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1、快速消费品企业销售管理研究摘要全球经济一体化的迅速发展,一方面为快消品企业的发展带来了机会,同时也使快消品企业面临更多挑战。如何在品种繁多的快消品市场中求生存,如何在市场中发展起来,这对快消品企业提出了更高的要求。快消品企业面临的竞争越来越激烈,越是激烈的竞争,越要迎面而上。在竞争中找出自己的不足,借鉴其他企业的良策,提升自身竞争力。实施销售管理是快消品企业实现管理现代化、提高经济效益及社会效益增强竞争力的重要措施。本文以现代管理理论及营销理论,人力资源管理为基础,针对我国快消品企业的实际情况,对快消品企业如何实施销售管理这一课题展开了研究。本文剖析了我国快消品企业在销售管理中
2、普遍存在的主要问题,即通路不畅,客情维护不到位,情报收集没有提升到战略层,产品推广不力,机构臃肿,绩效考核不科学,人才未得到充分利用,销售目标制定不切实际,盈利能力差,工作效率不高等问题。通过对快消品企业的研究,本文提出了相应的解决方案,在市场管理方面要加强,人员管理要完善,营销活动控制要严密。关键词:快消品,销售管理,人员管理,营销控制19FastconsumableenterprisesalesmanagementresearchABSTRACTTherapiddevelopmentofglobaleconomicintegration,ontheonehandforthe
3、fastconsumersgoodscompaniesdevelopmenthasbroughtopportunities,butalsofastconsumergoodscompaniesfacemorechallenges.Howtosurviveinthewidevarietyoffastconsumergoodsmarkets,howtodevelopinthemarket,Itset’shigherrequirementstoFMCGcompanies.FMCGcompaniesfaceincreasingcompetition,themoreintensecompe
4、tition,themorehead-on.Theycanfindtheirownlackofexperienceofotherenterprisesforwaystoenhancetheircompetitiveness.Implementationofsalesmanagementisfastconsumergoodscompaniestomodernizemanagement,improveeconomicefficiencyandsocialbenefitsoftheimportantmeasurestoenhancecompetitiveness.Thismodern
5、managementtheoryandmarketingtheory,humanresourcesmanagement,basedonFMCGcompaniesinourcountry'sactualsituation,FMCGsalesmanagementbusinesshowtostartastudyofthistopic.ThispaperanalyzesChina'sFMCGsalesmanagementinenterprisesinthemajorcommonissues,namely,pooraccess,notinplacetomaintaincustomerin
6、telligence,intelligencegatheringisnottoastrategiclevel,productpromotionineffective,bloated,performanceappraisalisnotscientific,personnelnotbeenfullyutilizedtodevelopunrealisticsalestargets,profitabilityispoor,nothighefficiency.FMCGcompaniesthroughtheresearch,thispaperpresentsthecorresponding
7、solutionsinthemarkettostrengthenthemanagement,personnelmanagementshouldbeimprovedtobetightcontrolofmarketingactivities.Keywords:FMCG,salesmanagement,personnelmanagement,marketingcontrol19目录摘要………………………………………………………………………………1ABSTRACT………………………………………………