纸包装欧亿·体育（中国）有限公司伴随经济和人民消费水平的不断攀升得到大幅发展， 特别是近些年在政府相关部门的产业引导和政策关怀下，取得了瞩目 的成绩。但纸包装欧亿·体育（中国）有限公司的总体发展在如，市占率、市场集中度等方面， 跟国外相比还有较大差距。与此同时，虽然纸包装中小企业如雨后春 笋般数量不断增加，但也面临着许多经营管理上的压力和问题。本文 选择海双公司为研究目标，对其销售管理方面存在的现状、问题与成 因进行阐述，就如何优化海双公司销售管理进行深度地探讨，形成可 确切实施的策略。这对于海双公司摸清自身销售现状并予以正确管理 是十分必要的，也为公司正确地执行销售策略、完善公司经营提供参 考。 本文共分六章。第一章，立足在纸包装欧亿·体育（中国）有限公司的大背景下，提出海 双公司销售管理优化的研究意义和方法，说明本论文的创新点。第二 章，就本论文中涉及到的销售相关理论和销售管理方面的知识进行阐 述。通过大量的文献阅读和整理总结出销售的国内外发展情况，并对 本论文相关的市场营销理论和模型进行概念上的说明，包括整合营销、 PEST、SWOT、网络营销、品牌相关，再对优化销售管理所需要具备的 概念理论，从销售的方法、人员、绩效、预测几方面进行叙述。第三 章是对纸包装企业的宏观销售环境和微观销售环境深入探讨，阐明各 自的影响。宏观环境采用 PEST 模型，微观环境则描述纸包装公司的历 程和市场特征、现状。第四章为本论文重点内容，首先说明海双公司 发展概况，再对海双公司在销售管理方面的情况作了颇析，并从销售 人员评估和培训、绩效考查、销售方法运用、销售计划与客户信息反 馈、企业品牌建设等方面分析了公司问题的存在和导致问题发生的原 因。然后利用 SWOT 模型，将公司的这些现状和问题通过梳理和汇集， 分析得出销售管理优化的策略矩阵，结论认为，完成公司的销售管理 优化工作，采用 SO 发展型策略与 WO 扭转型策略二者结合利用的方式2 是较为有益的。第五章是对第四章研究结论的实践分析，通过制定销 售管理优化的具体措施，经由海双公司两个多月的实施，对执行结果 进行多方面的考察，主要考察三方面的内容，一是采取调查问卷和访 谈的方式来搜集用于实证分析的数据，再采用 SPSS25.0 软件对数据进 行信度和相关性的研究，结果显示，优化策略中的各项措施对销售管 理能起到正向的指导作用，特别是对销售人员的培训与绩效考核，与 其他优化措施之间形成的相关性很高，值得海双公司重点关注；二是 考察优化措施带给个人业绩的影响，结论显示，个人销售额都得到了 较大提高；三是考察个人业绩对总体销售额的影响，由于个人销售额 的提升，带动了公司整体销售额的不断上涨。第六章是对本论文的研 究总结，海双公司的销售管理总体来说优势少、劣势多，归根结底还 是需要改变过去的传统经营思维，充分拥抱科学管理手腕，才能使企 业获得长足发展。 关键词，纸包装；销售管理；销售优化3 ABSTRACT With the development of economy and people's consumption customs,paper packaging industry follow the policy guidance, get better progress. However, there are problems that cannot be ignored, such as market share, market concentration and so on, still lags behind foreign countries. The paper packaging enterprises has facing many management pressures and problems.So, i choose HaiShuang Company as the research target,elaborates the current situation, problems and causes of its sales management, and deeply discusses how to optimize the sales management of it,so as to form an exact implementation strategy. It will provide a reference for the company to implement the sales plan. This article is composed of 6 parts.First,Based on the background of paper packaging industry,puts forward the research significance and method of sales management optimization,explains the innovation points of this paper.Second, the theory of marketing and the knowledge of sales management are discussed.It including integrated marketing,PEST,SWOT,brand marketing,network marketing,sales methods,personnel,performance and forecasts.Third, It deeply discussion the macro sales environment with PEST and micro sales environment about the market characteristics and current situation of the paper packaging company.Fourth,I have made profoundly analysis in the case of two aspects of marketing and sales management about the situation of HaiShuang Company,the content including such as the sales staff performance evaluation and training,sales methods, sales plan and customer information feedback, the enterprise brand construction and so on.Then,SWOT model is used,and the strategy matrix of sales management optimization is obtained. The conclusion is that it is beneficial to use the combination of SO development strategy and WO twist strategy to complete the sales management optimization of the company.Fifth,I have Made an empirical analysis of the fourth chapter research conclusion.Due to the4 implementation of the company about two months later,adopt the method of questionnaire and interview to collect data for empirical analysis, the reliability by SPSS25.0 software for data and relevant research, the results showed that the measures of the optimization strategy for sales management can play a positive role in guiding, especially for the sales staff training and performance appraisal, and other measures for optimizing formation correlation between high.Meanwhile,due to the improvement of personal sales, the company's overall sales increased.Sixth, the research summary of this paper shows that the sales management of HaiShuang Company has fewer advantages and more disadvantages on the whole. In short, it is necessary to change the traditional business ideals and fully embrace the scientific management skills, so as to enable the company to achieve long-term development. KEYWORDS: paper packaging,sales management, sales optimization1 目 录 第一章 绪论................................................................................................................ 1 一、研究背景 ......................................................................................................... 1 二、研究目的与意义.............................................................................................. 1 三、研究思路与方法.............................................................................................. 2 四、创新点............................................................................................................. 2 五、小结................................................................................................................. 3 第二章 研究概况与理论基础..................................................................................... 4 一、销售管理国内外研究概况.............................................................................. 4 （一）国内概况............................................................................................... 4 （二）国外概况............................................................................................... 5 二、销售相关理论 ................................................................................................. 6 （一）整合营销............................................................................................... 6 （二）PEST 模型.............................................................................................. 7 （三）SWOT 模型.............................................................................................. 7 （四）品牌营销............................................................................................... 8 （五）网络营销............................................................................................... 8 三、销售管理相关理论.......................................................................................... 9 （一）产品销售方法....................................................................................... 9 （二）销售人员管理..................................................................................... 10 （三）销售绩效管理..................................................................................... 11 （四）销售预测方法..................................................................................... 12 四、本章小结 ....................................................................................................... 13 第三章 海双公司销售环境分析............................................................................... 14 一、纸包装欧亿·体育（中国）有限公司宏观环境..........................................................................