臺灣博碩士論文加值系統

本研究目的，在於探討行銷能力(Marketing capabilities)對公司績效(Firm Performance)與行銷績效(marketing performance)的影響。既有許多行銷研究，引用資源基礎觀點(resource-based view)來探討行銷能力與公司績效間的關係，研究結果皆發現，行銷能力有助於提升公司績效，且認為行銷能力能為企業創造獨特的資源與能力，進而達到競爭優勢(competitive advantage)(e.g., Moore and Fairhust, 2003; Tsai and Shih, 2004; Vorhies and Morgan, 2005; Verhoef and Leeflang, 2009)。但Ray, Barney and Muhanna（2004）認為，以往的RBV研究呈現出一個共同的缺失，尌是將功能層次的關鍵資源直接與公司績效做連結，他們認為公司績效是由許多不同的企業流程所組成，不同的企業流程，對公司績效所造成的影響，有可能使公司績效增加，但也可能使公司績效減少，因此，若只驗證單一企業流程與公司績效間的關係時，可能會產生錯誤的結果。故本研究引用前述Ray et al.（2004）的觀點，尌行銷能力、行銷績效、及公司績效等構面作為研究的架構，且主張企業的行銷能力有助提升行銷績效，但未必能提升公司績效。研究對象為我國瓦斯器材工業同業公會中的廠商及相關企業之行銷主管，研究結果發現，行銷能力有助於提升行銷績效、整體行銷能力能提升公司績效，但尌個別行銷能力而言，僅產品發展能力能提升公司績效，其餘各別行銷能力無法提升公司績效。希望本研究的完成，能對行銷能力與公司績效之關聯，提供一個新的見解。

The purpose of this study is to explore the marketing capabilities on firm performance and marketing performance impact. Many established marketing research, citing resource-based view (RBV) to explore the relationship between marketing capabilities and firm performance, the results were found that marketing capabilities will help enhance the firm performance , and marketing capabilities for enterprises to create a unique resources and capabilities, and thus to achieve a competitive advantage(e.g., Moore and Fairhust,2003; Tsai and Shih, 2004; Vorhies and Morgan, 2005; Verhoef and Leeflang,2009). But Ray, Barney and Muhanna (2004) argue previous RBV research has shown a common absence , that is , key resources of the functional level directly to link with firm performance, they believe firm performance is composed of many different business processes of composition, the impact of different business processes on firm performance may increase firm performance, but may also reduce the firm performance, so if only verify the relationship between a single business process and firm performance , it may produce incorrect results. Therefore , the author takes Ray et al.（2004）’s viewpoint into account, on the marketing capabilities, marketing performance and firm performance as a research framework, and advocating firm marketing capabilities enhance marketing performance, but not necessarily be able to improve the firm performance. Use questionnaires received from 45 Gas Equipment Industry Association of manufacturers and related companies in charge of marketing in Taiwan as the samples of this thesis to analyses the relationship among marketing capabilities, marketing performance and firm performance. Research found that marketing capabilities will enhance marketing performance and overall marketing performance, but individual marketing capabilities only product development could enhance the firm performance, the others individual marketing capabilities couldn’t enhance the firm performance. The author hope that the accomplishment of the research can provide a new insight to the association of marketing capabilities and firm performance

摘要 ............................................................................................................ i
Abstract ......................................................................................................... ii
誌 謝 .......................................................................................................... iii
目 次 .......................................................................................................... iv
表 目 錄 ................................................................................................. vii
圖 目 錄 ................................................................................................... x
第一章 緒論 ............................................................................................ - 1 -
1.1 研究背景與動機 ........................................................................ - 1 -
1.2 研究目的與問題 ........................................................................ - 4 -
1.3 研究對象 .................................................................................... - 4 -
1.4 研究流程 .................................................................................... - 6 -
第二章 文獻探討 .................................................................................... - 9 -
2.1 行銷 ................................................................................................ - 9 -
2.1.1 行銷的定義.............................................................................. - 9 -
2.1.2 行銷觀念的演進 ................................................................... - 10 -
2.1.3 行銷能力 ................................................................................ - 11 -
2.1.4 行銷績效 ................................................................................ - 15 -
2.2 資源基礎觀點 .............................................................................. - 20 -
2.2.1 資源基礎的基本立論 ........................................................... - 20 -
2.2.2 資源基礎觀點的架構 ........................................................... - 22 -
2.2.3資源的類型............................................................................. - 23 -
2.2.4資源的特性............................................................................. - 28 -
2.2.5 資產基礎觀點的相關理論 ................................................. - 30 -
2.3 行銷與資源基礎觀點之相關研究 ............................................. - 38 -
第三章 研究方法 ..................................................................................... 57
3.1 研究架構 ........................................................................................... 57
v
3.2 研究假說 ........................................................................................... 58
3.2.1 行銷能力與行銷績效之關係 .................................................... 58
3.2.2 行銷能力與公司績效之關係 .................................................... 58
3.2.3 行銷績效對公司績效之關係 .................................................... 59
3.3 操作性定義 ....................................................................................... 61
3.3.1 行銷能力的定義與衡量 ............................................................ 61
3.3.2 公司績效的定義與衡量 ............................................................ 61
3.3.3 行銷績效的定義與衡量 ............................................................ 62
3.4 抽樣及問卷回收 ............................................................................... 64
3.5 研究限制 ........................................................................................... 65
3.5.1 研究樣本限制 ............................................................................ 65
3.5.1 研究樣本回收時間限制 ............................................................ 65
3.5.2 時間上的限制 ............................................................................ 65
3.6 分析方法 ........................................................................................... 65
3.6.1 敘述性統計分析（Descriptive Statistics Analysis） ............... 66
3.6.2 信度分析（Reliability Analysis） ............................................ 66
3.6.3效度分析（Validity Analysis） ................................................. 66
3.6.4 因素分析(Factor analysis) .......................................................... 67
3.6.5迴歸分析 (Regression analysis) ................................................. 68
第四章 資料分析與討論 ......................................................................... 69
4.1 瓦斯器材產業分析 ........................................................................... 69
4.1.1 瓦斯器材產業介紹 .................................................................... 69
4.1.2 產業公會沿革、主要業務與產業範圍 .................................... 69
4.1.3 總體環境分析、產業趨勢分析 ................................................ 73
4.1.4 主要瓦斯器材廠商介紹 ............................................................ 75
4.1.5 市場占有率分析 ........................................................................ 77
4.2 樣本結構 ......................................................................................... 79
4.3 研究工具之信度與效度分析 ........................................................ 83
4.3.1 內容效度................................................................................... 83
4.3.2 因素分析................................................................................... 84
4.3.3 信度分析................................................................................... 88
vi
4.3.4 相關分析................................................................................... 90
4.4 迴歸分析 ......................................................................................... 93
4.4.1 行銷能力對行銷績效之影響 .................................................. 93
4.4.2 行銷能力與公司績效之關係 .................................................. 94
4.3.3 行銷績效與公司績效之關係 .................................................. 95
4.4.4 行銷績效之中介效果 .............................................................. 96
第五章 結論與建議 ................................................................................. 99
5.1 研究結論 ......................................................................................... 99
5.1.1 行銷能力對行銷績效之影響 .................................................. 99
5.1.2 行銷能力與公司績效 .............................................................. 99
5.1.3 行銷績效與公司績效 ............................................................ 100
5.2 研究建議 ....................................................................................... 101
5.2.1 實務上建議............................................................................. 101
5.2.2 學術上建議............................................................................. 101
參考文獻 ................................................................................................... 103
一、 網頁部分： ................................................................................. 103
二、 中文部分： ................................................................................. 103
三、 英文部分： .................................................................................. 106
附錄1 ........................................................................................................ 112

摘 要 ............................................................................................................ i
Abstract ......................................................................................................... ii
誌 謝 .......................................................................................................... iii
目 次 .......................................................................................................... iv
表 目 錄 ................................................................................................. vii
圖 目 錄 ................................................................................................... x
第一章 緒論 ............................................................................................ - 1 -
1.1 研究背景與動機 ........................................................................ - 1 -
1.2 研究目的與問題 ........................................................................ - 4 -
1.3 研究對象 .................................................................................... - 4 -
1.4 研究流程 .................................................................................... - 6 -
第二章 文獻探討 .................................................................................... - 9 -
2.1 行銷 ................................................................................................ - 9 -
2.1.1 行銷的定義.............................................................................. - 9 -
2.1.2 行銷觀念的演進 ................................................................... - 10 -
2.1.3 行銷能力 ................................................................................ - 11 -
2.1.4 行銷績效 ................................................................................ - 15 -
2.2 資源基礎觀點 .............................................................................. - 20 -
2.2.1 資源基礎的基本立論 ........................................................... - 20 -
2.2.2 資源基礎觀點的架構 ........................................................... - 22 -
2.2.3資源的類型............................................................................. - 23 -
2.2.4資源的特性............................................................................. - 28 -
2.2.5 資產基礎觀點的相關理論 ................................................. - 30 -
2.3 行銷與資源基礎觀點之相關研究 ............................................. - 38 -
第三章 研究方法 ..................................................................................... 57
3.1 研究架構 ........................................................................................... 57
v
3.2 研究假說 ........................................................................................... 58
3.2.1 行銷能力與行銷績效之關係 .................................................... 58
3.2.2 行銷能力與公司績效之關係 .................................................... 58
3.2.3 行銷績效對公司績效之關係 .................................................... 59
3.3 操作性定義 ....................................................................................... 61
3.3.1 行銷能力的定義與衡量 ............................................................ 61
3.3.2 公司績效的定義與衡量 ............................................................ 61
3.3.3 行銷績效的定義與衡量 ............................................................ 62
3.4 抽樣及問卷回收 ............................................................................... 64
3.5 研究限制 ........................................................................................... 65
3.5.1 研究樣本限制 ............................................................................ 65
3.5.1 研究樣本回收時間限制 ............................................................ 65
3.5.2 時間上的限制 ............................................................................ 65
3.6 分析方法 ........................................................................................... 65
3.6.1 敘述性統計分析（Descriptive Statistics Analysis） ............... 66
3.6.2 信度分析（Reliability Analysis） ............................................ 66
3.6.3效度分析（Validity Analysis） ................................................. 66
3.6.4 因素分析(Factor analysis) .......................................................... 67
3.6.5迴歸分析 (Regression analysis) ................................................. 68
第四章 資料分析與討論 ......................................................................... 69
4.1 瓦斯器材產業分析 ........................................................................... 69
4.1.1 瓦斯器材產業介紹 .................................................................... 69
4.1.2 產業公會沿革、主要業務與產業範圍 .................................... 69
4.1.3 總體環境分析、產業趨勢分析 ................................................ 73
4.1.4 主要瓦斯器材廠商介紹 ............................................................ 75
4.1.5 市場占有率分析 ........................................................................ 77
4.2 樣本結構 ......................................................................................... 79
4.3 研究工具之信度與效度分析 ........................................................ 83
4.3.1 內容效度................................................................................... 83
4.3.2 因素分析................................................................................... 84
4.3.3 信度分析................................................................................... 88
vi
4.3.4 相關分析................................................................................... 90
4.4 迴歸分析 ......................................................................................... 93
4.4.1 行銷能力對行銷績效之影響 .................................................. 93
4.4.2 行銷能力與公司績效之關係 .................................................. 94
4.3.3 行銷績效與公司績效之關係 .................................................. 95
4.4.4 行銷績效之中介效果 .............................................................. 96
第五章 結論與建議 ................................................................................. 99
5.1 研究結論 ......................................................................................... 99
5.1.1 行銷能力對行銷績效之影響 .................................................. 99
5.1.2 行銷能力與公司績效 .............................................................. 99
5.1.3 行銷績效與公司績效 ............................................................ 100
5.2 研究建議 ....................................................................................... 101
5.2.1 實務上建議............................................................................. 101
5.2.2 學術上建議............................................................................. 101
參考文獻 ................................................................................................... 103
一、 網頁部分： ................................................................................. 103
二、 中文部分： ................................................................................. 103
三、 英文部分： .................................................................................. 106
附錄1 ........................................................................................................ 112