直營連鎖服飾業店長專業職能之研究-以V服飾集團為例

據統計近幾年連鎖服飾業之營業額成長是各項零售品類中最高，同時專賣店家數的成長率亦屢創新高，說明了台灣連鎖服飾業持續成長且面臨高度競爭，因此服飾業如何在如此競爭的環境下獲利，店長就成為關鍵的角色，然而如何協助直營連鎖服飾業召募合適的店長，設計符合需求的績效評核制度店以及訓練激勵店長，就成為直營連鎖服飾業獲利成功的關鍵點。因此為解決店長在管理及發展的挑戰，本研究將探討稱職的店長所需具備的專業職能。本研究藉由文獻分析並以勞動部勞動力發展署iCAP職能基準為基本架構，歸納出專家訪談題綱初稿，經由專家內容效度審查確認後，進行訪談確認焦點團體討論題綱，以個案公司為例邀請內外部專家進行焦點團體會議，依焦點團體會議決議建構出直營連鎖服飾業店長之專業職能。研究成果針對V服飾集團店長專業職能建置出6項主要職責，職責所對應之17項工作任務，每項工作任務所對應合計共45項工作產出及33項行為指標，以及完成各項工作任務共計所需具備之職能內涵，分別為25項知識、16項技能及13項態度之展現，作為日後店長召募、績效管理及訓練發展的參考依據。

關鍵字

直營連鎖服飾業；店長；職能

並列摘要

According to the statistics, the sales revenue of retail chain apparel industry is the highest of the retailer and the growth rate in number of stores also set a new high. It’s proven the industry of chain apparel is growing rapidly and facing challenge. How to enlarge the profit in the competitive market, it’s rely on store manager to leverage resource of store. The only way that store manager perform well, the store will be profitable. However, what’s professional competency of the store manager. This study took the V apparel company as case, to begin with literature review and based on occupational competency standard, researcher will analyzed and classified the literature and got the outline of expert interview. Then conducted the expert interview to get the outline of focus group. Furthermore, researcher facilitated the focus group to summarize the professional competency of the Store Manager in retail chain apparel industry. In summary, there are 6 major duties, 17 tasks and 45 outputs and 33 key behaviors accordingly and 25 knowledges, 16 skills and 13 attitudes. The result can be used as the reference basis for the recruitment, selection, performance evaluation, training and development.