营销论文2-快速消费品企业销售管理

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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

2、究。本文剖析了我国快消品企业在销售管理中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19FastconsumableenterprisesalesmanagementresearchABSTRACTTherapiddevelopmentofglob

3、aleconomicintegration,ontheonehandforthefastconsumersgoodscompaniesdevelopmenthasbroughtopportunities,butalsofastconsumergoodscompaniesfacemorechallenges.Howtosurviveinthewidevarietyoffastconsumergoodsmarkets,howtodevelopinthemarket,Itset’shigherrequirementstoFMCGcompanie

4、s.FMCGcompaniesfaceincreasingcompetition,themoreintensecompetition,themorehead-on.Theycanfindtheirownlackofexperienceofotherenterprisesforwaystoenhancetheircompetitiveness.Implementationofsalesmanagementisfastconsumergoodscompaniestomodernizemanagement,improveeconomiceffi

5、ciencyandsocialbenefitsoftheimportantmeasurestoenhancecompetitiveness.Thismodernmanagementtheoryandmarketingtheory,humanresourcesmanagement,basedonFMCGcompaniesinourcountry'sactualsituation,FMCGsalesmanagementbusinesshowtostartastudyofthistopic.ThispaperanalyzesChina'sFMC

6、Gsalesmanagementinenterprisesinthemajorcommonissues,namely,pooraccess,notinplacetomaintaincustomerintelligence,intelligencegatheringisnottoastrategiclevel,productpromotionineffective,bloated,performanceappraisalisnotscientific,personnelnotbeenfullyutilizedtodevelopunreali

7、sticsalestargets,profitabilityispoor,nothighefficiency.FMCGcompaniesthroughtheresearch,thispaperpresentsthecorrespondingsolutionsinthemarkettostrengthenthemanagement,personnelmanagementshouldbeimprovedtobetightcontrolofmarketingactivities.Keywords:FMCG,salesmanagement,per

8、sonnelmanagement,marketingcontrol19目录摘要………………………………………………………………………………1ABSTRACT………………………………………………