資訊服務業之銷售管理策略

Sales Force Management Strategy Of Information Service industry

10.6843/NTHU.2006.00100

謝曜聲

銷售管理 ； 資訊服務業 ； 銷售管理策略 ； 銷售策略 ； 資訊服務業銷售管理 ； sales force management ； sales force ； information service industry ； sales force management strategy ； sales force strategy

清華大學科技管理研究所學位論文

2006年

碩士

史欽泰;林博文

繁體中文

銷售人員一直是所有產業相當倚賴的一個要角，八零年代開始資訊硬體及資訊軟體產業紛紛轉型至資訊服務業，並透過銷售人員的專業服務能力及行銷市場開發技術，奠定資訊服務業在九零年代後的成功運作機制。由於在資訊服務業中，專業銷售人員在組織當中備受倚重，因此如何能提出有效的銷售管理策略也更顯得十分重要。本研究為資訊服務業的銷售管理策略。透過先期專家訪談，文獻回顧以及學生在資訊服務業領導廠商IBM所習得之經驗，將三者加以歸納後建構出先期研究架構，並汲取出最明顯及直接影響銷售績效的四大構面，共為專業銷售技術，領導型態，銷售風格，以及激勵制度等。其中每一構面更包含數個重要的變項及選擇。之後再透過對資訊服務業資深業務人員進行多次深度訪談，經過分析整理後，產生出完整資訊服務業的銷售管理策略及策略架構。若要成功落實銷售管理策略，必須倚賴資訊服務業組織本身、銷售主管、及銷售人員三者共同針對所產生出的銷售管理策略加以配合及執行，因此本研究在最後的結論及建議方面也針對組織、銷售人員、及銷售主管三者提出了不同的落實原則，若能以本研究結論中的銷售管理策略架構為基礎，並有效執行，相信能對資訊服務業廠商在銷售管理方面有相當直接的助益

Sales person is consistently a very indispensable role in most industry. Since 1980s , Most hardware and software information system company had transfer their original position to service provider , and successfully established innovative business model through excellent salesperson’s professional information service ability and marketing sense .Because outstanding sales in information service industry definitely very important , it stands to reason that how to develop selling force management strategy exactly is a key point . This research is focus on selling force management in information service industry .We came out initial framework through interview , bibliography review and experience of studying in information service benchmark company , after our analyze and conclude ,we find four major construct which are leadership , selling style , incentive system , and selling expertise most directly and obviously influence selling performance , Each construct which also includes different variable . After our interview and analysis , we find the final selling management strategy and complete research framework which should be realize and finalize through salesperson , sales manager and company carrying out all the task . Moreover , we also bring up different principle and program for sales , sales manager and company itself . We have confidence , if normal information service company can take this conclusion of research as reference of selling force managent and execute realistically , we have confidence our research can bring IT industry significant contribution on selling force management.

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