沟通风格文献综述

Literature Review on Communication Styles

沟通风格是从领导风格衍生而来的,是描述销售场景中销售人员与顾客沟通时的互动模型,沟通作为最为重要的交流手段,在销售场景中对营销成功与否有着至关重要的作用,自这一概念产生以来就有很多的学者对其进行了研究,但是就目前而言国内对于这一概念的研究还是相对较少的,但是在不同的文化背景下的沟通风格是有巨大差异的,中国应当有自己的沟通风格的研究,同时国内关于流媒体、社交媒体的迅速发展,沟通不再仅仅发生在面对面的交流中,中国有研究网络中沟通风格的现实背景,因此笔者将过去国外学者对于沟通风格的研究进行了一个详细的梳理,以期望能够为国内营销领域中沟通风格的研究扩展研究角度。本文采用文献资料法,从沟通风格的概念界定、维度划分、影响因素三个方面对国内外的主要研究成果进行了系统的梳理和评析。

Communication style is derived from leadership style and is an interactive model that describes the communication between sales personnel and customers in sales scenarios. Communication, as the most important means of communication, plays a crucial role in the success of marketing in sales scenarios. Since its inception, many scholars have studied this concept, but currently there is relatively little research on this concept in China, however, communication styles vary greatly in different cultural backgrounds. China should have its own research on communication styles. At the same time, with the rapid development of streaming media and social media in China, communication no longer only occurs in face-to-face communication. China has a practical background for studying communication styles in the internet. Therefore, the author has conducted a detailed review of previous research on communication styles by foreign scholars. We hope to expand our research perspective on communication style in the field of domestic marketing. This article uses the literature review method to systematically review and analyze the main research achievements at home and abroad from three aspects: the definition of communication style concept, dimension division, and influencing factors.