e 化銷售管理策略及實務研究

e-Sales Management Strategy and Case Study

蔣萍(Sharon Chiang)

指導教授 ： 尤克強

元智大學/管理學院/管理研究所/碩士(2003年)

摘要

e 化銷售管理策略及實務研究
學生：蔣萍 指導教授：尤克強
元 智 大 學 管 理 研 究 所
摘 要
汽車的銷售管理近幾年在台灣有愈來愈重要的趨勢。尤其在汽車市場的成長漸漸趨緩的情況下，產品優劣的主戰場已延伸至市場策略及銷售管理的競爭。福特六和汽車公司近年來所推動的經銷商銷售管理e化的專案，在台灣汽車界引起很大的關注。中華及豐田汽車公司也有銷售管理提昇的專案在推動之中。本論文之研究目的，除了深入的探討汽車銷售管理的實務演進外，更剖析了個案公司e化策略及執行面的優缺點。期望從此一完整的實務案例研究中，提出對汽車經銷商e化管理方面的分析與觀察。這些推動的策略與行動計劃的分析，將可提供未來企業推動e化策略的參考。依據分析的結果發現，個案公司e化專案的推動，停滯在短期目標的達成，並未繼續向中長期目標邁進，其關鍵在於：改變銷售管理人員行為之誘因不充分、軟硬體規劃不便利及推動的時機不洽當。這些造成專案推動不成功的原因背後，依行銷管理的理論觀之，就是市場管理及銷售管理策略的方向不明確。我們認為e化銷售管理的進行方向是正確的，只有設定具體的銷售管控點及明確的支援策略(資料庫行銷策略)，才能真正的改善銷售管理的品質。

關鍵字

銷售管理 ； e 化銷售管理 ； 經銷商管理

並列摘要

e-Sales Management Strategy and Case Study
Student：Sharon (Ping) Chiang Advisors：Dr. K C. Yu.
Institute of Management
Yuan-Ze University
ABSTRACT
The sales management of Taiwan automobile industry is getting more and more important, especially in a stagnant market with fierce competition. The competition scope has extended from product field to the strategy of sales management these years. The e Sales Project that Ford Lio Ho implemented in 2000 has caused a great deal of attention in the automobile industry. Later on, Kuo Ray and China Motor made similar reforms. The purpose of this paper is not just trying to study the strategic intent and the process of the e-Sales Project case, but also want to provide deep dive analysis and suggestions for those companies who want to establish e-Sales management with database marketing function assisted. From the studied case, we found that the reasons for why the e-Sales Project suspended after the short-term goal achieved are: 1.The infrastructure to support sales representative and dealer management are not convenient enough; 2. The dealer management did not really use the customer data to do the sales management;3. The timing is not favorable for the e-Sales Project because Ford Lio Ho is streamlining and reducing the dealer outlets. Dealers are not certain about the future of their operation. It is clear that all the above reasons to cause the suspension of the project can be classified as the uncertain of the marketing and sales management strategy. We believe that the direction of the e-Sales project is correct, if more support plan can be in place from the beginning. Expect that our analysis and suggestions is beneficial to the viewers who are working or interested in the e-Sales management.

並列關鍵字

e Sales

參考文獻

Arthur Bragg, “Sales & Marketing Management”, September, 1989.

Thomas L. Pwers, Warren S. Martin, Hugh Rushing, and Scott Daniels, “Selling Before 1990: A Historical Perspective”, Journal of Personal Selling and Sales Management, November, 1987.

Robert L. Shook, The Perfect Sales Presentation, 1986

Marvin A. Jolson, “Canned Adaptiveness; A New Direction for Modern Salesmanship,” Business Horizons 32, 7-12

Eugene M. Johnson, David L. Kurtz and Eberhard, , Sales Management, 1994.