文化建设促进销售业绩的提升

摘  要

对于销售型公司，其定义很难准确描述。本文中，笔者并不想定义的太广泛，而仅仅停留在产业链中产品供应商以及产品经销商这两个销售型的企业。供应商是将自己工厂生产的产品提供给经销商。这个过程就是销售的过程，只不过其销售对象是各级大大小小的经销商。而经销商的销售是将供应商提供的产品提供给最终消费者，即用户。这种销售更多的时候被称为零售。本文中笔者都把它们称为销售，因为无论研究供应商的文化还是研究经销商的文化，二者之间的联系是分不开的。研究销售型公司的文化建设，最终的目的是得出文化与销售业绩和企业效率的关系，并试图为这类公司探讨一种行之有效的企业文化的建设之路。本文中，对于企业文化也没有定义的太广泛，而只是指这类企业的内部文化。希望通过对销售型公司内部企业文化建设的探讨，寻找一种通过内部文化建设促进销售业绩提升的方案。

关键词：销售型公司 内部文化建设 销售绩效

ABSTRACT

Regarding the sale company, its definition is very difficult to describe accurately. In this article, the author does not want to define it too widely, but pauses merely in the industrial chain the product supplier as well as the product dealer these two sale enterprise. The supplier provides own plant production product to the dealer. This process is the sales process, its sales object is all levels of dealers. But dealer's sale is the product which provides the supplier's merchandise to the final consumer. This kind of sells is called the retail .In this article the authors call all of them the sale, because regardless of studying supplier's culture to studying dealer's culture, they are cannot separated. The final goal of researching sale company's cultural reconstruction is to obtain the relation of the cultural, the sales achievement and the enterprise efficiency, and to discuss a kind of effective enterprise culture way to the construction for this kind of company. The article does not have the definition regarding the enterprise culture widely either, but only refers to the enterprise internal culture. Through the research of the construction of the sale company interior enterprise culture, I want to find a way to using the reconstruction of interior cultural to promote the performance of the sale company.

Key words：
sale company  construction of the internal culture  sales performance

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