国外关于柔性销售的研究综述

A Review on Frontier Researches of Adaptive Selling Abroad

柔性销售是指销售人员在与客户接触的过程中,能够根据交易情境的特点以及对客户不同需求的理解,灵活变更不同的销售方式。近些年来,国外学者对柔性销售的结构及前置影响因素、柔性销售与销售业绩之间的关系、柔性销售测量量表的修订与实证研究以及柔性销售相关的影响策略作了大量的研究。总结和回顾国外学者关于柔性销售的研究,分析以往研究中存在的问题并探讨未来研究的发展方向,可以对我国这方面的研究提供一个借鉴。

Adaptive selling is defined as 'the altering of sales behaviors during a customer interaction or across customer interactions based on perceived information about the nature of the selling situation'.Foreign scholars have researched a lot in adaptive selling in recent years,according to the issues discussed in the former researches,they primarily focus on :the structure and antecedents of adaptive selling,the relationship between adaptive selling and sales performance,adaptive selling measurement,the influence tactics as to adaptive selling.This article will conclude and review the frontier researches of adaptive selling from above four aspects.It aims to analyze the limitations and existed problems of former researches and hopes to provide an example to the further researches in this field in China.