大型商超白酒销售业绩评价指标体系构建与应用研究  

Construction and application of Baijiu sales performance evaluation system in hypermarket

作　　者：李明宇 LI Mingyu(School of Economics and Management,Liaoning University of Technology,Jinzhou 121001,China)

机构地区：[1]辽宁工业大学经济管理学院,辽宁锦州121001

出　　处：《中国酿造》2023年第10期256-262,共7页China Brewing

基　　金：辽宁省科学事业公益研究基金A类项目(2023JH4/10600014);辽宁省教育厅科学研究经费项目(LJKMR20220984)。

摘　　要：针对大型商超白酒销售管理与业绩评价理论研究不充分的现状,探讨了销售业绩评价指标体系构建与应用问题。在指标体系构建中,基于环境-需求-契合(EDF)模型对影响销售业绩的主要因素进行辨识,籍此给出三级指标体系架构;采用专家经验与层次分析法建立指标体系权重结构;根据不同指标的性质采用销售日志、专家赋分、问卷调查等方法进行指标量化。研究表明,该文建立的大型商超白酒销售业绩评价指标体系合理可行;FX白酒属于省级区域性品牌;促销的主旨是不断提高商圈消费者的品牌认可度和忠诚度,销售业绩评价与管理的核心要务是提高团队执行力和促销管理水平。该研究可为白酒企业在大型商超渠道销售管理提供理论支撑与实践指导。Aiming at the inadequacy of theoretical research on Baijiu sales management and sales performance evaluation in hypermarket,this paper discussed the construction and application of sales performance evaluation index system.In the process of index system construction,the main factors affecting sales performance are identified based on Environment-Demand-Fit(EDF)model,and on this basis,the three-level index system framework is given.Expert experience and analytic hierarchy process were used to establish the weight structure of the index system.According to the nature of different indicators,sales log,expert scoring,questionnaire survey and other methods were used to quantify the indicators.The results show that the evaluation index system for the sales performance of hypermarket Baijiu is reasonable and feasible.FX Baijiu belongs to provincial regional brand;The main purpose of promotion is to continuously improve the brand recognition and loyalty of consumers in the business circle,and the core task of sales performance evaluation and management was to improve the team execution and promotion management level.The research could provide theoretical support and practical guidance for Baijiu enterprises'sales management in hypermarket channels.

关 键 词：白酒 大型商超 销售业绩 评价指标体系 门店分级 

分 类 号：TS261[轻工技术与工程—发酵工程]