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Sales is one of basic models of profits-gaining, enterprise obtains corresponding sales profits through the sales of tangible goods or intangible services. The trade process performed by the sales staff is called sales activities, sales activities include several steps: Pre-sales market analysis & research, products development & manufacturing, marketing planning, execution of sales orders, after-sales service and customer relationship management, etc. The management process of all related sales activities is called Sales Management. In the past, sales management is mainly performed by manual, this kind of management, which involves a lot of labor and resources, is of low efficiency. Such kind of sales management method is being replaced by a new sales management system. More and more enterprises systematize their sales system, that is, to transform the manual management process to system management process. Sale management systematization has incomparable advantages compared with manual management: First, when sales management is performed by the system, many tasks which were accomplished by human being in previous method now can be done by system, thus sales management becomes automated; Second, the manual sales management is normally inefficient, while systematic sales management can increase the efficiency exponentially; Third, systematic sales management will save a lot of human resource, for this reason, more and more companies are choosing systematic sales management.As a FMCG enterprise, the sales management model of adidas follows normal sales model: producing particular products on basis of pre-sales analysis, selling products according to sales orders, and providing after-sales service and so on. However current sales management of adidas is still mainly in the form of manual management and it has some drawbacks. In order to improve sales management to an efficient, economic and automatic management system, adidas group decides to design and implement a new sales management system. This new sales management system will cover majority of the basic existing sales activity managements, and will result in a lot of additional business functions; thus this sales management system is targeted to be applied in most of departments in adidas. In this paper, through the process of designing and implementing the sales management system, it will involve some advanced technology and algorithms. Specifically includes:1. It introduces the related technologies: including database establishment, data mining, sales forecasting and other technical theory.2. Through analysis of system structure this article researches system network structure, application structure and technology framework.3. It introduces three system functionalities:a. Database concept and its applications, to explain how to establish the database of sales management system in details(the process of designing, establishing and maintaining database).b. Applications in customer relationship management based on association rules by data mining technology, to analyze the association between products by using consumption records of customers, thus to arrange different sales activities for different customers segmentation.c. Application of BP neural network algorithm in actual sales forecast, to forecast the sales data in future period through algorithm and system program based on the historical sales data.4. The article introduces system implementation process, including physical implementation, security policy implementation, interface and feature implementation. Sales Management System is a result of theoretical application and practical requirements. This new system has transformed the previous inefficient manual processes to an efficient systematic management, also saves manpower and financial costs. Meanwhile it has many features to promote sales, such as customer relationship management applications, sales forecasting and other functions, these functions can help sales staff to promote sales growth, to help business management to draw up sales policies. All these functions are quite useful in real practice.
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