面对社会主义市场经济新体制的逐步建立,企业销售工作如何不断适应市场变化,取得经营主动权,开拓新局面,这是许多乡镇领导和企业家日益关注、思考和实践的新课题。我们认为,部分企业探索出的营销工作新路子——“供销买卖制”,作为适应市场的一种新型营销机制和管理新模式,值得探讨。 一、“供销买卖制”是一种新型营销机制和管理模式 所谓“供销买卖制”,就是企业将产品按出厂优惠价卖给供销人员或销售公司,再由供销人员或销售公司拿到市场上去推销。或供销人员及销售公司供给本厂所需的各种原辅材料,其经销费用由供销者承担,差价全部归经销者。它与一般供销承包制的最大区别在于:企业把市场销售的风险和获益都转给供销者,供销者一方面面临市场竞争风险的严竣考验,一方面又受到销售利益的强烈驱动,从而增强责任心,激发上进心,使供销贝由过去的供销经办者,变成供销经营者。供销人员或销售公司与企业之间的关系,变成供销买卖关系,交钱付货,实行“买卖”。 推行“供销买卖制”,一是有利于企业内部产销关系实行质的转变,加速企业市场化进程;二是供销员自主定价,有了自营经销权,有 Facing the gradual establishment of the new system of the socialist market economy, how the company’s sales work is constantly adapting to market changes, gaining business initiative, and opening up new prospects are new topics that many township leaders and entrepreneurs are increasingly concerned about, thought about, and practiced. We believe that some companies have explored a new approach to marketing, the “supply and sales system”, as a new type of marketing mechanism and new management model that is suitable for the market and worthy of discussion. First, the “supply and sales system” is a new type of marketing mechanism and management model. The so-called “supply and sales system” means that companies sell products to the supply and sales personnel or sales companies according to the ex-factory price, and then the supply and sales personnel or sales companies get to the market. sell. Or supply and sales personnel and sales companies provide all kinds of raw and auxiliary materials required by the factory. The distribution costs are borne by the supplier and the seller, and the difference is entirely attributed to the distributor. The biggest difference between it and the general supply and contracting system is that companies transfer the risks and benefits of market sales to supply and sales. On the one hand, supply and sales companies face the severe test of market competition risks. On the other hand, they are strongly driven by sales interests. Strengthen the sense of responsibility, motivate self-motivated, make the supply and marketing of the supply and marketing from the past, become supply and marketing operators. The relationship between the supply and sales personnel or the sales company and the company becomes a supply-and-sale relationship, and the goods are paid for delivery and the “sales and sales” are implemented. The implementation of the “supply and sales system” is conducive to the implementation of a qualitative change in the internal production and sales relations of enterprises and the acceleration of the marketization process of enterprises. The second is the independent pricing of the salesmen and the right to self-distribution.