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研究生:梁文科
研究生(外文):Wen-Ko Liang
論文名稱:行銷知識管理能力、行銷團隊知識創造能力、行銷創新與市場績效關係之研究
論文名稱(外文):The relationship among Marketing knowledge management capability、 marketing team knowledge creation capability、 marketing innovation and market performance: An empirical study in Taiwan
指導教授:吳學良吳學良引用關係蔡明田蔡明田引用關係
指導教授(外文):Hsueh-Liang WuMing-Tien Tsai
學位類別:博士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
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:95
語文別:中文
論文頁數:135
中文關鍵詞:市場績效行銷創新行銷知識管理能力行銷團隊知識創造能力
外文關鍵詞:marketing innovationmarketing team knowledge creation capabilitymarketing knowledge management capabilitymarket performance
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  • 收藏至我的研究室書目清單書目收藏:9
過去文獻對於行銷知識管理影響行銷創新或市場績效的研究,大多偏重在組織或個人層面的探討。但是有許多學者認為組織的知識創造植基於個人間的知識移轉,但個人間的知識移轉又與組織所提供的環境有莫大的關係,這也隱含著影響企業行銷創新或市場績效的因素是包含了組織和個人層面的因素,因此本研究根據過去相關理論文獻的探討,提出一個包含個人、團隊和組織層面的理論模式,藉此驗證行銷知識管理能力與行銷團隊知識創造能力影響行銷創新或市場績效的相關聯性。
基於上述研究目的,本研究針對165家廠商共330位行銷業務人員進行線性結構關係模式(LISREL)的實證研究。結果發現:1. 企業的知識管理基礎與環境不確定性皆會對行銷知識管理能力與行銷團隊知識創造能力產生正面的影響,即企業的知識管理基礎愈健全、環境不確定性愈高則行銷知識管理能力與行銷團隊知識創造能力會愈強。2. 企業的行銷知識管理能力、行銷團隊知識創造能力皆會對行銷創新、市場績效的提升產生直接與間接的正向影響。3. 企業的行銷知識管理能力與行銷團隊知識創造能力對行銷創新、市場績效的影響,皆存在著正向提升的交互作用。4.行銷創新中的產品創新因素會提昇企業的市場績效,而且其效果大於行銷程序創新因素。5. 行銷知識管理能力與行銷團隊知識創造能力對市場績效影響的過程中,行銷創新具有中介效果。6.團隊經驗與年資存在著「知識鈣化效果」,即隨著團隊經驗與年資的增長,對於市場績效的影響,剛開始時是正向增加,但增加的速度後來會呈現遞減的現象。7.規模大的廠商,有較好的行銷創新績效。
In the past, studies of marketing knowledge management affect marketing innovation or market performance, generally focused upon organizational or individual level. But most researchers regard firm’s knowledge creation comes from individual knowledge transfer, while individual knowledge transfer is related to organization internal and external environment. That means both individual and organizational level factors are the impact factors on marketing innovation or market performance.
Based on researching into past studies, this dissertation constructs a framework to depict and highlight the relationships among marketing knowledge management capability, marketing team knowledge creation capability, marketing innovation and market performance.
The paper tests the hypotheses with a sample of 330 marketing personnel from 165 firms in Taiwan. The result reveals that: (1)knowledge management infrastructure and environmental uncertainty have not only significant and positive effects on marketing knowledge management capability but also marketing team knowledge creation capability. That means a better knowledge management infrastructure and higher environmental uncertainty, the firm has a better marketing knowledge management capability and marketing team knowledge creation capability. (2)Both marketing knowledge management capability and marketing team knowledge creation capability have direct and indirect relationships in improving marketing innovation or market performance. (3)The interaction between marketing knowledge management capability and marketing team knowledge creation capability has also relationship in improving marketing innovation or market performance. (4)The factor product innovation has greater positive effect on market performance than marketing innovation procedure. (5)Marketing innovation is a mediator in the process of marketing knowledge management capability and marketing team knowledge creation capability in improving market performance. (6)The phenomenon of 「knowledge ossification」also exists. That means too longer tenure or group experience of marketing team members would lead to decay their market performance. (7)Large firms have better marketing innovation than small firms.
第一章 緒論
第一節 研究背景………………………………………1
第一節 研究動機………………………………………2
第三節 研究目的………………………………………6
第四節 研究範圍………………………………………6
第五節 研究流程………………………………………7

第二章 文獻探討
第一節 知識管理………………………………………9
第二節 知識基礎理論…………………………………21
第三節 知識管理基礎…………………………………23
第四節 環境不確定性…………………………………25
第五節 行銷知識管理能力……………………………27
第六節 行銷團隊知識創造能力………………………29
第七節 行銷創新………………………………………34
第八節 市場績效………………………………………36
第九節 年資與經驗……………………………………38
第十節 相關構面互動之文獻…………………………39

第三章 研究設計與方法
第一節 研究架構………………………………………49
第二節 研究假設………………………………………51
第三節 變數操作性定義與衡量………………………54
第四節 研究對象與抽樣方法…………………………63
第五節 主要資料分析方法……………………………67
第六節 信度與效度分析………………………………68



第四章 實證分析與討論
第一節 知識管理基礎對行銷知識管理與行銷團隊知識創造能力之因果關係分析…………………………………76
第二節 環境不確定性對行銷知識管理與行銷團隊知識創造能力之因果關係分析…………………………………79
第三節 行銷知識管理與行銷團隊知識創造能力對行銷創新與市場績效之影響……………………………………82
第四節 行銷創新對市場績效之影響……………………87
第五節 行銷知識管理能力和行銷團隊知識創造能力影響市場績效過程中,行銷創新的中介效果………………88
第六節 行銷團隊知識創造能力、行銷知識管理能力對市場績效的影響……………………………………………88
第七節 經驗和年資對「行銷知識管理、行銷團隊知識創造能力與行銷創新之間關係」的調和作用……………91
第八節 廠商的規模對行銷創新績效的影響…………92
第九節 整體研究架構模式之驗証分析………………95

第五章 結論與建議
第一節 重要研究結論…………………………………101
第二節 本研究的理論與實務意涵……………………107
第三節 本研究的研究限制……………………………109
第四節 未來研究建議…………………………………109

參考文獻………………………………………………110
附錄
附錄一 前測結果………………………………………125
附錄二 正式問卷………………………………………131
附錄三 慈濟捐款證明…………………………………135
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