- 學位論文
軟體公司銷售知識系統建構之探討
A study of developing sales force knowledge management system for software industry.
摘要
以往傳統的客戶關係管理(CRM)系統，多為金融業所開發，注重於銷售的記錄，而無法將銷售的知識加以儲存外顯。因此，傳統CRM軟體對於銷售的幫助相當有限。 建構銷售知識管理系統的目的是希望找到一套銷售模式，能將軟體公司的銷售知識加以分析記錄，透過分享的方式，協助銷售相關人員對於銷售能更有效的分享彼此的成功銷售經驗，而SPIN銷售理論正符合本研究所要達到的目的。 本研究使用系統展示法，以SPIN銷售理論為基礎，客戶關係管理系統為延伸建構一銷售知識管理系統，以協助軟體公司：(1)掌握產品銷售現況；(2)作為教育訓練規劃參考；(3)做好SPIN銷售，有效落實銷售知識管理。 接著，透過個案實施加以驗證本系統，本研究得到以下五點結論：(1) SPIN銷售理論為銷售知識管理之內涵(2)本系統採用網頁應用系統之設計方式，有助於使用者隨時規劃與檢討(3)本系統之訪談評比功能，有助於找出成功銷售業務員的銷售訪談計劃模式(4)本系統之訪談評比結果，有助於銷售人員規劃每次訪談(5)本系統之分析圖表功能，有助於銷售人員了解改進自我的訪談模式。 最後，透過系統實施與驗證後，歸納出本研究的研究貢獻有以下三點：(1) 提供一套知識銷售系統並與客戶關係管理平台結合(2) 將SPIN銷售理論融入知識管理與客戶關係管理系統(3) 提供業務員訪談規劃參考依據。
並列摘要
Traditional customer relationship systems are mostly developed by finance companies. The systems are focus on sales automation and sales activities recording. But the systems can’t help to store sales knowledge and sharing with others. So the traditional CRM systems do not much help for sale aspect. The purpose of the study is trying to find a sale method for software company to build a system that can help to manage sales knowledge. The SPIN selling is good for the study to build the system which can store and share the sale knowledge. This system can help software company (1)to manage the sales status;(2)to make a reference for tranning;(3)to implement sales force knowledge management. In order to verify the system, we employ the case study method. The conclusion of this system are as follows ,(1)SPIN selling is suit for sales knowledge management;(2)a web-based system can help users planning and reviewing any where and any time;(3)a rating function can help user to find best practices;(4)the rated case can become a template for next planning;(5)provide a chart to analyze the sales planning status which can help user to improving their skills. Eventually, by the case study, the contribution of this study are as follows,(1)provide a sales knowledge management module combined with CRM system;(2)use SPIN selling to implement the sales force knowledge management system;(3)provide a selling method for salesman in software company.