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研究生:黃國勛
論文名稱:市場導向與動態行銷能力對企業績效影響之關係—以市場動態為干擾效果
論文名稱(外文):How Dynamic Marketing Capabilities Mediate Market Orientation and Firm Performance — Take Market Dynamism as Moderator
指導教授:許壹傑許壹傑引用關係
學位類別:碩士
校院名稱:國立彰化師範大學
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:100
語文別:中文
論文頁數:81
中文關鍵詞:市場導向動態行銷能力市場動態企業績效線性結構方程模式
外文關鍵詞:market orientationdynamic marketing capabilitiesmarket dynamismfirm performanceStructural Equation Modeling
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  • 下載下載:51
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企業若能迅速且持續地將其資源發展成獨特性的組織能力,便能適應環境的快速變動並維持其競爭優勢。市場導向新思維下的顧客價值創造過程,應建立在一種驅動市場的策略及組織運作方式,還要強調將創造顧客價值的機會與卓越的廠商能力相互搭配,才能真正的達到驅動市場。由於動態行銷能力具有特定的功能,使得組織的資源能夠結合、重整與佈署來創造與傳遞顧客價值。而這種透過有效並迅速回應顧客需求進而創造卓越顧客價值的能力,已被視為企業維持競爭優勢與卓越績效表現的主要來源。市場動態的變化描述著顧客需求與競爭者策略之間的不確定性關係。對於高度的市場環境變動,企業可藉由前述之競爭優勢來為產品差異化與正向的顧客回應獲取更高的利益。
本研究採用問卷調查法進行問卷調查,以台灣的製造業與服務業為研究對象,來探討國內相關產業概況,並以線性結構方程模式作為分析方法。最後,依據實證結果提出理論與實務意涵,以及未來的研究方向。

If a business can develop its resources into unique organizational capabilities rapidly and continuously, they can fit in the rapid changes of the environment to maintain its competitive advantage. Under the new thinking of market orientation, the process of customer value creation should be based on the market drive strategies and the operations of the organization. In order to drive the market, business should emphasize on the opportunities to create customer values and coordinate the superior abilities with the firms. Because the dynamic marketing capabilities have specific functions, it can allow businesses to combine, restructure, create and deploy resources to deliver customer values. The ability to react customers’ demands effectively and rapidly has become the main sources to create the competitive advantage and superior performance sustainability. The changes of market dynamism described the uncertainty relationship between customers’ demands and competitors’ strategies. For the high changes of the market, businesses could apply the mentioned competitive advantages of product differentiation and the positive responses of customers to obtain higher benefits.
In this study, we used questionnaires to survey the manufacturing and service industries in Taiwan to explore the domestic overviews of related industries. Besides, we used Structural Equation Modeling to analysis the data. Finally, based on the empirical results, we proposed implications of the theory, practice, and directions for future researches.

中文摘要 I
英文摘要 II
圖目錄 VII
表目錄 VIII

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 4

第二章 文獻探討 5
第一節 市場導向 5
一、 市場導向的資訊程序觀點 6
二、 市場導向的組織文化觀點 7
三、 市場導向的相關研究 9
四、 市場導向的衡量 12
第二節 動態行銷能力 15
一、 動態行銷能力的起源 15
二、 動態行銷能力的概念 20
三、 動態行銷能力的構面 22
第三節 市場動態 23
第四節 企業績效 24
第五節 研究假設 25

第三章 研究方法 31
第一節 研究架構 31
第二節 研究假設 31
第三節 變數操作性定義 32
一、 市場導向 32
二、 動態行銷能力 33
三、 市場動態 35
四、 企業績效 36
第四節 研究範圍與資料來源 37
第五節 資料分析方法 37
一、 敘述性統計分析 38
二、 信度與效度分析 38
三、 驗證性因素分析 39
四、 結構方程式分析 39

第四章 研究結果與資料分析 41
第一節 樣本結構分析 41
一、 產業類別 42
二、 公司資本額 42
三、 性別 42
四、 年齡 43
五、 員工人數 43
六、 教育程度 43
第二節 敘述性統計分析 44
一、 各構面之答題分佈狀況 44
第三節 研究構面之信度與效度分析 47
一、 信度分析 48
二、 驗證性因素分析 48
三、 效度分析 54
第四節 共同方法變異分析 60
第五節 整體模式之路徑分析 61
第六節 動態行銷能力之中介效果分析 62
第七節 市場動態之干擾效果分析 63
第八節 研究假設檢定結果 65

第五章 結論與未來研究方向 67
第一節 研究結論 67
第二節 管理意涵 69
第三節 研究限制與未來研究建議 70
參考文獻 72

附錄一 問卷 79

圖目錄
圖 2-1 市場導向架構圖 9
圖 3-1 研究架構圖 31
圖 4-5-1 整體模式路徑圖 61
圖 4-7-1動態行銷能力與市場動態交互作用圖 64

表目錄
表 2-1 市場導向量表(MKTOR 13
表 2-2 市場導向量表(MARKOR 13
表 3-3-1 市場導向衡量量表問項 32
表 3-3-2 動態行銷能力衡量量表問項 34
表 3-3-3 市場動態衡量量表問項 35
表 3-3-4 企業績效衡量量表問項 36
表 4-1-1 產業類別敘述統計分析 42
表 4-1-2 公司資本額敘述統計分析 42
表 4-1-3 公司資本額敘述統計分析 42
表 4-1-4 公司資本額敘述統計分析 43
表 4-1-5 員工人數敘述統計分析 43
表 4-1-6 教育程度敘述統計分析 43
表 4-2-1 市場導向構面問項之答題分佈表析 44
表 4-2-2 動態行銷能力構面問項之答題分佈表 45
表 4-2-3 市場動態構面問項之答題分佈表 46
表 4-2-4 企業績效構面問項之答題分佈表 47
表 4-3-1 各構面之信度分析表 48
表 4-3-2 各變項之驗證性因素分析 49
表 4-3-3 一階模型配適度表 53
表 4-3-4 理論模式構面衡量之效度與因素負荷量 55
表 4-3-5 構面間相關係數之信賴區間表 59
表 4-3-6 理論模式構念間之相關係數分析表 59
表 4-6-1 以動態行銷能力為中介變數迴歸統計表 62
表 4-7-1 以市場動態為干擾變數迴歸統計表 63
表 4-8-1 路徑係數表 65
表 4-8-2 理論模型配適度指標 66





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