半導體產業銷售工程師之職能研究

Abstract

「銷售工程師」是科技產品蓬勃發展下，所產生重要且特別的職務，負責爭取客戶訂單，以維繫企業生存。為了達成工作目標，其從業者需要具備二類極端迴異的能力 - 工程師類職務的專業技術，以及銷售類職務的人際互動、關係協調的技巧。本研究針對半導體產業，藉由分析半導體產業銷售工程師對內（組織）、對外（客戶）的關係，以及主要工作內容、特性，找出其所需具備之特質與職能。本研究結果發現，半導體產業銷售工程師需具備十四項能力，分別為：判斷力、人脈建立能力、技術專業能力、訊息轉換為資訊的能力、人際關係維持的能力、組織協調能力、客戶╱市場訊息收集╱傳遞╱交換、邏輯分析能力、議價與談判能力、銷售技巧、解決問題能力、溝通與說服能力與團隊合作能力。在人格特質上，包括目標導向、主動積極與顧客服務傾向。本研究進一步應用Kolb之經驗學習理論將職能加以分類，並且考量其任務之不同，區分為四種角色，結合產業上、中、下游予以比較職能需求的差異，以期提供學界職能研究不同之思考方向，與實務界之應用參考。

Sales engineer is an important and special job in high tech industry. The job is responsible for getting orders from clients which is critical for firm’s survival. For completing his or her job targets, a sales engineer needs two abilities – technical knowledge and interpersonal skill. This study focuses on semiconductor industry and examines the relationships between sales engineers and their companies and customers to unconver the content and characteristics of their jobs in order to find out the traits and competencies required in their jobs. The study found that 14 abilities , including judgment, networking, relationship building and maintaining, technical abilities, information processing, coordinating, collecting and exchanging client and market information, analyzing, negotiating and pricing, sales skills, problem solving, communication and teamwork skills were needed in sales engineer. Three personality traits, goal orientation, initiation, and service orientation were also required. This study also used Kolb’s Experiential Learning Theory to classify sales engineer’s job content and competences. Four different roles of sales engineer were defined consequentially. These roles and their corresponding required abilities and personality traits varied in according to the stages where the jobs locate in the stream of the industry. Hopefully, this study can provide new ideas for research of competency and useful knowledge for the selection and training of sales engineers in the industry.