中文摘要
销售支持管理是整合公司后台资源，更好的支持客户工作过程和营销实现
过程。主要分为市场支持，销售工具与技术支持，商务支持，和激励措施支
持。在如今激烈的市场竞争环境中，销售支持管理在整个公司管理体系中变得
越来越重要了，它是沟通客户与企业的桥梁，使潜在的销售变为现实。良好的
销售支持管理可以对销售活动起到推动作用，反之则会限制销售，阻碍公司发
展。

本文从财务管理,市场营销,经济学,人力资源等几方面概述销售支持管理所
涵盖的基本概念与理论,并以一家外资 ABC 电梯企业为例进行讨论；在具体案
例分析中, 首先阐述了 ABC 公司的起源,发展历史,背景情况,一般欧亿·体育（中国）有限公司与 ABC 公
司销售模式的区别，随即提出目前该公司管理流程中存在限制业务发展的主要
问题，并对突出问题提出解决建议及方案，即以电梯项目销售模式为线索展开
论述销售支持活动的四大模块，市场管理，项目管理，审批控制管理，奖金政
策。

关键字: 销售支持管理，市场营销管理，项目管理，审批控制管理，奖金政策。

ABSTRACT
As knows, the huge industry equipment sales likes elevator and escalator is very
important in the company business activity due to two parts; the first part is that high
selling price and cash flow impacts company financial performance seriously. Second
parts is awarding big contract will enhance brand reputation and increase market share
which both are very important to the company. In order to improve industry market
share and project margin, we need to better understand the whole process of sales
support management and find its current exiting problems limiting the operation, then
requires to be given a resolution or proposal for improving business running
efficiency
Sales support management is integrate company resource to implement customer
support process and marketing process. It is mainly divided into the market support,
sales tools and technical support, business support and incentives support. Sales
support management play more and more important role in the company, it is the
communication bridge between customers and enterprises, making the sales potential
into the reality. Good sales support can get up promoting effect on sales activity; On
the contrary it will limit sales, which hinders the development of the company.
This thesis starts from the financial management, marketing, economics and
human resource theory parts, giving the basic concepts and methods required for sales
support management in the beginning, and then illustrate a foreign elevator ABC
enterprise as an example for discussion. In the specific case study, state the ABC
company origin, history, background and the difference sales model with other
industry. Secondly, list the current issue ABC Company facing, and then put forward
suggestion and solution to the existing issue in the case study: according to the project
sales mode in the elevator industry, mainly discuss four function of the sales support
process, which is project management, internal control point and incentive
management.
Key words: Sales support management, Marketing management, Project management,
internal control point, incentive management.

目 录
第一章 绪论......1
1.1 选题的背景和意义 .........1
1.2 研究方法和创新点 .........2
1.3 销售支持定义分类 .........2
1.4 本文的主要内容和结构 .3
第二章 销售项目管理..4
2.1 ABC 电梯制造公司销售管理概况.........4
2.1.1 ABC 公司简介..........4
2.1.2 电梯欧亿·体育（中国）有限公司经济分析...5
2.1.3 ABC 公司销售管理现状......6
2.2 ABC 公司销售支持项目管理体系的构建.........7
2.2.1 项目管理体系...........7
2.2.2 电梯产品销售的特定分析...7
2.2.3 销售支持项目管理体系的构建.......8
第三章 市场管理..........9
3.1 市场数据分析 .....9
3.2 企业产品市场细分 .......10
3.3 企业客户关系管理 .......10
3.4 企业销售渠道管理 ....... 11
第四章 ABC 项目投标管理...12
4.1 项目启动会及时间管理 ...........12
4.2 电梯项目流量分析 .......13
4.3 项目技术方案确定 .......14
4.4 项目成本管理 ...14
4.5 项目价格管理 ...15
4.6 客户资信管理 ...18
4.7 项目状态报告跟踪管理 ...........19
第五章 公司内控可行性评价20
5.1 项目财务指标评价 .......21
5.1.1 客户应收账款管理.21
5.1.2 客户财务状况指标.22
5.1.3 付款方式，现金流量管理.23
5.1.4 保函及承兑汇票的管理.....26
5.1.5 项目利润，成本费用管理.28
5.1.6 项目净现值，回收期管理.31
5.2 项目法律指标评价 .......32
5.2.1 延迟交货罚则.........32
5.2.2 延迟安装罚则.........33
5.2.3 其他罚款条则.........33
5.2.4 价格锁定条款.........33
5.2.5 第 3 方付款.34
5.2.6 国标条款.....34
5.2.7 战略框架条款.........34
第六章 项目奖金管理体系....36
6.1 奖金激励政策 ...36
6.2 奖金类型分类 ...36
6.3 奖金发放 ...........37
结束语..38
参考文献..........39
致 谢....40