Title

企業資本、企業形象、組織承諾與業務效能之關聯性研究—以藥品業務人員為例

Translated Titles

The Study of Corporate Capital, Corporate Image, Organizational Commitment on Salesman's Effectiveness in Pharmaceutical Industry

Authors

張豐欽

Key Words

藥廠 ; 企業資本 ; 企業形象 ; 組織承諾 ; 業務效能 ; pharmaceutical industry ; corporate capital ; corporate image ; organizational commitment

PublicationName

臺中科技大學企業管理系事業經營碩士班學位論文

Volume or Term/Year and Month of Publication

2012年

Academic Degree Category

碩士

Advisor

謝俊宏

Content Language

繁體中文

Chinese Abstract

我國實施全民健康保險之後,各先進國家之藥廠紛紛進入台灣市場投資,將許多創新的醫療技術與藥品引進台灣,帶動國內醫療產業的進步與發展。但近年來隨著全民健保給付制度的限制與變革,導致許多產品的保險給付大幅降低,使得企業的獲利空間逐年緊縮,再加上市場上同質性產品如雨後春筍般出現,造成競爭激烈的價格競賽,企業獲利空間大幅縮水。因此,要如何能夠在政府不利的政策與競爭者的價格競爭中脫穎而出,同時還能獲得穩定的業績成長與利潤空間,才是目前國內藥廠亟需深思的課題。本研究將從製藥商的角度,探討企業資本、企業形象與組織承諾對業務效能的影響。研究的結果,希望能有助於提高組織承諾,進而提升業務人員之業務效能。 本研究問卷以藥品業務人員為對象,總計發放400份問卷,回收有效問卷170份,並以因素分析、t檢定、ANOVA、迴歸分析及結構方程模型等統計方法進行資料分析驗證,實證分析結果歸納如下: 1.企業資本對企業形象有顯著正向影響。 2.企業資本對業務效能有顯著正向影響。 3.企業形象對業務效能有顯著正向影響。 4.企業資本對組織承諾有顯著正向影響。 5.企業形象對組織承諾有顯著正向影響。 6.組織承諾對業務效能有顯著正向影響。 7.企業資本透過企業形象和組織承諾的中介效果間接正向影響業務效能。 8.企業形象透過組織承諾的中介效果間接正向影響業務效能。 9.不同之人口統計變數在企業資本、企業形象、組織承諾及業務效能有差 異性。

English Abstract

In Taiwan, after health insurance put into practice, there were many foreign pharmaceutical companies which invested a lot of money and brought newly products into this market. It improved the progress and development for local pharmaceutical industry. However, in recent years, the health insurance had big trouble with huge debt in company management because there were a lot of waste from patients and hospital. Therefore, our government decided to change the policy of health insurance. They tried to limit or cut insurance expense from all of hospitals. It also limited the profit of product and made pharmaceutical company hard to live. Therefore, it’s very important issue that we should try to find out some good strategy to resist any threat of environment or competition as soon as possible. This study explores the influence of corporate capital, corporate image and organizational commitment on salesman's effectiveness from the perspective of pharmaceutical company. It is hoped that the results of this study will increase organizational commitment and raise salesman's effectiveness in pharmaceutical company. The subjects of this study include sales of pharmaceutical company. A total of 400 copies of questionnaires were distributed and 170 effective responses were received. The data were analyzed and verified using factor analysis, t test, ANOVA, regression analysis and structural equation models. The analysis results are summarized below: 1. Corporate capital has an significantly positive impact on corporate image . 2. Corporate capital has an significantly positive impact on salesman's effectiveness. 3. Corporate image has an significantly positive impact on salesman's effectiveness. 4. Corporate capital has an significantly positive impact on organizational commitment. 5. Corporate image has an significantly positive impact on organizational commitment. 6. Organizational commitment has an significantly positive impact on salesman's effectiveness. 7. Corporate capital has an indirect positive impact on salesman's effectiveness through corporate image and organizational commitment. 8. Corporate image has an indirect positive impact on salesman's effectiveness through organizational commitment. 9. Differences existed in corporate capital ,corporate image ,organizational commitment and salesman's effectiveness for different demographic variables.

Topic Category 商學院 > 企業管理系事業經營碩士班
社會科學 > 管理學
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