本文選題：個(gè)人推銷　切入點(diǎn)：面子威脅行為　出處：《東北師范大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來，盡管有許多學(xué)者已經(jīng)對(duì)銷售會(huì)話進(jìn)行研究，但是基于真實(shí)語料的實(shí)證研究，尤其是對(duì)推銷會(huì)話的實(shí)證研究相對(duì)很少。隨著中國(guó)人們生活水平的不斷提高，非生活必需品出現(xiàn)在人們的日常生活中，從而出現(xiàn)了一種新的銷售方式—個(gè)人推銷。 本文基于布朗和萊文森的面子理論,把禮貌策略分為積極的禮貌策略，消極的禮貌策略，不采取禮貌策略，以及非直接的方式，并且依據(jù)40個(gè)一手錄音的推銷會(huì)話，對(duì)在個(gè)人推銷會(huì)話中銷售人員和顧客采取的禮貌策略進(jìn)行了分析。本文的研究問題是：1.在個(gè)人推銷會(huì)話中存在哪種面子威脅行為？2.推銷人員和顧客用什么禮貌策略來緩解面子威脅行為的影響？ 本文主要研究在個(gè)人推銷會(huì)話中出現(xiàn)的各種威脅面子的行為。本文對(duì)威脅正面子和威脅負(fù)面子的行為進(jìn)行了分類，，統(tǒng)計(jì)并分析了不同的面子威脅行為發(fā)生的比例，以及分析了影響威脅行為本身輕重的因素。推銷人員和顧客對(duì)于面子威脅行為會(huì)采取不同的方式。推銷人員傾向于采用積極的禮貌策略和消極的禮貌策略，而顧客傾向于不采取禮貌策略。 全文共分為六個(gè)部分。第一部分介紹了本文的研究背景與意義。第二部分是對(duì)以往關(guān)于個(gè)人推銷和禮貌的研究的綜述，對(duì)禮貌的綜述也給本文的研究提供了理論背景。第三部分主要討論了研究問題，語料收集與轉(zhuǎn)寫以及研究對(duì)象。第四部分深入的分析了個(gè)人推銷會(huì)話中出現(xiàn)的面子威脅行為。第五部分討論并分析了個(gè)人推銷會(huì)話中采取的禮貌策略。第六部分總結(jié)了前面的分析，并提出了本研究存在的局限性。 隨著社會(huì)和市場(chǎng)經(jīng)濟(jì)的不斷發(fā)展，推銷人員越來越能力化，希望本文能夠?yàn)橥其N界的新人提供有用的信息。
[Abstract]:In recent years, although many scholars have done research on sales conversation, there are few empirical studies based on real corpus, especially on sales conversation. Non-daily necessities appear in people's daily life, thus a new way of selling-personal marketing. Based on Brown's and Levinson's face theory, this paper classifies politeness strategies into positive politeness strategies, passive politeness strategies, non-politeness strategies, and indirect approaches. This paper analyzes the politeness strategies adopted by salespeople and customers in personal sales conversation. The question of this thesis is: 1. What kind of face-threatening behavior exists in personal sales conversation? 2. What politeness strategies are used by salespeople and customers to mitigate the impact of face-threatening behavior? This paper mainly studies various kinds of face-threatening behaviors in personal marketing conversation. This paper classifies the behaviors of threat positive and negative, and analyzes the proportion of different face-threatening behaviors. It also analyzes the factors that influence the threat behavior itself. The salesperson and the customer will adopt different ways to face threat behavior. The salespeople tend to adopt positive politeness strategy and negative politeness strategy. Customers tend not to adopt politeness strategies. This paper is divided into six parts. The first part introduces the background and significance of this paper. The second part is a review of previous studies on personal marketing and politeness. The summary of politeness also provides a theoretical background for this study. Data collection, transliteration and object of study. Part 4th analyzes the face-threatening behavior in personal marketing conversation. Part 5th discusses and analyzes the politeness strategy adopted in personal marketing conversation. Part 6th. Summarizing the previous analysis, The limitations of this study are also presented. With the development of the society and market economy, the salespeople become more and more competent. I hope this paper can provide useful information for the new people in the field of sales.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：H030

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