| 摘要: | 在產品推陳出新時代中，需要行銷人員的推銷販售，而工作壓力也隨之增加。在銷售產品時，因銷售區域變動，其將降低行銷人員之工作壓力。在過去的研究主要探討行銷人員離職傾向、工作倦怠及工作績效之關係，鮮少提及到銷售區域與行銷人員工作壓力之關聯性。
由文獻可知，品牌知名度可能干擾銷售區域與工作壓力之關係。因此，本研究欲釐清銷售區域變動性、品牌知名度、工作壓力之關係。本研究將透過網路與紙本發放問卷為調查方式，發放對象為企業之行銷人員，預計男、女性共發放約400份問卷，總共回收了380份，去除無效問卷、沒填寫完成者77份，實際回收303份。研究假設將以迴歸分析加以驗證。
研究結果發現，銷售區域變動性對行銷人員的工作壓力呈負相關，代表銷售區域變動性大時，行銷人員的工作壓力則變小。本研究在最後一章，針對實證結果提出研究限制、未來研究之建議，提供後續研究者參考。
In the era of product innovation, marketing person needs to sell, and the work pressure also increases. When selling a product, due to changes in the sales area, which will reduce the working pressure of the marketing staff. In the past, most research was focused on the marketing staff turnover intention, job burnout and job performance, etc. relationship, rarely mentioned the relevance of regional sales and marketing personnel working pressure.
The literature shows that, brand awareness may interfere with the sales area and the relationship of job stress. Therefore, this study wants to clarify volatility, brand relationship between operating pressure sales region. This study will investigate in ways through the Internet and paper questionnaires, were issued for the enterprises of the marketing staff. Estimated male and female were about 400 questionnaires were issued, recovering a total of 380, removing valid questionnaires, not complete 77, actual recycling 303 copies. The verified hypotheses of this study will base on regression analysis.
The findings, changes in the sales area was negatively correlated to pressure on marketers, when the changes in the sales area is big, the representative, marketing personnel working pressure is small. In the last chapter of this study, the empirical results for the study limits proposed, suggestions for future research, provide follow-up the researchers reference. |
