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研究生:鄧雅文
研究生(外文):Ya-Wun Deng
論文名稱:客家飲食特色的市場導向與文化創新-以北埔地區餐飲經營為例
論文名稱(外文):Market Orientation of Hakka Dietary Characteristics and Culture Innovation: An Example of Beipu Area Restaurant Management
指導教授:鄭華清鄭華清引用關係
指導教授(外文):Hua-Ching Cheng
學位類別:碩士
校院名稱:大葉大學
系所名稱:事業經營研究所
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:2008
畢業學年度:96
語文別:中文
論文頁數:78
中文關鍵詞:市場導向管理創新技術創新文化創新經營績效
外文關鍵詞:market orientationadministrative innovationtechnological innovationculture innovationmanagement performance
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「客家飲食」的研究是最近餐飲市場上,客家相關研究的熱門話題,但由於少有從事業經營或行銷的觀點來研究,尤其目前身處於21世紀全球化競爭的時代,無論是營利型的企業,或是非營利型的組織,都開始想要積極塑造的能力與形象,就是「創新」。創新是企業或組織不斷尋求自我突破的能力,是持續學習與進化的過程。Peter Drucker說過:「若不創新,便會滅亡」。Narver and Slater(1990)認為市場導向與資產報酬率有顯著關係,Jaworski and Kohli(1993)亦提出市場導向與長期財務績效有顯著正相關。而Agarwal, Erramilli and Dev(2003)也提出了創新和市場導向與績效都有顯著相關,因此本篇便是希望從客家飲食特色來研究其市場導向與文化創新之間的關係。
本研究實證結果證實當市場導向愈強,對客家餐飲文化創新之正向影響愈強;但市場導向與客家餐飲文化創新對客家餐廳經營績效顯示無相關性。
Hakka Diet is a pretty popular issue in these years. But researches in terms of business management or marketing are fewer. Since we’re now at the 21st century, also a global competition century, not only commercial but noncommercial organizations would like to build their skill and image that is “Innovation.” Innovation is the process to make enterprises or organizations keep learning and developing. Peter Drucker (1909) said: “Innovation or Perish.” Narver and Slater (1990) equally advanced that market orientation has positive correlation with ROA. Agarwal, Erramilli and Dev (2003) also assumed that “Innovation” has positive correlation with “Market Orientation” and “Performance.” Accordingly, this study would like to find the relationship between market orientation and culture innovation through the features of Hakka Diet.
The empirical results find that market orientation has positive and significant correlation with Hakka dietary culture innovation; market orientation and Hakka dietary culture innovation has negative and insignificant correlation with Hakka restaurant performance.
內容目錄
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... ix
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究目的............... 2
第三節 研究流程............... 2
第二章 文獻探討................. 4
  第一節  市場導向............... 4
第二節 文化創新............... 9
  第三節 經營績效............... 30
第三章 研究方法................. 34
  第一節  研究架構............... 34
第二節 研究假設............... 35
第三節 研究變數與操作性定義......... 37
第四節 研究設計............... 38
第五節 研究樣本與資料蒐集.......... 40
第六節 問卷設計............... 40
第四章 實證結果與分析.............. 44
第一節 信度與效度.............. 44
第二節 樣本描述與分析............ 46
第三節 客家飲食文化特色與文化創新...... 48
第四節 客家飲食文化經營者,市場導向的觀念與文
化創新關聯.............. 59
第五節 客家飲食文化經營者的市場導向觀念與經營
績效分析............... 52
第六節 市場導向、客家飲食文化創新與客家餐廳經
營績效之相互影響關係......... 54
第五章 結論與建議................ 56
第一節 研究討論............... 56
第二節 研究探討與實務建議.......... 58
第三節 研究限制............... 59
第四節 後續研究建議............. 60
參考文獻 ..................... 61
附錄........................ 72

表目錄
表 2- 1 市場導向量表(MARKOR)........... 8
表 2- 2 市場導向衡量項目.............. 9
表 2- 3 流程創新來源百分比............. 22
表 2- 4 產品創新構面................ 27
表 2- 5 客家傳統與現代............... 29
表 2- 6 績效衡量指標之相關時正研究......... 32
表 3- 1 操作性定義................. 37
表 4- 1 基本資料之相關分析............. 44
表 4- 2 各構面信度係數............... 45
表 4- 3 基本資料統計................ 47
表 4- 4 客家飲食文化創新敘述量........... 48
表 4- 5 市場導向敘述量............... 50
表 4- 6 市場導向與客家餐飲文化創新之相關分析.... 51
表 4- 7 市場導向與經營績效之相關分析........ 52
表 4- 8 文化創新與經營績效之相關分析........ 53
表 4- 9 客家餐廳經營績效之變數定義......... 54
表 4-10 迴歸係數.................. 54
表 5- 1 實證結果.................. 57

圖目錄
圖 1- 1 研究流程表.................. 3
圖 2- 1 市場導向的五個衡量構面............ 5
圖 2- 2 市場導向架構圖................ 7
圖 2- 3 創新活動的策略整合.............. 14
圖 2- 4 供應鏈對底線的影響.............. 15
圖 2- 5 技術分類圖.................. 18
圖 2- 6 轉換團隊的角色對創新的影響.......... 19
圖 2- 7 顧客管理創新的角色.............. 21
圖 2- 8 製造流程中的利害關係人............ 24
圖 2- 9 在FMCG中創新中技術基礎的流程方法...... 25
圖 2-10 在FMCG中創新中產品基礎方法......... 28
圖 3- 1 研究架構................... 34
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