交叉销售行为实现过程影响因素分析

Analyses on the Affecting Factors During the Process of Cross-selling

当前与交叉销售相关的研究方向主要有交叉销售概念的界定、交叉销售机会的识别和交叉销售策略的实施。结合深度访谈的有关数据,本研究对交叉销售行为实现过程中的影响因素进行了研究。在剔除外部情景因素和个性特征因素影响后,交叉销售行为的实现取决于销售人员的交叉销售倾向,而影响交叉销售倾向的因素包括感知的价值效用、感知的成功的可能性和对交叉销售的态度。

Right now the study on cross - selling mainly focuses on： the definition of cross selling, the identification of cross selling smtegy opportunities, and the practice of eross- selling strategy. This article makes a study on the affecting factors in the process of cross - selling combined with relevant datas. After eliminating the affecting factors brought by the external situation and personality characters, we can find that the performance of cross - selling depends on the seller＇s tendency of cross- selling. And the factors affecting cross- selling include the effectiveness of percipience, the possibility of successful percipience, and the attitude towards cross - selling.