摘 要
本研究宗旨在探討新產品上市策略間相互關係，及策略性上市決策與戰術性上市決策對新產品上市績效之影響；以往研究皆僅從新產品上市策略中取出幾個構面來探討新產品上市績效關係與影響，而新產品上市策略乃分為兩個階段，第一階段是策略性上市決策，也就是上市什麼、在哪上市、何時上市與為何上市？第二階段是戰術性上市決策，也就是如何上市？而過去的研究缺乏上市策略整個完整性架構，因此本研究冀望以整個完整的新產品上市策略，來探討彼者間關係，更利用兩者之結合，探討是否對新產品上市績效有所影響。
經相關文獻探討，建構本研究之研究架構，探討新產品上市策略間的相關性，再以驗證上市績效影響程度。
在研究方面，經過問卷調查回收問卷方式，所獲得之結果：
1.新產品上市策略間相關連性一部份成立，一部份不成立。
2.策略性上市決策之因素對新產品上市績效有部份的影響。
3.戰術性上市決策之因素對新產品上市績效是有部份的影響。
4.策略性上市決策與戰術性上市決策對新產品上市績效影響上，目標市場與市場領導創新對新產品上市績效是會帶來影響力。
本研究歸納以上結果發現，在擬定新產品上市策略時，宜加強目標市場策略及市場領導創新策略之採行。新產品發展，透過細膩的市場區隔劃分，選擇一或數個區隔市場作為目標市場；選擇最早領先市場的時機，則對新產品上市績效會有正面的影響，也就是帶來財務上及市場佔有率等之績效。

ABSTRACT
The abstract this research objective in discusses the relation of each other in new product launch strategy , also the decision-making of strategical launch and tactical launch to influence the new product launch achievements.
Formerly studied which was taking out several elements from launch strategy to research the achievements of new launch. But there are two stages of launch strategy, the first stage is the strategical decision-making, it equates to what is the launch, where it will launch, when it will launch and why it will launch. The second stage is the tactical decision-making, which means how to launch. But the research in the past lacked the complete structure of launch strategy, therefore this research will discuss from the complete new product launch strategy, both from the strategical decision-making and the tactical decision-making to relate, and also uses both to unify, to discuss the influence on the achievements of new launch.
Through the related literature discussion, to construct this research’s structure, discusses the relevance of the new product launch strategy, to confirm the influence in the new launch achievements.
This research is through by the questionnaire survey to obtain the result:
1. The relation between each other of new product launch strategies, one part is tenable, one part is untenable.
2. The factors of the strategy decision-making for new launch have the partial influence to the achievements of new launch.
3. The factors of the tactical decision-making for new launch have the partial influence to the achievements of new launch.
4. The influence of the strategical decision-making and the tactical decision-making on new launch achievements, the target market and the leadership & innovation will bring the influence on it.
By the result of this research, can be found out that when make the new launch strategy plan, should emphasize on the strategy of the target market and the employment of leadership & innovation.
The new product development, through the fine market division, should choose one or several division markets to be the target market; and also choose the most leading market's timing, that will have the positive influence to the new product launch achievement; it also will bring the performance in the finance and the market share and so on.
Key words: new product launch strategy, new product launch performence

摘要 I
目次 II
表目錄 IV
圖目錄 V
第一章 緒論--------------------------------------------------------1
第一節 研究背景------------------------------------------------1
第二節 研究動機------------------------------------------------2
第三節 研究目的------------------------------------------------3
第四節 研究流程------------------------------------------------4
第二章 文獻探討-----------------------------------------------------5
第一節 何謂新產品-----------------------------------------------5
第二節 新產品上市策略-------------------------------------------12
第三節 新產品上市績效-------------------------------------------27
第四節 新產品上市策略與新產品上市績效之關係-----------------------30
第三章 研究方法-----------------------------------------------------37
第一節 研究架構-------------------------------------------------37
第二節 研究變數定義、衡量---------------------------------------38
第三節 問卷設計-------------------------------------------------42
第四節 研究對象-------------------------------------------------46
第五節 資料分析方法---------------------------------------------47
第四章 研究結果-----------------------------------------------------49
第一節 樣本結構分析---------------------------------------------49
第二節 因素分析-------------------------------------------------52
第三節 策略性上市決策與戰術性上市決策之關係---------------------58
第四節 策略性上市決策與戰術性上市決策對新產品上市績效之影響-----61
第五節 假設驗證 ------------------------------------------------67
第六節 研究發現-------------------------------------------------68
第五章 結論與建議---------------------------------------------------83
第一節 研究結論-------------------------------------------------83
第二節 研究貢獻-------------------------------------------------85
第三節 管理意涵-------------------------------------------------86
第四節 研究限制-------------------------------------------------87
第五節 後續研究建議---------------------------------------------88
參考文獻-----------------------------------------------------------89
附錄 研究問卷

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