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研究生:劉宗洪
研究生(外文):Tsung-Hung Liu
論文名稱:基礎資源觀點下核心能力對行銷策略、行銷績效影響之探索性研究—以英語教學雜誌市場為例
論文名稱(外文):The Impact of Core competence to marketing Strategy and performance—An exploratory study of English magazine market, form Resource-based view
指導教授:李南賢李南賢引用關係蘇雲華蘇雲華引用關係
指導教授(外文):Nan-Shyan LiiYun-Hua Su
學位類別:碩士
校院名稱:靜宜大學
系所名稱:企業管理研究所
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:2004
畢業學年度:92
語文別:中文
論文頁數:157
中文關鍵詞:行銷績效模式英語教學雜誌行銷策略基礎資源觀點核心能力
外文關鍵詞:Effect sales results modeEffect sales tacticThe ability at the coreBasic sinews viewpointEnglish education magazine
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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
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