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研究生:呂儼芳
研究生(外文):Yen-fang Lu
論文名稱:市場導向、事業策略與產品優勢相關之研究
指導教授:林明杰林明杰引用關係
學位類別:碩士
校院名稱:國立中央大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:101
中文關鍵詞:市場導向產品優勢事業策略
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隨著全球商業活動競爭激烈以及民眾消費意識的抬頭,企業無不致力於了解市場需求發展出具有優勢之產品以快速回應千變萬化的市場環境並提升企業獲利。過去學者觀點,企業需運用其資源及能力訂定獨特之經營策略,然而今日許多企業都擁有多元事業部,不同的事業部需要不同的事業策略。故本研究旨在驗證市場導向與產品優勢之間的關係,並且針對事業策略對於此關係之調節效果,探討在不同事業策略下,市場導向對產品優勢的影響。

本研究根據天下雜誌「2013年製造業2000大調查」中之企業為研究對象,進行問卷調查,寄發出400份問卷,實際有效問卷共272份,有效問卷回收率為68%,而實證分析結果如下;
1. 市場導向對於產品優勢有正向之影響。
2. 事業策略對市場導向與產品優勢具有正向調節效果。
3. 在不同事業策略下,採取不同之市場導向成分對產品優勢的影響不同。

In recent years, with rapidly changing environment and competitive, international trade, market orientation plays an important role in the firms. Recent research acclaim that market orientation can transfer to the product advantage then enhance the product performance. In addition, firms should have a well-defined strategy which they could develop to take their business forward.
One of the purposes of this study is to examine the relationship between market orientation and product advantage. And another one is to explore the moderating effects of business strategy in this relationship.
The empirical data used in the study comprises of 272 samples of business unit in Taiwanese manufacturing firms. The results of this research show that:
1. Market orientation has positive effect on product advantage.
2. Business strategy has positive moderating effects on the relationship between market orientation and product advantage.
3. In the distinct business strategies, the effect of market orientation to product advantage are different from one another.

摘要…………………………………………………………………………………….. i
Abstract………………………………………………………………………………… ii
誌謝……………………………………………………………………………………. iii
目錄…………………………………………………………………………………….. iv
圖目錄………………………………………………………………………………….. v
表目錄………………………………………………………………………………….. vi
第一章 緒論…………………………………………………………………... 1
第一節 研究動機…………………………………………………………….. 1
第二節 研究目的…………………………………………………………….. 3
第三節 論文架構…………………………………………………………….. 4
第四節 研究流程…………………………………………………………….. 5
第二章 文獻探討…………………………………………………………... 6
第一節 市場導向…………………………………………………………….. 6
第二節 產品優勢…………………………………………………………….. 13
第三節 事業策略…………………………………………………………….. 16
第四節 變數之間的關係……………………………………………….. 30
第五節 個案研究…………………………………………………………….. 32
第三章 研究設計…………………………………………………………... 33
第一節 研究架構…………………………………………………………….. 33
第二節 研究變項之操作型定義與衡量方式…………….. 34
第三節 研究假設…………………………………………………………….. 40
第四節 研究對象與問卷收集……………………………………….. 43
第五節 資料分析方法…………………………………………………….. 44
第四章 研究結果與分析……………………………………………... 47
第一節 敘述統計分析…………………………………………………….. 47
第二節 信度效度分析….……………………………………………….. 48
第三節 研究變數結果描述……………………………………………..49
第四節 市場導向與產品優勢關係之分析………………….. 50
第五節 事業策略之調節效果分析……………………………….. 55
第五章 研究結論與建議……………………………………………... 67
第一節 研究結論…………………………………………………………….. 67
第二節 研究貢獻…………………………………………………………….. 69
第三節 研究限制與後續研究建議……………………………….. 72
參考文獻…………………………………………………………………………………….. 83
附錄一 個案研究…………………………………………………………………... 74
附錄二 研究問卷…………………………………………………………………... 89

一、中文部分
1. 許士軍(民84)。管理學。台北:東華。
2. 司徒達賢 (民84)。策略管理。台北:遠流。
3. 司徒達賢(民90)。策略管理新論。台北:智勝文化。

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