售管理工作以及企业销售团队的管理工作，均产生了巨大的束缚力，最终影响了
企业整体市场竞争力的提升

本文基于项目管理中挣值法的基本含义与特点，结合电力软件服务企业销售过
程管理的特点，将挣值法应用于销售精细管理，对企业应用挣值法进行管理销售过
程的具体实施方案进行研究。首先从销售项目客户选择和项目评估角度对客户和销
售项目进行合理定位，确定公司针对该销售项目过程的资源配备；继而针对中小型
电力服务企业的销售过程，进行销售任务活动的细化分解；在此基础上基于挣值法
思想对销售过程的精细管理中的指标进行全新的定义说明，保障项目在可控范围内
有序开展；此后针对实际的销售项目，在之前研究基础上进行销售过程管理分析，
在研究过程中，不断根据实际数据，对已建立的模型进行优化改进。经优化改进的
融入了挣值法的销售管理方案，不仅使得实际案例的销售过程保持在有效的控制范
围内，销售项目整体绩效达到预期要求。并且制定的销售项目精细管理评价方法，
为公司的管理人员提供了更为科学先进的评价参考方法

本研究对更为科学有效的销售管理方案进行了有益探索，将挣值法融入销售精
细管理中的方案，不仅扩展了挣值法的应用范畴，同时对于目前的销售管理活动的
改进具有一定的积极作用

关键词：销售管理，电力服务企业，挣值法华北电力大学硕士学位论文
IV
Abstract
At present， there are still many domestic sales managers simply believe that is a
reflection of the entire sales contract sales activity， and sales management industry lack
of effective management tools for the sales process， resulting in sales result oriented sales
management views are still recognized by most people accept. With the business of sales
activities gradually fine management， only across the board sales management concept
according to the sales results for the sales team， sales management of the enterprise and
the enterprise management work， have the binding force is huge， the ultimate impact
of the whole enterprise market competitiveness.
In this paper， the basic meaning and characteristics of value method in project
management based on earn， combined with the characteristics of sales process of electric
power enterprise management software and services， the earned value method is applied
in the sales of sophisticated management， study specific implementation plan for the
management of the sales process of enterprise application of earned value method. First，
from the sales project customer selection and project evaluation of customer and sales
project reasonable positioning， determine the company according to the sales process of
project resources; and then according to the sales process of small electric service
enterprises， sales task decomposition refinement; based on the earned value method of
fine management in the sales process based on the definition of new indicators， in order
to carry out security projects in the controllable range; then according to the actual sales
of the project， on the basis of analysis of the management of the sales process before，
in the course of the study， continuously according to the actual data， to optimize the
established model. The optimized and improved sales management plan which combines
the earned value method not only keeps the sales process of the actual case in the effective
control range， but also the overall performance of the sales project meets the expected
requirements. And the elaborate management method of sales project provides a more
scientific and advanced evaluation reference method for the managers of the company.
This study is beneficial to more scientific and effective sales management solutions
are explored， the earned value method into the sale of fine management in the project，
not only expanded the scope of application of earned value method， also has a positive
effect for the improvement of the current sales management activities.
Keywords: Sales Management， electric-power service enterprises， EVM华北电力大学硕士学位论文
VI
目 录
摘要..III
Abstract......... IV
第 1 章 绪论..1
1.1 课题背景及意义 ..... 1
1.1.1 课题的背景 .. 1
1.1.2 课题的意义 .. 2
1.2 国内外研究现状 ..... 2
1.3 本文主要研究内容 . 5
第 2 章 挣值法与销售精细管理相关基础理论......7
2.1 挣值法的含义与特点 ......... 7
2.1.1 挣值法的定义 .......... 7
2.1.2 挣值法指标及特点 .. 8
2.1.3 挣值度量方法 ........ 10
2.2 项目管理与销售过程管理的内在联系 ... 11
2.2.1 项目管理 .... 11
2.2.2 销售管理 .... 11
2.2.3 挣值法应用于销售精细管理的适用性 .... 12
2.3 本章小结 ... 13
第 3 章 基于挣值法的销售精细管理流程及关键要素....14
3.1 销售项目评估 ....... 14
3.1.1 行业分析 .... 14
3.1.2 客户评估 .... 15
3.1.3 项目评估 .... 18
3.2 销售精细管理计划与实施 ........... 19
3.2.1 国内某知名企业销售过程分解 .... 19
3.2.2 某电力服务企业销售过程分解 .... 20
3.2.3 销售过程工作细化分解 .... 21
3.2.4 销售过程责任矩阵23
3.3 挣值法应用关键分析 ......
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