網路行銷主管管理能力指標建構之研究

Abstract

本研究旨在發展與建構網路服務業B2C網站網路行銷部門主管管理能力指標，以作為網路行銷部門主管在遴選及自我發展時的參考依據。為達此研究目的，本研究採文獻探討、專家訪談、德爾菲專家問卷調查等研究方法進行。研究者先針對管理能力文獻進行探討，再參考專家訪談結果，將網路行銷主管管理能力分為主管個人能力、概念性能力、人際性能力、技術性能力等四個主構面，發展並發放德爾菲專家問卷，進行能力指標篩選。研究者將全程參與德爾菲調查的十四位專家意見加以整理分析，獲得最後結果。本研究主要研究結論如下：(一)本研究所建構之網路行銷主管管理能力指標，架構共涵蓋主管個人能力、概念性能力、人際性能力、技術性能力四個主構面、主構面下共涵蓋自我覺察能力、問題解決能力、壓力管理能力、決策能力、分析能力、領導能力、溝通能力、衝突管理能力、人際關係能力、市場趨勢研究能力、顧客服務能力、產品獲利能力、網路專業能力等十三個次構面及五十七項能力指標。另有一項能力指標因未達重要程度，且獲得專家一致高度共識，予以剔除。(二)技術性能力是網路行銷主管最重要的能力，主管個人能力是次重要的能力。(三)網路行銷主管管理能力各主構面下包含的十三項次構面能力中，最重要的是市場趨勢研究能力、顧客服務能力、問題解決能力、產品獲利能力及網路專業能力。(四)本研究篩選出的五十七項網路行銷主管管理能力指標，獲得專家一致共識，是網路行銷主管重要的管理能力指標，其中更有十九項是非常重要的指標。

The focus of this research is to develop and construct the management competence index of internet marketing department manager. In order to reach this research purpose, this research adopts research approaches, such as literature review, expert questionnaire investigation of Delphi, expert's interview, etc. Management competency divides into four groups, such as personal ability, conception ability, interpersonal ability and technical ability. This main conclusion of research is as follows: (1) mainly constructs surface of Competences of internet marketing manager such as personal ability, concept ability, interpersonal ability, technical ability, etc. The management competence of internet marketing manager include the self- awareness , the problem solves ability, management ability of the pressure, decision ability , analytical capacity, ability to lead, ability to communicate, management ability of the conflict , interpersonal relationships ability , trend research ability , customer's service ability , earning capacity of the products , professional ability of internet, etc., this research screens 57 ability index of the internet marketing manager, according to the evaluation of importance degree and expert's common consensus degree, its importance reached the ' important above degree ' , and obtained expert's high common consensus. One index besides because of importance degree is not enough, and obtained expert's high common consensus, rejected. (2)The internet marketing manager's most important ability is technical ability, the second is personal ability. (3) the most important literary composition surface ability is that trend research ability, customer's service ability, problem solving ability, products earning capacity and professional ability of network. (4) According to the evaluation of importance degree and expert's common consensus degree, the importance of the internet marketing manager ability index reached the ' important above degree ', and obtained expert's high common consensus. Include 17 very important ability indexes.