林舒柔Lin, Shu-Jou郭娟娟Kuo, Chuan-Chuan2019-09-032020-06-012019-09-032019http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G0106590188%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/95054電話行銷應用範圍愈來愈廣，如何利用電話行銷達成經營目標是重要的議題。本研究選擇一家以電話行銷為主要行銷方式的雜誌出版為研究對象，採實地訪談法，探討該公司進行電話行銷組織調整過程—包括組織分工、薪資結構制度、名單資源分配等變革。本研究亦討論變革成效及其管理意涵。Telemarketing has been widely utilized in many industries. How to achieve business objectives through telemarketing is an essential issue. The study takes the case of a magazine company where telemarketing is its major sales channel. Through field interviews, this study seeks to explore the process of telemarketing and the corresponding performance. Specifically, organizational structure, task specialization, salary and incentive schemes, call list arrangement. Managerial implications of this study is also provided.電話行銷組織變革績效獎金激勵制度