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研究生:李靜琪
研究生(外文):Lee Ching-Chi
論文名稱:銷售才能與銷售績效關係之探討
論文名稱(外文):The relationship of sales capability and sales performance
指導教授:王精文王精文引用關係
指導教授(外文):Wang Ching-Wen
學位類別:碩士
校院名稱:國立中興大學
系所名稱:企業管理學系研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:104
中文關鍵詞:銷售才能銷售績效適應性銷售技術創造力
外文關鍵詞:Sales CapabilitySales PerformanceAdaptivenessSelling TechniquesCreativity
相關次數:
  • 被引用被引用:103
  • 點閱點閱:889
  • 評分評分:
  • 下載下載:233
  • 收藏至我的研究室書目清單書目收藏:4
金融整合時代來臨,保險公司面臨提供一次購足與全方位金融服務,保險行銷人員由單純的保險銷售轉型為財務顧問。本研究旨在探討整合型銷售才能與銷售績效之關聯性。研究目的為:1. 探討銷售才能與銷售績效之關係;2.探討適應性銷售與銷售績效之關係;3.探討銷售技術與銷售績效之關係;4.探討創造力與銷售績效之關係。
本研究以268位保險銷售人員為受試者在銷售才能量表上的反應進行量表修訂,以實際績效進行實證分析,探討銷售才能與銷售績效之關係。經相關分析、迴歸分析與集群分析,結果發現能試著改變自己去達成自己與環境之間的良好配適、在銷售流程中採用適當的技術以及運用創造力思考解決問題之銷售人員顯著具較高之銷售績效。表示銷售才能愈高者,也就是適應性銷售、銷售流程技術、創造力能力愈佳者,銷售績效愈高。
Coming the financial integrated age, underwriter changed to offer one-stop-shopping and integrated financial services. Insurance salesperson is transferring from agent to advisor. The purpose of this article are following:1. Research the relationship of sales capability and sales performance. 2. Research the relationship of adaptive selling and sales performance. 3. Research the relationship of selling process techniques and sales performance. 4. Research the relationship of creativity thinking ability and sales performance.
The test items taken by 268 insurance salespeople were included “Adaptive Selling“、”Selling Process Techniques” and “The Torrance Tests of Creative Thinking, Verbal, Form E” scales. Sales capability scales were identified that distinguished salespeople with higher performance from those with lower performance. This empirical investigation, demonstrated that the salespeople who can change oneself to fit environment and customers、adopt appropriate sales techniques in sales process and use creativity thinking to solve problems were higher sales performance. Shows that sales capability was significantly related to performance.
目 錄
中文摘要…………………………………………………………. i
英文摘要…………………………………………………………. ii
目錄………………………………………………………………. iii
表目次……………………………………………………………. v
圖目次…………………………………………………………….. vii
第壹章 緒論 1
第一節 研究背景與動機…………………………………. 1
第二節 研究目的…………………………………………. 9
第三節 研究架構…………………………………………. 10
第四節 研究假設…………………………………………. 11
第五節 研究流程…………………………………………. 12
第貳章 文獻探討 14
第一節 影響銷售績效之因素……………………………. 14
第二節 創造力……………………………………………. 24
第三節 適應性銷售………………………………………. 32
第四節 銷售流程技術……………………………………. 37
第參章 研究方法 41
第一節 研究對象與方法…………………………………. 41
第二節 樣本回收情形……………………………………. 44
第三節 問卷修訂…………………………………………. 46
第肆章 實證結果 67
第一節 樣本敘述統計……………………………………. 67
第二節 銷售才能與銷售績效的相………………………. 70
第三節 銷售才能對銷售績效之影響……………………. 74
第四節 以銷售才能區分銷售績效………………………. 78
第伍章 結論與建議 82
第一節 研究結論…………………………………………. 82
第二節 理論與應用上的涵義與研究限制………………. 88
參考文獻………………………………………………………….. 89
附錄100
銷售才能量表與測驗
適應性銷售量表………………………………………………….. 100
銷售流程技術量表………………………………………………. 101
拓弄思語文創造思考測驗乙式活動六…………………………. 104
表 目 次
表1-1 保險業重要指標………………………………………….. 3
表2-1 影響銷售績效的決定因素..……………………………… 22
表2-2 創造力解決問題流程與行銷流程的比較……………… 28
表2-3 適應性銷售與銷售績效相關之研究…..………………… 36
表3-1 受測樣本分析………..…………………………………… 38
表3-2 適應性銷售量表各題與16題總分的相關表……………… 48
表3-3 適應性銷售高、低分組在適應性銷售題之t-test檢定表 48
表3-4 適應性量表因素分析摘要表…………….………………. 50
表3-5 適應性總分與51項銷售技術之相關係數表…….……… 52
表3-6 銷售績效與51項銷售技術之相關係數表………………. 53
表3-7 文獻研究結果與51項銷售技術之迴歸係數表…………… 54
表3-8 整合效標與銷售技術之相關表………….……………… 55
表3-9 高績效題與高績效總分的相關..………………………… 58
表3-10 銷售技術高、低分組在高績效銷售技術題之t-test檢定59
表3-11 銷售技術高、低分組在低績效銷售技術題之t-test檢定61
表3-12 銷售技術量表因素分析摘要表……………….………… 62
表3-13 銷售技術因素構面比較表……………….….…………. 63
表3-14 圖形創造思考與語文創造思考之相關………………… 66
表4-1樣本基本資料…………………….………………………. 68
表4-2 樣本在銷售才能量表之統計值………………….……… 69
表4-3 銷售才能各構面與銷售績效之相關……………..…... 73
表4-4 以FYP為依變項之迴歸分析…………………………….. 75
表4-5 以FYC為依變項之迴歸分析…………………………….. 76
表4-6 以件數為依變項之迴歸分析…….…………………….. 77
表4-7 銷售才能的銷售員分群表…….……………………….. 79
表4-8 高、低銷售才能群與銷售績效之t-test檢定表……….. 81
圖 目 次
圖1-1 研究架構…..….……………………………………….. 10
圖1-2 研究流程圖….……………………………………………. 13
圖2-1 銷售績效整合模型……………………………….………. 17
圖2-2 創造力的三個組成成分…..……………………………… 26
圖2-3 創造力解決問題流程與行銷流程的比較…..…………… 29
圖2-4 適應性智慧….…………………………………………… 32
圖4-1 銷售才能分群圖…………………………….…………… 80
圖4-2 銷售才能群之銷售績效……………………………….… 80
圖5-1 銷售才能與銷售績效之關係…………………………….. 84
圖5-2 我國壽險業務員之成交金字塔………………………….. 85
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