| 摘要: | 在服務業比重日趨漸長之情況下，銷售人員的角色也逐漸更顯得重要。醫療產業銷售人員是一群素質相當高的銷售人員，不僅在專業知識、行銷能力、客戶抱怨處理、市場敏銳度等等，都需要相當高的能力。然而銷售人員當中，如何提升銷售人員工作績效亦成為組織現今重要議題之一。
研究目的透過分析產業環境、政策法規、技術發展與廠商現況等情形，了解產業之現況，以歸納以下二點：
透過文獻探討與ANP法及專家問卷，歸納出影響醫療產業銷售人員績效表現之關鍵因子。
找出醫療器材產業銷售人員影響工作績效的因子，以期作為日後公司進行人員招募時的參考依據。
本研究透過文獻探討與ANP法及專家問卷，歸納出影響醫療產業銷售人員績效表現之關鍵因子。「獎勵制度」、「組織承諾」、「人格特質」、「職能訓練」、「工作滿意」依序為最重要的準則。然而在「獎勵制度」與「職能訓練」的決策準則之下，專家認為「組織承諾」影響程度較「工作滿意」高。
本研究發現，醫療器材產業在提升銷售人員工作績效上，最具影響力為個人層面，包括：組織承諾、工作滿意以及人格特質。然而改善公司制度，包括獎勵制度以及職能制度相較於社會支持更能提升個人層面之影響效力。因此本研究在此提供幾點建議包括：建立更適切符合員工需求之獎勵制度以及職能制度、建立完善人格特質評量機制等以提升員工工作績效。
With the continuing growth of the service industry, the role of its Sales Professionals has also become increasingly important.
Medical Industry Sales Professionals, in particular, are highly regarded for their industry knowledge, sales ability, complaints handling, and market insight. Methods to improving their sales performances have become crucial for success in the industry today.
The purpose of this study is to understand the current situation in the industry by analyzing its environment, policy laws and regulations, technological advances, business climate, etc., through literature reviews, ANP method, and professional questionnaires. This will provide a future basis for companies to consider when hiring new staff.
This study utilizes literature reviews, ANP method, and professional questionnaires to summarize key factors affecting performance of Sales Professionals in the Medical Industry.
The most important criteria are, in sequential order: a ‘rewards system’, ‘organizational commitment’, ‘personal qualities’, ‘job training’ and ‘job satisfaction’.
However, in the criteria for implementation of ‘a rewards system’ and ‘job training’, experts believe ‘organizational commitment’ is more significant than ‘job satisfaction’.
The study concluded that the most effective measures were on a personal level, including: organizational commitment, job satisfaction and personal qualities. Furthermore, improving the rewards and training systems, along with societal support, allows for the enhancement of such measures.
In conclusion, the study’s recommendations include: developing rewards and training systems more aligned with staff needs, and working on enhancing personal qualities. |
