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研究生:許書瑜
研究生(外文):Hsu, shu-yu
論文名稱:技術變動和競爭強度對回應式市場導向與新產品績效影響關係之影響
論文名稱(外文):The effects of technological turbulence and competitive intensity on the relationship between responsive market orientation and new product performance.
指導教授:蔡坤宏蔡坤宏引用關係
指導教授(外文):Tsai, Kuen-Hung
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2007
畢業學年度:95
語文別:中文
論文頁數:56
中文關鍵詞:回應式市場導向上市能力新產品績效競爭強度技術變動
外文關鍵詞:responsive market orientationlaunch proficiencynew product performancecompetitive intensitytechnology turbulence
相關次數:
  • 被引用被引用:1
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近年來消費市場競爭者眾、顧客需求與偏好呈現高度不確定性,企業必須精確掌握市場情報以瞭解顧客需求和購買動機,創造迎合市場需求的高品質產品和服務以創造績效,其中市場導向扮演著重要的角色,但由於動態環境中競爭手法推陳出新、技術變革快速,成功執行市場導向的企業並不一定能創造新產品績效,因此突顯了上市能力與環境因素的重要性。所以本研究主要目的在探討回應式市場導向、上市能力、以及新產品績效之間的相關性,並且釐清技術變動以及競爭強度在這些關係中所扮演的干擾角色。
本研究以國內製造業為研究對象,採用人員訪談和郵寄問卷方式蒐集資料,共回收163份問卷。樣本結構顯示,受訪者的產品創新程度最多為「降低成本」(占22.70%),次多為「附屬於現存產品線的產品」以及「對現有產品的改良」,各有35家(占21.47%)。整體而言,研究對象的公司規模偏高,員工人數高於300人以上占50.3%,而成立時間則分佈平均,最多集中於成立10-15年,占25.77%,但是研發支出以及技術支出情況偏低,近三年支出占營業額百分比低於5%的比例各高達69.33%以及77.91%。
資料分析採用階層迴歸法,結果指出廠商採行回應式市場導向的程度愈高,其上市能力愈強,且上市能力愈強,其新產品績效也愈好,但是干擾分析則顯示,技術變動與競爭強度並不顯著影響回應式市場導向、上市能力與新產品績效之間的關係。因此,企業想要達到最終的高獲利水準,必須使產品或服務與目標市場顧客的需求相契合,也就是建立回應式市場導向的企業文化。此外,還需要配合卓越的上市能力彰顯產品的價值予目標顧客,使市場對產品的接受度和滿意度極大化,才能順利的銷售產品進而創造績效。
In recent years, market competitors and uncertain customer demand make enterprise must grasp market intelligence in order to understand the demand and purchase motivation of customers in which market orientation is playing an important role. However, for the highly dynamic environment, even if a firm implements market orientation successfully, it is still unable to achieve good performance. Therefore, this study investigates the moderating roles of technology turbulence and competitive intensity on the relationship between responsive market orientation、launch proficiency and new product performance.
Questionnaire was used in this study. The samples used in this study were 163 Taiwanese manufacturing firms. The sample structure demonstrated that ‘cost reduction’ (around 22.70%) was the most things they would do for production innovation. As for the whole, there were more than half of the companies (50.30%) with 300 employees. Most of the companies (25.77%) had already run for 10 to 15 years. But development disbursement and technical disbursement situation were low in the research.
This study used hierarchical regression analysis to test the hypotheses. The results showed that the positive effects of responsive market orientation and launch proficiency as well as launch proficiency and new product performance. But the moderating effects were not support. Therefore, these findings implied that companies should focus on its responsive market orientation to make their products achieve customer needs.
目錄 I
圖目錄 II
表目錄 III
第一章 前言 1
第一節 研究動機 1
第二節 研究問題與目的 2
第三節 章節組織 3
第二章 文獻探討 4
第一節 相關理論 4
第二節 相關之實證研究 11
第三節 文獻評述 17
第三章 研究方法 19
第一節 架構與假說 19
第二節 變數定義與衡量 23
第三節 問卷設計 26
第四節 研究對象與資料蒐集 27
第五節 統計分析方法 28
第四章 資料分析 30
第一節 基本資料 30
第二節 信度與效度 31
第三節 分析結果 34
第四節 討論 38
第五章 結論 44
第一節 發現與意涵 44
第二節 研究限制與後續研究方向 45
參考文獻 47
附錄(問卷) 53
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