建構業務銷售人員職能及其內涵之研究

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Title:	建構業務銷售人員職能及其內涵之研究 Study on Developing Competency and Contents for the Salesman
Authors:	張郁汶
Contributors:	勞動暨人力資源學系
Keywords:	業務銷售人員職能重要性難易度
Date:	2020
Issue Date:	2021-01-18 10:52:47 (UTC+8)
Abstract:	業務銷售人員是商業模式中的核心角色，也是促成買賣交易間的重要推手，因此業務銷售人員的良莠奠定了企業獲利能力的基礎，本研究係為探討業務銷售人員工作的關鍵能力。於2020年3月11日人力銀行網站之業務銷售職缺佔總職缺比例，104人力銀行網為14.43%，518人力銀行網亦佔9.14%，可知業務銷售職缺佔比甚高，再依據109-111年重點產業人才供需調查及推估報告中，重點產業之業務銷售人員人才欠缺主要原因及質性需求條件中，人才供給不足占30%、在職人員技能不符占20%，人才供給貧乏及技能不符為半數主因。中小企業為台灣發展的重要基石，佔據勞動市場近八成的就業機會，是穩定全國就業市場上的強大力量，但普遍在人力短缺的情況下，很難擁有一套完善的培訓機制，若能藉由委外的訓練單位發展有效提升職能的訓練規劃，將是提升中小企業人才品質的有效管道。本研究為探討由職業工會為訓練單位，以職業技能區分而不限定於特定行業之業務銷售人員的職能及其內涵，採用文獻分析法、職能訪談法及IPA分析法等三種研究方法。經由文獻分析作為業務銷售人員的職能要求依據，並以職能訪談法設計的題綱，透過具備一定條件的業務銷售人員作為研究對象進行深度訪談，共計訪談4人次，依據訪談結果所得到的資料進行分析，得出3項工作主要職責、8項主要任務及18項行為指標，係對於業務銷售人員所通用之基本工作流程及環節而產出。最後以IPA分析法，將職能內涵的行為指標進行重要性及難易度分析，產出業務銷售人員行為指標矩陣，用以協助培訓單位了解訓練資源投入的重點與訓練的先後順序，並同時輔以對培訓者職能缺口的盤點來了解其行為指標的不足，亦可作為人力資源部門對於業務銷售人員選、育、用、留的相關延伸應用。 Salesman are the core role in the business model, and they are also important promoters in facilitating sales and transactions. Therefore, the good and bad salesman lay the foundation for the profitability of the company. This research department is to explore the key capabilities of salesman. As of March 11, 2020, the salesman vacancies on the Human Bank website accounted for the proportion of the total vacancies, 104 Human Bank.com accounted for 14.43%, and 518 Human Bank.com also accounted for 9.14%. It can be seen that the percentage of salesman vacancies is very high. In the 109-111 survey and estimation report on the supply and demand of talents in key industries, the main reasons for the shortage of talents and qualitative demand for salesman in key industries, the shortage of talents accounted for 30%, the skills of in-service personnel accounted for 20%, and the supply of talents was poor and skill discrepancies are half of the main reasons. Small and medium-sized enterprises are an important cornerstone of Taiwan’s development. They occupy nearly 80% of the employment opportunities in the labor market. They are a powerful force in stabilizing the national job market. However, it is generally difficult to have a complete training mechanism under manpower shortages. The outsourcing training unit develops a training plan that effectively enhances the competency, which will be an effective channel to improve the quality of talents in SMEs. The purpose of this research is to explore the competency and contents of salesman with occupational union as the training unit, vocational skills and not limited to specific industries, this research adopts three research methods including documentary analysis, competency interview and importance- performance analysis. Through documentary analysis as the basis for the competency requirements of salesman, and the topic outline designed by the competency interview method and behavior event interview method, in-depth interviews were conducted through salesman with certain conditions as the research object, a total of 4 interviews were conducted, based on the interview The results obtained are analyzed using grounded theory, and 3 main main duty, 8 work tasks and 18 behavior indicators, which are the output of the basic work processes and links commonly used by salesman. Finally, using the importance- performance analysis method, the importance and difficulty of the behavior indicators of the competency content are analyzed, and the behavior index matrix of the salesman is produced to help the training unit understand the focus of training resources and the sequence of training, and supplemented by The inventory of the trainer’s competency gaps to understand the lack of behavior indicators can also be used as an extended application of the human resources department for the selection, training, use and retention of salesman.
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