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博碩士論文 etd-0823111-101905 詳細資訊
Title page for etd-0823111-101905
論文名稱
Title
業務經理的實戰智慧
The Practical Wisdom from A Sales Manager
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
68
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2011-06-18
繳交日期
Date of Submission
2011-08-23
關鍵字
Keywords
參與觀察法、敘說分析法、質性研究
Participant Observation Method, Narrative Analysis, Qualitative Research
統計
Statistics
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中文摘要
業務,是一個永遠都有職缺的工作,但卻很少有人能做到頂尖的工作。業務看似沒有進入門檻,其實它最挑戰人性,也因為業務必須每天面對顧客的問題與拒絕,多數人難免會心生放棄,因為每個月的業績都要重新歸零再來一遍,多數人更容易因此懈怠放鬆。此外,許多人以為專業經理人一定是個性外向、舌燦蓮花,其實以研究者時任專業經理人職務,並從旁觀察其他經理人的工作個性與態度實則不然。多數成功\\\的專業經理人是嚴謹的、自律的且擁有團隊合作精神的工作態度與習慣,這正是專業經理人一點一滴、從零星累積成成功的專業人士關鍵。因為只有虛心學習、累積工作上個人與眾人之智慧,從工作挫折中學習更強大的彈性與能力,才能真正邁向專業經理人的專業領域。
本論文探討一位業務經理面對客戶時所產生的問題與處理的策略。作者以當時任英國油品服務業的專業經理人之職務為例,利用質性研究中的敘說分析法、參與觀察法等說明在業務經銷管理上的實務挑戰與工作經驗;並藉由麥肯錫管理顧問公司的策略性問題解決模型引導出專業經理人的實戰智慧與經驗。
Abstract
Abstract
Sales work is an occupation which constantly is available for people. Salespeople are always wanted, but only few of them can reach exquisite performance. For most people, selling is easy. However, it also brings the harshest challenge to human nature. Sales representatives could easily lose their resolution of achieving goals when they are encountered customers’ endless problems and sales resistance. They always face tremendous achievement pressure, which could destroy their strong will in no time. In most people’s impression, a professional sales manager has to be a person and a rich speaker. However, holding the same position, and having close observation toward numberless business chargers, I possess different opinion. A successful sales manager is usually prudent, self-disciplined, and achieves goals through effort of the whole team members. He learns humbly, and accumulates wisdom through his team group, as well as foster excellent ability, and great fortitude from failure experience. Thus, he becomes a top manager in his field.
This paper discusses the resulted problems and their processing strategies when a sales manager confronts his customer. The author takes his past work experience as a sales manager in a British lubricant oil company as examples. Using the narrative analysis and participant observation method, this paper illustrates living challenges and work experiences on the managements of business and sales. Moreover, the great wisdom and excellent experience from above mentioned cases are respectively verified by the strategic problems solution models of Mckinsey and Company.


Keywords: Qualitative Research、Narrative Analysis、Participant Observation Method
目次 Table of Contents
目錄
誌謝詞 i
摘要 ii
Abstract iii
目錄 iv
表目錄 v
圖目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 1
第三節 研究範圍與對象 2
第二章 文獻探討 3
第一節 銷售管理 3
第二節 顧客關係管理 7
第三節 關係行銷 17
第四節 關係品質與關係強度 21
第三章 研究方法 24
第一節 質性研究分析 24
第二節 研究架構 29
第三節 本研究個案介紹 30
第四章 案例探討-資深業務經理實戰智慧 34
第一節 界定問題 35
第二節 設計分析作業 40
第三節 問題解決結果 45
第五章 結論與建議 48
第一節 研究成果與結論 48
第二節 研究建議 49
參考文獻 51
(一)、 中文部份 51
(二)、 英文部份 54
(三)、 網站部份 60


表目錄
表2-1 關係行銷的演進歷程 8
表2-2 關係行銷的定義 18
表2-3 Berry and Parasuraman之關係行銷層次 20
表4-1 研究者修正後之地方型態促銷方案與分析要素(研究者整理) 44


圖目錄
圖2-1 業務人員銷售控制和程序 6
圖2-2 CRM 的10 C關係模式 12
圖2-3 行銷的演進 12
圖2-4 顧客關係管理的三個階段 16
圖2-5 維持顧客關係管理的四R 17
圖3-1 敘說分析研究過程中五種層級呈現 25
圖3-2 本研究架構 30
圖3-3 C品牌在台公司銷售體系 32
圖4-1 本研究案例步驟 34

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