臺灣博碩士論文加值系統

現代環境市場的變化，隨之而來是更多接觸顧客的方式以及競爭和技術的快速變化，這些要素導致企業更重視敏捷行銷，但由於行銷敏捷是一個新穎的概念，先前探討此概念的文獻都是質性研究，本研究的目的為量化行銷敏捷的概念，並探討企業如何增加行銷敏捷性。本研究提出「行銷-營運部門校準」、「資源分配能力」為促成敏捷行銷的重要因素，同時「進階分析能力」、「資訊科技協作能力」能提升「行銷-營運部門校準」與「資源分配能力」。本研究以台灣服務業前兩千大企業為研究對象，研究結果顯示企業具備優秀的行銷-營運部門校準與資源分配能力能提升行銷敏捷性，而導入資訊科技協作工具則可以幫助企業的部門校準以及資源分配，另外進階分析能力雖然對於提升行銷敏捷性沒有直接效果，但可以幫助增強資源分配能力進而間接增加企業的行銷敏捷性。

In recent business environment, market changes rapidly, followed by more ways to reach customers, to compete, and to advance technology. Firms thus pay more attention to marketing agility. However, since marketing agility is a novel concept, the literature is less discussed and investigated. Thus, this research aims to conceptualize marketing agility and to explore how firms enhance marketing agility. This study proposes “marketing-operations alignment” and “resource allocation” are critical antecedents of marketing agility. “Advanced analytical capabilities” and “IT collaboration capability” are further proposed to directly or indirectly drive marketing agility. The research target is the top 2,000 firms in the service industry in Taiwan. The research results show that firms with excellent marketing-operations alignment and resource allocation can enhance marketing agility; IT collaboration tools can help the company’s marketing-operations alignment and resource allocation. In addition, although advanced analysis ability has no direct effect on marketing agility, it rather can help firms enhance resource allocation directly and increase marketing agility indirectly.

摘要 i
Abstract ii
序言 iii
目錄 iv
圖目錄 viii
表目錄 ix
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
第四節 研究流程 5
第二章 文獻探討 6
第一節 行銷敏捷性 6
一、 敏捷性起源 6
二、 組織敏捷性 7
三、 行銷敏捷性 7
第二節 資訊科技協作能力 11
一、 協作能力 11
二、 資訊科技協作能力 11
三、 資訊科技協作的應用 12
第三節 行銷-營運部門校準 14
一、 校準 14
二、 行銷-營運部門校準 15
第四節 進階分析能力 17
一、 進階分析能力 17
二、 大數據分析 18
三、 機器學習與AI 18
四、 進階分析能力的應用 18
第五節 資源分配 20
一、 資源分配 20
二、 資源分配的應用 22
第六節 各構念之定義 24
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假說 25
一、 行銷-營運部門校準與行銷敏捷性 25
二、 行銷-營運部門校準與資源分配 26
三、 資源分配與行銷敏捷性 27
四、 進階分析能力與行銷敏捷性 27
五、 資訊科技協作能力與行銷-營運部門校準 28
六、 資訊科技協作能力與資源分配 29
七、 進階分析能力與資源分配 29
第三節 研究變數的操作型定義與衡量 30
一、 研究變數的操作型定義 30
二、 研究變數的衡量 31
第四節 研究對象、抽樣方法 36
一、 研究對象 36
二、 抽樣方法 36
第五節 資料分析方法 36
第四章 研究結果與分析 37
第一節　整體模型之評鑑 37
一、 公司基本資料的描述性統計 37
二、 一階構念衡量模型 39
三、 一階構念交叉負荷表 41
四、 一階構念區別效度檢定表 44
第二節　行銷敏捷性反映性指標之測量 45
一、 行銷敏捷性反映性測量指標參數估計 45
二、 行銷敏捷性反映性測量模型交叉負荷表 47
三、 行銷敏捷性反映性測量模型區別效度檢定表 47
四、 行銷敏捷性反映性測量模型重複分析 48
第三節 結構模式分析 49
一、 結構模式分析 49
二、 共同方法偏誤檢測 50
第五章 研究結果、討論與建議 52
第一節 研究結論與討論 52
一、 行銷-營運部門校準與行銷敏捷性之關係 52
二、 行銷-營運部門校準與資源分配之關係 52
三、 資源分配與行銷敏捷性之關係 53
四、 進階分析能力與行銷敏捷性之關係 53
五、 資訊科技協作能力與行銷-營運部門校準之關係 53
六、 資訊科技協作能力與資源分配之關係 53
七、 進階分析能力與資源分配 54
八、 控制變數與行銷敏捷性之關係 54
第二節 實務意涵 55
一、 使用敏捷性的行銷方法 55
二、 建立敏捷性的團隊 56
三、 建置公司的資訊科技設備 56
第三節 研究限制 57
第四節 未來研究方向 58
一、 不同行業特性 58
二、 關於行銷敏捷性的要素 58
三、 行銷敏捷性的負面效果 58
參考文獻 59

圖 1-1 研究流程 5
圖 2-1 Trello介面圖 13
圖 2-2 Trello燃盡圖 14
圖 3-1研究架構圖 25
圖 4-1重複分析路徑圖 47
圖 4-2 研究路徑分析圖 49

表 2- 1 行銷敏捷性與相關構造進行比較 9
表 2- 2 行銷-營運部門校準的定義 16
表 2- 3 資源分配對企業戰略的影響 20
表 2- 4 理論概念和研究架構表 24
表 3-1各項變數之操作性定義 30
表 3-2各項變數之衡量題項 31
表 4-1公司基本資料分析表 37
表 4-2一階構念測量模型參數估計表 39
表 4-3一階構念交叉負荷表 41
表 4-4一階構念區別效度檢定表 44
表 4-5 HTMT分析表 45
表 4-6行銷敏捷性反映性測量模型參數估計表 46
表 4-7行銷敏捷性反映性測量模型交叉負荷表 47
表 4-8行銷敏捷性反映性測量模型區別效度檢定表 47
表 4-9 行銷敏捷性反映性測量模型區別效度檢定表 48
表 4-10結構模式分析 49
表 4-11 CLC檢測法與原始模型比較表 50

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