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姜岩:华为营销管理为啥不搞提成制

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时间:  2020-05-12 浏览人数:  0

摘要:

  题记:营销管理是企业管理中一个难题,绝大多数企业都在用提成的方式管理营销队伍,而华为采用奖金分配的方式,笔者从事管理咨询以来,很多客户问我这个问题,今天就借助这篇文章来统一答复大家。

  一、概览

  YINGXIAOGUANLI,DUIDABUFENQIYELAISHUO,DOUSHICAIYONGTICHENGZHI,GUANLIJIUSHIBUDUANRANGBUQUEDINGDESHIBIANCHENGXIANGDUIQUEDINGDESHI,RANGPINGFANRENZUOCHUBUPINGFANDEYEJI,ERJIANDANDICAIYONGLETICHENGZHIHOU,YIFANGMIANQIYEDEGUANLIQUYUDUOXING,LINGYIFANGMIANKEHUJINGLIYENANYIZUOCHUYEJI,YINWEIRUGUOZHEIGEKEHUJINGLIHENYOUXIU,QIYEDUITAZHICHIHENSHAO,YESHINANYICHUYEJIDE。YOUXIUDEKEHUJINGLISHITONGGUOHUHUANPAOHUO,XUNQIUZUZHIDUITADEZHICHI,YIKAOTUANDUIDELILIANGQIANXIADADANDE。HENDUODAXIANGMUDEQIANDANDOUSHITUANDUIHEZUODEJIEGUO。

  二、华为营销管理四部曲

  HUAWEIZAIZUOYUNYINGSHANGSHICHANGDESHIHOU,BAYINGXIAOGUANLIGUINACHENGRUXIASIBUQU:

  1、RENSHIKEHU

  CANJIADANGDIZUIDAGUIMODETONGXINZHAN,YINWEIWOMENXIANGHEGUANJIANKEHUJIANLIGUANXI,ZUIHAODEFANGFAJIUSHITONGGUOZHANHUI。SUOYIHUAWEICONGYABOYOUXICHENGLIYILAI,FEICHANGZHONGSHIZHANHUI,ZAIQUANQIUGEZHONGZHONGYAOZHANHUISHANGBUXIZHONGJINTOUZI,MUDEJIUSHITONGGUOZHANHUIZHANSHIYABOYOUXIDALIANGYABOYOUXI,PILIANGDIXIANGQIANZAIKEHUZHANSHIYABOYOUXIDESHILI,YINQIQIANZAIKEHUDEZHUYILI,YOUCIYONGZUIDICHENGBENJIANDAOQIANZAIKEHUDEJUECECENG。

  2、HEKEHUHUDONG

  YAOQINGQIANZAIKEHUDAOSHENZHENHUAWEIQUANQIUZONGBUCANGUANKAOCHA,ZAIZHANHUISHANGJIANLEQIANZAIKEHUHOU,YAOJIAKUAIQIANZAIKEHUZHUANHUAWEIKEHU,ZUIHAODEFANGSHISHIYAOQIUTAMENDAOSHENZHENQUANQIUZONGBULAI,YINWEIHUAWEIZAISHENZHENQUANQIUZONGBULEIJITOURULESHANGBAIYIZIJINDAZAOSHIJIEJIDEHUAWEIQUANQIUZONGBU,QIANZAIKEHUNENGZHUANCHENGLAI,TAKEYIKANDAOHUAWEISHIYIGEYOUYUANJIAN、YOUSHILIDEHAOYABOYOUXI,QISHIZHEIJIUSHIYINGXIAOGUOCHENGYOUJINYIBUDEZHUANHUAGUANJIANDIAN,ZAIQIANZAIKEHUYUHUAWEIZHIJIANJIANLIQILEYIZHONGHUDONGDEGUANXI。

  3、YABOYOUXIWEIKEHUSUOYONG

  YUKEHUZAIHUAWEIQUANQIUZONGBUGOUTONGHUDONGHOU,HUAWEIHUISONGLIWUJIQIANZAIKEHU。ZAIYINGXIAOGUOCHENGZHONG,CHULEHEQIANZAIKEHUDEGUANJIANJUECERENJIANLIGUANXIZHIWAI,ZUIZHONGYAODEYIDIANSHIRANGYABOYOUXIWEIKEHUSUOYONG。ZHIYOUXIANTIYAN,CAIYOUJIHUIBAQIANZAIKEHUZHUANHUAWEIKEHU。SONGYABOYOUXIJIKEHU,JIUSHISONGSHIJIANJI。YIDANSHIJIANJISONGCHUQU,JIUYOUJIHUITONGGUOHUIFANGSHIJIANJISHIYONGXIAOGUODEFANGSHIJINYIBUJIASHENHEKEHUDENIANXING。RUGUOQIANZAIKEHUFAXIANSHIJIANJIDEGONGNENGXIAOGUOHAO、FUWUHAO,JIAGEYOUBIGUOJIZHIMINGPINPAIDI,WEISHENMEBURANGHUAWEICANYUZHAOBIAONI?

  4、JIARUZHAOBIAODUANMINGDAN

  YUSHIZHEIYANGHUAWEIJIUSHUNLICHENGZHANGDIJINRULEQIANZAIKEHUDEDUANMINGDAN,BINGQIEZAIYUNZUOZHONGBIAO。CONGERYIBUYIBUDICONGBUQUEDINGXINGZHUANHUAWEIQUEDINGXING,ZUIZHONGBADANQIANXIALAI。ZHEIYANGJIUGOUJIANLEHUAWEIYINGXIAODEHEXINJINGZHENGLI,DALIANGHUAWEIDEYINGXIAOGANBUZAIZHEIGEGUOCHENGZHONGDUANLIANCHENGZHANG。YIKAOZUZHI、YIKAOLIUCHENG、YIKAOTUANDUIDELILIANG,QIANXIADADAN。HUAWEIQISHIXIANGJINLELIUCHENGHETIXIDEHONGLI。ZHEIYANGDUIXIAOSHOUGANBUDEPINGJIAJIUBIMIANLEHEXIAOSHOUJIEGUODEGUAGOU。YINWEIXIAOSHOUJIEGUOXUYAOYIGEMANZHANGDEGUOCHENG,QIANQITOURUXUYAODALIANGDESHIJIANHEJINGLI,TONGGUOTUANDUIGONGTONGNULI,YIBUYIBUBIJINZUIZHONGMUBIAO。BAXIAOSHOUJIEGUOFENJIECHENGKEHENGLIANGDEGUOCHENG,ZHEIJIUYIWEIZHEBAFUZADESHIQINGFENJIECHENGJIANDANDEBUZHOU,ZHEIGEGUOCHENGKEYIDAPILIANGKEFUZHI,ZHEIYANGJIUDADAJIANGDIDUIGERENDEYILAI,TONGGUOJIANGJINFENPEIDEJILIFANGSHIDUIGUOCHENGZHONGZUOCHUGONGXIANDERENYUANJINXINGJIANGLI,YIBUBUYINDAOTAMENTISHENGZIJI。

  三、销售提成制的弊端

  TICHENGZHIHAIYOUGEBUHAODEDIFANG,JIUSHIYEJIHAODEQUYU,XIAOSHOULIANGTAICHENGSHUDESHICHANG,HUIZHANGQIBEILAOYUANGONGZHANJU,TAMENBUXIANGNUOWO,MEIYOUDONGLIQUKAIPIXINSHICHANGFENE。ERXINDEYINGXIAORENYUANQUEZONGSHIZAIXINSHICHANGDABUKAIJUMIAN,DAOZHIXINYINGXIAORENYUANDALIANGLIUSHI,ZHEIJIUSHIYINGXIAOGUANLIDEYIGETONGDIAN。YINCIJIEJUEZHEIGETONGDIANJIUSHIYAORANGDAJIAKANDAO,ZAIELUOSISANNIANMEIYOUXIAOSHOUE,DANYINGXIAORENYUANJIANCHILESANNIANDIYIGENADAODEDANJINJINSHI38MEIJIN,YINWEISHIXIANLEELUOSISHICHANG0DETUPO,YENENGHUODEZHONGJIANG,JINTIANHUAWEICHENGGONGZAIELUOSIZHANJULESHICHANG。ZAIZHEIYANGYIZHONGKEXUEPINGJIADEJICHUSHANG,HUAWEIDEGANBUJIUHUIYOULIUDONGDEYISHI。YIZHIZAICHENGSHUSHICHANGGAN,HAIBURUDAKAIYIGEXINSHICHANGHOUCHENGZHANGJINSHENGLAIDEKUAI,SUOYIGANBUJIUBUHUIGUSHOUYIGESHANTOU,ERSHIYUANYIZHUDONGQUKAIPIXINSHICHANG,CHUANGCHUYIFANXINTIANDI。ZHEIYANGJIUBACHENGSHUSHICHANGSHIFANGCHULAILE。YINWEIHUAWEIGANBUYISHIDAOCHENGSHUSHICHANGSHOUBUZHU,ZHIYOUKAIPIXINSHICHANGCAINENGCHUANGZAOGENGDUOJIAZHI。