姓名 |
林和松(LIN HOSUNG)
查詢紙本館藏 |
畢業系所 |
高階主管企管碩士班 |
論文名稱 |
資訊系統解決方案銷售的政治因素 (The Political Factors of IT Solution Selling)
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相關論文 | |
檔案 |
[Endnote RIS 格式]
[Bibtex 格式]
[相關文章] [文章引用] [完整記錄] [館藏目錄] 至系統瀏覽論文 ( 永不開放)
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摘要(中) |
本論文以個案研究法,研究銷售大型企業選擇IT系統解決方案時,政治因素如何影響該目標客戶的決策。研究者蒐集個案研究的數據來源,包括專案進行中的:文件、直接觀察、參與觀察、實體的人造物、分析資料、撰寫報告。因IT系統解決方案與硬體或其他軟體工具有幾項不同,所以銷售上更加困難,其不同之處有:金額龐大、無法直接試用、一定需要客製化、必須讓客戶了解導入價值、不易訂出導入的KPI等,必須藉由深入瞭解目標客戶的政治因素,並分析個別的角色與需求,針對需求來提供價值分析後的解決方案。研究者發現在銷售IT系統解決方案時,可能會發生的政治因素有:
1. 使用者部門的權限問題:使用者部門主管為了強化該部門在公司的發言權,不願將所有該部門的研究成果放置系統中。
2. 審核流程問題:為求部門權力,不願意將簽核權限開放給相關部門。
3. 個人利益問題:部門主管為保留自己審核、建議或議價等的權力,刻意隱藏需求。
4. 未來發展問題:事業主管積極介入以擴張權限,為職涯發展鋪路。
在個案研究過程中,研究者發現必須重視目標客戶可能發生的政治因素,必且探究政治問題會產生的需求以及背後的動機。所謂的價值分析,更必須先了解組織與個人之間的利害關係,未來導入系統的價值究竟是對哪個部門或是個人的權力有所損益。而在研究政治因素之前,先針對目標客戶的評估權力組織加以分析,對於專案決策有巨大影響的角色與部門之間的政治問題,必須立即加以解決。在各階段銷售過程中,不斷找尋對自己公司有利的Coach,累積正確的需求資訊,已進行更進一步的價值分析,最終能提供目標客戶具有導入價值的解決方案與提供相對應合理的成本, 而簽立目標客戶的導入合約。 |
摘要(英) |
In this paper, Researcher use case study to analyze how politic factors will impact the decision of target customer? The data sources are include the data, direct observation, involve observation, real character, analyze material and organize the report. Because of the difference between IT solution and hardware or software tool, it makes IT solution selling much more difficult. And the difference is: project cost is huge, no trail for customer, needs customization, customer has to understand the selling value and not easy to come out the KPI internally. That means IT solution selling needs to realize customer internal political factors and also analyze customer individual role and requirement. According to these requirement, then providing the proposal which base on requirement value analysis. Researcher found some possible political factors as:
1. The authorization power issue in users department: the head of users department will emphasize their position power to protect their own achievement in research results so that they will refuse to put all data in IT system.
2. The approval process issue: to protect their own department decision power, they would deny opening their sign-off power to other departments.
3. Personal interest issue: the head of some department try to reserve their approval、suggestion or even price negotiation power. They hide some requirement specifically.
4. Future career issue: the head of some business unit will involve aggressively for future career development.
For this case study, researcher found the sales manager must focus on target customer’s political factors. Also, he has to define the requirement and driving force behind. And regard to value analysis, it should base on understanding the interest relation between the department and individual. How the future system will affect the department power or personal power? Before analyze the political factors of selling process, the sales manager have to survey the powerbase organization in target customer. Sales manager only spend his valuable time in resolve the political issues from the people who have the decision power in decision process. In each selling stage, the sales manager will try to find out the Coach, and collect the right information from the Coach. Finally, sign the contract when target customer accept the proposal which base on internal value assessment and reasonable cost. |
關鍵字(中) |
★ 系統解決方案銷售 ★ 政治因素 ★ 個案研究 |
關鍵字(英) |
★ IT Solution selling ★ political factor ★ case study |
論文目次 |
摘要 i
Abstract ii
目錄 iii
圖目錄 v
表目錄 vi
第一章、緒論 1
1-1 研究背景與動機 1
1-2 研究目的 2
1-2-1 提升Solution Selling的成功機率 3
1-2-2 提供Sales manager價值銷售的依據 3
1-2-3 減少錯誤政治判斷所遭受的巨大損失: 4
1-3 研究限制 5
第二章、文獻探討 6
2-1 大客戶銷售流程管理(Sales Process Management Toward Big Customers) 6
2-2 複雜銷售(Complex Selling) 10
2-3 解決方案銷售(Solution Selling) 11
2-4 政治權力為基礎的銷售與狐狸銷售 13
第三章、研究架構及方法 17
3-1 研究架構與方法 17
3-1-1 研究架構 17
3-1-2 研究方法 18
3-2 研究對象 18
3-2-1 研究個案對象:包括A公司、S公司與PT公司 18
3-2-2 研究者背景介紹 19
3-3 研究議題與範圍 20
3-4 研究限制 20
3-5 研究定義 20
3-5-1 政治權力,簡稱政治力 20
3-5-2 大型IT系統軟體銷售階段研究 21
3-5-3 價值銷售理論 (出處:PT公司價值銷售) 22
3-5-4 大型IT系統軟體銷售方法研究:MEDDIC 23
第四章、個案公司研討 25
4-1 外商PLM系統軟體公司介紹 25
4-2 個案中的產品與解決方案:PLM介紹 26
4-2-1 管理 CAD 模型PT公司 PLM 26
4-2-2 單一儲存位置管理所有產品資訊 26
4-2-3 讓您快速找到所需資訊 26
4-2-4 少時間,又能提高整體效率 27
4-2-5 專案執行 27
4-2-6 全球協同合作 27
4-3 台灣PLM市場介紹 27
4-4 A公司舊系統概況 28
4-5 銷售經理在A公司各階段的政治力分析運用 29
4-5-1 在銷售進行之前 29
4-5-2 Prospect 階段 30
4-5-3 Qualify 階段 33
4-5-4 Define 階段 36
4-5-5 Solution/Validate 階段 39
4-5-6 Negotiate階段 45
4-5-7 Close階段 47
4-5-8 總結:銷售各階段政治因素 48
第五章、結論與建議 50
5-1 結論與建議 50
5-1-1 政治因素的分析提升Solution Selling的成功機率 52
5-1-2 政治因素決定了價值銷售的依據 52
5-1-3 正確的政治判斷才能減少可能的巨大損失 53
5-2 後續研究建議 53
參考文獻 56 |
參考文獻 |
(1) Eades, Keith M. (2003). The New Solution Selling : The Revolutionary Sales Process That is Changing the Way People Sell. New York: McGraw-Hill.
(2) Geoffrey James (2016), How to Get Inside Information for Solution Selling. http://www.sellingpower.com/content/article/?a=1533/how-to-get-inside-information-for-solution-selling.
(3) Holden, Jim (1999), Power Base Selling: Secrets of an Ivy League Street Fighter and World Class Selling: The Crossroads of Customer, Sales, Marketing and Technology, John Wiley & Son.
(4) Holden, Jim and Kubacki, Ryan (2012), The New Power Base Selling: Master The Politics, Create Unexpected Value and Higher Margins, and Outsmart the Competition, New York : Wiley & Sons, Inc. ISBN: 978-1-118-20667-6. An updated and revised version of the business classic Power Base Selling.
(5) Holden, Jim (2002), The Selling Fox: A Field Guide for Dynamic Sales Performance. New York: John Wiley & Sons.
(6) Hughes, Tony (2016), The Evolution of Professional Selling , http://rsvpselling.com/content/about-tony-hughes.
(7) TSL Marketing Director (2016), Overview of Complex Selling
(8) Wilson, Larry (1996) , Stop Selling, Start Partnering: The New Thinking About Finding and Keeping Customers, Wiley
(9) 林子銘(2009),如果蘇東坡考上EMBA,理財文化事業股份有限公司。
(10) 陸和平(2008),贏取大訂單——大客戶銷售的策略與技巧,人民郵電出版社。
(11) 王強(2006),”圈子 圈套”,清華大學出版社
(12) 付遥( 2012) ,“輸贏”,中國商業出版社 |
指導教授 |
林子銘(Tzu-Min Lin)
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審核日期 |
2016-6-28 |
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