基于销售理论构建企业销售信息系统的探讨1 - 北京时代之声科技有限公司.pdfVIP

1 1 2 1 3 (1. 1000852. 1000843.) CRM CRM ; CRM; ; ; :F279.23 :A :1002 - 9753(2005)11 -0136 - 08 Study of An Enterprise Sales Information System Building Based on A Sales Theory 1 2 1 3 SHENG Peng , CHEN Bo-cheng , LI Ying-bo , IP WH (1.Beijing Time Sonic Consulting Co., Ltd, Beijing 100085, PR China, 2.School of Economics & Management, Tsinghua University, Beijing 100084, PR China, 3.Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University PR China) AbstractA management information system (MIS) can be built on a practical enterprise model, or a knowledge accumulation model, this paper shows a different approach based on a sales theory, the theory’s character is centered with “people”. The CRM (customer relationship management) software’s shortage is pointed out: actual sales data cum demographics can’t supply effective sales information. An idea is demonstrated: all selling is to Key People(KP) and Core Opinion Leader(COL), individuals who contact, pay money, take goods might not be the keys; the key of selling is the integrated virtual product which is a set of deliverable buying points and selling points the individual KPs and COLs accept according to their individual views on criteria. A sales process may be monitored by index such as customer relating status, customer attitude toward buying points, customer publicly demonstrated behaviors relating the selling points, all these are not included in current CRM software. Relating each operating point and the logic between them , we may have a relating information table and main process, which internalizes relevant psychographics into the current mechanic CRM models, thus a sales software