本研究採用層級分析法(Analytic Hierarchy Process, AHP)來探討個案公司之銷售轉型關鍵因素，首先，根據參考文獻歸納出四大主構面「客戶服務」、「銷售團隊」、「銷售技巧」、「業務管理」以及各子構面共計十六項，接著再進行專家問卷調查，計算出各層級準則之間的權重值，並找出重要性排序。 本研究發現在整體權重中，「顧客關係深度」、「商機取得」、「售後關懷」、「領導能力」、「團隊合作」被列為最重要的前五大準則，而「資訊系統」是銷售轉型過程中，最不受重視的因素，最後，再根據研究結果進行實務上管理意涵的討論，並提出後續研究建議。 This study utilized Analytic Hierarchy Process (AHP) to evaluate the key factors that influence sales transformation of the case company. Based on literature review, the key factors can be divided into four major categories：Customer Service, Sales Team, Sales Skills, and Business Management and sixteen sub facets. This study used expert questionnaire to determine the priorities of these factors. The results show that Depth of Customer Relationship, Obtainment of Business Opportunity, After Service and Care, Leadership, Teamwork are the top five critical factors. On the other hand, Information System is the least factor. Finally, practical implications are discussed based on the research results. Recommendations for future study are also proposed.
