B2B复杂销售情境下多重网络特征对跨职能团队销售绩效的影响研究

B2B团队销售绩效及其前因的文献存在研究情境狭窄、理论视角局限、内容不完整、实证研究缺乏等问题，团队社会网络理论为该主题研究内容的拓展和理论视角的创新提供了重要基础。本课题基于团队社会网络的理论视角，整合B2B销售和组织工作团队文献，通过定性研究与定量研究（案例、访谈、社会网络分析、问卷调查），旨在：① 探讨B2B跨职能销售团队嵌入的三种网络（团队内部网络、企业内部网络、企业之间网络）特征、团队社会资本（工具性资源、情感性资源）、团队销售绩效（行为绩效、顾客绩效、财务绩效）之间的关联性；② 考察销售情形复杂性（环境复杂性、顾客复杂性、组织复杂性、团队复杂性、任务复杂性）对上述关联性的调节作用；③ 构建B2B复杂销售情境下跨职能团队销售绩效提升的网络策略框架。研究结果对B2B团队销售、团队社会网络、组织工作团队等文献有重要的理论贡献，也为B2B企业跨职能团队销售绩效管理提供了有益启示。

There are gaps in extant literature on B2B team sales performance and its antecedents, such as narrow research context, limited theoretical perspective, incomplete contents and lack of empirical evidences. From the perspective of group social network theory, by integrating B2B sales performance and organizational work team literature, and by adopting qualitative and quantitative research techniques (case study, interview, social network analysis, questionnaire survey), this project aims at: ① discussing the relationship among characteristics of three kinds of networks (intrateam network, intrafirm network, and interfirm network) which B2B cross-functional sales team is embedded, group social capital (instrumental resources, and emotional resources), team sales performance (behavioral performance, customer performance, and financial performance); ② examining moderating effects of sales situation complexity (environmental complexity, customer complexity, organizational complexity, team complexity, and task complexity) in the above-mentioned relationship; ③ establishing networking strategy framework with the aim to enhance cross-functional team sales performance in the B2B complex selling context. The research findings not only make significant theoretical contributions to literature on B2B team selling, group social network, and organizational work team, but also provide insightful implications on cross-functional team sales performance management for B2B firms.