中國大陸市場快速消費品之經銷商評估選擇關鍵因素研究

摘要尋找、洽談、評估與選擇等一系列的經銷商開發工作，對銷售業務與營業部主管兩者來說都是件煩人的苦差事。在如何評估選擇經銷商方面，雙方常常都只是憑藉個人的經驗法則來執行，缺乏一個較有學術依據的架構思維來支撐。隨著企業成長，企業需要精耕每個區域市場，需要關注每家經銷商的業績產出情况。因此，如何評估選擇具有銷售潛力的優質經銷商，逐漸成為快速消費品企業在營業銷售層面的一項重要業務運作課題。本研究藉由文獻回顧與德爾菲法之應用，建立一項具有學術研究依據的快速消費品之經銷商評估選擇架構，四個構面與十二項關鍵準則，此架構可以解決經銷商評估選擇的課題。四個構面是評估選擇經銷商的四個思維面向，十二項關鍵準則是評估選擇經銷商時候應該考慮或掌握的關鍵因素，這些關鍵準則是優質經銷商必需具備的因素條件。本研究對企業實務有兩個面向的貢獻。一為，作為新經銷商評估選擇之具體評選內容。二為，定期對目前的經銷商進行重要度與績效值分析，針對其績效表現不好的準則項目，研擬相對應的銷售輔導或銷售管理措施。並且在以後的新經銷商評選作業，加強關注對此項準則之評選。如此，經由兩個面向作業之交互使用，不斷精進經銷商評估選擇作業，期使達到企業組建的經銷商都是優質經銷商之目標。關鍵詞：快速消費品、經銷商評估選擇、德爾菲法、IPA分析

關鍵字

快速消費品；經銷商評估選擇；德爾菲法； IPA分析

並列摘要

Abstract It’s a drudgery for a sales business and operation director to engage in the series of works, such as finding, negotiating, evaluating and selecting the right dealers for an enterprise. In terms of evaluating and selecting dealers, both sides would often rely on their own rules of thumb, and there is a lack of an academic framework sustaining the whole process. As an enterprise grows, it’s necessary for it to concentrate on each regional market and pay attention to the performance of each dealer. Therefore, how to evaluate and select high quality dealers with sales potential is an important issue for FMCG (fast moving consumer goods)enterprisesintermsofmarketdevelopmentandsalesmanagementinrecentyears. Based on literature review and application of Delphi method, this study establishes an academic framework which features four dimensions and 12 key criteria, attempting to help FMCG (fast moving consumer goods) enterprises solve the important issue of evaluating and selecting dealers. The four dimensions are involved with the evaluation of dealers, and the 12 key criteria, which aim at helping enterprises get high quality dealers, focus on key factors which the company needs to consider or master beforehand when evaluating and selecting dealers. This study may be a reference to the practice of enterprise management in two aspects: based on the results as result of the analysis of current dealers in terms of importance degree and performance value, the enterprise can correspondingly adopt sales management measures to remedy poorly-performed factors according to the criteria; and when evaluating and selecting dealers in the later time, it’s necessary for it to focus on the poorly-performed factors. And by continuously improving the evaluating and selecting process can the enterprisebeabletoupgradethedealers’marketingcapacityasawhole. Keywords: FMCG,dealerselection,Delphimethod,IPAanalysis