基于IBM特色销售方法论的M公司销售人员绩效激励体系设计-工商管理专业论文.docxVIP

中文摘要 近年来，我国的医疗器械行业市场潜力巨大且持续增长，而外资公司逐渐聚 焦中低端市场，市场竞争将更加激烈。面对这一机遇与挑战并存的局面，如何通 过销售管理变革，优化公司销售管理体系，提高销售有效性，让公司更方便快捷 的与客户、合作伙伴合作，已成为我国医疗器械生产企业的重要课题。销售管理 变革必须从公司战略入手，确定关键的业务领域，进而对业务流程进行梳理和优 化。而与之相配套的销售组织和绩效激励体系的调整和优化更加成为变革中的重 点和难点之一。 本文以国内最大的医疗器械生产企业 M 公司的销售人员作为研究对象，在 绩效管理理论和 IBM 特色销售方法论的基础上，结合 M 公司与 IBM 公司共同 推动的销售管理变革项目“卓越销售”，对销售人员绩效激励体系的设计和实施过 程中所出现的各类问题，从变革准备度、销售过程监控和销售人员能力培养等角 度进行深入地分析，并提出相应的解决方案，通过对变革管理、项目试点期间销 售人员考核及销售人员能力培养机制和职业通道的建设等手段的研究，探索更加 有效地设计和实施销售人员绩效激励体系的方法。 本文使用了文献研究、案例研究、问卷调查、访谈等方法，通过研究优化一 线销售人员和管理者的绩效目标、优化绩效结果的应用方式与薪酬激励方式，区 分产品/市场/客户特性等课题，为国内医疗器械生产企业应用国际先进的销售方 法论，建立适合自身特色的销售人员绩效激励体系，持续提升销售绩效探索出一 条有效的途径。 关键词：销售人员；绩效管理；人力资源管理 ABSTRACT In recent years, Chinas medical equipment industry market has been growing huger and faster, competition across the domestic market is becoming fiercer while foreign companies increasingly focus on middle and low-end market. Facing the situation with opportunities and challenges, how to improve sales effectiveness and create more values for customers by sales transformation and sales management system optimizing, has become a very important issue for Chinas domestic medical equipment companies. The sales transformation must start with the companys strategy, and to identify key business areas, then to optimize the sales processes. Improving and optimizing the sales organization and performance motivation system will become more important and difficult in this sales transformation. In this paper, I choose the sales staff of the M company, Chinas largest domestic manufacturers of medical equipment as a research object. Based on IBM signature selling methodology and theories of performance management, I analyzed various problems about designing and implementing of M company’s performance motivation system in “Sales Eminence” project, M company and IBM’s jointly promoting sales transformation project, by focusing on the areas such as change management preparation, sales review, and sales competency development, to find the best s