An Empirical Research For Comparative The Sales Order Modles:Self-Marketingsales And Consignmentsales

There’s a trend that the companies especially weak in channel distribution, search for the enterprises which are strong in channel distribution to help them to sell their own products. There have been so many examples of channel-collaboration in recent years, and they can be divided in two models:self-goods sales and consignment-goods sales. Therefore how to measure Fast Moving Consumer Goods (FMCG) salesman’s work behavior scientifically and how to compare self-goods sales and consignment-goods sales becomes a problem that needs to be solved urgently. However, most of the researches in sales orders behavior are based on qualitative analysis at home and abroad.This Study takes sales orders behavior as the research object, based on the FMCG-related theory and practice of some FMCG enterprises and also take the specific factor of salesman from FMCG into consideration, combined with interviews of hundreds salesman, finally builds up the framework of sales orders work behavior, and measure scale of sales orders work behavior in9dimensions and77items. We did pre-research working and used SPSS.20to purification the data before the formal investigation. After eliminating unqualified items, we can make sure the framework got high reliability and validity. Finally we confirm the framework of FMCG sales order behavior consists of9dimensions and46items.As the work behavior scale was determined, we did a survey for both self-goods salesman and consignment-goods salesman separately. We took10branch companies of Uni-President as following:Chengdu, Hefei, Xian, Guangzhou, Mianyang, Urumqi, Changsha, Hangzhou, Kunming and Harbin. We sent554questionnaires and499returned. After reliability test and validity test, the result shows the developing work behavior scale has good reliability and validity for both self-goods salesman and consignment part. As a result, it can well reflect the behavior when used to measure two kinds of salesman’s behavior.As salesman’s orders working is a complex system, we cannot got the specific difference through scale analysis. We chose BP neural network which has a good performance in nonlinear data-fitting to analyze the data. The result shows the method can figure out the behavior differences between self-goods salesman and consignment-goods salesman in specific dimensions and specific items, and further more analysis the reasons of the difference.In general, combined with the sales orders working behavior scale in the field of Fast Moving Consumer Goods (FMCG), and according to the BP neural network, the model appraise the differences of sales order behavior between self-goods sales and consignment-goods sales. Moreover, this Studyfocuses on the quantitative research methods which are ignored in the past. In the end we summarized the main findings and research prospects which author hopes will help the following researchers.