【作者】 郑健；

【导师】 夏历；

【作者基本信息】 沈阳师范大学 ， 语言学及应用语言学， 2012， 硕士

【摘要】 随着中国经济的迅速发展，经济生活已成为社会生活的重心。销售语言也日益成为语言研究关注的新现象。然而，对快速消费品销售语言实际使用情况的研究，尤其是口语的研究，却是汉语应用研究的薄弱环节，在这样的研究背景下，本文以康师傅方便面销售语言为例，对快速消费品销售语言进行了研究。本文通过跟随快消行业业务人员走店，记录业务人员与其客户的谈话内容；让快消行业业务人员使用录音设备记录下与客户的谈话内容，然后整理成文本形式和对快消行业业务人员进行咨询访谈，了解其行业语言使用情况三种途径，收集研究的语料，对快消行业销售语言进行了较为系统的分析研究。本文共分为五个部分，第一部分和第二部分主要研究快消产品销售语言的构成和言语风格。快消产品销售语言由专用词汇和销售用语构成，具有目的性强、灵活性强、重复性强、表达真诚、具有醒示性、有说服力和多使用赞美语言的言语风格。第三部分和第四部分主要对快消产品销售语言的句法和会话进行分析研究。在收集到的语料中，疑问句、比较句和省略形式较为常见；祈使句、被动句和兼语句等特殊句法结构形式出现频率较低。第五部分对快销产品销售语言中存在的主要问题及其规范进行了详细的研究分析。过分使用专业用语、乱下承诺、过分强调销售量、独白过多和不注意沟通是快消产品销售语言中存在的主要问题，快消产品销售公司应当提高对销售语言的重视程度，加大对语言和非语言交流因素的培训力度。更多还原

【Abstract】 With China’s rapid economic development, economic activity has become the center ofsocial life. The sales language is becoming the center of language studies. However, for theFast Moving Consumer Goods sales of language research and practical application, especiallyoral English study, it is the weak link of Chinese application research, this paper mainlyreference the Fast Moving Consumer Goods sales of language research.By following the Fast Moving Consumer Goods counterman record the transcript of thebusiness and its clients; and the FMCG counterman use recording equipment to record theconversation with their customers, then treatment it into text form and by interviewing withFMCG counterman to understand the using of the jargon. The paper trying to studying theFMCG industry language system by using the corpus that coming from three ways which asthe research object.This article is divided into five parts.The first and the second parts of the FMCG saleslanguage is studying composition and speech style.It is consisted of specialized vocabularyand sales terms.It is purpose,flexibility,repeatability,and express sincere,with the wake upshow,convincing and more use of praise languages.The third and forth parts is mainly studying the syntax and the session.By the corpuscollected,the interrogative sentence,the comparative sentence and the omitted in the form aremore,the imperative sentence,the passive sentence and the chief statement are less.The fifth part is studying the main problems in the FMCG sales language and give somegood recommendations.Using more jargon,making wrong commitments,too much emphasisand not pay attention to communication are main problems.the company need pay moreattention on sales language.更多还原