面臨市場競爭激烈，消費者喜好變遷迅速，產品生命週期急劇縮短的衝擊下，企業的績效不能再只依靠提高品質、降低成本來維持，於是，製造部門具備快速反應環境變動的彈性能力隨即被視為一種競爭優勢，然而，隨著消費者意識的抬頭，製造廠商與顧客高度地接觸是策略選擇的關鍵，因此，企業的經營方式必須由生產者導向調整為市場導向，把管理焦點對準市場需求，才能夠確實掌握市場中的各項資訊流動，進而瞭解各種市場資訊變化趨勢，並預擬各項因應策略來回應顧客，以此創造更高的顧客價值，進而達到組織利潤之最大化。
因此，當企業致力於製造彈性能力的建立時，必須充分蒐集有關顧客、競爭者的市場資訊，並且透過跨部門的協調合作，才能制定一套完備的生產計劃，對顧客提供最滿意地回應，藉此來改善且促進產品的品質、成本、交期等製造優勢之提昇。本研究經由相關研究文獻之探討，建構市場導向、製造彈性與製造優勢之影響關係，並以國內高科技產業之印刷電路板製造商為研究對象，透過路徑分析來驗證本研究所提出之各項假設，藉以提供製造業管理者在追求市場導向與運用製造彈性來達到不同製造優勢的決策參考。而研究結果顯示市場導向、製造彈性對製造優勢間確實存在著正向的影響關係。

Due to fiercely competition of markets, the rapid transition of consumers’ preference, the shortening of product life, the performance of business not only depends on the ability of raising the product quality and reducing the product cost but also the ability to rapidly responded to the change of business environments. The manufacturing companies that own the capability are considered having the competition advantages.
However, along with the raising of customers, contacting with customers is becoming a significant strategy for most of manufacturing companies. Therefore, a “producer-oriented “strategy must transform into a “market-oriented” strategy in order to focus on customer needs. As a result, the company can have a better management of market information flows, and a better understanding of the projection of changes of market information flow. Based on these understanding, quick responsive strategies can be developed to satisfy the variances of customer needs and create a higher value for the customer.
Therefore, as a company devoted resources to raise the manufacturing flexibility, it must also collecting market information concerning the variances of customer needs and competition activities. This information can be used as inputs and put through an interdepartmental collaboration process to develop a manufacturing plan which is responsive enough to meet customer needs in the dimension of cost, quality, and delivery schedule.
Initially, market-orientation, manufacturing flexibility and manufacturing advantage are discussed, followed by hypotheses for the relationship, which are proposed based on the literature review. These hypotheses are tested using data collected from 40 Taiwaneses manufacturing firms. Finally, the implication of the results are discussed from the perspective of both research and practice.

目 錄
摘 要 i
Abstract ii
誌 謝 iv
目 錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究限制 3
1.4研究流程 3
第二章 文獻探討 5
2.1市場導向 5
2.1.1行銷觀念 5
2.1.2市場導向的定義 9
2.1.3市場導向的衡量 16
2.2製造彈性 20
2.2.1製造彈性的定義 20
2.2.2製造彈性的構面 22
2.2.3製造彈性的衡量 30
2.2.4新產品彈性、產品範疇彈性及產量彈性的定義與衡量 31
2.3製造優勢 33
2.3.1製造優勢的定義與構面 33
2.3.2製造優勢相關的論爭 35
2.4市場導向與製造彈性之關係 36
2.5製造彈性與製造優勢之關係 38
第三章 研究方法 41
3.1研究架構 41
3.2研究假說 41
3.2.1市場導向與製造彈性之關係 41
3.2.2製造彈性與製造優勢之關係 44
3.3變數的定義與衡量 46
3.3.1研究工具 46
3.3.2變數的定義與衡量 46
3.4研究樣本 53
3.4.1研究對象 53
3.4.2資料蒐集 54
3.4.3樣本結構 56
3.4.4描述性統計 57
3.5資料分析方法 58
第四章 研究結果 60
4.1因素分析 60
4.2信度與效度分析 63
4.2.1信度分析 63
4.2.2效度分析 63
4.3路徑分析 64
4.4研究結果 70
第五章 結論與建議 74
5.1研究結論 74
5.2研究建議 77
5.3管理涵意 77
5.4未來研究方向 78
參考文獻 79
附錄 92

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