電話行銷產業的未來圖像

電話行銷在台灣是一個流動率很高的產業，也因為電話行銷的流動率很高，所以說屬於電話行銷產業的公司要如何在人員流動率很高的狀況之下，公司還可以有正常規模的發展是一件非常困難的事情，而為什麼電話行銷人員的流動率會這麼的高是本文主要想要探討的研究原因。本研究對於電話行銷的探討，主要是用問卷設計並且使用焦點訪談和情節分析的方式來分析出電話行銷產業流動率高的原因，首先設計出問卷之後，先找人做出測試之後，並且做出適當的調整來做出最後要訪談的問卷，接著透過焦點團體訪談法，在訪談中採循序漸進的方式來了解訪談者為什麼要從事電話行銷的工作，而從對於訪談者對於從事電話行銷這份工作中可以了解出，從事電話行銷的人員對於電話行銷產業的想法以及觀點，從這一些想法和觀點中可以了解出電話行銷人員對於電話行銷產業的想像，並且從這一些想像中，找出可能可以改變電話行銷產業的關鍵變相，最後運用情節分析的方式，寫出四種不同的電話行銷發展可能，從這一些發展可能可以推測和了解之後未來電話行銷產業的可能走向。對於此研究的結果可以發現影響電話行銷產業的原因有兩個最大的關鍵因素，第一個是電話行銷公司是否有跟網路行銷結合並且做出改變，第二個原因是消費者的接受度問題，而從這兩個關鍵的因素發展出了四個不同的未來圖像，從這四個圖像可以了解出，電話行銷如果配合網路行銷做出適當的結合的話，則消費者一方面可以快速的了解並且接受，則電話行銷產業的未來前景是相對好的，反之如果沒有和網路行銷做出結合的話，則未來的發展相對來說會比較辛苦。

關鍵字

電話行銷；未來圖像；直效行銷；情節分析

並列摘要

In Taiwan, telemarketing industry is known for a high turnover rate, and because of which, it is highly difficult for telemarketing companies to develop at a usual scale under the condition of high employee turnover. This article will discuss the reason why telemarketing industry has such a high turnover rate. In this research, the main method used is questionnaires; moreover, focus group interviews and scenario analysis are used to analyze the reason why the telemarketing industry has such a high turnover rate. First, the questionnaire was designed, tested, adjusted, and eventually finalized. Second, by conducting focus group interviews, we are able to understand the reason why the interviewees worked in the telemarketing industry, and from the reasons collected, we are able to find out how those who work in the telemarketing industry think about and perceive the telemarketing industry. Furthermore, from these thoughts and perspectives, we can learn about their visions of the telemarketing industry, and from these visions, we will discover the key variants that may change the telemarketing industry. Finally, scenario analysis is used to develop four different possible futures in the telemarketing industry, which allow us to assume possible trend for the future telemarketing industry. In this research, it is discovered that there are two key factors affecting the telemarketing industry. The first factor is whether the combination between a telemarketing company and internet marketing is made in order to make a change. The second factor is consumer acceptability. From these two key factors, the futures of telemarketing industry can be developed into four different future images, which explain that if telemarketing combines with internet marketing and is accepted by the consumers, the vision of future telemarketing industry will appear to be relatively positive. By contrast, if not, it will relatively suffer.