- 學位論文
商用軟體在公部門銷售策略分析研究
Commercial Software Application In Sales Strategy Research And Analysis In Public Institutions
摘要
處於資訊爆炸的時代，資訊軟體業知識與科技日新月異，業務人員礙於一天24小時時間壓力，都希望自己每天有更充分的時間可以利用。該如何克服在有限的時間內，能有效區分客戶等級，同時又能提供合適的服務水準照顧客戶，且能創造最大的生產力。 本研究採用個案研究法。分析資訊軟體業（A公司商用軟體事業單位公營業務處，2013年∼2015年銷售內容，包含套裝軟體、專業服務等相關業務），利用作者三年業績數據，分析公部門客戶屬性與毛利區隔客戶分級，並透過服務內容交叉分析，研究業務人員對於貢獻度不同的關鍵客戶提供差異化服務，並將重心集中於關鍵客戶，以提高更大的生產力。 經本研究發現，作者主要營收來自前七大客戶，同時，創造百分之八十以上的業績，符合80/20法則；投入顧客服務與業績成長為互相影響。採用下列策略能有效增加毛利： 一、機關屬性屬事業單位貢獻毛利較高，建議再次篩選客戶，將事業單位與行政機關區隔，將事業單位做為主要業務對象。 二、建議客戶採購方式多採用以下兩種採購方式，也可節省機關辦理採購流程及選擇服務品質較佳之立約商。 (1) 經濟部工業局電腦軟體共同供應契約採購 (2)限制性招標。 三、提供顧客售後服務（包含：教育訓練、安裝服務、技術諮詢），並定期安排長官拜訪，維持良好顧客關係度。
並列摘要
In the era of information explosion, information and software technology has been changing so fast. With only 24 hours a day, what a salesman desperate for is just a little more time. Then, how to classify the clients effectively while servicing them properly and creating the maximum productivity in a limited time? With case study, this research analyze the sales (including the sales of packaged software, professional service, etc)of an information and software company (department in charge of commercial software application in public institutions) from 2013~2015. Based with the sales data collected by the author during these three years, the research analyzed the attributes and the gross profit segmentation of public institution clients. With cross analysis on different services, the research suggests that for important clients with different contributions, differentiated services shall be provided, and the focus shall be put on these important clients to promote productivity. This research has found that, the revenue identified by the author mainly comes from seven clients, who contribute 80% of the sales. That meets the 80/20 rule. In addition, customer service and sales performance mutually influence each other. Strategies as below shall be effective in promoting gross profit: 1. Public institutions contribute more gross profit, further client classification (separating public institutions and administrative organizations) shall be conducted, and public institutions shall be treated as the key clients 2. Suggest the clients adopt the following procurement methods as possible as they can, to simplify the procurement process and choose the contractor of better service quality. (1) Procurement based with computer software co-supply contract (organized by Industrial Development Bureau, MOEA) (2) Selective Tendering 3. Provide customers after-sales services (includes: Education and training, installation services, technical consulting), arrange supervisor’s visit regularly, and maintain good customer relationships.