業務人員對公司營收之影響-以牙材業為例

在人口老化及口腔健康意識抬頭的雙引擎驅動下，牙科醫材成為醫療器材市場新起之秀。根據世界衛生組織(WHO)統計，全球65歲以上的老人全口無牙率接近30%，帶動全球牙科材料與設備市場的穩定成長，不僅歐美等成熟市場國家重視口腔疾病與美觀，新興市場在所得提升後，也越來越注重口腔保健，預期牙科醫材在開發中國家將有可觀的成長力道。預計在2019年市場規模將達119.4億美元，2016-2019年複合成長率為6.2％。在醫療器材的品項中，牙科產品則是整體佔比較小的類別，比重僅7.1％。其中牙科醫材發展更是大家熱烈探討的焦點項目，尤其是如何投入規劃建立數位化牙科時代，而這趨勢轉型的挑戰首當其衝的就是牙體技術產業。所以本研究主要對象為台灣牙體技術產業，藉由探討此項產業的業務人員對營業收入的相關性和對獲利能力的影響，來分析如何加強其公司的競爭力後，做全觀性的剖析找出不同的定位和因應策略。本研究以普特能生技公司為例蒐集2022年1月至12月共12月、5種品項、14個業務、348個客戶、17650筆資料為樣本，並以業務人員的個別銷售數量和產品品項為主要變數進行實證研究，結果發現業務人員的個別銷售數量對公司總銷售數量有顯著的關係，進而也與營業毛利呈現相關性，其中有些變數還呈現顯著的正相關，亦即對於公司未來的成長和產業趨勢的轉型改變，業務人員扮演著舉足輕重的角色，最後再對於本案提供的資訊針對價格、數量、毛利做另一項實證分析，以做為公司訂價策略及制訂營運方向的參考。

關鍵字

業務人員；銷售數量；營業毛利；訂價策略；營運方向

並列摘要

Driven by the twin engines of aging population and rising awareness of oral health, dental medical equipment has become a new star in the medical equipment market. According to the statistics of the World Health Organization (WHO), the toothless rate of people over 65 years old in the world is close to 30%, driving the steady growth of the global dental materials and equipment market. Not only mature countries such as Europe and the United States attach importance to oral diseases and aesthetics, but emerging markets After the increase in income, more and more attention is paid to oral health care. It is expected that dental medical materials will have considerable growth momentum in developing countries. It is estimated that the market size will reach US$11.94 billion in 2019, with a compound growth rate of 6.2% from 2016 to 2019. Among the items of medical equipment, dental products accounted for a relatively small category, accounting for only 7.1%. Among them, the development of dental medical materials is the focus of everyone's heated discussion, especially how to invest in the planning and establishment of the digital dentistry era, and the challenge of this trend transformation is the dental technology industry that bears the brunt. Therefore, the main object of this study is the dental technology industry in Taiwan. By discussing the correlation between business personnel in this industry and the impact on profitability, we will analyze how to strengthen the company's competitiveness and make a holistic approach. The analysis of different positioning and coping strategies. In this research, we take Putneng Biotechnology Company as an example to collect a total of 12 months, 5 items, 14 businesses, 348 customers, and 17,650 pieces of data from January to December 2022 as samples, and use the individual sales volume of business personnel and The product item is the main variable to carry out empirical research, and it is found that the individual sales volume of business personnel has a significant relationship with the company's total sales volume, and then also has a correlation with the operating gross profit, and some of the variables also show a significant positive correlation, that is, for In the future growth of the company and the transformation and change of the industry trend, business personnel play a pivotal role. Finally, another empirical analysis will be made on the price, quantity, and gross profit of the information provided in this case, so as to serve as the company's pricing strategy and formulate the operation direction. reference.