【作者】 刘剑；

【导师】 张鹏翥；

【作者基本信息】 上海交通大学 ， 工商管理， 2007， 硕士

【摘要】 在当今竞争日益激烈的市场环境下,如何有效地提高销售团队的生产力,一直是企业经营管理层孜孜以求的目标。对于R公司这样一个处于迅速发展壮大过程中的销售团队来说,在日常的销售管理工作中存在着许多实际的问题。本文首先介绍了R公司及其销售团队的背景和管理现状,分析了目前在销售管理工作中存在的诸多问题,指出在制造业企业销售管理中运用信息化的手段提高管理水平,从客户的需求出发改进销售行为,利用统一的沟通协同平台增强销售生产力的必要性。然后本文对企业信息化系统ERP、CRM和SFA(销售力自动化)的定义和关系进行了明确,并说明了ERP中的销售管理模块和CRM中的SFA之间的联系和区别。接着重点对当前主流SFA系统的架构和功能进行了描述和比较,提出制造业企业的SFA系统必须建立在对客户需求的充分把握和对自身销售流程全面梳理和优化的基础之上。企业销售管理信息系统的实现模型都可溯源于优秀的销售管理理论。本文引进了销售流程、销售漏斗和销售状态指标理论,同时结合笔者的销售实践,对R公司的销售流程进行了详尽的分析,然后提出了适合项目型销售流程特点的销售漏斗模型,并对销售团队的组织架构进行了重新设计和优化。本文设计了R公司销售管理信息系统的功能和架构,重点是销售机会管理子系统的设计,利用全新的项目型销售漏斗模型,协同整个销售团队对潜在的销售机会进行挤压式管理,提高项目的成功率。同时对SFA系统和企业其他系统的应用集成提出了要求。企业信息化建设的成功与否,关键在于实施。本文结合系统应用事例和实施效果,提出R公司在SFA系统实施过程中应该注意的问题,最后展望了在高度信息化的销售管理模式下,销售经理所扮演角色的转变。更多还原

【Abstract】 In order to ensure sales performance and competitiveness on the ruthless market, every company today is rushed for maximizing its sales productivity. The management of Rittal China’s young sales team faces a lot of intractable problems. It is introduced of the background of Rittal China and the structure of its sales team at the beginning, as well as the analysis of problems in the current sales management. It is absolutely necessary to improve management by means of information system,to optimize the sales process considering customers needs, to strengthen the sales force by the same communication platform.The definitions of ERP, CRM and SFA are clarified as well as their relationship. The difference between sales management module in ERP and Sales Force Automation in CRM is emphasized on. It is also introduced of the structures and functions of the current active SFA systems. It is pointed out that the SFA system for manufacture industry should be designed based on the understanding of customers’needs and optimization of sales process.The models of Sales Management Information System origin from proved sales management theories. It is described the sales process, sales funnel and sales status indicators. Based on my sales experience and elaborate analysis of Rittal sales process, the new sales funnel model is created for project sales management.Then it is about the structure and function design of Rittal Sales Management Information System. It focuses on Sales Opportunities Management Subsystem in which all potential opportunities in the new sales funnel are crushed by the effort of the well-collaborated sales team to improve the output of the funnel. The integration of SFA system and other applications is also described.更多还原