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博碩士論文 etd-0702118-163850 詳細資訊
Title page for etd-0702118-163850
論文名稱
Title
品牌廠商對通路商銷售訓練與績效關係之研究-以眼鏡產業為例
Research on the Channel and Distributor's sales performance in relation to the professional trainings provided by Product Manufacturer
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
43
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2018-05-20
繳交日期
Date of Submission
2018-08-02
關鍵字
Keywords
神秘客稽核、消費者訪談、教育訓練
mysterious guest audits, Education and training, consumer interviews
統計
Statistics
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The thesis/dissertation has been browsed 5735 times, has been downloaded 0 times.
中文摘要
過去有許多探討教育訓練的研究,提出企業投資員工教育訓練的重要性,過去研究多是從教育訓練所帶來的成效與對通路商績效的影響來去進行探討,但本研究以此為利基,希望藉由品牌廠商來整合一個較全面的觀點。
本研究進行銷費者訪談了解消費者需求,透過神秘客檢核實際了解眼鏡產業服務執行現況,並彙總過去相關研究中所提出的教育訓練之因素,進一步設計出一個可以整合消費者與產業現況的教育訓練內容。
結果發現,透過一個多方考量的教育訓練安排,找出消費者所期望的服務並透過有效的教育訓練去改善通路商現況,可以有效的對於通路商的銷售績效有所助益並帶來雙贏的局面。
Abstract
In the past, there have been many studies on education and training, and the importance of investing in employee education and training has been put forward. Past research has mostly been based on the effects of education and training and the impact on the performance of channel providers. However, this study uses this as a niche. It is hoped that the brand manufacturers will integrate a more comprehensive viewpoint.

This study conducted interviews with marketers to understand consumer demand, and through the Mystery Client Review to actually understand the current status of service implementation in the eyewear industry, and summarized the factors of education and training proposed in past related studies to further design a situation that can integrate consumers and industries. Educational training content.

As a result, it has been found that through a multi-pronged education and training arrangement, identifying the services expected by consumers and improving the status of outlets through effective education and training can effectively contribute to the sales performance of passers-by and achieve a win-win situation. situation.
目次 Table of Contents
論文審定書…………………………………………………………………………i
誌謝…………………………………………………………………………………ii
摘要…………………………………………………………………………………iii
Abstract ………..………………………………………………………………..…iv
目錄…………………………………………………………………………………v
圖次…………………………………………………………………………………vi
表次…………………………………………………………………………………vii
第一章 緒論………………………………………………………………………01
第一節 研究背景與動機……………………………………………………01
第二節 研究目的……………………………………………………………05
第三節 研究流程……………………………………………………………07
第四節 研究範圍與限制……………………………………………………09
第二章 產業現況趨勢 ……………….………………………………………….10
第一節 眼鏡產業現況 …………..…………………………………………10
第三章 文獻探討…………………………………………………………………12
第一節 教育訓練……………………………………………………………12
第二節 教育訓練與工作績效之關係………………………………………13
第三節 眼鏡產業中消費者重視的是怎樣的服務?………………………15
第四章 研究設計…………………………………………………………………16
第一節 研究結構……………………………………………………………16
第二節 研究假說……………………………………………………………17
第三節 研究方法……………………………………………………………18
第五章 實證分析…………………………………………………………………27
第一節 神秘客檢核表統計分析……………………………………………..27
第六章 結論與建議………………………………………………………………28
第一節 結論…………………………………………………………………28
第二節 建議與管理意涵……………………………………………………32
參考文獻……………………………………………………………………………33
參考文獻 References
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三、網路
衛生福利部國民健康署,2018,https://www.hpa.gov.tw/Pages/Detail.aspx?nodeid=609&pid=1084,擷取於2018 年3 月8 日
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