Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/24152
標題: 策略性銷售人力設計之研究 ─ 以台灣某一石油公司的某一營業處為例
The Study of Strategic Designing The Sale Force - An Example of An Office of A Petroleum Corporation in Taiwan
作者: 王進興
Wang, Chin-Hsing
關鍵字: customer segmentation
顧客區隔
customer offering
sales process
顧客給予
銷售流程
出版社: 高階經理人碩士在職專班
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摘要: 油品市場已達如火如荼競爭狀態,不只供售油品更要提供加值服務,以爭取顧客認同,而策略性銷售人力設計攸關銷售人力的服務的質與量,更決定消費者的滿意程度,本研究嘗試以顧客需求為主,探討個案營業處的之策略性銷售人力設計,按銷售策略、進入市場策略及銷售人力設計等三個步驟:首先銷售策略,包括顧客區隔(customer segmentation)與顧客給予(customer offering) 及銷售流程 (sales process);其次,說明進入市場策略,說明銷售與行銷管道(sales and marketing channels);最後,闡述銷售人力設計,包括銷售人力結構(sale force structure) 、銷售人力規模(sale force size)及責任的分配(assignments of responsibilities)。本研究發現,隨著油品市場的開放,個案營業處所扮演角色不斷的再改變,除持續落實目標管理、積極改善油品品質,更藉由責任中心制度施實施,銷售策略定位調整,銷售管道的擴充,及銷售人力結構調整,銷售人力角色定位,授與主管適當的權限與相對的責任,透過員工參與及協調溝通的程序,以滿足顧客需求為依歸,共同定定責任目標,選擇適當的績效衡量指標,以作為考核依據的管控參考,成功從內部行塑銷售人力的組織價值。個案營業處更對顧客提供差異化服務及優質服務,全面落實加油站精緻服務品質,推動顧客關係管理、改善公廁設備、加油站美化綠化,並推出自助式加油等多元服務等,成功創造顧客價值。最後提供相關建議,期望透過理論與實務的結合探討,提供有意探討銷售人力設計研究之公司或企業參考之用。
The oil quality market has reached the like a raging fire competition condition, not only for sells the oil quality to provide adds the value service, wins over the customer to approve, but the strategical sale manpower design matter sale manpower''s service''s nature and the quantity, decided that consumer''s satisfaction, this research attempt by the customer demand primarily, the discussion case place of business the strategical sale manpower design, according to the sales strategy, enters the market strategy and the sales manpower design and so on three steps: First sells the strategy, separates including the customer area to give with the customer and the sales flow; Next, explained that enters the market strategy, explained that sells and sells the pipeline; Finally, elaboration sale manpower design, including sales manpower structure, sales manpower scale and responsibility assignment. This research discovery, along with the oil quality market''s opening, the case business place role playing unceasing again change, eliminates continues to carry out the management by objectives, to improve the oil quality quality positively, executes the implementation because of the responsibility center system, the sales strategy localization adjustment, sells pipeline''s expansion, and the sales manpower structural adjustment, the sales manpower role localization, awards the manager the suitable jurisdiction and the relative responsibility, by the staff participation and the coordinated communication''s procedure, take meets the customer need as being converted to, decides the responsibility goal together, chooses the suitable achievements weight target, by takes the inspection basis the control reference, succeeds models the sales manpower from the internal line the organization value. The case place of business provides the variation service and the high-quality service to the customer, carries out the gas station fine service quality comprehensively, impels the customer to relate the management, the improvement public toilet equipment, the gas station beautification to afforest, and promotes the self-service type to refuel and so on multi-dimensional service and so on, the success creates the customer value. Finally provides the related suggestion, expected that by the theory and the practice union discussion, provides intends to discuss company or enterprise reference the sales manpower design research.
URI: http://hdl.handle.net/11455/24152
其他識別: U0005-0506201221004100
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-0506201221004100
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