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    題名: 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
    作者: 羅奇瑋
    貢獻者: 林宛瑩
    羅奇瑋
    關鍵詞: 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
    日期: 2011
    上傳時間: 2017-08-10 09:49:38 (UTC+8)
    摘要: 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.
    參考文獻: 中文部分
    丁興良，2008，突破工業品營銷瓶頸，大陸：經濟管理出版社。
    巴瑪管理諮詢公司，銷售現場與工廠現場之比較，http://bama.cc/
    MBA智庫，銷售漏斗管理的四大原則，http://wiki.mbalib.com/wiki/
    MBA智庫，銷售漏斗診斷法，http://doc.mbalib.com/view/
    吳育宏，2010，業務主管要考量所屬的產業型態及業務目標，確保整個團隊的銷售漏斗上、中、下層，有合理的客戶分布與業務活動，經濟日報經營管理版。
    吳明烈，2003，組織學習與學習型學校，高等教育出版社。
    劉達，2005，淺談理想狀態銷售漏斗，http://www.226e.net/article/
    陸和平，2006，以有效的銷售流程管理，消除項目銷售中的「黑匣子」現象，中國營銷傳播網，http://www.emkt.com.cn/article/
    陳崇安，2003，組織變革型態對組織學習及經營績效提升之探討，國立成功大學企業管理研究所碩士班論文。
    湯學超，2008，六標準差方法和銷售漏斗管理整合在改善銷售流程之應用研究-以某重型機械代理商為例，元智大學資訊管理學系碩士論文。
    智德Adrian Mello，2002，成功銷售的七個步驟，電子商務，第二期。
    鄭光惠，2007，國營組織的組織學習文化與員工的訓練遷移動機對訓練遷移影響之研究，國立中正大學成人及繼續教育研究所碩士班論文。

    英文部分
    Alexander J. 2001. Sales Quality : Getting Better Sales Faster. The Professional Journal(May) : 56-57
    Davenport, T. SH. 1993. Process Innovation: Reengineering Work Through Information Technology. Harvard Business School Press.
    Daniel E. R. 2008. The Information -Seeking Funnel . National Science Foundation workshop . http://citeseerx.ist.psu.edu/
    Don , T. 2004. Keeping the Funnel Full: The Definitive Authority on Solution Selling, British Columbia: Mardon Publishing Inc.
    Florian Söhnchen and Sönke Albers 2008. Acquisition Management of Industrial Projects. http://papers.ssrn.com/
    Friedman T.L. 2005. The World is Flat. US: Farrar, Straus and Giroux.
    Gerstner L.V. 2003. Who says elephants can’t dance? NY: HarperCollins Publishers Inc.
    Hammer M. 2001. The Agenda: What Every Business Must Do to Dominate the Decade. NY: Crown Business.
    Lewis, M.R. 2003. Sales Process-The Key to Customers Acquisition Management. Proceedings of the Market Partners Inc. http://www.market-partners.com/knowledgenav.htm
    Macfarlane, H. 2005. The Leaky Funnel. Australasian Marketing Journal 13 (2)
    Maslow A. 1954. Motivation and Personality. NY: HarperCollins Publishers Inc.
    Miller, R. B. and Heiman, S.E. and Tuleja, T. 2005. The New Strategic Selling –The Unique Sales System Proven Successful By The World’s Best Companies. NY: Warner Books Inc.
    Roff-Marsh, J. 2007. How to build a high-throughput sales process. Proceedings of the TOCICO at Miami. http://www.ballistix.com.au.
    Watkins, K.E. and Marsick, V.J. 1993. Sculpting the learning organization: Lessons in the art science of systemic changes. SF: Jossey-Bass Publishers.
    Webb M.J. and Gorman T. 2006. Sales and Marketing the Six Sigma Way. US: Kaplan Inc.
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    93932305
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0093932305
    資料類型: thesis
    顯示於類別:[經營管理碩士學程EMBA] 學位論文

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