銷售會話是商務會話的一種類型，其發生地點相對固定，且參與者間的關係已被默認為銷售人員與客戶關係，這些限制導致銷售會話的結構與語用策略的使用不同於日常溝通會話。隨著中國經濟的發展，各國愈發重視與中國的經貿往來，商務華語的學習需求也隨之增大，亟需華語商務會話研究成果支持其發展。而相較英語商務會話之研究，華語商務會話研究在語言與教學兩方面皆較匱乏。有鑒於此，本文以商務華語教學重點之銷售會話作為載體，採用會話分析之研究方法，考察華語房產銷售會話體結構與局部結構的特徵，並探討銷售人員在會話中構建的語用身分之類別與功能，期望研究結果對商務華語教學有所啟發與助益。
本研究採用會話分析的方法，蒐集並分析18份中國大陸房產銷售人員與客戶的初次溝通會話語料。會話整體結構分析結果顯示，房產銷售會話分為開端、本體與結束三個階段。會話開端階段包括問候辨識與諮詢啟動序列；會話本體階段包括資訊溝通與金融洽談序列；會話結束階段包括話題界限、前置結束與會話結束序列。會話局部結構分析結果顯示，銷售人員在發起話輪與回應話輪使用不同的策略。銷售人員在發起話輪使用問候致意、提供服務、徵詢資訊、提出請求與發起邀請等五種策略；在回應話輪採取情意表達、問題回答、評價回覆與資訊核實等四種策略。研究還發現，為搶奪或維護自己的話語權，銷售人員會採用如圍繞單一話題、縮短話輪間隔、打斷客戶話輪等策略。本文另從話題表徵、語義內容與語境順應三個方面分析銷售人員構建的語用身分，發現其構建諮詢顧問、同伴與銷售代表三類語用身分，不同的身分透過各異的言語行為，履行相應的功能。
上述結果顯示，華語商務銷售會話在會話結構與溝通策略上有其特殊規律，且語用身分作為語用策略的一種，在會話中動態構建並具有重要作用。最後，本研究將結果應用於商務華語銷售會話教學，從教材編寫、教學活動與師生三個面向提供教學建議與指導。

Sales conversation is a type of business conversation. It takes place in a relatively fixed situation, and the relationship between the participants is already determined as the salesperson and the customer. The fixed situation and relationship make the structure and the strategies used in sales conversations different from those in daily communication. With the rise of China's economy and the increasing emphasis on economic and trade relations with China, the demand for learning business Chinese has increased and there is an urgent need for research results in business Chinese conversation to support its development. Compared to the study of business English conversation, the study of business Chinese conversation is lacking in both linguistic and pedagogical aspects. In view of this, this study examines the characteristics of Chinese real estate sales conversations in terms of their overall and local conversation structures, and to explore the types and functions of pragmatic identities constructed by real estate salespeople in the course of conversations. Ultimately, it is hoped that the findings of this study will be useful for teaching business Chinese.
This study adopts the method of Conversation Analysis, and 18 initial conversations between 18 mainland China real estate salespeople and 6 customers were collected from August 2021. The results of the overall conversation structure analysis revealed three phases of real estate sales conversations: the beginning, the body and the closing. The beginning includes greeting recognition sequence and consultation initiation sequence; the body includes information communication sequence and financial negotiation sequence; the closing includes topic boundary sequence, pre-closing sequence and closing sequence. Each of these sequences has different sections.
The results of conversation local structure analysis show that salespersons use different strategies in initiating turns and responding turns. Regarding initiating turns, 5 strategies are adopted: greeting, providing service, seeking information, making requests and initiating invitations; In the response turns, 4 strategies are adopted: acknowledging appreciation, responding to questions, evaluating responses and verifying information. Moreover, the study also reveals that in order to take over or maintain their floor, salespersons adopt different strategies, such as focusing on a single topic, shortening turn interval, interrupting customer turn, etc. From the three aspects of topic representation, semantic content and contextual adaptation, combined with the analysis of member categories, we conclude that there are three types of pragmatic identities constructed by real estate salespersons, which are consultant identity, peer identity and sales representative identity. Different identities perform corresponding functions through different speech acts.
The above analyses show that Chinese business sales conversation has its special conventions in conversation structure and communication strategies. Moreover, they also show that pragmatic identity is a type of pragmatic resourcer, which is dynamically constructed and plays an important role in sales conversation.
Finally, this study applies the findings to the teaching of business Chinese sales skills, offering suggestions and guidance on the development and compiling of teaching materials, teaching activities and other pedagogical inspiration and tips for teachers and students.

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