【作者】 王怡；

【导师】 赵海川；

【作者基本信息】 山东大学 ， 市场营销， 2022， 硕士

【摘要】 作为企业向客户销售产品的传统方式,人员推销在当今社会依然发挥着重要作用,大量线下和线上企业仍然需要依靠一线销售人员来销售产品。然而,推销不是一件简单的事情。随着产品、价格等信息透明度的提高,推销工作变得越来越困难,也更具有挑战性。因此,选择合适的推销策略对提高销售绩效至关重要。考虑到许多企业在产品上的专业化程度不同,本文将企业主要经营销售的产品称为目标推销产品,附带销售的与目标推销产品配套使用的互补商品称为非目标推销产品。在产品推销过程中,企业的销售人员为了卖出目标推销产品,往往会向顾客推荐来自其他竞争企业的更优秀的非目标推销产品,但这种策略背后的影响机制与边界条件尚不明确。带着上述研究问题,在本文中,作者研究了这样一种销售策略——竞争者产品推荐。竞争者产品推荐是指销售人员在推销自家的目标推销产品的同时,向顾客推荐其竞争商家的配套产品,这种配套商品其自身也在销售,并明确指出竞争商家在非目标推销产品方面具有优势。鉴于竞争者产品推荐策略的使用会促使消费者产生销售人员从消费者的角度考虑购买的想法,因而本文引入共情这一概念检验消费者感知共情的中介作用,并探讨消费者和销售人员之间的关系强度以及消费者的调节定向是如何调节竞争者产品推荐策略对目标推销产品购买意愿的刺激作用的。通过对实验问卷数据进行统计分析,三个研究的结果表明,竞争者产品推荐会通过增加消费者对销售人员的感知共情水平提高消费者对目标推销产品的购买意愿,从而使卖方受益。此外,研究还表明,当消费者和销售人员之间属于强关系时,竞争者产品推荐仍然可以发挥其积极作用。然而,这种积极作用在弱关系状态下被减弱。而且,消费者的调节定向也会对竞争者产品推荐的使用效果起到调节作用。具体来讲,当消费者是促进定向时,与不使用竞争者产品推荐相比,销售人员使用竞争者产品推荐策略有助于提高消费者对目标推销产品的购买意愿,但是,当消费者是预防定向时,销售人员使用竞争者产品推荐会降低消费者对目标产品的购买意愿。本文关于竞争者产品推荐对目标推销产品购买意愿的影响的深入探讨不仅丰富了现有文献对人员推销策略和感知共情的研究,还扩大了竞争者产品推荐的内在涵义。此外,本研究也对销售人员的日常工作和企业销售管理具有一定的参考和启示,既能帮助企业销售人员掌握新的人员推销方法,为销售人员识别出竞争者产品推荐的使用时机,又可以为企业开展的销售人员选拔与技能培训工作提供新思路。更多还原

【Abstract】 As a traditional way for enterprises to sell products to customers,personal selling still plays an important role in today’s society.A large number of offline and online enterprises need to rely on front-line sales staff to promote products.However,selling is not easy to complete.With the increase of information transparency of products,prices,and so on,the difficulty and challenge of product selling are increasing.Therefore,it is very important to choose appropriate selling tactics for improving marketing performance.Considering that many enterprises differ in their product specialization,this research divides the products that enterprises operate and sell into two categories--focal products and non-focal products.Focal products are the main products that enterprises operate and sell,which can bring major competitive advantages and sales profits for enterprises.Non-focal products are ancillary sales of enterprises,which augment the focal product.As is known to all,salespeople often recommend better non-focal products of another competitive enterprise to customers while they try to sell a focal product.However,the influence mechanism and boundary conditions behind this strategy remain in question.With these research questions in mind,in this thesis,the authors investigate such a sales strategy——competitor product referrals.Competitor product referrals,a sales strategy by which one increases consumers’ purchase intention of a focal product by referring consumers to a competitor that offers an excellent non-focal product,while stating that competitor stores have more advantages.Given that the competitor product referrals lead consumers to consider that the sales staff thinks about their purchase from their perspective,this thesis adapts empathy to the concept model verifying consumers’ perceptions of empathy mediate role,and introduces the tie strength between consumers and sales staff as well as the regulatory focus to the concept model examining how they moderate the effect of competitor product referrals on purchase intention of focal products.Through the statistical analysis of the experimental questionnaire data,the results of three studies show that competitor product referrals can increase consumers’ purchase intention of a focal product by improving consumers’ perceived empathy to salespeople,thus benefiting sellers.In addition,the research also shows that when the relationship between consumers and salespeople is strong,competitor product referrals can remain working.However,this positive effect is diminished in the state of weak ties.Moreover,the regulatory focus of consumers will also moderate the effect of competitor product referrals.Specifically,for promotion-focused consumers,compared with no competitor product referrals,competitor product referrals helps to improve the consumer’s willingness to buy the focal promoted product.For promotion-focused consumers,competitor product referrals instead reduce the consumer’s purchase intention of the focal promoted product.The in-depth discussion of the impact of competitor product referrals on the purchase intention of focal products not only enriches the existing literature on personal selling strategy and perceived empathy but also expands the internal meaning of competitor product referrals.In addition,this thesis also has some certain implications and enlightenment for the daily work of sales staff and sales management of enterprises.This study helps salespeople grasp new selling tactics and aids salespeople identify the opportunity of employing competitor product referrals.It can also provide new ideas for the selection and skill training of enterprise salespeople.更多还原