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研究生:蔡宜真
研究生(外文):Yi-Chen Tsai
論文名稱:品牌行銷、客製化、網絡關係、組織文化與組織績效關係之研究—以Z公司廚具部為例
論文名稱(外文):Brand Marketing,Customization,Network,Organizational culture and performance : A Case Study of the Kitchenware Department of Z Corporation.
指導教授:洪清德洪清德引用關係
指導教授(外文):Ching-Te Horng
口試委員:楊朝旭林玟廷
口試委員(外文):Chaur-Shiuh YoungWen-Ting Lin
口試日期:2014-07-17
學位類別:碩士
校院名稱:國立中正大學
系所名稱:企業管理研究所
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:2014
畢業學年度:102
語文別:中文
論文頁數:145
中文關鍵詞:品牌行銷客製化網絡關係組織文化知識管理組織績效
外文關鍵詞:brand marketingcustomizationnetworkorganizational cultureknowledge managementorganizational performance
相關次數:
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組織績效是組織整體的呈現與經營成果衡量,因此探討變項與組織績效之關係。採用質性研究方法之個案研究,並透過半結構式訪談法來蒐集資料,選定Z公司為受訪對象,訪談來自Z總公司與分公司共五位受訪者。最後結合相關學者所提出的理論文獻與實務訪談內容,進一步探討變數之間關係,得到以下之命題:

1.針對不同客群做品牌行銷有助於提升績效。
2.客製化服務有助於提升績效。
3.網絡關係有助於提升績效。
4.組織文化有助於提升績效。
5.組織文化是推動知識管理最大主力。

依上述之命題,本研究證得命題1至命題3為高度成立,透過對不同客群做品牌行銷、提供客製化服務,與網絡關係有助於提升組織績效。
而命題4得證組織文化對組織績效的影響力並沒有定論,因為組織文化可能是資產,也可能是負債。取決於契合度,即只有適合與不適合企業的競爭環境。
最後命題5,雖然推動知識管理因素有領導者、資訊科技、組織文化、績效評估機制等因素,但最大的主力是組織文化,即組織文化是影響知識管理推動的成敗關鍵因素。

關鍵詞: 品牌行銷、客製化、網絡關係、組織文化、知識管理、組織績效

Organizational performances are the overall presentation and operating results measure of the organizations. Hence, this study is design to investigate the relationship between several variables and organizational performances. Using Case studies of qualitative research methods, and information was collected by semi-structured interviews with a total 5 selected respondents from Z Corporation and its branches. Combinations of the scholar propose the relevant of literature theory and practice interviews, the propositions of the relationship between variables show below:

1.Brand marketing implement for different customer groups show significant with performances improving.
2.Customized services help to improve performance.
3.Network partnership helps to improve performance.
4.Organizational culture helps to improve performance.
5.Organizational culture is the largest main elements to promote knowledge management.

By the above propositions, this study was permit proposition 1 to proposition 3 is a highly established. Through (1) the implementation of brand marketing for different customer groups, (2) provide customized services and (3) the networking relations of cooperation can help to improve the organizational performance.

Proposition 4 shows the influence of organizational culture on organizational performance is inconclusive, because organizational culture can either be an asset or a liabilities. It is depends on the fit if only it suitable or not in current competitive environment.

Last but not least the Proposition 5, organizational culture is the main elements among all the factors that promoting knowledge management, promptly it is the key factors to drive knowledge management.

Keywords: brand marketing, customization, network, organizational culture, knowledge management, organizational performance.

目 錄 v
圖目錄 vii
表目錄 viii
第一節 研究背景與動機1
第二節 研究範圍與目的3
第三節 研究流程4
第二章 文獻探討5
第一節 產業簡介5
第二節 品牌行銷與市場區隔7
第三節 客製化服務13
第四節 網絡關係18
第五節 組織文化26
第六節 知識管理36
第七節 組織績效47
第三章 研究方法52
第一節 研究方法的選擇52
第二節 研究對象56
第三節 問題設計與訪談程序57
第四節 資料分析方法 58
第五節 研究架構59
第四章 個案分析60
第一節 Z公司基本資料介紹60
第二節 代理品牌之義大利D公司介紹64
第五章 命題與假設分析68
第一節 品牌行銷71
第二節 客製化服務76
第三節 網絡關係81
第四節 組織文化86
第五節 知識管理促成的主因91
第六章 結論與建議 97
第一節 研究結論 97
第二節 研究貢獻與建議101
第三節 研究限制104
參考文獻105
一、中文部份105
二、英文部份109
三、相關網站117
附錄118
附錄一、受訪者基本資料118
附錄二、訪談問題118
附錄三、訪談搞整理120

一、中文部份

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中文學術論文
1.王筱婷(2013),高階經理人更換前後影響策略聯盟因素之比較-以台日企業合作為例,國立中正大學企業管理研究所碩士論文。
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二、英文部份

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