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论文编号：	709
作者编号：	2120062350
上传时间：	2008/6/20 13:17:36
中文题目：	组织间营销中行销售人员流失对客
英文题目：	BOC marketing organizations to
指导老师：	张永强
中文关键字：	组织间营销;销售人员流失;销售流
英文关键字：	inter-organizational marketing
中文摘要：	销售人员流失问题是当今企业发展中具有普遍性的一个问题，它不仅会在一定程度上削弱企业的市场竞争力，而且会影响企业的整体发展。目前的研究大多是从人力资源管理的角度，运用激励理论，设法留住销售人员。本文从市场营销管理的视角对这一问题进行探讨。 由于组织间营销的特点，使得在组织间营销的销售人员的流失带来了企业客户关系流失的巨大风险。本论文以在组织间从事销售活动的人员为研究对象，深入探讨了销售人员的流失对组织间营销企业的客户关系的影响，并提出应对的对策。 论文共分为五章：第一章是绪论，主要阐述论文的研究背景、目的、方法和内容。第二章回顾了组织间营销、销售队伍建设、客户关系管理等理论，并以此作为论文的理论依据。第三章分析了组织间营销的客户关系的特征、销售 人员在客户关系管理中的地位和作用，深入探讨了销售人员流失的原因，并分析了组织间营销中销售人员流失对客户关系的影响，第四章从销售人员控制、销售人员流失预防、企业销售流程设置的合理角度,为销售人员的流失提出解决对策。论文认为，只有对企业的销售流程进行标准化的设置，才能避免销售人员流失后带来企业客户关系的流失。同时，从客户关系维护的成本角度，企业应运用客户关系管理中的20/80 原则，实施销售流程标准化。第五章是案例部分，由于作者长期从事医药领域的销售和销售人员管理工作，并且，药品的销售，特别是处方药品的销售属于典型的在组织间销售，为验证流程的合理性，对销售人员流失后客户关系的维护有预防性作用，论文选择了对比案例，选取医药行业具备代表性的两个企业，对其销售流程进行对比研究。从而验证销售流程对客户关系维护的作用，进而证明销售流程标准化的现实意义。 论文的创新点在于，从理论与实际相结合的角度，从市场营销管理的视角，分析了销售人员流失对企业带来的危害和风险，并提出颇具操作性的对策建议，目的在于对相关企业营销管理的改进有所裨益。
英文摘要：	The loss of sales staff is a universal and current problem，it will not only weaken to a certain extent, the market competitiveness of enterprises, but will affect the overall development of enterprises. Most of the current study is from the perspective of human resources management, the use of incentives to try to keep sales staff. From the marketing management perspective，this issue were discussed. Because the characteristics of inter-organizational marketing, marketing organizations in making the sale of the loss of business has brought great loss of customer relationship risk. This paper has been studied of the sales organizations of the loss of customer relationship marketing business impact in-depth and put forward countermeasures to cope with to the organizations engaged in sales activities Paper is divided into five chapters: Chapter 1 is the introduction, the main thesis on the research background, purpose, method and content. Chapter 2 recalled the inter-organizational marketing and sales team building, customer relationship management, and other theories, and as a basis for the theory papers. Chapter 3 indepth analysis of the marketing organizations of the characteristics of customer relationships, sales staff in customer relationship management in the position and role of the reasons for the loss of sales and marketing of organizations in the loss of sales to customer relations impact. Chapter 4 proposed solutions for the loss of sales, from the perspective of the following: sales control to prevent the loss of sales, corporate sales process of setting reasonable, brand of customer relationship maintenance. Papers that only the enterprises to standardize the sales process set up in order to avoid the loss of sales after the enterprise customer relationship brought about the loss. At the same time, maintain customer relationships from the perspective of costs, enterprises should use customer relationship management in the 20/80 principle, the implementation of the sales process standardization. Chapter 5 is the case part. Because the author has long been engaged in the field of pharmaceutical marketing and sales management, and because of drug sales is typically an inter-organizational sale, particularly sales of prescription drugs, the paper verification process is reasonable and preventive role, after the loss in sales. Papers case and choose the contrast between the sales processes for comparative study. Through the pharmaceutical industry with representation of the two companies, the papers show the sales process for maintaining customer relations and the role that the sales process standardization of practical significance. Paper innovations point is that from the integration of theory and practical point of view, from a marketing management perspective, the thesis analysis the loss of sales to enterprises of the hazards and risks, and made quite workable policy proposals aimed at the relevant enterprises to improve management of the marketing benefit.
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