经济学认为企业经营的目标是利润的最大化，中国的在改革开放后由计划经济转型到了市场经济，从某种意义上来讲就是绝大多数产品，由供不应求变成了供大于求，如何做好市场营销，成为企业管理中的重中之重。

销售管理作为市场营销的一部分，在市场营销中具有举足轻重的地位。产品销售一般分为消费品销售和工业品销售，Y公司是偏向技术型的工业品销售。

改革开放以来，中国的经济发展迅速，各种国外的先进设备和先进工艺纷至沓来。Y公司正是在这个大环境下引进了螺柱焊接这个先进的工艺，经历了起步、壮大到成为行业龙头，有从贸易转向了生产制造和研发，走出了一条贸-工-科的道路。然而近些年来面临着市场竞争的日益激烈，Y公司粗放的管理模式，越来越不能适应市场的变化，尤其体现在销售管理上。

本文介绍了Y公司所在的行业发展历史和现阶段所面临的内外环境，结合多年来积累的销售数据，分析了Y公司目前的优势、劣势、机会和威胁；结合市场细分理论、渠道管理理论等，对Y公司螺柱焊机产品市场销售做出了研究和分析；利用行业内标杆企业和Y公司做对比，对Y公司在销售管理上提出了意见和建议。

希望通过本文对Y公司的发展提供一些帮助，找到一点方法，也给类似的中小型企业在销售管理上带来一些思考。

For a company to adapt to the fiercely competitive market environment, it must improve its competitiveness from various aspects, such as improving product competitiveness, improving marketing competitiveness, and improving service competitiveness. As a product sales-oriented company, the market sales results are generally used to evaluate and measure the competitiveness of the company. Sales management is almost the survival of the company, and sales is an important weight for enterprises to participate in market competition. The quality of an enterprise's sales directly affects the company's turnover, profits, and the healthy development of the company. For corporate sales, each sales detail concerns the success or failure of the entire sales effort. To improve the efficiency of sales work, effective sales management must be implemented. Therefore, sales management plays a crucial guiding role for product sales and is the key to the success of the entire sales process.

In recent years, China’s economy has grown rapidly, and the industrial market has seen increasing demand for various types of industrial equipment, including welding machines. This article first introduced and analyzed the current status and future development trend of China's stud welding machine market, and then introduced the company's sales management and its different stages of development structure, and after many changes and adjustments, the company's sales system current condition. At the same time, it also explained the business relationship between the relevant departments and marketing channel systems of Y Company. On this basis, this article through in-depth analysis, clear the company's current strengths, weaknesses, opportunities and threats, and pointed out that there are problems in the sales management process and the need to improve the direction of the strategy.

Based on the theory of market segmentation and channel management theory, this article researches and analyzes the marketing channels of Y stud welding machine products. First of all, based on the breakdown of the domestic market of the company's stud welding machine products, Y has given a more specific market positioning analysis and recommendations. Then, through the analysis and research on the current sales situation of Y company, the company's sales characteristics and requirements for sales management are analyzed, which provides a basic idea for Y company to strengthen sales management. It points out the company's sales management and sales incentives. Problems such as the distribution of performance and performance, and the analysis of the comprehensive causes of the problems, to find out the root of the problem, and put forward a targeted solution for the specific implementation of sales and management strategies that suits the characteristics of Y company and helps the company In the sales management system, product technical support, personnel training, sales incentives, regional cooperation and other aspects of improvement and optimization, the company's overall operations to provide a useful improvement strategy.

This article not only provides some help and methods for the development of Y company, but also can provide reference and reference for other similar small and medium-sized industrial products companies in the formulation and improvement of sales management strategies.