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研究生:何靖瑤
研究生(外文):Ching-Yao Ho
論文名稱:企業策略、行銷策略與組織績效的關連--適配觀點
論文名稱(外文):The Relationship of Business Strategy, Marketing Strategy and Organization Performance—Fit viewpoint
指導教授:王俊人王俊人引用關係
指導教授(外文):Chun-Jen Wang
學位類別:碩士
校院名稱:國立體育大學
系所名稱:休閒產業經營學系碩士班
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:65
中文關鍵詞:企業策略行銷策略組織績效適配飯店
外文關鍵詞:HotelBusiness strategyMarketing strategyOrganization performanceFit
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觀光業產業是21世紀最受重視的產業之一,而飯店旅館產業在觀光產業中是不可或缺的環節。本研究針對台灣地區觀光飯店業者進行企業策略、行銷策略與組織績效間關連的研究,試圖探討目前飯店旅館經營者面對如此競爭激烈的產業環境,究竟應該採取何種企業策略及行銷策略才能獲致良好的組織績效。研究結果發現:企業策略與組織策略的適配對小規模飯店產業的市場策略帶來較佳的組織績效,但對財務績效及作業績效則無顯著影響。而在大規模飯店產業的實證上則均無顯著差異。同時,研究者也發現,雖然統計上無顯著差異,在小規模飯店產業中,應在企業策略上採取探勘者策略搭配行銷跟隨者策略,能有較佳的績效表現;而大規模的飯店產業則應採取防衛者企業策略搭配行銷先行者,會有較佳的組織績效。
This study attempts to discuss managers in Taiwan’s hotel industry who face a so competitive industrial environment should adopt what kind of business strategy and marketing strategy to obtain good organization performance. The result is : (1)In Taiwan’s small- scale hotel industry, fitting business strategy and marketing strategy brings better market performance but no significant effect in financial performance and operation performance. (2)In large-scale hotel industry, there is no significant difference.
Moreover, though there is no significantly difference in statistics, we also discover that in small-scale hotel industry should adopt prospector business strategy and follower marketing strategy can obtain better organization performance. In the other hand, mangers of large-scale hotel industry should adopt defender business strategy and pioneer marketing strategy can obtain better organization performance.

第一章 緒論

第一節 研究動機與目的-----------------------------------------------
01
第二節 研究流程-------------------------------------------------------- 04

第二章 文獻探討

第一節 構型理論--------------------------------------------------------
06
第二節 Miles and Snow的策略構型--------------------------------- 08
第三節 企業策略與行銷策略----------------------------------------- 09
第四節 組織績效-------------------------------------------------------- 12
第五節 企業策略與組織績效----------------------------------------- 13
第六節 旅館產業-------------------------------------------------------- 13

第三章 研究設計

第一節 研究架構--------------------------------------------------------
16
第二節 研究假說-------------------------------------------------------- 17
第三節 變數的定義與衡量-------------------------------------------- 18
第四節 研究對象-------------------------------------------------------- 21
第五節 資料分析方法-------------------------------------------------- 22


第四章 研究結果

第一節 問卷之預試-----------------------------------------------------
24
第二節 正式問卷之基本資料分析----------------------------------- 28
第三節 假說驗證-------------------------------------------------------- 31
第四節 討論-------------------------------------------------------------- 38

第五章 結論與建議

第一節 研究結論與管理意涵-----------------------------------------
42
第二節 研究限制-------------------------------------------------------- 44
第三節 後續研究方向建議-------------------------------------------- 45

參考文獻

一、中文部分------------------------------------------------------------ 47
二、西文部分------------------------------------------------------------ 48

附錄

一 預視問卷------------------------------------------------------------- 56
二 正式問卷------------------------------------------------------------- 60

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黃家齊(2003)。人力資本投資系統、創新策略與組織績效—多種契合觀點的驗證,管理評論。22(1),99-126。
黃營杉、陳政隆(2002)。組織變革構型對績效之影響。企業管理學報,52,99-111。
黃詩弦(2002)。國際觀光飯店企業聲譽、顧客知覺風險,期望服務品質及再購意願之研究。未出版碩士論文,雲林科技大學企業管理系碩士班。
劉威昌(2002)。台灣國際觀光旅館資訊科技研究應用對經營績效之影響。未出版碩士論文,朝陽科技大學休閒事業管理系碩士班。
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