销售人员新产品采用的形成机理研究  

Sales of new products used in the formation mechanism of

作　　者：郭红生[1] 钱明辉[2] 

机构地区：[1]赣南师范学院商学院,江西赣州341000 [2]中国人民大学信息资源管理学院,北京100872

出　　处：《江苏商论》2011年第9期21-24,共4页Jiangsu Commercial Forum

基　　金：国家自然科学基金"企业口碑营销的机理及其测量研究"(70772090)

摘　　要：本文以销售人员的新产品采用为视角,在回顾相关文献的基础上,构建了销售人员新产品采用形成机理的理论模型。该理论模型指出销售人员自身的特征会影响其对新产品特质的评价,继而影响其预期顾客需求(ECD),这会最终影响其对新产品的采用和顾客采用;另外销售经理的产品采用、组织管理因素也会对销售人员的产品采用产生影响。In this paper,sales of new products,the perspective used in the literature review,based on the sales staff to build a new product is the formation mechanism of the theoretical model.The theoretical model that features its own sales staff will affect their evaluation of the characteristics of new products,thereby affecting its expected customer demand（ECD）,which will ultimately affect their adoption of new products and customer use;other products using sales manager,the sales organization and management factors can also affect people using the product.

关 键 词：产品特质 销售人员采用 预期顾客需求 目标取向 

分 类 号：F274[经济管理—企业管理]