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研究生:陳昆祥
研究生(外文):Kun-Hsiang Chen
論文名稱:顧客知識管理、行銷知識創造能力、行銷創新與市場績效關係之研究
論文名稱(外文):A Study on the Relationships among Customer Knowledge Management, Marketing Knowledge Creation Capability, Marketing Innovation and Market Performance
指導教授:蔡明田蔡明田引用關係
指導教授(外文):MING-TIEN TSAI
學位類別:碩士
校院名稱:國立成功大學
系所名稱:工學院工程管理專班
學門:工程學門
學類:綜合工程學類
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:163
中文關鍵詞:顧客知識管理行銷知識創造能力行銷創新市場績效
外文關鍵詞:Customer knowledge managementMarketing knowledge creation capabilityMarket performanceMarketing innovation
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知識管理已證實明顯影響企業的經營與管理,現代企業為求永續發展已逐漸從以往供應者角色轉變成以傾聽者與處置者的方式密切和顧客做連結,形成夥伴關係共同參與研發產品,期使產品能確實符合顧客所需並創造績效。企業如何運用現有的知識管理成果與顧客做溝通,這就是本研究所試圖探討的主題:運用顧客知識管理的優勢並與企業的行銷知識和行銷創新做有效的結合,發揮綜效來拓展企業營運版圖,提高在市場上的績效。基於上述研究目的,本研究試圖整合顧客知識管理、行銷知識創造能力、行銷創新對市場績效的影響,發展出一個觀念架構模式,並驗證此模型。本研究以企業內部實際從事營運單位人員為發放問卷之研究對象並加以分析,總共發放400份問卷,其中有效問卷為221份。

經由典型相關與複迴歸分析考驗各構面因素間之互動關係,與採用ANOVA檢視控制變項對各構面之差異關係,再以徑路分析與線性結構模式來驗證整體研究架構變數間的關聯。實證結果顯示:

1.顧客知識管理對行銷創新具有顯著之正面影響。
2.行銷知識創造能力對行銷創新具有顯著之正面影響。
3.行銷創新對市場績效具有顯著之正面影響。
4.顧客知識管理對市場績效具有顯著之正面影響。
5.行銷知識創造能力對市場績效具有顯著之正面影響。
6.顧客知識管理與行銷知識創造能力對市場績效影響過程中,行銷創新具有中介之關聯。
7.不同產業在顧客知識管理、行銷知識創造能力、行銷創新與市場績效構面上有顯著差異。
8.不同員工人數在顧客知識管理、行銷知識創造能力與市場績效等構面上皆有顯著差異。
The knowledge management has already been confirmed to influence the business management obviously. In order to sustainable development, the enterprise is a supplier role transform into the listener and hander gradually. They connect with the customer and become the partnership to participate in the research and development product together to achieve the customer demand and create the performance. The research subject is how the enterprises use the knowledge management to communicate with the customer. The advantages of knowledge management can combination with the marketing knowledge and marketing innovation effectively. The synergy can expand business domain and improve the performance in the market. This research looked into the effect of customer knowledge management, the marketing knowledge creation ability, and the marketing innovation and give gave the suggestions to the enterprises. This research is based on data collected from the operating unit personnel in Taiwan with a 55.2 % response rate, 221 valid feedbacks were received.

This study utilized Canonical Correlation, Multiple Regression Analysis, ANOVA, LISREL and Path Analysis to figure out the effect. The major findings of the study were as follows:

1. Customer knowledge management has a significant correlation and positive effect with marketing innovation.
2. Marketing knowledge creation capability has a significant and positive effect with marketing innovation.
3. Marketing innovation has a significant and positive effect with market performance.
4. Customer knowledge management has a significant and positive effect with market performance.
5. Capability of marketing knowledge creation has significant and positive effect on market performance.
6. Marketing innovation is an intermediary relation on the customer knowledge management and capability of marketing knowledge creation.
7. The different enterprise have a significant difference with the customer knowledge management, capability of marketing knowledge creation, marketing innovation and marketing innovation construct.
8. The staffs that have different number have a significant difference in the customer knowledge management and capability of marketing knowledge creation and market performance.
目錄
摘要............................................................................................................ I
ABSTRACT .............................................................................................II
誌謝......................................................................................................... III
目錄..........................................................................................................IV
表目錄......................................................................................................VI
圖目錄......................................................................................................IX
第一章 緒論………………………………………………1
第一節 研究背景…………………………………………1
第二節 研究動機…………………………………………3
第三節 研究目的…………………………………………8
第四節 研究範圍…………………………………………9
第五節 研究流程與論文結構……………………………9
第二章 文獻探討…………………………………………11
第一節 顧客知識管理……………………………………11
第二節 行銷知識創造能力………………………………26
第三節 行銷創新…………………………………………33
第四節 市場績效…………………………………………47
第五節 各相關構面互動之文獻…………………………49
第三章 研究方法…………………………………………59
第一節 研究架構…………………………………………59
第二節 研究假設…………………………………………61
第三節 研究變數之操作性定義與衡量…………………65
第四節 抽樣方法與設計…………………………………73
第五節 資料分析方法……………………………………75
第六節 各量表之因素、信度與效度分析………………80
第四章 實證分析結果與討論……………………………94
第一節 研究樣本與變項之描述性分析…………………94
第二節 各研究構面相關分析……………………………98
第三節 各研究構面之迴歸分析…………………………109
第四節 企業基本資料與各研究變項之差異性分析……121
第五節 整體結構模式分析………………………………129
第五章 結論與建議………………………………………134
第一節 研究結論…………………………………………134
第二節 理論與實務意涵…………………………………137
第三節 研究限制…………………………………………140
第四節 後續研究建議……………………………………141
參考文獻……………………………………………………142
附錄 研究問卷……………………………………………157
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