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Title:	戰略營銷與銷售漏斗管理於銷售流程, 透明化專案之應用—以A公司為例
Authors:	羅奇瑋
Contributors:	林宛瑩羅奇瑋
Keywords:	銷售流程銷售流程透明化銷售漏斗戰略營銷 Sales process Sales visibility Sales funnel Strategic selling
Date:	2011
Issue Date:	2017-08-10 09:49:38 (UTC+8)
Abstract:	銷售流程，是因應客戶採購步驟採取一連串因應行動以取得訂單為目的之銷售過程。銷售流程是企業經營最核心的流程之一，對於高階管理者而言，如何有效管理銷售流程、成功銷售為其重要的管理課題。銷售流程管理的重點，必須考量如何減少與運氣、嘗試錯誤、以及盲目機會等聯繫在一起的銷售不確定性。因此，對高階管理者而言，銷售管理的重要課題，則在管理銷售人員及掌握客戶與銷售資訊，降低銷售之「黑匣子」現象。銷售漏斗管理為近期實務界所提出管理銷售過程與擬定銷售策略之有效工具。因某些銷售機會可能在某個銷售階段流失，為能有穩定訂單產出，銷售早期階段一般宜有較多的銷售機會，故會形成如漏斗般上大下小之形狀。通過對銷售漏斗要素的管理，形成銷售漏斗管理模型：透過提高銷售機會數量、提高單一銷售機會的金額規模、提高銷售贏率及縮短銷售週期，進而達成提升銷售業績的目標。 Miller, Heiman, and Tuleja (2005)於其所著戰略營銷新論(The New Strategic Selling)一書中所述，處在瞬息萬變的世界，在一個複雜銷售案中，要順利穿越銷售迷宮，就需要制定銷售戰略及行動綱領。銷售的成功，依賴的不是運氣，而是一個被清楚定義、專業化的銷售方法學。本研究之目的在針對A公司銷售流程所面臨之問題，A公司為提升銷售透明化而進行之銷售漏斗管理專案，本研究即以A公司之銷售漏斗管理專案作為一銷售案，透過銷售漏斗管理及戰略營銷手法，分析A公司專案之推展過程，了解銷售需要有戰略、有步驟，可以用科學的方法分析銷售過程的瓶頸，在創造雙贏之基礎下，找出解決方案打破瓶頸，讓A公司銷售漏斗管理專案成功推展達成既定目標。本研究實際驗證銷售漏斗是管理銷售過程之有效工具，能讓銷售資訊透明化、系統化，而戰略營銷方法能有效掌握銷售局勢，協助分析及擬訂銷售策略。因此，期望藉此研究能提供給面臨複雜銷售環境之企業，作為銷售流程改善之參考。 The sales process is the sequence of actions that should take to satisfy customers’ purchasing steps with the purpose of obtaining the sales orders. The sales process must consider how to reduce with selling uncertainty of getting in touch together such as luck, trying mistake, and blind chance. As to high-level managers, how to manage the sales process effectively and efficiently and to control the selling information to reduce the black box is one of the important subjects. The sales funnel management is a effective tools to manage sales process and sales tactics. Because some sales opportunities may be run off at certain selling stage, there should be more sales opportunities at early selling stage generally. The sales funnel acts as a sieve to direct qualified opportunities through the sales process, while filtering out less-qualified opportunities along the way. The sales funnel management model is to manage the key components of the sales process. By increasing the quantity of sales opportunity, the scale of single sales opportunity, the winning rate of the sales opportunity and shortening the selling cycle time to reach the goal of higher sales achievements. The New Strategic Selling that published by Miller, Heiman, and Tuleja (2005) stated that in the era of what we call the Complex Sales, every major piece of business entails multiple decisions, and those decisions are virtually never made by the same person. In today`s corporate labyrinths, it seems as if it`s always earthquake season. And there is absolutely no way to prevent it unless you have a strategy. By eliminating fickle luck from the sales process and replacing it with proven, visible, repeatable skills and methodology. The purpose of this study is to solve problems of A Company’s selling process. To enhance transparency of sales process, A Company implements the sales funnel management project. In this study, implementation of A Company’s sales funnel management project as a sales case. Through the scientific methods of sales funnel and strategic selling to analyze the implementation process of the sales funnel management project. Create win-win solutions to let the project implemented successfully. This study proves that the sales funnel is effective and efficiency in sales process management. The sales funnel let the sales process more transparent and the strategic selling control the sales situation to make selling strategies. Wish this study could be a reference for companies in complex sales environment to improve their sales process.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 93932305
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0093932305
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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