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https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/33266
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| Title: | 傳銷業務人員專業職能需求之個案研究 |
| Other Titles: | A case study of sales personnel professional competency |
| Authors: | 許媚雁;Hsu, Mei-yen |
| Contributors: | 淡江大學管理科學研究所碩士班
張紘炬;Chang, Horng-jinh;黃志文;Huang, Chih-wen |
| Keywords: | 傳銷;業務員;職能;Multi-level marketing;competency;Sales personnel |
| Date: | 2005 |
| Issue Date: | 2010-01-11 03:48:55 (UTC+8) |
| Abstract: | 近年來在學界、業界都獲得相當重視及應用的職能模式，把一個人工作績效是否優良的原因，以個人所具之各項職能的程度來予以解釋。本研究之目的是冀望藉由理論與實務，來深入探討多目的是冀望藉由理論與實務，來深入探討多層次傳銷業業務人員專業職能需求，以某知名多層次傳銷公司為研究對象，整合發展出對一位優秀的業務人員所需具備的專業職能與條件之共識，做為日後多層次傳銷業業務人員培育與訓練之參考依據。
本研究實施的步驟，主要分為五個階段，分別為：文獻探討與工作分析、問卷調查與深入訪談、量表編制、正式施測以及結果分析。透過個案公司內部資深業務員的訪談以及文獻探討，整理出多層次傳銷業業務人員職能要項共60題，經由重要性分析後得出49題項，再做問卷施測及統計分析。經過因素分析後，確立多層次傳銷業業務人員職能量表題項43題，並將這43個職能題項分為3個構面，各構面的信度為：銷售類職能構面(alpha=0.8916)、人際類職能構面(alpha=0.9470)、態度類職能構面(alpha=0.9610)。顯示探索性因素分析後的「多層次傳銷業業務人員核心職職能評鑑量表」具有相當良好的信度。最後階段是進行效標關聯效度考驗，利用Person積差相關分析求出構面組與工作績效之相關係數，結果顯示各職能構面與績效有顯著相關，表示本量表具有良好的效標關聯效度。
本研究以某多層次傳銷公司為研究對象，經由以上一連串的研究步驟的施行，發展出個案公司業務人員應具備的職能模式如下：
(一)銷售類職能：專業知識、銷售能力(二)人際類職能：關係建立、顧客導向、溝通能力、親和力客導向、溝通能力、親和力(三)態度類職能：成就動機、情緒控制、重視承諾、認同感視承諾、認同感。據此研究成果，本研究最後亦對個案公司提供建議也提供後據此研究成果，本研究最後亦對個案公司提供建議也提供後供後續研究者可研究之方向。
In the modern marketing system,channels of marketing is a target to be widely discussed for these years.Due to the conflict of revolution of channels and currency "Multi-
Level Marketing" has been paid much attention in
development of Taiwan marketing;as a result,relative researches become more urgent and important.According to the record there are over 125 countries adopt multi-level marketing.The rate of it''s growth triple of the country''s in 2004 is 16.91%.It is worth while studying multi-level marketing.The purpose of this study is to discuss the professional competency of sales person based on theories and practices,in order to develop consensus on the competencies and requirements for a satisfactory reference sales person.The results were provided as guideline to training and cultivation for reference of salesperson in multi-level marketing.
This research selects a multi-level marketing company as the research object.First,according to the literature,we confirmed this salesperson''s core competences.Second,take the core competencies as the instruction,matches the duty demands,establishes the salesperson''s core competencies. Finally,by these core competencies,constructs the core competency scale with validity and reliability.
This study adopted methods of literature and in-depth interviews,and collected related data to develop the aspects and items for Multi-level Marketing Competency Scale,which was used in mass survey.The survey targeted on a well-know multilevel marketing company,a total of 120 surveys were distributed.A total of 120 surveys were completed and returned,93 were valid; the valid return rate was 77.5%.This study has adopted SPSS FOR WINDOWS as the tool for statistical analysis.The research method are frequency distribution,reliability analysis,
factor analysis,T-test analysis and subsequent inspection, Pearson correlated analysis,regression analysis and cluster analysis.The data was analyzed for reliability and validity.The results showed the internal consistency parameter between 0.89 ~ 0.95,the validity parameter is higher than 0.5.
The essay is based on the case study of a multi-level marketing company.With the prior deduction of the related research documents about salesperson competency and through the interview with the top sales,we know how the target company reflects to the environmental change and the analysis of the according change in the importance of their future job duties,the salespersons competency model is then developed for the company as following:
I.Sales competency:1.Knowledge of the product 2.Skill of Sales
II.Interpersonal competency:1.Interpersonal relationship 2.Customer relationship 3.Communication 4. Affinity
III.Attitude competency:1.Accomplishment 2.Good EQ 3.Commitment 4. Identification |
| Appears in Collections: | [管理科學學系暨研究所] 學位論文
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