臺灣博碩士論文加值系統

房地產可說是市場產業的火車頭，從原物料的需求，到相關上中下游的配合產業，再加上衍生性金融商品標的，倘若房地產這行業出了狀況其影響不只單一國家更可能衍生到全世界市場景氣皆受到影響，房地產銷售這個行業從1970年起開始發跡，在經過了30多年後的現在銷售模式與方法日新月異，尤其現今科技發達資訊透明，消費者購屋時從以往的被動接受業務員的解說，改變為主動的詢問其重視的相關細節，進而決定是否購買，在銷售過程中業務銷售人員與消費者之間互動應對以及因應消費者個性之不同而使用不同之銷售方式，位居第一線的業務銷售人員的人格特質與銷售方法是影響成交與否的主要原因，本研究將透過深度訪談的方式，研究探討房地產業務銷售人員的銷售模式與方法，在銷售過程遇到困境低潮時採取科學及非科學之方式因應破解之道，以為從事房地產業相關主管人員挑選業務銷售人員或是嚮往房地產相關工作之青年才子作為參考。

關鍵詞：銷售人員互動行為，人格特質，房地產銷售

The real estate industry can be described as the railway engine of all market industries. From the demand for raw materials, to the relevant coordinating industries up and down the supply chain, coupled with the derivative financial products, if something were to go wrong with the real estate market, the effects will not only be felt by one country but the world economy will also be affected as well. The profession of real estate sales was discovered in 1970 and started to thrive from that point on. After 30 years, the current sales models and methods have changed and evolved, especially as a result of today’s technological advancements and information transparency. Consumers have changed their purchasing behaviors from one that passively listened to the explanation by a sales agent to one that actively asks the relevant details that are important to them, in order to then make a purchasing decision. During the sales process, the sales agent will engage in different sales tactics based on his or her interaction with the consumer, as well as the consumer’s individual personality. The personality traits and sales method of those sales agents in the front line are the primary reasons affecting the outcome of a deal. Through in-depth interviews, this study will investigate the sales models and methods used by real estate sales agents, and the methods of solving the dilemmas experienced during the low points of a sales cycle, both scientific and non-scientific. This will serve as a reference for those in management positions in the real estate industry in selecting sales agents and for those who are aspiring to work in the real estate industry.

Key words: interaction between sales agents; personality traits; real estate sales

書名頁-----------------------------------------------------i
口試委員審定書--------------------------------------------ii
授權書---------------------------------------------------iii
中文摘要--------------------------------------------------iv
英文摘要---------------------------------------------------v
誌謝------------------------------------------------------vi
目錄-----------------------------------------------------vii
表目錄--------------------------------------------------viii
圖目錄----------------------------------------------------ix
第一章 緒論------------------------------------------------1
第一節 研究動機與目的--------------------------------------1
第二節 研究範圍與對象--------------------------------------2
第二章 文獻回顧--------------------------------------------4
第一節 台灣房地產的文獻回顧--------------------------------4
第二節 銷售人員人格特質的文獻回顧--------------------------5
第三節 銷售人員互動行為的文獻回顧-------------------------13
第四節 購買情境因素的文獻回顧-----------------------------18
第三章 研究方法-------------------------------------------22
第一節 研究流程------------------------------------------ 22
第二節 研究工作-------------------------------------------23
第三節 研究樣本-------------------------------------------24
第四節 深度訪談大綱與半結構式題項-------------------------25
第四章 研究結果分析彙整-----------------------------------27
第一節 房地產業務銷售人員個案來源探討分析-----------------27
第二節 房地產業務銷售人員銷售過程探討分析-----------------29
第三節 房地產業務銷售人員業績低潮期因應策略探討分析-------31
第四節 房地產業務銷售人員對於有志從事房地產相關人員之建議-32
第五節 房地產業務銷售人員銷售模式探討分析-----------------33
第六節 房地產業務銷售人員銷售情境模式探討分析-------------38
第七節 命題-----------------------------------------------40
第五章 結論與管理意涵-------------------------------------43
第一節 結論-----------------------------------------------43
第二節 管理意涵-------------------------------------------43
第三節 研究限制-------------------------------------------44
第四節 未來研究建議---------------------------------------44
參考文獻--------------------------------------------------46

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