臺灣博碩士論文加值系統

在全球化、國際化的時代與知識快速發展的現在，面對外在環境壓力及本業內部競爭，如何在所擁有資源中找到專屬於企業的核心資源與能力，被認為是企業競爭優勢的基礎，而企業核心能力的建構與獲得就愈發重要。本研究認為英語教學雜誌市場中企業對於其核心能力的尋找及運用是值得探討的議題。且有關於核心能力對於行銷策略及行銷績效的文獻散見於國內外文獻中，期望本研究能分析，在基礎資源觀點下找出國內英語教學雜誌市場中企業的核心能力，並探討國內英語教學雜誌市場的核心能力對企業行銷策略之決策思考，並以資源基礎理論為基礎之核心能力、行銷策略與行銷績效兩兩相互邏輯關係；找出資源基礎理論下企業核心能力的應用價值實證研究，供相關學者及實務界研究參考。
本研究主題為一探索性之質性研究，由於該方向缺乏相關實證研究結果，因此本研究應用資源基礎理論的觀點以英語教學雜誌市場為個案，探討企業本身如何具體的辨識核心能力，核心能力對行銷策略、行銷績效之相互影響，根據理論及深度訪談個案分析，研究結果如下：
一、企業的核心能力種類及數量越多則對於該企業的行銷策略整合程度越高。
二、英語雜誌的行銷策略能力越好則行銷績效越佳。
三、英語雜誌的核心能力對於行銷績效的提昇需透過策略構面的協助，而核心能力越多則行銷績效越好。

On the times of globalization and internationalization, which knowledge changes with each passing day, the enterprises are facing external environment pressure and internal competition. It is crucial for an enterprise to find the core of sinews and ability that exclusively belong to the enterprise itself from present resources; as it is defined as the basis of the enterprise competition superiority, it has become more important to build and obtain the ability at the core of the enterprise. For the theme, it is worthy to explore both seeking and application for the ability at the core of the enterprise in English education magazine market. Concerning the records of the ability at the core for effect sales tactic and effect sales results were carried in publications of in Taiwan and overseas. This paper aims to seek the ability at the core of the enterprise in the internal English education magazine market by means of basic sinews viewpoint and at the same time, to discuss the ability at the core in the internal English education magazine market for the strategy orientation of effect sales tactic. Base on the theory of basic sinews viewpoint, the mutual logic relation among the ability at the core, effect sales tactic and effect sales results helps to find the applied value and the ability at the core, which is sure to provide valuable reference for other scholars in the future.

This paper is rather a qualitative research, focusing on an empirical study of English education magazine market. Based on basic sinews viewpoint, this study attempts to explore how an enterprise is able to acknowledge the ability at the core, the mutual influence of the ability at the core for effect sales tactic and effect sales results. According to the theory and through the interview of case study, the results is shown as follows:
A. The more the ability at the core of classification and quantity for the enterprise being, the higher the overall planning extent of effect sales tactic for it being.
B. The better the ability of effect sales tactic for English magazine being, the better effect sales results for it being.
C. The ability at the core of English magazine to promote effect sales results has to be assisted through device frame. The more the ability at the core is, the better effect sales results are.

目 錄

中文摘要........................................................ I英文摘要........................................................ II
目錄.......................................................... ...IV
表目錄.......................................................... VI
圖目錄......................................................... VII

第一章 緒 論....................................................1
第一節 研究背景................................................1
第二節 研究動機................................................4
第三節 研究目的................................................6

第二章 文獻探討..................................................7
第一節 資源基礎理論............................................7
第二節 核心能力...............................................15
第三節 行銷策略...............................................27
第四節 行銷績效...............................................36
第五節 其他探討...............................................43
第六節 質性研究...............................................51

第三章 研究方法.................................................53
第一節 研究流程...............................................53
第二節 研究方法...............................................55
第三節 研究對象與範園.........................................57
第四節 研究架構...............................................59
第五節 研究變數定義...........................................60
第六節 研究問題設計...........................................63
第七節 資料分析方法...........................................65

第四章 個案公司深度訪談內容分析.................................67
第一節 產業觀察概述........................................... 67
第二節 救世傳播協會...........................................78
第三節 希伯崙公司.............................................90
第四節 常春藤解析英語雜誌社..................................100
第五節 經典傳訊公司..........................................106

第五章 個案分析與命題發展......................................115
第一節 資源基礎觀點下核心能力................................115
第二節 基礎資源觀點下核心能力與行銷策略之相互關係............122
第三節 行銷策略與行銷績效之相互關係..........................128
第四節 行銷績效與基礎資源理論下核心能力之相互關係............132

第六章 結論與建議..............................................135
第一節 研究結論..............................................135
第二節 研究限制..............................................139
第三節 後續建議..............................................140

參考書目........................................................142
附錄............................................................153

參考書目
壹、中文部分
一、書籍
司徒達賢，策略管理新論。台北：智勝文化，民國九十年。
吳思華，策略九說。台北：臉譜文化，民國八十九年。
吳松青，國際企業管理理論與實務。台北：智勝文化，民國八十五年。
胡又慧主編，質性研究—理論、方法及本土女性研究實例。台北：巨流圖書，民國八十五年。
黃俊英，行銷學的世界。台北：天下遠見，民國九十年。
陳定國，行銷管理導論，第二版。五南圖書，民國八十七年。
榮泰生，策略管理。台北：華泰文化，民國八十六年。
Hamel,G.,& Prahalad,C.K.(1996)，(顧淑馨譯)，競爭大未來。台北:智庫文化，民國八十五年。pp.241-285。(原文於1994年出版)。
Michael E﹒Porter著，（李明軒、邱如譯），競爭優勢(上)。台北：天下遠見，民國八十八年，p﹒8。
二、期刊
許士軍，「時間—二十一世紀管理的關鍵要素」，管理雜誌，第207期，民國八十一年九月，pp.70-73。
廖森貴，「物流能力與組織績效關係之研究」，台北科技大學學報，32期，民國八十八年九月，pp.299-312。
陳明璋，「組織效能研究途徑及其衡量」，中國行政，第29期，5月，民國六十八年，pp.48。
台北市政府主計處，「家庭收支記帳調查報告」，民國九十一年。
出版年鑑，民國八十六年～九十年。
金石堂出版情報，民國八十九年元月～九十二年元月。
財政部月報，民國九十二年十二月。
財政部月報，民國九十三年七月。
台經院產經資料庫，民國九十二年。
三、學術論文
王敏昆，「我國出口貿易商國際行銷策略與績效之關聯分析—以紡織業與電子、電工業論述」，碩士論文，東華大學企業管理研究所，民國八十五年。
呂良添，「創業導向、管理實務、人際網絡與組織績效關係之研究」，碩士論文，中央大學人力資源管理研究所，民國八十六年。
呂麗美，「壽險公司財務報表與經營績效分析之研究」，碩士論文，逢甲大學保險研究所，民國七十七年。
林育珊，「行銷通路支持活動、競爭策略與績效之研究」，碩士論文，東華大學企業管理研究所，民國八十九年。
林晉寬，「從資源基礎理論探討資源特性與成長策略之關係」，博士論文政治大學企業管理研究所，民國八十四年。
許雅惠，「台灣人壽保險業經營策略與經營績效之相關研究」，碩士論文，台灣大學商學管理研究所，民國八十二年。
陳正男，「顧客行為特性、行銷策略與績效關係之研究」，博士論文，政治大學企業管理研究所，民國七十四年。
陳榮松，「我國高科技產業國際行銷策略之個案研究—以自創品牌資訊硬體廠商為例」，碩士論文，靜宜大學企業管理研究所，民國八十七年。
侯肇峰，「台灣石材加工業之行銷問題與策略分析—公司特色與行銷組合相關性之實證」，碩士論文，東華大學企業管理研究所，民國八十四年。
黃松共，「事業策略、行銷作為與績效關係之研究—台灣西藥業之實證研究」，博士論文，政治大學企業管理研究所，民國七十七年。
李洋昇，「台灣資訊電子廠商核心專長與競爭策略之研究」，碩士論文，東華大學企業管理研究所，民國八十九年。
賴明政，「組織資源成長類型與成長方式關係之研究」，博士論文，中興大學企業管理研究所，民國八十九年。
郭俊男，「運籌能力、競爭策略與經營績效關係之研究」，碩士論文，中山大學人力資源管理研究所，民國九十一年。

貳、西文部分
(I)Books
Andrews, K.R., The Concept of Corporte Strategy, Homewood, IL., Dow Jones:Irwin,1971.
Chandler, A.D., 〝Scale and Scope: The Dynamics of Industrial Capitalism, 〞Cambridge: Harvard University Press, 1990.
Collis, David J., & Montgomery, Cynthia A., 〝Corporate strategy: Resources and scope of the firm, 〞 Chicago:IRWIN, 1997.
Drucker, P.F., 〝Managing in Turbulent Times, 〞 London: Heinemann,1980.
Hamel, G., & Heene, A., 〝 Competence-Based Competition, 〞New York: McGraw-Hill, 1994.
Hofer, C.W., & Schendel, D., 〝Strategy Formulation: Analytical Concepts, 〞 New York: McGraw-Hill, 1978.
Jao, I.Y., 〝 Capability Enhancement through Cross-Border Contract Manufacturing Alliances-A Study Taiwanese Information Technology Firms, 〞 United Kingdon: London Business School Press, 1996.
Kotler, Philip, 〝Markting Management:Analysis.Planning,and Control, 〞 7th ed., Prentice Hall Englewood Cliffs.N.J., 1988.
McCarthy, E.Jerome, 〝Basic Markering: A Managerial Approah, 〞 Homewood, IL: Richard D. Irwin, Inc., 1960.
Porter, M.E., Competitive Advantage: Creating and Sustaining Superior Performance, New York: Free Press, 1985.
Porter, M. E.,〝 Competitive strategies, 〞 New York: The Free Press, 1980.
Porter, M.E.,〝Competitive strategy:Techniques for analyzing industries and competitors,〞New York：Free Press, 1980.
Penrose, E.T., 〝The Theory of the Growth of the Firm, 〞New York: John Wiley, 1959,.
Miles, Raymond E. and Snow Charles C., 〝 Organizational strategy structure and process, 〞 New York: McGraw Hill, 1978.
Quinn, J.B., 〝Strategies for Change: Logical Incrementalism, Homewood, 〞 IL:Irwin,1980.
Stephen P. R., 〝Organizational Behavior, 〞 6th ed. ,Prentice Hall, 2001.
Szilagyi, Jr, A.D.,〝Management and performance, 〞 2nd ed,New Jersey: Scott, Foresman and Company, 1984.
Teece, D.J., G.Pisano and A.Shuen, Firm Capabilities, Resources and the Concept of Strategy, Consortium on Competitiveness and Cooperation Working Paper, University of California at Berkeley, Center for Research in Management, Berkeley, C.A., 1990.
Ulrich, D.and D.Lake, Organization Capability: Competing Form the Inside Out, John Wiley&Sons Publishing, 1990.
Yin, R. K., Case Study Research: Design and Methods, SAGE Publications, 1994.
Von Neumann, & Morgenstern, 〝 Theory of Games, 〞 New York: Free Press, 1947,

(II)Periodicals
Aaker, D. A., 1989, 〝Managing asset and skills: The key to a sustainable competitive advantage,〞California Management Review, 31(2): 91-106.
Amit, R., & P.J.H.Schoemaker, 1993,〝Strategic assets and organ- izational rent, 〞 Strategic Management Journal, 14(1), pp.33-46
Barney, J.B., 1986, Strategic Factor Markets: Expectations, Luck, and Business Strategy, Management Science, 42, pp.1231-1241.
Babbie, Earl,1995, 〝 The Practice of Social Research 〞(7th edition), Belmont, California: Wadsworth P.
Beal, R. M. and Yasai-Ardekani Masoud , 2000, 〝Performance implications of aligning CEO functional experiences with competive strategies, 〞Journal of Management, Vol. 26(4), pp. 733-762.
Bharadwaj,A.S., 2000,〝A resource-based perspective on information technology capability and firm performance: Anempirical investigation,〞MIS Quarterly,Vol.24(1),pp.169-196.
Barney, J.B., 1991, 〝Firm resources and sustained competitive advantage, 〞Journal of Management, 17(1), pp.99-120.
Bakker, Hans,Jones, Wynford & Nichols,Michele, 1994,〝Using Core Competences to Develop New Business,〞Long Range Planning, Vol.27,No.6,pp13-27.
Collis, D.J., & Montgomery, C.A., 1995, 〝 Competing on resources: strategy in the 1990s’, 〞Harvard Business Review, 73(4), pp. 110-135
Conner, K.R., 1991, 〝A historical comparison of resource-based theory and five school of thought within industrial organization econmics: Do we have a new thory of the firm?, 〞Journal of Management, 17(1), pp.121-154.
Chandler,G.N.and S.H.Hanks, 1994, 〝Founder competence,the environment, and venture performance,〞Entrepreneurship Theory and Practice,Vol.18(3),pp.77-89.
Caves,R.E.and M.E.Porter, 1997,〝From Entry Barry to Mobility Barries: Conjectural Decisions and Contrived Deterrence to New Competition,〞Quarterly Journal of Economics,Vol.91, pp.241-261.
Collis, D.J., 1991, 〝 A Resources-based Analysis of Global Competition: The Case of the Bearing Industry, Strategic Management Journal, 〞12(summer), pp.46-68.
Collis, D.J., & Montgomery, C.A., 1998, 〝Creating Corporate Strategy, 〞Harvard Business Review, May-June.
Coyne, K.P., 1986, 〝Sustainable Competitive Advantage: What it is and What it isn’t, 〞 Business Horizons,Jan/Feb., pp.54-61.
Drucker, P.F., 〝 The Theory of the Business, Harvard Business Review, 〞Vol.72 No.5.Sept./Oct. 1994, pp.95-104.
D.Coates,〝Putting core competency thinking into practice〞, International Journal.
Druck,P.F.(1985),〝Innovation and entrepreneurship:Practice and principles,〞Harper & Row, New York.
Dess, Gregory,G.,& Davis,Peter S.1984.Poter’s generic strategies as determinanats of strategic group membership and organizational performance, Academy of Management Journal,27 (3):467-488.
Droge, Cornelia, & Vickery, Shawnee and Markland Robert E., 1994, Sources and outcomes of competitive advantage: An exploratory studu in the furniture industry, Decision Sciences, 25(5/6): 669-689.
Fawcet, Stanley et al., 1997, 〝Developing a logistics capability to improve the performance of international operation, 〞 Journal of business logistics, 18(2).
Gupta, A.K.and V.Govindarajan, 1984,〝Business unit strategy, managerial characteristics,and business unit effectiveness at strategy implementation,〞Academy of Management Journal,Vol.27 (1), pp.25-41.
Grant, R.M., 1991, 〝The resource-based theory of competitive advantage implications for strategy formulation, 〞California Management Review,12(1), pp.114-135.
Grant, R.M., 1991, 〝The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation, 〞California Management Review, spring, pp.114-135.
Gallon, Mark R., Stillman, Harold M.and Coates, David, 1995,〝Putting Core Competency thinking into Practice, 〞 Research Technology Management,May-June,pp.20-28.
Hafeez, K., Y.Zhang and N.Malak, 2002,〝Determining key capabilities of a firm using analytic hierarchy process, 〞 International Journal of Production Economics, Vol.76(1), pp.39-51.
Hult, G.T.M.and D.J.Ketchen Jr., 2001,〝Does market orientation matter?: A test of the relationship between positional advantage and performance〞,Strategic Management Journal,Vol. 22,(9),pp.899-906.
Hultink, E.J., A.Kwaku and I. Lebbink, 2000,〝Determinants of new product selling performance: An empirical in the Netherlands, 〞 European Journal of Innovation Management, Vol.3(1),pp.27-34.
Hafeez,Khalid,Zhang,Yan Bing and Malak Naila, 2002,〝Core Competence for Sustainable Competitive Advantage: A Structured Methodology for Identifying Core Competence,〞IEEE Transactions on engineering Management,Vol49,No.1, Feb, pp.28-35.
Hoang,B.Peter, 1995,〝A causal study of the Interrelationships among selected international marketing strategies,Internal Factors, and export performance〞A thesis for PHD at the University of Otago Dunedin,New Zealand.
Hall, R., 1992,〝The strategic analysis of intangible resources, 〞Strategic Management Journal, 13(1), pp.135-144.
Hamel, G., & Prahalad, C.K., 1990, 〝The core competence of the corporation, Hamel, G., & Heene, A., 1994, 〝 Competence-Based Competition, 〞Harvard Business Review, 68(3), pp.79-91.
Hamel, G., & Prahalad, C.K., 1994, 〝The concept of core competence,〞 Competence-Based Competition, 5(1), pp.11-33.
Kotey,B.and G.G.Meredith, 1997,〝Relationships among owner/manager personal values, business strategies, and enterprise performance,〞Journal of Small Business Management,Vol.35(2), pp.37-61.
Lynch Daniel F., & Keller Scott B., Ozment John, 2000, 〝 The effect of logistics capabilities and strategy on firm performance, 〞 Journal of Business Logistics, 21(2):47-68
Lerner,M.and T.Almor, 2002,〝Relationships among strategic capabilities and the performance of women-owned small ventures,〞Journal of Small Business Management,Vol.40(2), pp.109-125.
Li,ling-yee and G.Ogunmokun, 2001,〝Effect of export financing resources and supply-chain skill on export competitive advantages: Implications for superior export performance,〞Journal of World Business,Vol.36(3), pp.260-279.
Leonard-Barton, D., 1992, 〝 Core capabilities and core rigidities: A paradox in managing new product development,〞 Strategic Management Journal, 13(1), pp.111-125.
Lippman, S.A., & Rumelt,P.R., 1982, 〝Uncertain imitability: An analysis of interfirm differences if efficiency under competition, 〞 Bell journal of Economics,13(1),pp.418-438.
Mahoney, J.T.& Pandian, J.R., 1992, 〝The resource-based view within the conversation of strategic managemen, 〞 Strategic Management Journal, 13(1),pp.363-380.
Miller, D., 1983,〝The correlates of entrepreneurship in three types of firm, 〞Management Science, Vol.29(7),pp.770-791.
Murphy,G.B.,J.W. Trailer and R.C.Hill, 1996,〝Measuring Performance in entrepreneurship research,〞Journal of Business Research Vol.36(1),pp.15-23.
Markides, C.C.and P.J.Williamson, 1994, 〝Related Diversification,Core Competences and Cirporate Performance, 〞Strategic Management Journal,Vol.15,sum, pp.149-165.
Miyazaki, K., 1999,〝Building Technology Competencies in Japanese Firms〞, Industrial Research Institute, Sep/Oct,pp.39-45.
Michael J.R.,and Urs S.Daellenbach, 1999,〝Research Notes and Communications Rethinking Methods for the Resource-Based Theory Perspective:Isolating Sources of Suatainable Competitive Advantage,〞Strategic Management Journal,Vol.20, pp.487-494.
Patton, M.Q., 1990, Humanistic Psychology and Qualitative Research: Shared Principles and Processed, Person-Centered Review, Spring
Peteraf, M.A., 1993, 〝The cornerstones of competitive advantage: A resource-based view, 〞 Strategic Management Journal, 14(3),pp. 179-191.
Poter, M.E., 1991, 〝Toward adynamic theory of strategy, 〞Strategic Management Journal,12(1),pp.95-117.
Rumelt, R. P., 1984, 〝 Toward a strategy theory of the firm in R.B.lamb, 〞 Competitive Strategic Management,8(1), pp.556-570.
Schoemaker, P. J. H., 1992,〝How to link strategic vision to core capabilities? 〞Sloan Management Review,12(1),pp.67-81.
Selznick,P.,〝Leadership in Administration : a Sociological Interpretation,〞In Foss, N.j（Eds.）,Resources Firms and Strategies, Oxford,pp.21-26（1957）
Stank, Theodore P., & Lackey Charles, W.Jr., 1997, 〝 Enhancing performance through logistical capabilities in Mexican maquiladora firms, 〞 Journal of business logistics, 18(1): 91-111.
Ulrich, D.and D.Lake, Organization Capability: Creating Competitive Advantage, Academy of Management Executive, Vol.5 Iss.1, Feb 1991, pp77-92.
Ursula,G.and W.Celeste, 1998, 〝Predictors of organizational performance in small and medium-sized professional service firms,〞International Journal of technology Management,Vol.16 (1-3),pp.23-36.
Venkataman,N and Vasudevan Ramanujam, 1986, 〝Meassurement of Business Performance on Strategy Research〞,A comparision of Meassurement Review,Vol.11 No.4,pp.801-814.
Venkatraman,N.(1989),〝Strategic orientation of business enterprises : The construc,dimensionality,and measurement,〞Management Science,Vol.35(8),pp.942-962
Wernerfelt, B.,1984, A Resource-Based View of the Firm, Strategic Management Journal,5(2),pp.171-180.
Woo, C.Y., and G.Willard.(1983)〝Performance Representation in Bussiness Policy Research:Discussion and Recommendation,〞Paper presented at the 23rd Annual National Meetings of Management, Dallas.
Wernerfelt, B., 1984, 〝A resource-based view of the firm. Strategic Management Journal, 〞 5(1), pp.171-180.
Zahra,S.A.and A.P.Nielsen, 2002, 〝Sources of capabilities, integration and technology commercialization,〞Strategic Management Journal, Vol.23(5), pp.377-398