臺灣博碩士論文加值系統

現今因為全球化的關係，企業之間的競爭變得更加激烈，而企業發現可以藉由執行研發活動與行銷活動來提升企業競爭力。微笑曲線的觀念認為研發活動與行銷活動可以創造高附加價值，進而使企業達到永續經營目標，至於製造活動只為企業帶來低附加價值。中國大陸企業以代工聞名，然而中國大陸的高度經濟成長使得其人工成本上升，這種情況使很多中國大陸企業陷入經營困境，因此在中國大陸，微笑曲線受到重視，許多中國學者認為應該依此理念執行企業轉型。本篇研究主要探討中國大陸研發活動與行銷活動對於企業經營績效的影響，並再探討企業經營規模的調節效果，研究期間為2003年至2010年。研究實證結果發現，中國大陸企業執行的研發活動與行銷活動均對經營績效有顯著正相關的影響，至於經營規模，大型企業執行研發活動的效率並未比小型公司有效，但是在行銷活動上就比小型公司有效。研究證明微笑曲線理念正確，建議中國大陸企業應依其理念執行企業轉型，以達到永續經營目標，大型公司的研發活動執行效率有待加強。

Nowadays, because of globalization, enterprises competitive environment has become more intensive, and the enterprises find that they can enhance their by performing R&D activity and marketing activity. Smiling curve claims that performing R&D activity and marketing activity can create high added-value for the firms, however, performing manufacturing activity only can create low added-value. Chinese firms are famous for OEM, but the high economic growth in China has made its labor costs rising, this situation have made many Chinese firms in operating difficulties, so smiling curve has got attention in China, many scholars think that Chinese OEM firms should execute transformation strategy by the concept of smiling curve. This study focuses on R&D activities and marketing activities for the business performance impacts in China, and then explores the moderating effects of operating scale, from 2003 to 2010. Empirical results show that the effect of performing R&D activity and marketing activity are found to have significantly positive effect on firm performance, as to the operating scale, larger firms did not perform R&D activity better than smaller firms, but larger firms perform marketing activity better than smaller firms. This study shows that smiling curve concept is correct, and suggests that Chinese enterprises should execute business transformation by its concept, and reach the goal of sustainable business, larger firms should enhance their efficiency of performing R&D activity.

1. Introduction 1
2. Literature Review and Hypotheses 6
2.1 The concept of Smiling Curve 6
2.2 R&D Activities and Firm performance 11
2.3 Marketing Activities and Firm performance 14
2.4 Moderating Effects of Operating scale 16
3. Research method 19
3.1 Sample 19
3.2 Variable Definition 19
3.2.1 Dependent Variables 19
3.2.2 Independent Variables 20
3.2.3 Control Variables 21
3.3 Statistical Estimation Model 23
4. Data Analysis 24
4.1 Descriptive Statistics 24
4.2 Correlation Analysis 26
4.3 Regression Analysis and Result 28
4.3.1 R&D Activities 29
4.3.2 Marketing Activities 30
4.3.3 Moderating Effects of Operating scale 30
4.4 Sensitivity Analysis 34
5. Conclusion 39
Reference 43

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