展場視覺陳列人員之職能分析-以零售式量販業T公司為例

Abstract

電商銷售模式的崛起，消費者的購物行為受到大環境網路的影響，網路購物變成了主流，使得實體通路受到極大的衝擊，如何吸引消費者進入賣場消費是實體通路重要的課題，因此賣場的視覺陳列顯得非常關鍵。 本研究主要是探討T公司旗下居家裝飾銷售通路的視覺陳列人員的專業職能。個案公司希望透過賣場的情境式佈置吸引顧客上門，並提供顧客佈置諮詢的差異化服務，因此視覺陳列人員是重要的關鍵人才，故發展其專業職能運用在人力資源上顯然是當務之急。 研究者先藉由與6位專家進行專家訪談，建構出展場視覺陳列人員專業職能初稿，並採用焦點團體法邀請專家分別進行兩次驗證會議，依其共識修改產出展場視覺陳列人員專業職能表，界定5項主要職責及其所對應的9項工作任務、11項工作產出及29項行為指標，以及完成各項工作任務所需具備之職能內涵，分別為8項知識、16項技能及11項態度之展現，希望能藉此在設計人才多樣性的狀況下更精準的找到適任的人才，並規畫對焦的培訓方案以提升留任率，儘速發展個案公司的銷售策略提升業績。

With the rise of e-commerce sales model, consumer shopping behavior is affected by the internet. Online shopping has become the mainstream that greatly impacted the physical channels. How to attract consumers to enter the store is an important issue of the physical channel, so visual display of the store is tremendously critical. The research is mainly to explore the professional competence of visual display designer of T Company home decoration retailing channel. T Company hopes to attract customers through the situational arrangement in the store by providing differentiated services of layout consultation. Therefore, visual display designers are influential personnel, so it is obviously a top priority to develop their professional competence in human resources field. The research adopt the indepth interview by 6 experts to establish the draft of professional competency list of visual display designers. In addition, reviewing the draft of professional competency list by Focus Group to verify 5 responsibilities, 9 tasks and 11 outputs and 29 key behaviors, and required 8 domains of knowledge, 16 skills and 11 attitudes. By doing this, T Company could recruit qualified talent more precisely in the situation of talent diversity. They can not only find talent more efficient, but also enhance the rate of retention and improve the performance.