臺灣博碩士論文加值系統

近年來國內運動產業的規模，已經逐漸有蓬勃的趨勢，而國內運動用品製造業的產品，也跟著此一趨勢逐漸發展與多元化。早期研究者對於新產品上市策略與產品績效的相關研究很多，但在運動產業的領域之中則相當缺乏。因此本研究的目的是為了探討運動用品製造商在新產品的上市策略，與產品績效間的關係。並將探討市場導向與新產品類型兩項因素，是否對於上市策略與新產品績效間的影響具有干擾效果。
　　本研究以台灣體育運動管理學會2003年所發行的「台灣地區運動產業名錄」中所刊載的台灣地區之運動用品製造商，經電訪後487家為研究對象，以問卷調查方式，共回收121份有效問卷，經由階層式迴歸分析進行驗證，研究結果發現：上市策略會正向影響新產品績效，也正向影響了新產品市場面、財務面、顧客面、產品面及時效面五個分項因素；而市場導向與其三個分構面：顧客導向、競爭者導向及部門間協調，不但具有干擾效果，且會正向強化上市策略對新產品績效的關係，也就是說市場導向能力愈強，對上市策略與新產品績效間有更加正向的影響；而新產品的類型，則對於上市策略與新產品績效間，沒有顯著的關係。

Given the recent years of prosperity in sport industry, the domestic sports goods industries have followed such tendency resulted into their merchandise varieties. However, earlier researchers of launch strategies and new product performance provided lack of studies in sport industry. It is the intention of this project to elaborate the relationship between the launch strategies and new product performance. It is also the intention to evaluate whether influence or interference had occurred to the above by either market orientation or the types of new products.
This project was based on the sport industries in Taiwan issued by TASSM, surveying a total of 121 out of 487 enlisted sports goods industries, and validated by the methods of hierarchical regression analysis. The analysis has concluded that indeed launch strategies positively impact the new product performance, as well as the other sub sequential factors, namely market-level, financial, customer acceptance, product level, and timing. The market orientation, consisting of customers, competitors, and coordination among compartments, not only proved to be influential but also supportive to launch strategies and new product performance. In other words, the stronger capability of market orientation is, the greater impact there is to the launch strategies and new product performance. The types of new product however, have been shown irrelevant to the relationship described above.

目 錄

第一章 緒論

第一節 研究背景與動機----------------------------------------------- 1
第二節 研究問題與目的----------------------------------------------- 4
第三節 研究範圍------------------------------------------------------- 5
第四節 論文架構--------------------------------------------------------6

第二章 文獻探討

第一節 新產品--------------------------------------------------------- 8
第二節 新產品上市策略----------------------------------------------- 12
第三節 新產品績效----------------------------------------------------- 15
第四節 市場導向------------------------------------------------------- 19
第五節 市場導向對新產品績效之影響------------------------------- 23
第六節 新產品類型對新產品績效之影響--------------------------- 27
第七節 上市策略與新產品績效-------------------------------------- 29

第三章 研究方法

第一節 研究架構------------------------------------------------------- 32
第二節 研究假說------------------------------------------------------- 33
第三節 變數的定義與衡量-------------------------------------------- 37
第四節 研究對象------------------------------------------------------- 39
第五節 問卷設計------------------------------------------------------- 40

第六節 資料分析方法-------------------------------------------------- 46

第四章 資料分析

第一節 樣本結構------------------------------------------------------- 48
第二節 研究假說檢定-------------------------------------------------- 66
第三節 研究結果------------------------------------------------------ 88

第五章 結論與建議

第一節 發現與涵義---------------------------------------------------- 91
第二節 研究限制------------------------------------------------------ 95
第三節 後續研究與建議----------------------------------------------- 96

參考文獻----------------------------------------------------------------- 99

附錄
一 訪談內容大綱與問項----------------------------------------- 108
二 正式問卷------------------------------------------------------- 112
三 兩次回收樣本題項之t檢定分析---------------------------- 119

表 目 錄

表 2-1 Shank(2005)對運動產業新產品的定義--------------------------11
表 2-2 市場導向與績效間關係之研究---------------------------------25
表 2-3 上市策略對新產品績效的影響---------------------------------30
表 4-1 樣本回收情況概述-------------------------------------------49
表 4-2 回收樣本之基本資料-----------------------------------------50
表 4-3 上市策略題項之信度與效度分析-------------------------------57
表 4-4 影響市場導向題項之信度與效度分析---------------------------58
表 4-5 影響新產品績效題項之信度與效度分析-------------------------60
表 4-6 新產品類型題項之信度與效度分析-----------------------------62
表 4-7 各變數之信度分析-------------------------------------------63
表 4-8 各構念間之相關係數表---------------------------------------65
表 4-9 新產品上市策略對新產品績效影響之迴歸分析-------------- 67
表 4-10 新產品上市策略對市場面衡量績效影響之迴歸分析-------- 69
表 4-11 新產品上市策略對財務面衡量績效影響之迴歸分析-------- 71
表 4-12 新產品上市策略對顧客面衡量績效影響之迴歸分析-------- 73
表 4-13 新產品上市策略對產品面衡量績效影響之迴歸分析-------- 75
表 4-14 新產品上市策略對時效面衡量績效影響之迴歸分析-------- 77
表 4-15 市場導向對上市策略與新產品績效影響之迴歸分析-------- 79
表 4-16 顧客導向對上市策略與新產品績效影響之迴歸分析-------- 81
表4- 4-17 競爭者導向對上市策略與新產品績效影響之迴歸分析----- 83
表 4-18 部門間協調對上市策略與新產品績效影響之迴歸分析----- 85
表 4-19 新產品類型對上市策略與新產品績效影響之迴歸分析----- 87
表
4-20 4-20 本研究假說之驗證結果-----------------------------------88


圖 目 錄

圖 1-1 研究流程----------------------------------------------------7
圖 2-1 市場導向架構圖---------------------------------------------22
圖 2-2 新產品新穎程度與期望的購買行為-----------------------------28
圖 2-3 上市決策對新產品績效的影響---------------------------------29
圖 3-1 研究架構---------------------------------------------------33

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