醫療連鎖通路店長職能探討──以Ａ公司為例

Abstract

根據統計，台灣醫療器材產業在2013年的總產值約為新台幣 814.18億元，與2012年相較，成長率達7.1%。由於高齡化的趨勢，及民眾更加要求醫療照護的品質，醫療器材市場將不斷成長。為滿足醫療器材市場的成長，醫療器材的零售通路亦將持續發展。 研究以個案公司的績優店長為研究對象，以系統性的程序，設計訪談大綱，篩選訪談對象後，與4位績優店長深度訪談，來了解店長職務之工作內容，並萃取所需具備的職能。其研究結果如下： 1.個案公司店長的六大職能向度，分別為提升績效、建立成功團隊、培育部屬、顧客導向、領導變革與抗壓性。從這些向度中發現個案公司的店長職責，非常著重於激勵、領導、績效與顧客等面向。 2.但從本研究的職能模型來看，店長所需要的職能，不論對內的人員管理、外部銷售策略，與顧客關係經營……等，與一般企業的中階主管層級更為相近。 3.店長的職責牽涉人員、賣場、商品，與顧客等多個面向的管理，因此當企業規劃店長培訓計畫時，更需注意到店長角色之複雜性，提供全面而完整的養成訓練。The gross output of Taiwan’s medical device industry reached NT81.4 billion in 2013, with 7.1% growth rate compared to the previous year. The trend of an aging society and increasing expectation of quality healthcare service also accelerate the market growth. The retail channels, thus, blossom as a result to satisfy the growing market and customer demand. This study focused on case company with the attempt to develop the competency model with systematic procedures. Store supervisors’ major tasks and competencies were obtained after interviewing four outstanding supervisors. The conclusions are as follow: 1.The developed competency model contains six dimensions: performance improvement, team building, talent development, customer orientation, leading change, and resistance to pressure. The findings suggest that for the case company, the store supervisors are expected to exert efforts on such aspects as motivating, leading, managing performance, and customers relations. 2.Even though past literature usually see store supervisors as first-line supervisors, whom were expected to manage own work and execution, the competency dimensions suggest more similarity between store supervisors and middle managers, for both roles focus more on people management, selling and promotion strategies, as well costumer relation management. 3.The work of store supervisors is complex and requires managerial abilities in different aspects such as personnel, the store, products, and customers. Therefore, it is very important for the case company to provide a more integrated and comprehensive training/development program to help incumbents or potential candidates prepare themselves for the challenging job.