銷售人員目標導向與特質對新產品銷售影響之研究

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/28032

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题名:	銷售人員目標導向與特質對新產品銷售影響之研究 Effects of Salesperson Goal Orientations and Traits on Salesperson New Product Selling
作者:	陳執允 Chen, Chih-Yun
贡献者:	國際企業管理學系
关键词:	目標導向人格特質組織支持氣候新產品銷售努力 goal orientation personality trait organizarional supportiveness climate new product selling effort
日期:	2014-06
上传时间:	2014-09-05 13:38:22 (UTC+8)
摘要:	隨著經濟的發展，市場的不確定逐漸的提高，成功的新產品銷售已成為企業維持成長的重要來源。在顧客接觸與購買新產品的過程中，銷售人員時常扮演了企業與顧客溝通的重要角色。然而，相較於現有的產品，銷售人員在面對新產品銷售工作時，經常得面對更多的銷售挑戰以及付出更多的銷售努力才能成功的完成新產品的銷售任務。因此，如何提升銷售人員的新產品銷售投入成為銷售管理上的重要議題。本研究將以銷售人員目標導向與人格特質做為研究之前置變數，並以組織支持氣候做為研究之干擾變數，藉由相關文獻之探討，提出研究之假說，並採用因素分析、相關分析與迴歸分析，對所提出之研究假說進行驗證，期望找出提升銷售人員新產品銷售努力之方法。 Because of economic development, the market uncertainty becomes higher. En-terprises sell successful new products is more important than before. That is to say, salesman is an important role to communicate between company and customers. Moreover, salesman should face more challenges and make more efforts in selling new products that salesman can complete the mission for selling new products suc-cessfully. Therefore, it becomes an important issue that "how can salesman improve their selling, invest their effort and manage their strategies for the new products?" In this research, it presents that salesman's goal orientation and personality trait in the organization have a critical relationship with organizational supporting climate. By analysis the literature review, the research offers research hypothesis. Furthermore, the research used factor analysis, canonical analysis and regression analysis. In the conclusion that the research verified the hypothesis what is look forward to figure out the methods which salesman could increase their sells for their new products.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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