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研究生:歐怡欣
研究生(外文):Yi-Hsin Ou
論文名稱:化妝品產業行銷創新之研究
論文名稱(外文):Research on Marketing Innovation of Cosmetic Industry
指導教授:余朝權余朝權引用關係
指導教授(外文):Chao-Chuan Yu
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
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:2010
畢業學年度:98
語文別:中文
論文頁數:71
中文關鍵詞:行銷創新組織文化跨功能合作組織學習行銷績效
外文關鍵詞:Marketing InnovationOrganization CultureCross-Functional CooperationOrganizational LearningMarketing Performance
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為因應知識經濟帶來的挑戰,我國政府將生技產業列為發展重點之一,本研究以生技產業中之化妝品產業為研究對象。由於我國化妝品廠商多數為國外代理商,本身無主導權及開發能力,企業若想存活更需以創新的行銷活動維持競爭力,故本研究以行銷創新為核心概念,探討組織文化、跨功能合作、組織學習對行銷創新及行銷績效間的關係。將研究範圍鎖定於台灣最大的化妝品同業公會「台北市化妝品商業同業公會」及次大的「台灣區化妝品商業同業公會」之生技化妝品公司為主要研究對象,共發出238份問卷,有效回收40份,有效回收率16.8%。

透過因素分析、信度分析、相關分析、驗證性因素分析、結構方程模式等方法來驗證本研究所提出之各項假設。研究結果發現如下:(1) 組織落實行銷創新對行銷績效能產生正面且顯著影響。(2) 對化妝品產業而言,跨功能合作和組織學習扮演著非常重要的角色。跨功能合作及組織學習不但能直接正面影響行銷創新,同時組織學習亦扮演跨功能合作與行銷創新之中介效果,且當跨功能合作運作後透過組織學習產生的行銷創新之效果將大於跨功能合作對行銷創新的直接效果。(3) 官僚型組織文化對行銷創新具有負向關係。
To meet oncoming challenges of knowledge-based economic,
Biotechnology industry becomes a key point of development in the future.
Since most of cosmetics firms are agents for foreign manufacturers and do not
have dominant rights and development capability, these firms need more
innovative marketing campaigns to keep their competitive advantage.
Therefore, marketing innovation is the core concept of this study. The research
presents a conceptual framework to study the relationships among organization
culture, cross-functional cooperation, organizational learning, marketing
innovation, and marketing performance. The samples of the study were
obtained from Taipei Cosmetic Industry Association (TCIA) and Taiwan
Cosmetic Industry Association (TWCIA). Of the 238 questionnaires distributed,
40 effective questionnaires were returned, for a response rate of 16.8%.
Multiple quantitative methods, including factor analysis, reliability
analysis, correlation analysis, and LISREL analysis, were used to test the
hypothesis in this research. The major findings are summarized as following: (1)
Marketing innovation has a positive influence on marketing performance. (2)
Cross-functional cooperation and organizational learning are very important to
cosmetics industry. Cross-functional cooperation and organizational learning
not only has a positive impact on marketing innovation, and organizational
learning is also act as a mediator of the effect of cross-functional cooperation
on marketing innovation. However, the indirect effect of organizational
learning on marketing innovation is greater than the direct effect of
cross-functional cooperation on marketing innovation. (3) Bureaucratic culture
has a negative influence on marketing innovation.
目錄
第一章 緒論.........................................1
第一節 研究動機與背景......................1
第二節 研究目的.................................3
第三節 研究流程.................................4
第二章 文獻探討.................................5
第一節 行銷創新.................................5
第二節 組織文化.................................8
第二節 跨功能合作............................10
第三節 組織學習................................11
第五節 行銷績效................................13
第三章 研究方法................................15
第一節 研究架構................................15
第二節 研究假設................................16
第三節 研究構面與操作性定義及衡量..........18
第四節 研究樣本................................22
第五節 資料分析方法.........................24
第四章 研究結果與分析.....................26
第一節 描述性統計分析.....................26
第二節 因素分析................................31
第三節 信度分析................................35
第四節 相關分析................................36
第五節 驗證性因素分析.....................37
第六節 假設驗證分析.........................41
第五章 結論與建議.............................44
第一節 研究結果................................44
第二節 管理意涵與建議.....................47
第三節 研究限制................................50
第四節未來研究建議..........................51
參考文獻.............................................52
中文文獻.............................................52
英文文獻.............................................53
附錄1...................................................60


圖目錄
圖1-1研究流程......................................4
圖3-1 研究架構....................................15
圖4-1 研究架構理論模式.....................41
圖4-2 修正後整體模式.........................42

表目錄
表3-1 樣本分配情形............................23
表4-1 組織文化之變數特性.................27
表4-2 跨功能合作之變數特性.............28
表4-3 組織學習之變數特性.................29
表4-4 行銷創新之變數特性.................30
表4-5 行銷績效之變數特性.................30
表4-9 組織學習之因素分析.................33
表4-11 行銷績效之因素分析...............34
表4-12 信度分析..................................35
表4-13 潛在構面之Pearson相關係數整理表...36
表4-14 收斂效度彙整表......................38
表4-15 區辯效度.................................39
表4-16 整體模型配適度......................40
表4-17 路徑分析結果..........................42
表5-1 研究假設檢定結果....................44
表5-2 公司家數之組織文化歸類..........45
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