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针对客车企业的销售成本不断增加,销售利润逐渐下降的现状,采用四维分析法分析了客车企业产品的最佳组合和销售效率。四维分析法是在波士顿矩阵法和三维分析图法的基础上,充分考虑销售效率这一因素,提出以市场占有率、销售成长率、利润率和销售效率作为评价指标的最佳产品组合分析方法,该方法对波士顿矩阵法和三维分析图法存在的不足进行了有效改进。其中,销售效率的高低直接影响到客车企业的销售收入和利润,同时也是评价企业销售管理工作优劣的重要指标。运用销售分析、销售成本分析和资产回报率分析3种方法对销售效率进行全面分析,从而基于四维分析法对其产品组合状况进行适当的调整改善,实现企业的利润目标最大化。
In view of the fact that the sales cost of bus companies is increasing and the sales profits gradually declining, the best combination of bus products and sales efficiency are analyzed by four-dimensional analysis. Based on the Boston matrix method and the three-dimensional analysis graph method, the four-dimensional analysis method fully considers the factor of sales efficiency and puts forward the best product portfolio analysis method with market share, sales growth rate, profit rate and sales efficiency as evaluation indexes This method has effectively improved the shortcomings of the Boston matrix method and the three-dimensional analysis graph method. Among them, the level of sales efficiency directly affects the sales revenue and profits of bus companies, but also an important indicator to evaluate the merits and demerits of sales management. Using the methods of sales analysis, sales cost analysis and return on assets analysis, the author analyzes the sales efficiency comprehensively, and adjusts and improves the product mix based on the four-dimensional analysis method to maximize the profit target of the enterprise.