基于多元化战略的集团公司销售协同探讨

Discussion on Sales Synergy of Group Company Based on Diversification Strategy

本文认为,多元化战略是很多大型集团公司采用的经营方式,也是实现协同效应的重要方式,同时协同效应是实施多元化战略的重要动因。销售协同的关联存在于销售活动价值链的各个环节,且相关多元化公司更容易找到这种关联。不同协同方式各有特点及适用条件,公司应考虑其产品类型、经营区域、目标客户及公司战略等因素来选择恰当的方式。文章提出,在实现销售协同的过程中应注意以下问题:不同协同方式如品牌延伸、人员共享与跨部门使用、销售基础设施共享、共享物流、建立销售子公司等有各自的优劣势和适用条件。在实施销售协同过程中应该注意由高层推动与设定共同战略目标,创造良好的环境氛围,选择恰当的协同方式,建立有效的评价激励制度等方面的问题。

As one of the ways to realize synergy, diversification strategy is widely used in Group Companies, and synergy is one important motive for companies to diversify. The relevancy of sales synergy lies in the value chain based on the sales activities, and it＇s easier for companies which are related diversification to find those relevancies. Different synergy means such as establishing sales subsidiary corporation has its advantage, disadvantage and applicability. In the process of realizing sales synergy, it＇s important to pay attention to issues such as higher-up＇s opinion, strategy objective, circumstance, choosing proper synL ergy means and motivation policy.