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MBA硕士毕业论文_公司销售风险管控研究PDF

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市场环境复杂多变,科学技术日新月异,给企业的发展带来机遇的同时也带来风 险。如何抓住机遇,承担合理风险并避免风险带来的损失是企业管理的关键所在。企 业内部风险管控在企业管理中处于核心位置,是企业得以安全、高效运转的保障之一。 销售直接产生利润、创造价值,对企业的重要作用不言而喻,但因为利益链条上相关 者众多,涉及金额巨大,内外部环境复杂等特点,销售也成为企业经营风险的主要产 生环节之一。基于此,销售风险管控已成为企业内部风险管控的核心和重点。 本文的案例公司为N股份有限公司(以下简称N公司),该公司属于饮料行业。 当前饮料行业已经过了快速发展期,不断发展的消费需求推动产业升级及竞争加剧, 给企业经营带来极大的风险和挑战,因此完善内部风险管控体系成为了饮料企业近年 来的常态化工作。其中,完善销售内部管控,对扩大销售,提高市场占有率,增强企 业整体竞争力非常必要。在饮料行业增长速度相对放缓的背景下,近年来,N公司的 营收增幅与利润率均处于行业领先水平。然而,与N公司快速增长的业绩相伴的是 无处不在的销售风险,特别是近年来频发的公共关系危机事件。对此,N公司虽然初 步建立了内部风险管控体系,采取了一定的措施加以防范和化解,但是因为从顶层设 计到执行层面存在的一些问题,导致对销售风险的管控仍存在一些不足之处,从一定 程度上制约了N公司的健康发展。 基于此,本文对N公司销售风险管控进行了研究。首先在导论中探讨了饮料行 业风险管控的现状,并概述了与销售风险管控有关的学术动态。接下来在第一章里介 绍了销售风险及销售风险管控的概念与具体理论,为本文奠定理论基矗然后在第二 章里首先对N公司的关键销售指标概况、销售风险管控体系的基本情况做了介绍, 接下来按照N公司风险识别标准重点识别了内部审计、公共关系、销售费用管控等 方面的主要销售风险,并对风险形成原因进行了分析,对风险做了评估和预警。随后 在第三章里深入分析并指出了N公司销售风险管控的主要不足之处。最后在第四章 里针对N公司销售风险管控的不足之处,提出了相应的优化对策。 关键词:饮料企业;销售管理;风险识别;风险管控 N公司销售风险管控研究 I Abstract The complex and changeable market environment and the rapid development of science and technology bring both opportunities and risks to the development of enterprises. How to seize the opportunity, take reasonable risks and avoid losses caused by risks is the key to enterprise management. Enterprise internal risk control is at the core of enterprise management and is one of the guarantees for the safe and efficient operation of enterprises. Sales directly generate profits and create value, which is self-evident to the important role of the company, but because of the large number of stakeholders in the interest chain, involving huge amounts of money, complex internal and external environments, sales have also become one of the main production links of business risks . Based on this, sales risk management and control has become the core and focus of enterprise internal risk management and control. The case company in this article is N Co., Ltd. (hereinafter referred to as N Company), which belongs to the beverage industry. At present, the beverage industry has gone through a period of rapid development. The continuous development of consumer demand has promoted the upgrading of the industry and intensified competition, bringing great risks and challenges to the business operation of the enterprise. Therefore, improving the internal risk control system has become the normal work of beverage enterprises in recent years. Among them, improving the internal control of sales is very necessary to expand sales, increase market share and enhance the overall competitiveness of enterprises. Against the background of the relatively slow growth rate of the beverage industry, in recent years, N Company's revenue growth rate and profit margin are both at the industry leading level. However, the fast-growing performance of N Company is accompanied by ubiquitous sales risks, especially the frequent public relations crisis events in recent years. In this regard, although N Company has initially established an internal risk control system and has taken certain measures to prevent and resolve it, there are still some deficiencies in the management and control of sales risks due to some problems from the top-level design to the implementation level, which have restricted the healthy development of N Company to a certain extent. Based on this, this article has carried on the research to the N company sales risk control. Firstly, the introduction discusses the current situation of risk management and control in beverage industry, and summarizes the academic developments related to sales risk management and control. The following first chapter introduces the concept and specific theory of sales risk and sales risk control, which lays the theoretical foundation for this article. Then, in the second chapter, the general situation of the key sales indicators and the basic situation of the sales risk control system of N Company are first introduced. Then, Abstract II the major sales risks in internal audit, public relations, sales cost control and other aspects are mainly identified according to the risk identification standard of N Company. The causes of the risks are analyzed, and the risks are evaluated and forewarned. Then, in the third chapter, it analyzes deeply and points out the main shortcomings of the sales risk control of N Company. Finally, in the fourth chapter, aiming at the shortcomings of the sales risk control of N Company, the corresponding optimization countermeasures are put forward. Key words: beverage enterprises; Sales management; Risk identification; Risk control N公司销售风险管控研究 1 目 录 导 论 ........................................................................................................................... 1 一、选题背景与研究意义 .................................................................................. 1 二、文献综述 ..................................................................................................... 2 三、论文研究内容与研究方法 ........................................................................... 4 四、可能的创新点.............................................................................................. 6 第一章 理论基础 ........................................................................................................ 7 第一节 销售风险的概念和特征............................................................................ 7 一、销售风险的概念 .......................................................................................... 7 二、销售风险的类型 .......................................................................................... 8 三、销售风险的特征 .......................................................................................... 8 第二节 销售风险管控的相关概念辨析 ................................................................ 9 一、销售风险管控的概念 .................................................................................. 9 二、销售风险管控与相关概念的关系...............................................................10 第三节 销售风险管控的框架和实施程序............................................................10 一、销售风险管控的框架 .................................................................................10 二、销售风险管控的实施程序 .......................................................................... 11 第二章 N公司销售风险识别与评估 .........................................................................13 第一节 N公司销售风险管控现状 .......................................................................13 一、企业简介 ....................................................................................................13 二、N公司关键销售指标概况 ..........................................................................13 三、N公司销售风险管控体系介绍 ..................................................................14 第二节 N公司销售风险识别及原因分析 ............................................................17 一、N公司销售风险的识别依据、标准及方法 ................................................17 二、设计层面风险识别及原因分析 ......................................................