3C電子通路業店長職能之研究

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Title:	3C電子通路業店長職能之研究 A Study of the Competencies of Managers in 3C (Computers, Consumer Electronics & Communications) Industry
Authors:	林筱婷
Contributors:	勞工關係學系
Keywords:	3C電子通路業 3C電子通路業店長職能 3C industry 3C industry shop manager competency
Date:	2016-06
Issue Date:	2016-08-11 10:25:38 (UTC+8)
Abstract:	隨著科技發達研發、製造技術日新月異，3C電子產品蓬勃的發展，消費者投入更多的關注與金錢在3C電子產品上，消費者對於3C電子通路業者的標準與要求也更加嚴格，面對消費者需求的增加與同業之間的激烈競爭，3C電子通路業需積極培育專業店務管理人才，在激烈競爭的市場當中獲得勝利。本研究旨在探討3C電子通路業店長應具備何種職能項目可幫助其順利執行職務，及作為實務界培育、選拔店長人選之參考。本研究首先由文獻整理出3C電子通路業店長之工作內容，初步研判各項工作所需之職能項目，據此進行訪談問卷的設計。本研究採取質化研究之深度訪談法，訪談十二位績效卓越的3C電子通路業店長與三位主管經理，將訪談內容整理歸納並以紮根理論分析得出以下兩點結果：一、3C電子通路業店長的二十一項工作內容： (一) 分配具體的職責、工作項目給員工。 (二) 指導員工如何進行銷售活動與顧客服務，與教育販售之商品專業知識。 (三) 管理門市商品的保全系統，與門市環境的安全衛生管理。 (四) 透過問候與協助提供客戶服務，並回應顧客的諮詢和投訴。 (五) 監督門市銷售活動情況，以確保客戶得到滿意的服務和優質的產品。 (六) 檢查商品以確保其正確的定價，並展示與宣傳商品的功能。 (七) 督導部屬的工作活動，如清潔、整理貨架和展示、銷售商品。 (八) 清點商品庫存、門市商品訂貨。 (九) 執行總公司給予的門市目標、活動和規定。 (十) 規劃協調廣告宣傳和促銷活動，並準備商品陳列和廣告文案。 (十一) 危機事件的反應與處理。 (十二) 核對每日現金收入、各項單據數量與金額是否相符。 (十三) 管理、分析門市財務報表、銷售業績數據，將資訊回報總公司。 (十四) 在適當的時候進行招募、訓練與評核門市人員的銷售績效，或解僱不適任之員工。 (十五) 依據員工的能力分配適當的工作項目，規劃員工排班、出勤管理與人力調度；依照總公司之評核標準考核門市之員工。 (十六) 計劃門市活動預算、授權門市各項費用支出。 (十七) 根據盈利能力的需求，擬訂商品價格的策略。 (十八) 保留門市各項購買、銷售和申購的單據報表記錄。 (十九) 與總公司人員溝通開發銷售方法和活動。 (二十) 預估消費者的需求，並確定產品的類型和預期售出數量。 (二十一) 深耕商圈，掌握市場資訊。二、3C電子通路業店長之職能： (一) 必要職能：人際溝通與協調、團隊領導； (二) 充分職能：培育指導、問題解決、顧客服務。 With the development of electronic technology, improvement of manufactured procedure and the growing of 3C electronic products market, consumers are willing to pay more attention and budget on purchasing those new electronic products. However, customers will expect for better qualities on both 3C electronic products and channel. To achieve success in such a competitive market, it is essential to foster professional talents for on 3C retail management to encounter with the increasing need of customer demands and bloody competitions at marketplace. The purpose of this study is to understand the competency that is required to a manager shall equip with in the 3C retail industry. This could be an important reference to recruit or train the 3C store manager. First, we will summarize the findings from paper references to identify the job content and working lists. Per that, we will design the questionnaire accordingly. Secondly, we will interview twelve experienced store managers and three high level managers who work in the 3C industry. Lastly, we will consolidate the feedbacks. In summary, we had two major conclusions as below. 1. Major duties of a professional store manager: 1) To assign the duty and work items to employees 2) To guide the employees to the sales activities, customer service and necessary knowledge to the goods. 3) Management of shop security and EHS. 4) To response customer voice thru providing customer service and proactive greeting. 5) To monitor the sales activities to ensure customers receive satisfied service and high quality product. 6) To ensure right product pricing and demonstration of product functions. 7) To guide the employees to the working, for example, sanitation, good arrangement, demonstration and sales. 8) To check the inventory and preorder of products. 9) Execution of assigned performance target, activities and regulation from corporate. 10) Planning and execution of advertisement and promotion activity; prepare for product presentation and advertisement document. 11) Action plan to crisis 12) Verification of cash income and receipt documents in daily. 13) To manage and analyze the financial reports, sales record and then render the information to corporate. 14) To recruit, train and evaluate the sale performance of employees, and dismiss improper employee if needed. 15) To assign proper duty per individual expertise; to schedule the employees’ shift; evaluate the performance of employees by corporate’s standard. 16) Budget planning and empowerment of expense spending. 17) To make pricing strategy based on the profit needs. 18) To keep the documents of purchasing, sales and applications as records. 19) To communicate with corporate staff to develop sales method and activity. 20) To forecast the consumer demanding; ensure product types and quantity to sold. 21) To understand the neighborhood and market information. 2. The competency of a shop manager in 3C industry 1) Must have: People communication, negotiation and leadership. 2) Good to have: Coaching, problem solving, customer service.
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