基于销售理论构建企业销售信息系统的探讨

Study on Building An Enterprise Sales Information System Based on A Sales Theory

本文提出一种以对人分析为特点的销售理论思路,分析了现有CRM系统不足。销售是对关键人和关键意见领袖的销售,销售的是关键人关心的集成虚拟产品-产品、买点、卖点、选择标准、兑现性的集成,销售过程可用与客户关系、客户态度、客户信心等指标监测,描述出信息间关联关系表和主要流程,界定了"客户关系链"管理的概念。

The paper shows a different approach based on a sales theory which is characterised by human - centeredness. The CRM （customer relationship management） software＇s shortage is pointed out. An idea is demonstrated： all selling is to Key People（KP） and Core Opinion Leader（ COL）, the key of selling is the integrated virtual product which is a set of deliverable buying points and selling points that the individual KPs and COLs accept according to their individual views on criteria. A sales process may be monitored by index such as customer relating status, customer attitudes toward buying points, customer publicly demonstrated behaviors relating the selling points, then we may have a relating information table and its main process. Finally, the concept of customer relationship chain management is discussed.