培養頂尖直銷商影響因素關聯分析

The Analysis of Impact Factors in Developing Top Direct Sellers

顏瑞美(Jui-Mei Yien) ； 陳國雄(Kuo-Hsiung Chen) ； 王懷毅(Huai-I Wang)

《直銷管理評論》 1卷3期 (2011/12) Pp. 91-108

https://doi.org/10.6201/DSMR.2011.1(3).05

摘要

本研究首先藉由文獻整理及專家意見法彙整出影響培養頂尖直銷商之因素；再透過產、官、學界專家學者對之深入訪談，進一步了解頂尖直銷商職能及公司策略相關議題之現況，並蒐集其影響因素，與文獻所得之因素作一整合後，彙整萃取出培養頂尖直銷商之影響因素。接著採用決策實驗室分析法（DEMATEL）進行分析，發放專家問卷，篩選出關鍵影響因素。分析結果得知，渴望成功、溝通能力、培訓課程、獎金制度為關鍵影響因素。本研究針對培養頂尖直銷商影響因素關聯分析之結論，可供爾後直銷公司管理階層及團隊領導人於執行相關策略時列為建議及參考。

關鍵字

直銷商 ； 職能 ； 決策實驗室分析法

並列摘要

This paper summarizes the literature reviews to find the factors affecting developing top direct sellers. For fully understanding these related issues and mining the factors by deeply interviewing experts and scholars in academic circles, direct selling industry and government agencies. Then select and classify the factors affecting developing top direct sellers with two dimensions: competencies of direct sellers and company's development strategies. Decision Making Trial and Evaluation Laboratory (DEMATEL) containing expert questionnaire was used to analyze and screen for key factors. The results show that desire to succeed, communication skills, training programs, and bonus system are the critical factors. Hopefully, this research can provide some reference to those of company's top management and direct selling leaders on implementing strategies of developing top direct sellers in the future.

並列關鍵字

Direct Seller ； Competency ； DEMATEL