一種不易失敗的組織行銷模式－組織結構化銷售管控系統之建立與實施

AN EASY-TO-SUCCESS BUSINESS MARKETING SELLING MODEL - THE DESIGN AND IMPLEMENTATION OF A STRUCTURE SELLING CONTROL SYSTEM

本研究係將某家國際企業的銷售訓練教材改編為組織結構化銷售管控系統，再分別在兩個台灣中小企業以產學合作案的方式進行實證研究。研究方法為將這兩家台灣中小企業的銷售控制系統加以整理與分類，再結合改編的組織行銷模式與相關之學說理論，實施於公司之銷售人員，最後建立了一個組織行銷結構化銷售管控系統。本研究並於105學年度與106學年度邀請其中一家實施企業的高階主管至北部某科大進行行銷課程之協同教學，並撰寫了一個完整的教案。本研究除了統整上述的研究內容外，並以一個實際之台灣中小企業對某銀行之銷售成功個案為例，加以說明如何進行此結構化銷售管控系統。本研究希望能夠藉由本系統之推廣，提升國內企業進行組織行銷之成功率。

This research modified an international company's sales training materials into an organizational buying selling control system, and then conducted empirical research in two Taiwan SMEs. The research method is to sort the sales control system of these two companies, and then combined the modified business buy marketing model and related theories to implement on the company's sales staff. Finally, a structured selling system was built for business buy. This study also invited a senior executive from one of the companies to a technology university of northern Taiwan to conduct collaborative teaching of the marketing courses in the 105 and 106 academic years, and wrote a course materials. In addition the above research content, this study uses an actual case of a Taiwan SME's successful selling story to explain how to implement the structured selling system. This study hopes the structured selling system can improve the success rate of SMEs companies in organizational marketing.