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研究生:劉詩雲
研究生(外文):Shi-Yun Liu
論文名稱:市場導向與績效關係之研究---以市場導向執行觀點
論文名稱(外文):The Study on Market Orientation and Performance:Market Orientation Implementation Perspectives
指導教授:方世榮方世榮引用關係林谷合林谷合引用關係
指導教授(外文):Shyh-Rong FangKu -Ho Lin
口試委員:王朝弘
口試委員(外文):Chao-Hung Wang
口試日期:2017-06-16
學位類別:碩士
校院名稱:國立中興大學
系所名稱:企業管理學系所
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:2017
畢業學年度:105
語文別:中文
論文頁數:105
中文關鍵詞:環境不確定性市場導向執行市場導向執行能力組織績效
外文關鍵詞:Environmental UncertaintyImplementation of a Market OrientationImplementation Abilities of a Market OrientationOrganizational Performance
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市場導向是現代行銷學的基石。從過去文獻來看,大量研究有關市場導向模型、干擾變數以及市場導向前因的相關議題,相較之下關於市場導向執行方面的議題涉及較少。企業在環境不確定的情況下更有意願執行市場導向嗎,企業擁有什麼樣的能力有助於市場導向執行,這些議題具有研究的必要。本研究對有關市場導向文獻進行整理,在此基礎上將探討環境不確定性與市場導向執行之間關係;市場導向執行對組織績效之間關係;以及市場導向能力作為市場導向執行與組織績效之間調節變數。
中國大陸經濟近年來快速持續增長,且服務業占GDP的比重越來越大。本研究以中國大陸服務產業作為樣本,通過問卷調查,使用統計軟體分析,提出的理論模型進行實證。根據研究結果顯示(1)環境不確定性之市場動盪、科技動盪、競爭強度與市場導向執行有顯著正相關。(2)市場導向執行之市場情報傳播、市場情報回應與組織績效有顯著正相關。(3)市場導向執行能力之高階管理人員態度對市場情報產生與組織績效之關係有正向調節作用;市場導向執行能力之跨部門間關係對市場情報產生與組織績效之關係有正向調節作用;市場導向執行能力之人力資源政策對市場導向傳播與組織績效之關係有正向調節作用。最後,本研究根據實證結果提出理論與實務意涵,並針對本研究限制與未來研究方向提出建議。
Market orientation is the foundation of modern marketing. According to previous literature, there are plenty of studies on the model issue, moderate or antecedents related subjects while fewer on the implementation issues. So subjects such as “ are enterprises more willing to implement market orientation in the environmental uncertainty” and “what abilities enterprises have would benefit the implementation of a market orientation” are hence important for research. The study is based on current literature on market orientation and further explores the relationship between environmental turbulence and implementation of a market orientation; relationship between implementation of a market orientation and organizational performance and market orientation ability as a moderator in implementation of a market orientation and organizational performance.

The Chinese economy has grown rapidly in recent years, and the service sector in China GDP is getting larger and larger. The study used Chinese service sector as the sample, statistical analyses were conducted through questionnaires and the theoretical model was proposed for verification. According to the results, (1) market turbulence, technological turbulence, competitive intensity of the environmental uncertainty show significant positive effects on the implementation of a market orientation; (2) intelligence dissemination and intelligence responsiveness of implementation of a market orientation show significant positive correlation with organizational performance; and (3) the attitude of the top management team who has the implementation abilities of a market orientation has positive moderating effects on the generation of market intelligence and organizational performance; the human resources policy on the implementation abilities of a market orientation has a positive moderating effect on intelligence dissemination and organizational performance. Lastly, the study proposed the theoretical and practical implications based on the empirical results, identified the limitation of the study and made suggestions for directions of future study.
目次

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 3
第三節 論文結構與流程 4
第二章 文獻探討 6
第一節 市場導向 6
第二節 市場導向執行 17
第三節 組織績效 31
第三章 研究方法 34
第一節 研究架構 34
第二節 假說推論 35
第三節 研究變數與操作化定義 42
第四節 資料收集與分析方法 48
第四章 資料分析結果 51
第一節 抽樣過程與樣本特性 51
第二節 抽樣誤差檢定 54
第三節 信度與效度分析 55
第四節 研究假說驗證 61
第五章 結論與建議 70
第一節 研究結論 70
第二節 理論意涵與實務建議 77
第三節 研究限制與未來研究發展之建議 79
參考書目 81
附錄、研究問卷 101
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