冷凍水產品通路商業務人員職能內涵研究——以Y企業為例

Abstract

臺灣因地理位置，鄰海地區漁獲捕撈為重要經濟活動，為延長魚貨保存進而發展冷凍水產品，個案公司經營冷凍水產品有五十二個年頭，自單一品項冷凍蝦出口貿易進而發展供應各類水產品之專業冷凍水產公司，銷售通路涵蓋中間商、連鎖餐廳到超市、超商、量販等末售通路；隨著消費者飲食習慣及購買行為變化，重新擬定銷售策略並同時加強業務人員之專業能力，為企業保持競爭優勢的方式之一。 本研究主要探討冷凍水產品通路商業務人員之專業職能，邀請相關之業務人員、主管及職能專家共同參與。經由文獻分析、產業資訊收集，並以職能訪談編製出修正式德菲法問卷，經三回合調查收斂專家意見並以描述性統計方法分析，進行實證資料蒐集。 研究結果發現冷凍水產品通路商業務人員，主要有2項工作職責、9項工作任務（含其知識與技能）、30項行為指標及8項態度職能。最後依據研究結果，針對業務人員專業職能及實務應用提列具體之建議，期望建立業務人員適切的職能內涵，並成為未來擬訂訓練計畫之參考方向，進而提升業務人員之專業銷售能力，協助企業拓展更多元之通路以創造收益。The ideal geographic location of Taiwan made it an ideal trading and transportation hub from Western countries to China, Japan, and Southeast Asia. Trading had a significant contribution to Taiwan’s economy and the fishing industry is an important economic activity. From this case, the company had supplied all kinds of seafood since 1968. The coverage of its sales channels include wholesales, retail market, chain restaurants, and convenience stores in Taiwan. Due to shifts in consumer behavior and purchasing habits, it became very important to upgrade the marketing strategies and salesmen skill sets. The company was successful in boosting the overall performance in the competitive markets, and built a great reputation. This research mainly explores the professional competency of salesmen in this frozen seafood distribution company, through document analysis and competency interviews with several experts in the field. After the topic has been confirmed, the Delphi procedure began with identifying and selecting the individual opinions to develop the model of competency. This research finds that the salesmen of the frozen seafood company require professional competencies to carry out 2 Duties, 9 Tasks (including knowledge and skill), and to embody 8 Attitudes accordingly. Lastly, the research finds that based on the study results, there are some proposals for practical applications in the business field. This research hopes to point out the appropriate competencies for salesmen who want to achieve success, and the guidance in the choosing educational training programs. Meanwhile, it can also advocate the core salesmen skill sets in similar industries around the world. The vision of this research is to help enterprises to strengthen their sales force, and to lead to growth in revenue by creating benefits and consumer satisfaction.