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研究生:蔡耀輝
研究生(外文):Yao-Hui Tsai
論文名稱:產品創新程度與新產品發展績效決定因素之研究
論文名稱(外文):Product Innovativeness and Determinants of New Product Performance
指導教授:張道釗張道釗引用關係
指導教授(外文):Dau-Chao Chang
學位類別:碩士
校院名稱:東海大學
系所名稱:企業管理學系碩士班
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:2002
畢業學年度:90
語文別:中文
論文頁數:103
中文關鍵詞:新產品發展績效決定因素產品創新程度市場熟悉度技術熟悉度商品化成功程度
外文關鍵詞:Determinants of New Product PerformanceProduct InnovativenessMarket FamiliarityTechnological FamiliarityDegree of Commercial Success
相關次數:
  • 被引用被引用:27
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新產品發展是產業中的一項基礎程序,也是競爭優勢的來源。在大多數的產業中,成功的新產品發展與商品化是公司生存與成長的根本。本研究建立一個權變的觀念性模型,以探討行銷管理實務中,新產品發展績效決定因素與新產品發展績效之關聯,以及考慮產品創新程度對新產品發展績效決定因素與績效之間的權變影響,並希冀藉由研究結果,提供國內新產品發展管理實務之參考。
針對國內500家電子電器業、資訊產品製造業廠商進行調查,有效樣本為49份,回收率為9.8%。資料分析結果顯示,技術綜效、行銷綜效、發展熟練度、顧客需求估計之準確程度、專案管理者的能力、行銷熟練度、以及資源適配程度,與商品化成功程度具有顯著正相關。其中行銷綜效與顧客需求預測準確程度,對商品化成功程度具有顯著正向影響。亦即行銷綜效與顧客需求預測準確程度愈高,則商品化成功程度亦會愈高。
在產品創新程度的衡量上,因素分析結果顯示,產品創新程度包含市場熟悉度、技術熟悉度、以及新產品需求程度三構面。在產品創新程度的權變效果檢驗結果顯示,市場熟悉度、技術熟悉度、以及新行銷活動需求程度的權變影響效果並不顯著。
Abstract
Developing new products is one of the fundamental processes in industry and is a source of renewal and competitive advantage. In most industries, the development and commercialization of successful new products are essential for a firm’s survival. We want to establish a contingency model to examine the relationship of determinants of new product performance and degree of commercial success. On the other hand, we also wan to examine whether or not the product innovativeness moderate the relations between determinants of new product performance and product performance.
The study examine the moderating effect of product innovativeness on determinants of new product performance in Taiwan and test the contingency model with data from 49 Taiwanese electronics firms and Information Equipment manufactory new products. The result indicate that determinants of new product performance are technological synergy, marketing synergy, development proficiency, accuracy of customer requirements estimates, project manager competency, marketing proficiency, and fit to firm. These seven determinants were found to positive correlate significantly with degree of commercial success. Using liner regression analysis to examine the significant, the result indicates that marketing synergy and accuracy of customer requirement estimates significantly influence degree of commercial success positively. In other words, increase the level of marketing synergy and customer requirement estimates, the degree of commercial success will be higher.
Within the firm’s perspective, market familiarity, technological familiarity, and new marketing activities are founded as dimensions of product innovativeness. Test the moderate effect on relations between determinants of new product performance and degree of commercial success. The result indicates that market familiarity, technological familiarity, and new marketing activities have no moderate effect on relations between determinants of new product performance and degree of commercial success.
目 錄
目錄 I
表目錄 III
圖目錄 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究程序與架構 2
第四節 論文架構 6
第五節 專有名詞解釋 7
第二章 文獻探討 9
第一節 新產品發展流程 10
第二節 新產品發展績效決定因素 11
第三節 影響績效決定因素與新產品發展績效之權變因素 17
第四節 新產品發展績效之衡量 21
第三章 研究設計 23
第一節 研究架構 23
第二節 變數之操作型定義與衡量 24
第三節 抽樣設計與問卷設計 27
第四節 資料分析方法及步驟 28
第四章 研究結果分析 31
第一節 樣本資料整理 32
第二節 研究變數之因素分析 38
第三節 新產品發展績效決定因素對商品化成功程度之影響 42
第四節 考慮產品創新程度對新產品發展績效決定因素與績效關聯性之權變影響 45
第五節 個案訪談 52
第伍章 結論與建議 56
第一節 研究假設 57
第二節 研究結論 63
第二節 研究貢獻與建議 66
第三節 研究限制與後續研究方向建議 68
參考文獻 69
附表 75
附錄一:個案訪談 77
附錄二:研究問卷 100
表 目 錄
表2-1 新產品發展績效評估指標及其使用頻率 21
表3-1 新產品發展績效決定因素之衡量構面 24
表3-1 新產品發展績效決定因素之衡量構面(續) 25
表3-2 產品創新程度之衡量構面 25
表3-3 新產品發展績效衡量構面 26
表4-1 樣本基本資料 33
表4-2研究變數與問項之信度檢定 34
表4-2研究變數與問項之信度檢定(續) 35
表4-2研究變數與問項之信度檢定(續) 36
表4-2研究變數與問項之信度檢定(續) 37
表4-3 新產品發展績效決定因素因素分析表 38
表4-3 新產品發展績效決定因素因素分析表(續) 39
表4-4 產品創新程度之因素分析 40
表4-5 商品化成功程度之因素分析 41
表4-6研究變數相關係數矩陣 42
表4-7新產品發展績效決定因素之迴歸分析結果 43
表4-8 市場熟悉度與七項績效決定因素交互作用之迴歸分析結果 46
表4-9 技術熟悉度與七項績效決定因素交互作用之迴歸分析結果 48
表4-10 新行銷活動需求程度與七項績效決定因素交互作用之迴歸分析結果 50
表4-11 個案訪談整理 53
表4-11 個案訪談整理 (續) 54
附表一 第一次因素分析結果 75
附表二 第二次因素分析結果 76
圖 目 錄
圖1-1 研究程序 3
圖1-2 新產品發展績效決定因素與新產品發展績效之間的關聯 4
圖1-3 觀念性架構 5
圖2-1 新產品發展績效決定因素與新產品發展績效之間的關聯 15
圖3-1 觀念性架構 29
圖3-2 項目分析與信度估計流程圖 29
圖3-3 因素分析、項目分析與信度估計流程圖 29
圖3-4 資料分析流程 30
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