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研究生:巫鈺箕
研究生(外文):Yu-Chi Wu
論文名稱:市場導向、製造能力對新產品績效影響之研究-以台灣地區食品業為例
論文名稱(外文):Effect of Market Orientation and Manufacturing Capability on New Product Performance
指導教授:江復明江復明引用關係
指導教授(外文):Mr. Fu-Ming Chiang
學位類別:碩士
校院名稱:國立屏東科技大學
系所名稱:農企業管理系
學門:農業科學學門
學類:農業經濟及推廣學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:97
中文關鍵詞:市場導向製造能力新產品績效
外文關鍵詞:market orientationmanufacturing capabilitynew product performance
相關次數:
  • 被引用被引用:26
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  • 下載下載:593
  • 收藏至我的研究室書目清單書目收藏:7
新產品為企業面臨競爭環境下一個重要的優勢資源,企業欲維持其競爭優勢,唯有快速的推出新產品,企業才能維持其成長與獲利,而企業欲維持其競爭優勢,應重視內部傳統的製造能力及外部市場導向能力。
本研究之研究目的為:(1) 發展市場導向、製造能力對新產品績效之理論架構(2)探討台灣地區食品業市場導向、製造能力及新產品績效之程度(3) 探討台灣地區食品業市場導向、製造能力、環境因素對新產品績效構念所產生的影響。
本研究以台灣地區食品業為實證研究的對象,有效分析樣本廠商共110家,本研究以變異數分析、迴歸分析來進行實證。
主要結論如下:
1.市場導向對新產品績效有顯著正向的影響,企業經理人應積極建立市場導向的文化及企業的核心能力。
2.製造能力對新產品績效的影響,以「彈性與服務」最顯著,企業應以「價格、品質及交期」為基礎;「彈性與服務」為最終目標。
3.製造能力為市場導向對新產品績效的干擾變數,影響新產品績效包括市場導向與製造能力,非單一變數。
4.技術動盪的低群,干擾市場導向對新產品績效較顯著。
Under the strongly competing environment, new products are now characterized as an important competitive advantage. Only when companies can quickly roll out products that meet customers’ wants, then the company will be able to maintain its prosperity, and profitability.In order to maintain a competitive advantage the enterprise should emphasize its internal conventional manufacturing capability as well as the external market orientation.
The objective of this research is to study: (1) Theory architecture of new product performance as related to developing market oriented strategy, manufacturing capability and environmental factors for food industry in Taiwan. (2) The significance of market orientation strategy, manufacturing capability, and new product performance in Taiwan food industry. (3) The impacts of market orientation, manufacturing capability and environmental factors imposed upon new product performance in Taiwan food industry.
Companies in Taiwan’s food industry have been selected as the target of this experimental study. Effective analyzed sample size is 110 companies. Variance Analysis and regration Analysis are two major methods being utilized.
Research conclusion as below:
1.Market orientation has positive impact towards performance in new products; Enterprise managers should aggresively incorporate the market-oriented strategy into corporate culture and develop it into company’s core competence.
2.The most significant impact of manufacturing capability upon new product performance is flexibility and service. Business entity should set flexibility and service as ultimate goal while taking price, quality and on-time-delivery into consideration.
3.Manufacturing capability is an interference factor of the impact of market orientation toward new product performance. Both manufacturing capability and market orientation are variables of new product performance.
4.For those companies with lower technology turbulance, the interference of market orientation strategy has stronger impact on new product performance.
中文摘要…………………………………………………….. I
英文摘要…………………………………………………….. II
誌謝………………………………………………………….. IV
目錄………………………………………………………….. V
圖表索引…………………………………………………….. VII
第一章 緒論…………………………………………. 1
第一節 研究動機與背景………………………. 1
第二節 研究目的………………………………. 4
第三節 研究流程………………………………. 5
第四節 研究限制………………………………. 7
第二章 文獻探討……………………………………. 8
第一節 市場導向………………………………. 8
第二節 製造能力………………………………. 19
第三節 環境因素………………………………. 29
第四節 新產品績效……………………………. 32
第三章 研究方法……………………………….…… 36
第一節 研究架構………………………………. 36
第二節 研究變數定義及衡量構面……………. 38
第三節 研究假設………………………………. 43
第四節 研究範圍與對象………………………. 46
第五節 資料分析方法………………………… 47
第六節 信度與效度…………………………… 49
第四章 資料分析與討論…………………………… 50
第一節 樣本之描述…………………………… 50
第二節 背景變項的影響……………………… 54
第三節 市場導向、環境因素與新產品績效之因素分析………………………… 56
第四節 市場導向對新產品績效影響之分析… 63
第五節 製造能力對新產品績效影響之分析… 68
第六節 製造能力干擾市場導向對新產品績效影響之分析…………………………… 71
第七節 環境因素干擾市場導向對新產品績效影響之分析…………………………… 74
第五章 結論與建議………………………………… 77
第一節 研究結論……………………………… 77
第二節 研究貢獻……………………………… 80
第三節 研究建議……………………………… 81
參考文獻………………………………….…………………. 84
附錄一 研究問卷……………………………………… 92
圖表索引
圖1-1 本研究之研究流程圖……………………………… 6
圖2-1 Narver 與 Slater之市場導向圖……………...... 10
圖2-2 市場導向的前提和結果架構圖…………………… 14
圖2-3 市場知識能力與新產品優勢模型圖……………… 16
圖2-4 典型的製造策略模型……………………………… 20
圖2-5 製造策略發展與執行過程………………………… 23
圖2-6 新產品定義………………………………………… 33
圖3-1 本研究架構圖……………………………………… 37
圖4-1 製造能力強弱與市場導向程度高低搭配對新產品績效之雙因子變異數分析Scheffe多重比較…….73
表2-1 各學者對市場導向與績效間關係之研究…………. 18
表2-2 製造能力發展順序之各學者的觀點……………… 27
表3-1 市場導向之操作性定義…………………………… 39
表3-2 製造能力之操作性定義…………………………… 40
表3-3 環境因素之操作性定義…………………………… 41
表3-4 新產品績效之操作性定義………………………… 42
表3-5 本研究各變數構面的信度值表…………………… 49
表4-1 問卷回收情形……..………………………………... 51
表4-2 樣本之次產業分佈..……………….……………….. 51
表4-3 問卷基本資料統計……………..………………….. 53
表4-4 產業別在主要研究構面上的差異分析…………… 54
表4-5 不同員工人數及不同成立年數在主要研究構面上的差異分析………………………………………… 55
表4-6 不同產業在新產品績效的差異分析……………… 55
表4-7 因素分析前的巴氏球形檢定……………………… 56
表4-8 市場導向的因素分析……………………………… 58
表4-9 環境因素的因素分析……………………………… 60
表4-10 新產品績效的因素分析…………………………… 62
表4-11 各研究變數間之相關程度………………………… 63
表4-12 市場導向對新產品績效之迴歸分析……………… 64
表4-13 市場導向對新產品績效之複迴歸分析……………. 65
表4-14 市場導向對市場績效的複迴歸分析………………. 66
表4-15 市場導向對專案績效的複迴歸分析………………. 67
表4-16 製造能力對新產品績效影響之迴歸分析…………. 68
表4-17 製造能力對新產品績效的複迴歸分析………..…… 69
表4-18 製造能力、市場導向對新產品績效之變異數分析 71
表4-19 市場導向程度高低搭配製造能力高低對新產品績效之變異數分析Scheffe多重比較………………..72
表4-20 環境因素各變數分群個數及最後集群中心……….. 74
表4-21 環境因素干擾市場導向對新產品績效之迴歸分析 76
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