个人推销会话中的礼貌策略分析

发布时间：2018-03-21 04:24

本文选题：个人推销　切入点：面子威胁行为　出处：《东北师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来，尽管有许多学者已经对销售会话进行研究，但是基于真实语料的实证研究，尤其是对推销会话的实证研究相对很少。随着中国人们生活水平的不断提高，非生活必需品出现在人们的日常生活中，从而出现了一种新的销售方式—个人推销。本文基于布朗和莱文森的面子理论,把礼貌策略分为积极的礼貌策略，消极的礼貌策略，不采取礼貌策略，以及非直接的方式，并且依据40个一手录音的推销会话，对在个人推销会话中销售人员和顾客采取的礼貌策略进行了分析。本文的研究问题是：1.在个人推销会话中存在哪种面子威胁行为？2.推销人员和顾客用什么礼貌策略来缓解面子威胁行为的影响？本文主要研究在个人推销会话中出现的各种威胁面子的行为。本文对威胁正面子和威胁负面子的行为进行了分类，，统计并分析了不同的面子威胁行为发生的比例，以及分析了影响威胁行为本身轻重的因素。推销人员和顾客对于面子威胁行为会采取不同的方式。推销人员倾向于采用积极的礼貌策略和消极的礼貌策略，而顾客倾向于不采取礼貌策略。全文共分为六个部分。第一部分介绍了本文的研究背景与意义。第二部分是对以往关于个人推销和礼貌的研究的综述，对礼貌的综述也给本文的研究提供了理论背景。第三部分主要讨论了研究问题，语料收集与转写以及研究对象。第四部分深入的分析了个人推销会话中出现的面子威胁行为。第五部分讨论并分析了个人推销会话中采取的礼貌策略。第六部分总结了前面的分析，并提出了本研究存在的局限性。随着社会和市场经济的不断发展，推销人员越来越能力化，希望本文能够为推销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.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H030

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