臺灣博碩士論文加值系統

論文摘要
本研究最主要的目的在探討台灣廠商在進行新產品上市行銷活動時，其新產品所處外在環境以及公司內部策略考量對上市行銷活動的影響；由於新產品上市行銷活動牽涉層面甚廣，因此本研究將僅針對部分決策意義重大之上市活動進行探討，簡言之，本論文具體的研究目的為:1.探討在上市新產品時，公司所處之外部情境因素對其選擇上市策略行為之影響。2.探討在上市新產品時，公司內部的情境因素對其選擇上市策略行為之影響。
本研究之觀念架構分為四個部分，包括公司內部的情境因素、公司外部的情境因素、控制變數以及公司上市策略。其中公司內部的情境因素包括市場變動性、競爭強度；公司外部的情境因素包括行銷綜效、競食效果以及產品競爭優勢；控制變數部分包括公司代工比率、公司規模以及公司成立時間；公司上市策略包括上市活動強度、上市行銷溝通組合廣度以及上市時機決定。
本研究經由實證分析後，發現出下列數項結論：1.會對新產品上市時機造成影響的情境因素有行銷綜效與產品競爭優勢。當公司所擁有的行銷綜效程度愈高，則新產品上市時機掌握越佳；當新產品所具備的產品優勢愈多，則新產品上市時機掌握越佳。2.會影響新產品上市活動強度的主要情境因素是市場變動性。當市場變動性越大，則公司投注於新產品上市活動之強度將愈大。3. 會對新產品上市溝通組合的廣度造成影響的情境因素有行銷綜效與競爭強度。當公司所擁有的行銷綜效程度愈高，則新產品上市溝通組合的廣度將愈大；當市場上競爭強度愈大，則新產品上市溝通組合的廣度將愈大。

目 錄
第一章 緒論
第一節 研究背景……………………………………………………………1
第二節 研究動機……………………………………………………………1
第三節 研究目的……………………………………………………………3
第四節 全文架構……………………………………………………………3
第二章 文獻探討
第一節 新產品管理…………………………………………………………4
第二節 新產品上市策略…………………………………………………....10
第三節 影響新產品上市策略之因素………………………………………14
第三章 研究假設
第一節 研究架構…………………………………………………………...16
第二節 新產品上市策略…………………………………………………...17
第三節 外在情境因素與新產品上市策略………………………………...20
第四節 內在情境因素與新產品上市策略………………………………...22
第五節 控制變數…………………………………………………………...26
第四章 研究設計
第一節 郵寄問卷調查……………………………………………………..27
第二節 抽樣………………………………………………………………..27
第三節 問卷設計…………………………………………………………..27
第四節 變數衡量…………………………………………………………..28
第五節 問卷資料蒐集過程……………………………………………….33
第五章 研究發現
第一節 樣本結構分析…………………………………………………….34
第二節 因素與信度分析………………………………………………….36
第三節 整體概念結構模型……………………………………………….43
第四節 假說驗證結果…………………………………………………….44
第五節 討論……………………………………………………………….50
第六章 研究結論與建議
第一節 結論………………………………………………………………55
第二節 學術貢獻與意涵…………………………………………………55
第三節 實務建議…………………………………………………………56
第四節 研究限制…………………………………………………………57
第五節 後續研究建議……………………………………………………57
參考文獻……………………………………………………..59
附錄一：研究問卷…………………………………………..65
附錄二：問卷封面…………………………………………..71

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