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2020年MBA硕士毕业论文_赛腾科技公司销售流程优化研究DOC

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基本简介
汇编 出版。保密的学位论文在解密后适用本规定。 研究生签名: 时间: 年 月 日 导师签名: 时间: 年 月 日I 摘要 在面对市场瞬息万变的环境时,企业需要改变内部的环境,适应新的市场环境。随着时代的发 展,企业面临着产品生命周期的缩短、产品生产质量的快速提升,产品生产成本的降低,企业服务 质量的改进,企业服务品质的提升等多方面的压力。特别是科技类公司,它们面临的市场环境更激 烈,企业的客户需求更复杂,这就对企业的销售服务能力提出了全新的要求。 全球信息化的发展促使市场和客户的需求发生了巨大的变化,为了满足市场和客户的需求,企 业需要对自身内部的管理办法和流程加以改善,能够找出与市场变化和客户需求相匹配的销售流程。 销售流程的优化方式影响着全球企业对管理的再一次反思和变革。发达国家有着成熟的销售流程优 化体系,这给我国的销售流程优化方案的改革提供了借鉴之处。基于此理论基础,本文以赛腾科技 公司为例,对其在新市场环境内的销售流程进行分析,以达到有目标、有计划的进行部分销售环节 的调整优化。 本文通过对国内外业务流程优化的理论进行了详细的分析,结合部分企业销售流程细分的环节, 以此作为本文的理论研究基础,对流程再造的概念进行分析,总结了赛腾科技公司销售流程再造的 原因和动力。利用理论结合实践的方式,对企业销售管理中存在的问题加以诊断、分析,有针对性 的设计销售管理优化方案。在此过程中,企业发展的实际需求得到了满足,企业在实际中遇到的问 题迎刃而解,助力企业的发展。本文通过制定了符合赛腾科技公司快速发展的销售流程,以此实现 赛腾科技公司的快速发展,也为初期快速发展的中小型企业的销售流程优化提供可行性的解决策略。 关键词:赛腾科技公司;销售流程;优化II Abstract In the rapidly changing market environment in the market, enterprises need to change the internal environment in order to adapt to the market environment. With the continuous development of the times, enterprises are facing many pressures, such as the shortening of the product life cycle, the rapid improvement of product quality, the reduction of production costs, the improvement of service quality and the improvement of service quality. Especially for science and technology companies, the market environment they are facing is particularly fierce, and the customer needs of enterprises are becoming more and more complex, which puts forward new requirements for the sales and service capabilities of enterprises. With the development of global information technology, great changes have taken place in market and customer demand. In order to meet the needs of market and customers, enterprises need to improve their internal management methods and processes, and find out the sales process that matches market changes and customer needs. The optimization of sales process affects the rethinking and change of management of global enterprises. Foreign developed countries have a mature sales process optimization system, which provides a reference for the reform of China's sales process optimization program. In view of this theoretical basis, this paper takes Saitong Technology Company as an example to analyze its sales process in the new market environment, so as to carry out targeted and planned research on the optimization of sales process. This paper makes a detailed analysis of the theory of business process optimization at home and abroad, combining with the subdivision of some business sales processes. As the basis of the theoretical research of this article, it analyzes the concept of process reengineering and summarizes the reasons for the reengineering of sales process of Saiteng Technology Co., Ltd.. Hedongli. By combining theory with practice, this paper makes a diagnosis and analysis of the problems existing in the sales management of enterprises, and makes a targeted design of the sales management optimization scheme. In this process, the actual needs of enterprise development have been met, and the problems encountered by enterprises in practice have been solved to help the development of enterprises. By making the sales flow that accords with the rapid development of the company, the article realizes the rapid development of the company, It also provides feasible solutions for the optimization of the sales process of small and medium-sized enterprises in the early stages of rapid development. Key words: Saitong Technology Company, Sales Process, OptimizationIII 目 录 摘要..............................................................................................................................................................I Abstract .......................................................................................................................................................... II 第一章 导论...................................................................................................................................................1 1.1 研究背景........................................................................................................................................... 1 1.2 研究的意义和目标........................................................................................................................... 2 1.2.1 研究意义................................................................................................................................ 2 1.2.2 研究目标................................................................................................................................ 2 1.3 国内外研究现状............................................................................................................................... 3 1.3.1 国内研究现状........................................................................................................................ 3 1.3.2 国外研究现状........................................................................................................................ 3 1.4 主要研究内容................................................................................................................................... 4 第二章 概念界定与理论基础.......................................................................................................................6 2.1 流程优化理论................................................................................................................................... 6 2.1.1 流程再造理论........................................................................................................................ 6 2.1.2 流程优化的方法 .................................................................................................................... 6 2.1.3 流程优化的实施步骤 ............................................................................................................ 7 2.2 养生家电销售的流程优化 ............................................................................................................... 8 第三章 赛腾科技公司销售管理现状与问题分析.....................................................................................10 3.1 养生家电行业现状分析 ................................................................................................................. 10 3.2 赛腾科技公司及产品介绍 ............................................................................................................. 12 3.2.1 公司简介.............................................................................................................................. 12 3.2.2 公司产品竞争分析 .............................................................................................................. 12 3.3 公司现有销售管理的问题及不利分析 ......................................................................................... 14 3.3.1 公司现有销售管理的问题 .................................................................................................. 14 3.3.2 不利分析.............................................................................................................................. 15 第四章 赛腾科技公司销售流程现状分析.................................................................................................16 4.1 销售计划流程................................................................................................................................. 16 4.1.1 销售计划流程现状 .............................................................................................................. 16 4.1.2 销售计划流程分析 .............................................................................................................. 18 4.1.3 销售计划流程关键评价指标分析 ...................................................................................... 18 4.2 公司销售服务流程......................................................................................................................... 19 4.2.1 销售服务流程现状 .............................................................................................................. 19 4.2.2 销售服务流程分析 .............................................................................................................. 19 4.2.3 销售服务流程关键评价指标分析 ...................................................................................... 19 4.3 公司销售人员培训与管理现状分析 ............................................................................................. 20 4.3.1 公司员工基本情况调研 ...................................................................................................... 20 4.3.2 赛腾科技有限公司员工培训需求现状调研 ...................................................................... 21 第五章 赛腾科技公司销售流程优化方案.................................................................................................24 5.1 销售流程优化思路......................................................................................................................... 24 5.2 销售计划管理流程......................................................................................................................... 24 5.2.1 销售计划优化思路 .............................................................................................................. 24 5.2.2 销售计划流程优化方案 ...................................................................................................... 25IV 5.3 销售服务流程................................................................................................................................. 26 5.3.1 销售服务流程优化思路 ...................................................................................................... 26 5.3.2 销售服务流程优化方案 ...................................................................................................... 27 5.4 公司销售人员培训......................................................................................................................... 28 5.4.1 公司销售人员培训思路 ...................................................................................................... 28 5.4.2 公司销售人员培训方案 ...................................................................................................... 29 第六章 赛腾科技公司销售流程优化评价.................................................................................................31 6.1 流程评价过程及方法 ..................................................................................................................... 31 6.2 销售计划管理流程......................................................................................................................... 31 6.2.1 主要绩效指标优化后评价 .................................................................................................. 31 6.2.2 流程优化评价...................................................................................................................... 31 6.3 销售服务流程................................................................................................................................. 32 6.3.1 客户服务满意度评价 .......................................................................................................... 33 6.3.2 业务关键指标评价 .............................................................................................................. 36 第七章结论与展望.......................................................................................................................................38 7.1 结论................................................................................................................................................. 38 7.2 不足与展望..................................................................................................................................... 38