門市人員銷售行為對智慧型手機品牌排名的影響

智慧型手機的使用人數在全球都有驚人的成長態勢。目前市面上智慧型手機品牌與機型眾多，功能複雜。過去在探討智慧型手機的研究中，皆是以品牌排名做為研究主軸，鮮少在探討門市人員銷售行為對手機品牌排名的影響。本研究延續前人手機排名之研究貢獻，探討銷售行為對手機排名的影響，研究方法利用次級資料研究法和專家訪談法，從系統商、通路商、品牌掛招店底下的門市人員分析他們的銷售行為為何 ? 經整理及歸納，本研究結論如下:影響門市銷售行為銷售績效和KPI機型銷售,門市銷售行為對品牌排名影響有限，真正能影響品牌排名為原廠資源投入和原廠通路操作。

關鍵字

銷售行為；智慧型手機；品牌

並列摘要

The numbers of using smart phone have an astonishing growth globally. There are various brands and types of smartphones which are with complicated functions on the market. The affection of smart phone ratings used to be more discussed on their brands, instead of consideration on sales clerks’ marketing schemes. This study involves the previous researches on attribution of smart phone ratings, and further discussions on causes which marketing schemes may bring will be analyzed. Research methodologies for this paper utilize Secondary Research, and Interview Method. Data collection will consist of System Integrator, Trade marketing, and analyzing the selling activity outcomes under franchise stores.The purpose of this research is to identify influential of smart phone selling schemes, selling achievement and KPI model selling, the selling schemes of trailers has limited influence on brand rating; furthermore, a genuine factor that may impact the brand rating is resource involvement and operation channel of Original Equipment Manufacturer.

並列關鍵字

Sales practices ； smart phones ； the brand

參考文獻

9. 陳其生(2007)，「智慧型手機之消費者行為研究－以商務人士為例」，碩士論

16.林世雄(2012),「行動通訊連鎖門市經營策略之研究－以S公司為例」，

5.Dwyer,S., Hill J. & Martin W.(2000),“An Empirical nvestigation of Critical Success Factors in the Personal Selling Process for Homogenous Goods”,

3. IHS iSuppli ，http://www.isuppli.com/Pages/Home.aspx

15.李煉祥(2011)，「智慧型手機軟體商店之商業模式分析」，碩士論文，

國際替代計量

門市人員銷售行為對智慧型手機品牌排名的影響

主題瀏覽