臺灣博碩士論文加值系統

摘 要
近幾年由於技術快速變動，全球化及市場激烈競爭，造成企業必須創新
及快速差異化策略。同時，企業為了成功進入市場及維持競爭優勢，則必須
取得新社會的利益(優勢)，即發展新產品/服務和開發新市場。而創新可視為
新概念之應用以創造企業價值，創新之定義是指新程序技術之建置，產品發
展，和應用管理。因此，企業必須根據顧客需求和競爭條件，增加新產品和
新製程能力，則必須將取創新策略。因此，本研究欲探討產品創新策略對產
品創新績效之影響，以及如何影響企業經營績效。在母體確定後，本研究以
研究者個案公司之研發人員為樣本對象，並經由問卷施測，全部回收有效問
卷為68 份。
本研究透過實證分析結果顯示出重要結論有：應用性創新策略最常被企
業使用；產品創新能協助企業開拓新市場和新機會；產品創新策略和產品創
新績效呈現顯著正相關；模組式創新和突破性創新能有效提升產品創新績效
，研究結果部分支持H1；創新策略愈佳，將有助於提升產品創新績效，研究
結果支持H1；性別在漸進式創新策略上有顯著性差異存在；以及婚姻狀況在
再創新策略(漸進式創新與應用式創新)和產品創新績效有顯著性差異存在。
最後，本研究主要貢獻在於支持使用多層面方法於探討產品創新策略對
產品創新績效之影響，雖然它們僅有部分變數影響產品創新績效。至於未來
研究建議，研究者可以進一步探討產品創新構面/創新績效和公司規模與雇用
人數之間的關聯性。也可以探討產品創新程序之多重構面對不同期間產品創
新績效變化之影響，以及檢視經理人和員工之間二者看法上之差異。

Abstract
In recent years, due to the advances in technology, globalization and market
competition, enterprises must adopt strategy that innovates and differentiates. At the same
time, to successfully enter market and maintain competitive advantage, enterprises must
obtain advantages through development of new product/service and market. Innovation
can be viewed as the application of new concept to create enterprise value. The definition
of innovation is the creation of new process or techniques in product development and
application management. Therefore, enterprises must add new products and creation
process capabilities per customer specification and competitive environment. Thus, this
study will explore the impact of product innovation strategy on product innovation
performance. The sample targets for the questionnaires are R&D employees in researcher
case company and there are 68 total valid questionnaires.
Through empirical analysis, this study reveals that enterprises use applied innovation
strategy the most often. Product innovation can help enterprises create new market and
opportunity. There is positive correlation between product innovation strategy and
product innovation performance. Innovation in model and breakthrough innovation can
effectively increase product innovation performance. The better the innovation strategy,
the better the product innovation performance. This result supports H1 hypothesis.
Gender plays a significant role in progressive innovation strategy. Marital status plays a
significant role in progressive and applied innovation strategy and product innovation
performance.
Finally, the contribution of this study is in using multi-dimensional method in
exploring the impact of innovation strategy on product innovation performance even
though there are only a few variables affecting product innovation performance. Future
study suggestions include further exploring the correlation between product
innovation/innovation performance and company scale and the number of employees.
Also, they can explore the impact of different stages of product innovation process on
product innovation performance and the difference in views between managers and
employees.

目 錄
第一章 緒論
第一節 研究動機與目的------------------------------ 1
第二節研究流程與論文架構------------------------ 2
第二章 文獻探討
第一節 創新策略 ------------------------------------------ 3
第二節 產品創新績效-------------------------------------- 21
第三章 研究方法
第一節 研究架構與假設------------------------------- 27
第二節 研究設計 ---------------------------------------- 29
第四章 實證分析與結果
第一節 基本資料分析---------------------------------- 35
第二節 創新策略對產品創新績效之分析------------ 38
第五章 結論與建議
第一節 結論 --------------------------------------------- 50
第二節 建議 --------------------------------------------- 52
參考文獻 ------------------------------------------------------- 53
附錄
附錄一 問卷 --------------------------------------------- 56

參考文獻
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