快速消费品企业销售管理.docVIP

危龙:中国快速消费品企业的销售管理研究 江西理工大学应用科学学院毕业论文 PAGE 26 PAGE 1 中国快速消费品企业的销售管理研究 摘 要 全球经济一体化的迅速发展，一方面为快消品企业的发展带来了机会，同时也使快消品企业面临更多挑战。如何在品种繁多的快消品市场中求生存，如何在市场中发展起来，这对快消品企业提出了更高的要求。快消品企业面临的竞争越来越激烈，越是激烈的竞争，越要迎面而上。在竞争中找出自己的不足，借鉴其他企业的良策，提升自身竞争力。实施销售管理是快消品企业实现管理现代化、提高经济效益及社会效益增强竞争力的重要措施。本文以现代管理理论及营销理论，人力资源管理为基础，针对我国快消品企业的实际情况，对快消品企业如何实施销售管理这一课题展开了研究。 本文剖析了我国快消品企业在销售管理中普遍存在的主要问题，即通路不畅，客情维护不到位，情报收集没有提升到战略层，产品推广不力，机构臃肿，绩效考核不科学，人才未得到充分利用，销售目标制定不切实际，盈利能力差，工作效率不高等问题。通过对快消品企业的研究，本文提出了相应的解决方案，在市场管理方面要加强，人员管理要完善，营销活动控制要严密。 关键词：快消品，销售管理，人员管理，营销控制 China’s Fast Consumable Enterprise Sales Management Research ABSTRACT The rapid development of global economic integration, on the one hand for the fast consumers goods companies development has brought opportunities, but also fast consumer goods companies face more challenges. How to survive in the wide variety of fast consumer goods markets, how to develop in the market, it set’s higher requirements to FMCG companies. FMCG companies face increasing competition, the more intense competition, and the more head-on. They can find their own lack of experience of other enterprises for ways to enhance their competitiveness. Implementation of sales management is fast consumer goods companies to modernize management, improve economic efficiency and social benefits of the important measures to enhance competitiveness. This modern management theory and marketing theory, human resources management, based on FMCG companies in our countrys actual situation, FMCG sales management business how to start a study of this topic. This paper analyzes Chinas FMCG sales management in enterprises in the major common issues, namely, poor access, not in place to maintain customer intelligence, intelligence gathering is not to a strategic level, product promotion ineffective, bloated, performance appraisal is not scientific, personnel not been fully utilized to develop unrealistic sales targets, profitability is poor, not high efficiency. FMCG companies through the researc