销售计划如何符合市场需求
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p><FONT face=Arial></FONT></o:p></SPAN></P><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 一、销售计划体系</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN><P></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 销售计划是“直接实现销货收入的一连串过程与计划”，所以，销售计划中心，就是销货收入计划。更具体地说，就是</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">根据销售预测，设定销货目标额，进而为能具本地实现该目标而实施销售任务的分配作业，随后编定销售预算，来支持未来一定期间内的销售定额的达成。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT color=#4c4c4c><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>营销</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>销售</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>营销师</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>销售培训</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>营销培训</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>电话营销</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>更多…</SPAN></SPAN></FONT><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 产品计划需在“质”的方面，符合市场需求；而销售计划则需在“量”的方面，符合市场需求。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 综上所述，销售计划的内容，具有下列四项（见图</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>1-1</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">）。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> （</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>1</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">）决定销售货收入的目标额</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> （</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>2</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">）分配销售</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> （</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>3</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">）销售实售预算</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> （</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>4</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">）编定实施计划</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 制订销售计划时，首先分析市场或预测市场需求，以掌握整个业界的动态；然后再根据整人业界的预测值，做出自己的销售预测。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 其次，根据销售预测、经营者、各部门主管，以及第一线负责人所提供的销售额进行判断，然后再决定下年度的销货收入目标额。同时，为了保证能实际付诸行动，也必须分配销售额。销售分配的中心在于</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">产品别</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">的分配，以此为轴心而逐次决定</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">地域别</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">与</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">部门别</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">的分配额；最后，再进一步分配每一位销售员的销售额。以便迅速顺利地达成销货收入目标。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 在如此细分销货收入目标额后，再按月份分配，拟定每月份的目标额。然后，再依此销售目标细拟实施计划，并成立相应的销售组织和做出合适的人事安排。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 最后，再参考</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">销货收入目标额、销售分配、销售费用估计额</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">，编订销售预算。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 销售计划依期间的不同，可概括分为</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">长期计划</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">和</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">短期计划</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">，另外也有人增列一个</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">中期计划</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">。一般说，三年</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>~</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">五年期的计划为</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">长期计划</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">，一年以下者为</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">短期计划</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">；至于一年</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>~</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">三年期间的计划，则为</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">中期计划</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 另外，计划也可分为</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">个别计划</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">与</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">期间计划</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">二类。个别计划亦可称为</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">事业计木</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">，由于此种计划与产品生命周期的关系相当密切。所以，该计划具有永久性与短暂性二种特性。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 为易于达成目标，又可将</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">个别计划</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">分成数个期间，而每一期间的计划，就</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>?quot;</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">期间计划</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">。由于期间计划与营业年度存在密切关系，故一般多是一年为期。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 可见，期间计划具有短期计划的性质，期间计划被视为以短期计划为主体的业务执行计划而个别计划则是含有长期计划主体的构造计划。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 销售计划的内容，主要以销货收入与计划为中心，因为企业的一切努力，均将归于销货收入。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 销货收入需要符合企业的</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">外在</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">与</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">内在</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">条件。此处的</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">外在条件</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">指企业</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">如何估计市场的需求</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">在众多竞争条件中，如何表现企业的存在</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">等等。而</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">内在条件</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">则指</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">一方面满足与企业有利害关系者的需求，另一方面确保和企业存亡攸关的纯益收入。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 一时企业的销售计划已备上述各内在条件后，即可着手展开各种销售活动，终至完成预定目标……。所以，销售计划可说是销售活动的指针。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 因此，销售计划宜以</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">定量</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">方式表现，而尽量避免</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">定性</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>"</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">式的表现，唯有如此，销售计划方能成为一种具体而可行性计划，亦即为销售活动制定明确的目标，为销售活动指明方向。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 二、编制销售计划的步骤</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 销售计划一般都以如下程序编制，见图</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>1-2<o:p></o:p></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>1.</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">分析现状</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 对当前市场状况、竞争对手及产品、销售渠道和促销工作等，必须进行详细的分析，然后，市场销售调研部门开始进行销售预测。这种预测要求调研部门必须和其它部门相配合。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>2.</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">确定目标</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 销售部门应当把前一计划期的执行情况、对现状的分析、预测结果三者结合起来，提出下一计划期切实可行的销售目标。</SPAN></P><p>本新闻共<font color=red>3</font>页,当前在第<font color=red>1</font>页 <font color="red">1</font> 2 3 </p><页:
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