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研究生:張顯靖
研究生(外文):Hsien-Ching Chang
論文名稱:市場知識能耐、產品開發熟練度與創新程度對新產品上市績效影響之研究
論文名稱(外文):The Impact of Market Knowledge Competence, Product Development Proficiency, and Innovativeness on Market Performance
指導教授:謝龍發謝龍發引用關係
指導教授(外文):Lung-Far Hsieh
學位類別:碩士
校院名稱:中原大學
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:2005
畢業學年度:93
語文別:中文
論文頁數:124
中文關鍵詞:產品開發熟練度新產品上市績效產品新穎度創新程度顧客知識處理市場知識能耐技術熟練度行銷研發界面競爭者知識處理行銷熟練度
外文關鍵詞:Product development proficiencyCompetitor knowledge processTechnical proficiencyMarketing-R&D interfaceProduct newnessInnovativenessMarketing proficiencyMarket performanceCustomer knowledge processMarket knowledge competence
相關次數:
  • 被引用被引用:10
  • 點閱點閱:401
  • 評分評分:
  • 下載下載:122
  • 收藏至我的研究室書目清單書目收藏:0
當企業生存之道是要不斷開發出新產品的時候,如何確保所開發的新產品能獲得較好的上市績效,成了企業最在乎與關切的議題。面對環境不確定性,企業應如何避免產品開發熟練度導致「核心僵固性(Core Rigidity)」,順應環境變化開發出迎合顧客期望具有競爭優勢的新產品,為企業創造持續長久的獲利,是本研究試圖找尋的答案。於是本研究以核心能耐為立論基礎,結合廠商知識基礎理論觀點,經由文獻探討發現「市場知識能耐」為建構企業新知識的來源,而「產品開發熟練度」則是舊知識延伸的表現,兩者若能互相調和運用在新產品開發中,不僅形成核心能耐也可預防核心僵化,有助於提早確認新產品上市績效的結果。因此,企業不論是由內而外(Inside-Out)或由外而內(Outside-In)制定新產品開發策略,最重要的是必須同時考慮熟練度(內部因素)與市場知識(外部因素)的影響力,也就是說必須兼顧「產品開發熟練度」(能耐延伸)與「市場知識能耐」(能耐建構)。
為了驗證以上推論,本研究以持續進行新產品開發活動的國內電子資訊企業為研究對象,以e-mail方式共發出350份問卷,回收有效問卷61份(回收率17.4%),經由統計方法整理分析,歸納研究發現如下:
1. 市場知識能耐的強度與新產品上市績效有正向相關。
市場知識能耐包含了顧客知識處理、行銷研發界面與競爭者知識處理,以往實務界經常為了新產品開發時效而疏忽市場知識能耐,根據研究發現,市場知識能耐的強度與新產品上市績效有正向相關,亦即顧客知識處理、行銷研發界面以及競爭者知識處理的能耐越強,新產品上市績效越好,此點值得實務界重視。
2. 產品開發熟練度的水準與新產品上市績效有正向相關。
產品開發熟練度包含了行銷熟練度與技術熟練度,實證結果顯示,產品開發熟練度的水準與新產品上市績效有正向相關,亦即行銷熟練度與技術熟練度越高,新產品的上市績效越好,值得實務界注意與加強。
3. 對公司新穎度較高的產品,如果配合較好的顧客知識處理或較好的行銷研發界面運作,則新產品上市後的財務績效會較好。
在實證中發現,隨著產品對公司新穎度增加,顧客知識處理與行銷研發界面強度對新產品財務性上市績效的正向影響也會隨之增加。這樣的結果顯示,當企業擁有較好的顧客知識處理或行銷研發界面時,多嘗試開發對公司新穎度較高的產品,對財務性上市績效有正向提升的幫助。
The way for enterprises struggles to survive is to develop new products continuously, and how to ensure the new developed products to successfully perform on the market. This has become the most cared and concerned issue by enterprises. Facing environmental uncertainty, how enterprises can prevent the core rigidity that resulted from the product development proficiency. Furthermore, they may comply with the environment to develop the new competitive products that satisfy customers’ demand and bring consistent and long-term profits. The aim of this study is to endeavor to find out such a solution. In the theoretical background of core competence in cooperation of the knowledge-based view of the firm, after reviewing literature, our findings show the market knowledge competence is the building of where enterprises’ new knowledge comes from. Meanwhile, the product development proficiency is the manifestation of old knowledge leveraging. In mutual blend and balance of these two variables, and in application of these in the new product development, not only core competence comes into being, but also core rigidity can be prevented, which can contribute to an early positive confirmation of new products on the market. As a result, when a enterprise makes a development policy for a new product, no matter from inside-out or from outside-in, the most important thing is that they should consider the impact on proficiency (as an inside factor) and market knowledge (as an outside factor) at he same time. On the other words, they should give consideration to product development proficiency (competence leveraging) and market knowledge competence (competence building).
In order to verify above hypotheses, this research takes the electronic information enterprise as our subject of study in Taiwan to implement new product development activities. 350 questionnaires have been sent by e-mail, with 61 valid questionnaires returned(a return rate of 17.4%). After statistically analysis, the findings are as follows:
1. The intensity of the market knowledge competence (MKC) is positively significant with the market performance of new development products.
MKC includes customer knowledge process, marketing-R&D interface and competitor knowledge process. In the past, enterprises often neglected the MKC for the sake of products development timing. According to the findings of the research, the intensity of the MKC is positively significant with the market performance of new development products, that is to say, the better customer knowledge process, marketing-R&D interface and competitor knowledge process, the better market performance of new development products. It is worthy of enterprises’ paying attention.
2. The level of new products development proficiency (PDP) is positively significant with the market performance of new development products.
PDP includes marketing proficiency and technical proficiency. According to the findings of the research, the level of the PDP is positively significant with the market performance of new development products, that is to say, the better marketing proficiency and technical proficiency, the better market performance of new development products. This aspect is worthy of enterprises’ concerns and efforts.
3. For the products with higher newness to the firm, if matching with better customer knowledge process or better marketing-R&D interface, leads to a higher financial market performance of new development products.
The findings of this research show that when increasing product newness to the firm, the intensity of customer knowledge process and marketing-R&D interface will be favorably affected and on the increase in terms of financial market performance of new development products. Such a result indicates that when an enterprise has a better customer knowledge process or marketing-R&D interface, they may try to develop the products with higher newness, by doing so, they can have positive boost to better performance in finance on the market.
目 錄

第一章 緒論------------------------------------------------------1
第一節 研究背景--------------------------------------------------1
第二節 研究動機--------------------------------------------------2
第三節 研究問題與目的--------------------------------------------3
第四節 研究範圍--------------------------------------------------4
第五節 研究流程--------------------------------------------------5
第二章 文獻探討與研究假設----------------------------------------6
第一節 資源基礎理論相關文獻探討----------------------------------6
第二節 新產品上市績效相關文獻探討-------------------------------12
第三節 市場知識能耐相關文獻探討---------------------------------16
第四節 市場知識能耐與新產品上市績效-----------------------------25
第五節 產品開發熟練度相關文獻探討-------------------------------27
第六節 產品開發熟練度與新產品上市績效---------------------------34
第七節 創新程度相關文獻探討-------------------------------------38
第八節 創新程度、市場知識能耐與新產品上市績效-------------------43
第九節 創新程度、產品開發熟練度與新產品上市績效-----------------44
第三章 研究方法-------------------------------------------------47
第一節 研究架構-------------------------------------------------47
第二節 研究變數定義與衡量---------------------------------------47
第三節 個案訪談與問卷設計---------------------------------------51
第四節 研究對象與抽樣方法---------------------------------------52
第五節 資料分析方法---------------------------------------------53
第六節 信度與效度分析-------------------------------------------56
第四章 資料分析-------------------------------------------------58
第一節 樣本基本資料敘述性統計-----------------------------------58
第二節 研究構面之因素分析---------------------------------------61
第三節 研究假設檢定---------------------------------------------67
第五章 結論與建議-----------------------------------------------75
第一節 研究結論-------------------------------------------------75
第二節 理論與實務涵意-------------------------------------------76
第三節 研究限制-------------------------------------------------80
第四節 研究建議-------------------------------------------------80
參考文獻 ---------------------------------------------------------82
附錄(一) 個案研究-------------------------------------------------92
附錄(二) 研究問卷------------------------------------------------104
附錄(三) 統計圖表------------------------------------------------109


表 目 錄

表1-1 研究範圍-----------------------------------------------------4
表2-1 核心能耐相關文獻與定義---------------------------------------8
表2-2 新產品上市績效相關文獻彙整表--------------------------------14
表2-3 市場導向與市場知識能耐相關文獻彙整表------------------------19
表2-4 顧客的發展與轉變--------------------------------------------20
表2-5 新產品開發過程相關文獻彙整表--------------------------------31
表2-6 產品創新程度相關文獻彙整表----------------------------------42
表3-1 本研究之研究變項操作型定義與衡量內容------------------------49
表3-2 本研究正式問卷各衡量變數之信度值----------------------------56
表4-1 本研究之樣本特徵變項分析------------------------------------58
表4-2 本研究各構面變數的敘述性統計分析----------------------------60
表4-3 各構面之BARTLETT檢定與KMO值表-------------------------------61
表4-4 市場知識能耐因素分析之結果----------------------------------62
表4-5 產品開發熟練度因素分析之結果--------------------------------63
表4-6 創新程度因素分析之結果--------------------------------------64
表4-7 新產品上市績效因素分析之結果--------------------------------64
表4-8 市場知識能耐與各變項群集分析--------------------------------65
表4-9 產品開發熟練度與各變項群集分析------------------------------66
表4-10 創新程度群集分析(高/低群)----------------------------------67
表4-11 各構面相關係數分析-----------------------------------------68
表4-12 市場知識能耐與新產品財務性上市績效之ANOVA分析--------------69
表4-13 市場知識能耐與新產品非財務性上市績效之ANOVA分析------------69
表4-14 產品開發熟練度與新產品財務性上市績效之ANOVA分析------------70
表4-15 產品開發熟練度與新產品非財務性上市績效之ANOVA分析----------70
表4-16 創新程度對於市場知識能耐對新產品上市績效影響之干擾效果-----71
表4-17 創新程度對於產品開發熟練度對新產品上市績效影響之干擾效果---73
表4-18 假設檢定結果彙整表-----------------------------------------74
附表-1 預試問卷之信度分析結果------------------------------------109
附表-2 正式問卷之信度分析結果------------------------------------110
附表-3 本研究變數各問項的敘述性統計分析--------------------------111
附表-4 創新程度、市場知識能耐與新產品上市績效完整分析------------112
附表-5 創新程度、產品開發熟練度與新產品上市績效完整分析----------114


圖 目 錄

圖1-1 本研究之研究流程---------------------------------------------5
圖2-1 BARNEY 1991資源特性與持久競爭優勢間之關係--------------------9
圖2-2 NARVER AND SLATER 1990市場導向架構圖------------------------17
圖2-3 MARY 2001行銷的技術處理過程---------------------------------22
圖2-4 COOPER 1998典型的五階段五關卡「階段—關卡」流程-------------28
圖2-5 COOPER AND KLEINSCHMIDT 1986新產品開發流程------------------28
圖2-6 CALANTONE AND DI BENEDETTO 1988新產品開發流程整合模式-------29
圖2-7 PEARSON AND BALL 1993新產品開發流程-------------------------30
圖2-8 CALANTONE ET AL. 1996影響新產品成功水準的模型---------------35
圖2-9 SONG, ET AL. 1997行銷在新產品開發中所扮演的角色-------------36
圖2-10 BOOZ ET AL.(1982)新產品分類--------------------------------40
圖2-11 SONG AND PARRY 1999創新程度與績效關係權變模型--------------45
圖3-1 本研究之研究架構--------------------------------------------47
圖3-2 本研究資料分析方法------------------------------------------55
一、中文部分:
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