天通公司营销管理 分析研究.pdfVIP

天通公司营销管理研究 摘 要 天通公司是一家创立于 1984 年的生产和销售软磁铁氧体磁芯的国 内上市企业，产品广泛应用于电脑、电视机、通讯设备、汽车电子部品、 节能灯具、电源供应器等领域。伴随着全球电子行业在过去22 年里的高 速发展，天通公司作为电子元器件制造企业同样获得了飞速成长，如今 已成为全球软磁铁氧体行业制造规模第一的企业。 随着业务的不断扩张，公司在营销人员管理方面出现了营销管理人 员不司其职、营销人员缺乏工作责任心、工作积极性不高、效率低下、 团队意识和大局意识不强、优秀营销人员大量流失等诸多问题。纠其原 因主要有：营销队伍组织机构形同虚设造成营销管理人员职位空挂、忽 视营销人员培训、绩效考评体系不完善以及薪酬体系缺乏有效激励等。 根据笔者在天通公司近九年的销售工作经历，本文针对上述存在的问题， 提出了以下对策：规范营销岗位职责、加强营销人员培训、建立和完善 以 KPI 为核心的营销人员绩效考评体系、制定营销人员多元薪酬激励体 系。 关键词： 营销人员，激励，人员管理 THE RESEARCH OF TIANTONG CORPORATION FOR SALES MANAGEMENT ABSTRACT Established in 1984, TDG is a domestic public company in the line of manufacturing and selling of soft ferrite cores, the products are widely used in computer, television, telecommunication equipments, automotive electronic parts, energy saving lights, power supply, etc. With the fast development of global electronic industry in the past 22 years, as one of the major manufacturers of electronic components, TDG was also gained a rapid growth, it is now the world’s largest manufacturer in the industry of soft ferrite cores. With the fast expansion of sales revenue, a lot of problems about the management of sales persons are come out, such as sales managerial persons don’t take their roles, sales persons lack of responsibility, work efficiency, team spirit and general thinking of the whole company, prominent sales persons quit their jobs very frequently, etc.. The reasons are mainly caused by the following factors, they are: the organizational function doesn’t work properly which lead to the role-not-taking of managerial persons, neglecting training of sales persons, performance