隨著時代的變遷及科技的進步，消費者購買的習慣及方式也因此跟著改變，現代行銷觀念所注重的是商品導向及顧客導向，並追求企業的最大利潤。因為電話行銷擁有成交速度快、雙向溝通、大幅提升成交率等特色，電話行銷成為金融機構一項重要的直效行銷工具之一。 本研究回顧電話行銷在台灣的發展史，探討電話行銷銷售相關人員目前面對的法律問題與限制，並透過電話行銷從業人員的深度訪談，彙總相關議題，綜合專家的經驗與作者的觀察，提出電話行銷從業人員應具備的觀念、成功的關鍵因素之分析等建議及方向。 With the progress of time and technology, consumer purchase habits change. Modern marketing concept focuses on commodity-orientedness and customer-orientedness, and the pursuit of profit maximization of enterprises. Because telemarketing is characterized by rapid transactions, two-way communication, boost in turnover rate etc., telemarketing has become an important financial tool for direct marketing. The study reviews the history of telephone marketing in Taiwan, discusses legal issues and restrictions telemarketing salepersons are currently facing, and through in-depth interviews with telemarketing employees. It also integrates experts’ experience and the author’s observations to propose the concepts telemarketing employees should have and the key factors to their success.
