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研究生:蕭雲眉
研究生(外文):Hsiao, Yun-mei
論文名稱:行銷、銷售、研發功能間的整合在新產品開發各階段之影響效果
論文名稱(外文):The Integration Effects of Marketing, Sales, and R&D across New Product Development Stages
指導教授:蔡坤宏蔡坤宏引用關係徐純慧徐純慧引用關係
指導教授(外文):Tsai, Kuen-HungHsu, ChunHui
口試委員:王俊人謝明宏
口試委員(外文):Wang, JyunrenHsieh, Ming-hung
口試日期:2011-06-09
學位類別:碩士
校院名稱:國立臺北大學
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:2011
畢業學年度:99
語文別:中文
論文頁數:69
中文關鍵詞:新產品開發階段跨功能整合環境變動新產品績效
外文關鍵詞:New Product DevelopmentCross-functional IntegrationEnvironmentNew Product Performance
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一項新產品開發計畫的創意構想與執行,有賴於不同功能單位間的跨功能整合才能順利完成。由於新產品開發牽涉到不同階段,而在不同階段中各功能單位的合作與溝通,會影響新產品的績效。
其中,依據Ernst, Hoyer, and Rübsaamen(2010)研究將新產品開發流程分為概念發展階段、產品發展階段、執行階段三個不同階段。
本研究旨在探討新產品開發不同階段之跨功能合作,特別是在新產品開發不同
階段中,行銷與銷售功能、銷售與研發功能的跨功能合作對於新產品績效之影響。並檢驗在新產品不同的開發階段中,環境變動(市場變動、技術變動、競爭強度)對行銷、銷售和研發功能的跨功能合作對新產品績效的影響。
本研究以階層迴歸分析(hierarchical regression analysis)進行假說檢定,樣本收集時間自4月15日到5月8日,一共收回99份有效樣本,研究結果發現:
(1)行銷與銷售功能在執行階段的合作對新產品績效有正向影響。
(2)當市場變動較大時,銷售與研發功能在概念發展階段的合作對新產品績效的影響較為明顯。
(3)當技術變動較大時,銷售與研發功能在產品發展階段的合作對新產品績效的影響較為明顯。
(4)當競爭強度較大時,行銷與銷售功能在產品發展階段的合作對新產品績效的影響較為明顯。

A new product development plans and implementation of creative ideas, depends on different functional units between cross-functional integration can be successfully accomplished. As the new product development involves different stages, and the cooperation and communication at different stages in the various functional units will affect the performance of new products. Besides, according to Ernst, Hoyer, and Rübsaamen (2010) suggest study that new product development process is divided into three different stages: concept development stage, product development stage, implementation stage. This study aimed to explore the different stages of new product development, cross-functional cooperation, especially in the different stages of new product development, marketing and sales functions, sales and R& D function in cross-functional cooperation for the performance of new products. And to test new products in various stages of development, environmental changes (market changes, technology changes, competitive intensity) on the marketing, sales and research and development capabilities of cross-functional cooperation in new product performance. Use the method of hierarchical regression analysis, and sample collection time from April 15 to May 8, 99 valid samples. The results could be found that:
(1) marketing and sales functions in the implementation phase of cooperation on new product performance has a positive impact.
(2) when market changes is larger, sales and research and development capabilities of cooperation in the concept development stage of new product performance has more obvious impact.
(3) When technical change is large, sales and research and development capabilities of cooperation in the product development stage of new product performance has more obvious impact.
(4) when the intensity of competition is larger, marketing and sales functions in the product development phase of cooperation on the impact of new product performance has more obvious impact.

目 錄

謝 辭 Ⅰ
中文論文提要 Ⅱ
英文論文提要 III
目 錄 Ⅳ
圖 次 Ⅴ
表 次 Ⅵ

第一章 緒 論 1
第一節 研究背景與問題 1
第二節 研究動機與目的 4
第三節 章節架構 5

第二章 文獻探討 6
第一節 新產品開發流程 6
第二節 跨功能整合 8
第三節 新產品績效 10
第四節 跨功能整合與新產品開發各階段 14
第五節 環境變動 16
第六節 服務創新 17

第三章 研究方法 20
第一節 研究架構 20
第二節 研究假說 21
第三節 變數定義與衡量 30
第四節 問卷設計 33
第五節 研究對象與抽樣設計 35
第六節 資料分析方法 35

第四章 資料分析與討論 37
第一節 基本資料分析 37
第二節 信度效度分析 40
第三節 資料分析與討論 43
第四節 假說檢定結果與討論 53

第五章 研究結論與建議 55
第一節 研究結論 55
第二節 研究貢獻 56
第三節 研究限制與建議 57

參考文獻 59

附錄一 正式問卷 66


圖 次

圖1-1 影響新產品績效的因素 3
圖2-1 增強服務產品 18
圖3-1 研究架構 21
圖4-1 市場變動、概念發展階段銷售、研發跨功能整合與新產品績效 46
圖4-2 技術變動、產品發展階段銷售、研發跨功能整合與新產品績效 50
圖4-3 競爭強度、概念發展階段銷售、研發跨功能整合與新產品績效 53

表  次

表2-1 新產品開發流程階段文獻 7
表2-2 新產品績效衡量指標 13
表2-3 服務特性 19
表3-1 問卷題項之衡量變數、尺度特性與參考來源 34
表4-1 樣本之參與產品開發專案的功能結構 37
表4-2 樣本之新產品開發專案計畫的成員人數 37
表4-3 樣本之產業別 38
表4-4 樣本之專案預算 38
表4-5 樣本之員工人數 39
表4-6 樣本之公司成立到現在的時間 39
表4-7 樣本之服務年資 40
表4-8 新產品績效量表之信度與效度 41
表4-9 環境變動量表之信度與效度 41
表4-10 模型配適度指標 42
表4-11 新產品績效、市場變動、技術變動與競爭強度量表因素共變矩陣 42
表4-12 各構面基本統計量 43
表4-13 市場變動之調節效果(概念發展階段) 45
表4-14 市場變動之調節效果(產品發展階段) 47
表4-15 市場變動之調節效果(執行階段) 48
表4-16 技術變動之調節效果(產品發展階段) 49
表4-17 競爭強度之調節效果(產品發展階段) 46
表4-18 假說檢定結果 53

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