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研究生:胡紫暘
研究生(外文):Tzu-yang Hu
論文名稱:行銷能耐研究
論文名稱(外文):An Analysis of Marketing Capability
指導教授:林維熊林維熊引用關係
指導教授(外文):Wei-shong Lin
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
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:2006
畢業學年度:94
語文別:中文
論文頁數:65
中文關鍵詞:組織能耐市場導向知識創造行銷管理制度企業文化
外文關鍵詞:organization capabilitiesmarket orientationknowledge creationmarketingmanagement institutionorganization culture
相關次數:
  • 被引用被引用:3
  • 點閱點閱:529
  • 評分評分:
  • 下載下載:85
  • 收藏至我的研究室書目清單書目收藏:1
本研究的主要目的在於探討組織行銷能耐的建立與維持。本研究的核心是根據Nelson與Winter(1982)提出的組織能耐理論,並結合市場導向組織理論(Day, 1990; 1994)為理論基礎。從組織競爭力可分為組成能力與建構能力的觀點(Henderson and Cockburn, 1994)為研究的架構模型,試圖探討管理制度、知識存量與企業文化如何藉由提升市場情報產生、散佈與回應等三流程(Kohli and Jaworski, 1990)的效率,進而提升組織績效的影響關係。

本研究利用迴歸分析來探討任務團隊、市場調查部門、師徒制、標準化流程、實驗制度、一致語言、非正式溝通等七項管理制度,行銷相關的專業知識與經驗知識等兩項知識存量變數,與合作分享、誠實、平等、容忍失敗、容忍異端、自主與全盤了解等七項有利創新的文化對於提升組織內知識創造程度、顧客滿意度與財務績效的影響關係。
結果發現任務團隊的編組、建立自己的市場調查部門、市場情報收集流程的標準化、對創意的實驗制度、一致語言與培養全盤了解文化對於提升組織內知識創造程度有著正向且顯著的影響。市場情報傳遞流程的標準化、對創意的實驗制度與培養員工自主的文化對於提升顧客滿意度有著正向且顯著的影響。市場情報傳遞流程的標準化與行銷人員的學歷越高對於組織財務績效有著正向且顯著的影響。另外,組織培養容忍失敗的文化對於組織財務績效將產生不利影響。
The main concepts of this research are based on Nelson and Winter’s (1982) theory of organization capabilities as well as Day’s (1994) theory of market orientation. We use component competence and architectural competence as our frameworks to clarify how the management system, knowledge stock in the organization and organizational culture affect the capabilities of marketing.

Our results show that the marketing teams, the standardization process of market intelligence generation, the pioneer test of the innovative idea, the common language in organization, and the understanding of the whole work process would increase the knowledge creation in the organization. And the standardization of process of market intelligence dissemination, the pioneer test of the innovative idea and the culture of autonomy would increase the customer satisfaction. Finally, standardization the process of market intelligence dissemination and the higher the education of marketing members would increase the financial performance, but the culture of failure tolerance may have negative effect.
目錄
壹、緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 2
貳、文獻探討 4
第一節 組織能耐 4
第二節 市場導向組織 9
第三節 組成能力與建構能力 13
第四節 組織知識創造 15
第五節 創新文化 18
參、研究方法 21
第一節 研究架構 21
第二節 理論推導與研究假設 23
第三節 變數定義與衡量 29
第四節 資料分析與蒐集方式 35
肆、資料分析 36
第一節 樣本敘述統計 36
第二節 迴歸分析:管理制度、知識存量與行銷績效 38
第三節 迴歸分析:創新文化與行銷績效 47
伍、結論與建議 53
第一節 政策建議與管理意涵 53
第二節 研究限制 56
第三節 後續研究建議 56
參考文獻 57
附錄:研究問卷 61



圖目錄
圖1-1:研究流程圖 3
圖3-1:研究架構圖一 22
圖3-2:研究架構圖二 22
表目錄
表2-1:市場導向主要特徵整理表 10
表2-2:市場導向的定義-行為活動觀點 11
表2-3:市場導向的定義-組織文化觀點 12
表4-1:樣本公司成立年數 37
表4-2:樣本公司資本額 37
表4-3:樣本產業別 37
表4-4:管理制度與知識存量對行銷績效迴歸結果表 39
表4-5:假設成立與否表:模型一 41
表4-6:假設成立與否表:模型二 44
表4-7:假設成立與否表:模型三 46
表4-8:創新文化對行銷績效迴歸分析結果表 48
表4-9:假設成立與否表:模型四 49
表4-10:假設成立與否表:模型五 51
表4-11:假設成立與否表:模型六 52
表5-1:研究成立假設統整表 54
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2.林維熊(2004),策略管理,未出版書籍。
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