台灣歐、日車系營銷通路的業務管理模式與業代人格特質之研究

The study of sales management module and sales personality in Taiwan’s sales channel of European and Japanese motor’s agency

劉 于 綾(Yu-Ling Liu)

指導教授 ： 李弘暉

元智大學/管理學院/管理研究所/碩士(2007年)

摘要

摘 要
依主計處的資料顯示，台灣每年約有三十萬輛以上的新車在增加。本研究想探討台灣歐、日車系的業務管理模式與業代人格特質各為何？
本研究採兩個方向進行探討:
壹、台灣歐、日車系的業務管理模式採質化的研究方式。歐系車以BENZ和BMW；日系車則以TOYOTA和MAZDA為研究對象。以北、中、南各品牌的一家經銷商透過深度的訪談方式來進行研究解析。在研究過程中、研究者由北、中、南;歐、日車系裡共訪談了十五位主管與三位資深業務人員。訪談後將訪談內容轉為逐字稿進行分析，並深入了解北、中、南各品牌個案公司的業務管理模式為何?各品牌公司的管理模式是否與公司體制和文化有關?本研究將運用現行文獻之架構來進行分析、以作為日後想要當歐、日車系的業務主管;其角色所應扮演的參考依據。
貳、台灣歐、日車系的業代人格特質則採量化的研究方式。歐系車以BENZ和BMW;日系車則以TOYOTA和MAZDA為研究對象。以北、中、南各個品牌的經銷商;各取60位業務人員;四家品牌共計240位的業務人員以問卷方式取得樣本數、來做研究解析。探討各品牌業務人員的人格特質為何?那種人格特質的業代，在各品牌中能有優異的表現?本研究希望透過此分析能為日後各品牌公司在徴人時如何去選用適才適用的人。並協助想要進入汽車公司的業代們；能籍由此研究來了解自已的特質是適合何種管理體制的汽車公司。

關鍵字

管理模式、人格特質、經銷商、公司體制、適才適用、管理體制

並列摘要

Abstract
According to the data we get from the Directorate-General of Budget, Accounting and Statistics, EY; the new registered vehicles are increased above 300 thousands units per year in Taiwan. Here we can identify two major players’ group in Taiwan automobile market; European and Japanese motor. This research is mainly to deep dive the difference from European and Japanese motor company about the sales management system and sales person personality.
This research focused on two phases to deep dive as following:
一、The sales management system is taken the qualitative analysis method. The targeted brands for research are Benz/BMW as European motors and Toyota/Mazda as Japanese motors. It was chosen each brand’s dealer which is located in northern, central, southern region through the one on one interview to do the research analysis. There were 15 sales managers and senior sales persons to receive this interview. Here I also did the interview content analysis to deep dive what the sales management difference is between each region and each brand. Is there any related to company organization and culture for each brand’s sales management. This research is based on the current data and structure to process the necessary analysis in order to provide the reference of R&R for the interested to be the sales supervisor whatever European and Japanese motor series.
二、The sales persons’ personality is taken the quantitative analysis method. The targeted brands for research are Benz/BMW as European motors and Toyota/Mazda as Japanese motors. It was chosen each brand’s sales persons who are located in northern, central, southern branches to get the 60 samples of each brand and total 240 sales person fulfilled the questionnaires then do the research analysis. This research is purposed to identify what the sales personality of each brand is? What kind of sales personality can perform well of each brand? We would like to help each brand to hire the correct sales person from the interview process and also assist the people who would like to enter this industry can understand their personality which brand is better for their career development through this research analysis

並列關鍵字

Management type、 Personality character、Dealer、 Company organization and system、 Put the right man to right position、Administration system

參考文獻

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