作　　者： ; ;

机构地区： 广东财经大学

出　　处： 《广东财经大学学报》 2016年第4期52-60,共9页

摘　　要： 对销售人员的有效管理控制一直是营销管理领域的热点问题。基于领导的路径—目标理论,构建一个被调节的中介作用模型,探讨结果控制对销售合作行为的影响机制,并考察中国人的传统性对中介过程的调节效应。结果表明:结果控制与销售合作行为之间显著正相关;心理契约兑现在结果控制与销售合作行为之间起部分中介作用;中国的人传统性调节了结果控制与心理契约兑现的关系,也调节了心理契约兑现在结果控制与销售合作行为间的中介作用。因此,为促进销售人员更多地与其他同事合作以提升绩效,销售管理人员应为下属设置清晰且可量化的绩效目标,并按绩效标准给予奖赏;应识别员工的传统价值观,对低传统性的员工要给予及时和有效的奖赏,对高传统性的员工则可委以更重要的销售责任。 How to control sales force effectively has been a heated topic in the marketing management research. Based on the path-goal theory of leadership, a moderated mediation model has been built up to explain the impact mechanism of outcome control on sales teamwork, and also to explore the moderating effect of Chinese traditionality on the mediation process. The results show that： outcome control is positively relat- ed to sales teamwork; psychological contract fulfillment partially mediates the relationship between outcome control and sales teamwork; Chinese tradtionality not only moderates the relationship between outcome control and psychological contract fulfillment, but also moderates the mediating effect of psychological contract fulfillment on the relationship between outcome control and sales teamwork. Therefore, in order to stimulate the sales force to cooperate with their teammates and enhance their performance, sales managers should set clear and measurable goals for their subordinate and compensate them according to the goal standard; they should also identify the traditional value of the subordinate, and give bonus to them with low Chinese traditionality timely and effectively, while place more responsibilities to the subordinate with high Chinese traditionality.

关 键 词： 营销管理 营销绩效 管理控制 结果控制 心理契约兑现 销售合作行为 传统性 领导的路径 目标理论

领　　域： [经济管理] [经济管理] [经济管理]