臺灣博碩士論文加值系統

就實務界言，創業是為生涯規劃重要的一環，而在創業過程中若只憑一股熱腸似嫌不足，因為從一些證據顯示，仍需輔以對市場資訊的意念與展望，二者相互為用，方能有效提升經營績效。
根據建築業界的先進認為創業導向與市場導向不見得會呈正向關係特別是當市場變動非常快速時、以及當公司持續採用過去成功的方式在搜集市場資訊、將資訊擴散、而能快速作出組織的回應，雖然公司十分活躍且具有競爭積極性，但卻依循過去的成功因素，雖然產品具創新性，但經營手法不正確，還是沒有辦法持續生存，因此，導致市場導向與績效間反而呈負向關係。而導致市場導向與績效呈負向關係的主要原因，包括：因為市場競爭過於激烈、環境不確定性過高、經營者只憑過去經驗沒有創新、故步自封等都是造成負向績效的主要原因，即使公司對於市場的情報收集、回應等皆投入大量心力與金錢，但確無法得到相同的報酬。
在建築業中在當業者能小心慬慎，並且具有創新性、能持有自己特有的定位、發現市場利基時，方能有較佳的績效；而在當公司雖具有高度冒險性，但造成失敗或倒閉的現象，其主要是產業特性的關係，建築業的投資成本少則數千萬，多達上百億，因此，當建設公司願意冒險時，反而更不容易成功。
在創業雄心中的活躍性與競爭積極性上，則因公司規模大小、採行的策略及對市場的回應有關，可能造成獲利，也可能造成損失，由訪談的結果得知，反而是規模小的公司因為能快速回應利基市場，加以差異化，更不需要直接與競爭者對抗反而能存活的較久。而研究結果顯示當創業者越具有創新性則對於市場導向中的情報產生及擴散有著正面的影響。
由此可知，資訊所扮演的角色確實有它的重要性，但是有時候要看得遠一點，看得廣一點，如果說只是跟著潮流走，如果只是一味跟著市場需求或市場導向，有時，可能會造成失敗，因為對建築業而言，若消費者的需求不斷在改變時，這樣所建築的產品，可能無法滿足隨著時代變動的需求，甚至況會造成企業的投入成本過高，導致失敗。但有時消費者的需求是被帶起來，所以建築業亦可透過多樣化的領先引領設計來引發消費者的需求，而不是一定追求「市場導向」。

To the business practical affairs, starting an enterprise is an essential part of career planning. It’s apparently not enough if you’ve only got an enthusiasm. The evidence shows that it still needs to be mastering at the focusing and the forecasting of the market information. Through combining two methods together in order to advance the management performance of your enterprise.
According to the professors of architecture industry, there is not always showing positive relationship between innovation and entrepreneurship which especially in rapidly changing market. The company executives adopt their successful experiences from the past; no matter how active or creative the companies will still fail. Since the wrong technique of managing the enterprise and the instability of the market, so the relationship between marketing orientation and performance becomes negative.
One should be careful and creative in the architecture industry in order to get better position. On the other hand, when a company tries to run a risk of a case, the high principal will make it hard to success.
The scale of company is also important. Through the interview, we can see that small company can respond the market efficiently. The small ones can respond to the market much more quickly and specialize themselves. They don’t have to compete with the others and survive longer than the others. The results show that the more creativity one has got, the more positive effect he will get.
Above all, information does play a really important role but sometimes one has to see further and broader in building trade. If you just following the marketing orientation blindly, sometimes it would fail. The world is changing and the needs of customers are changing, too. Somehow the needs of customers are brought up and architecture industry companies can lead them by fashionable designing and etc. We don’t always follow after marketing orientation.

中文摘要I
英文摘要III
誌謝V
目錄VI
表目錄VIII
圖目錄X
第壹章 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 研究範圍與對象---------------3
第四節 研究流程---------------------3
第貳章 文獻探討----------------------5
第一節 建築產業投資之概述評析-------5
第二節 建築產業投資之具體標的──經營績效--8
第三節 影響經營績效之策略要件──創業雄心--10
第四節 影響經營績效之條件要項──市場導向---26
第五節 建築產業投資績效模式之建立-----------34
第參章 研究方法----------------------42
第一節 研究架構及假設推論-----------42
第二節 研究變項操作性定義------------44
第三節 團體體座談內容----------------49
第四節 抽樣情形及信度分析------------55
第五節 樣本特徵說明------------------56
第肆章 研究結果與討論-------------------58
第一節 創業雄心、市場導向、經營績效之認同度分析---58
第二節 創業雄心程度與經營績效間之關聯性-----------62
第三節創業雄心程度與市場導向程度間之關聯性------63
第四節市場導向程度與經營績效間的關聯性----------64
第五節市場導向中介歷程效果----------------------66
第伍章 結論與建議-----------------------67
第一節 結論------------------------67
第二節 對實務界之建議-----------------71
第三節 對後續研究者建議---------------72
參考文獻---------------------------------73
中文文獻---------------------------------73
英文文獻---------------------------------75
附錄一 焦點團體訪談----------------------82
附錄二 問卷------------------------------96
表 目 錄
表2-1 創業敗因及企業管理陷井8
表2-2 績效指標彙整表11
表2-3 創業導向相關構面整理19
表2-4 市場導向量表(MARKOR)29
表2-5 創業精神、市場行銷策略之概念與方法33
表3-1 創新性的操作型定義44
表3-2 冒險性的操作型定義45
表3-3 活躍性的操作型定義45
表3-4 競爭積極性的操作型定義46
表3-5 情報產生的操作型定義46
表3-6 情報擴散的操作型定義47
表3-7 組織回應的操作型定義47
表3-8 經營績效構面的操作型定義48
表3-9 參與訪談人員49
表3-10 焦點團體資料整理-創業雄心與市場導向之關係52
表3-11 成功案例在創業雄心與市場導向執行程度54
表3-12 信度分析結果56
表3-13 樣本特徵57
表4-1 創業雄心之認同度59
表4-2 市場導向之認同度61
表4-3 經營績效之認同度62
表4-4 創業雄心與經營績效相關係數矩陣62
表4-5 創業雄心與經營績效之複迴歸分析63
表4-6 創業雄心與市場導向各向度之相關係數矩陣64
表4-7 創業雄心與市場導向各向度之複迴歸分析64
表4-8 市場導向與經營績效之相關係數矩陣65
表4-9 市場導向對創業績效之複迴歸分析65
表4-10 迴歸檢測步驟66
圖 目 錄
圖1-1 研究流程4
圖2-1　市場導向的構面 27
圖2-2　市場導向架構圖 28
圖3-1 研究架構42

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