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系統識別號 U0026-0812200914173377
論文名稱(中文) 創新策略與市場導向對企業經營績效影響之研究-以台灣汽車電子產業為例
論文名稱(英文) Effect of Innovation Strategy and Market Orientation on Operating Performance–Cases study of Cartronics Industry In Taiwan
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 96
學期 2
出版年 97
研究生(中文) 林宜慶
研究生(英文) I-Ching Lin
電子信箱 r4795127@mail.ncku.edu.tw
學號 R4795127
學位類別 碩士
語文別 中文
論文頁數 82頁
口試委員 口試委員-陳淑惠
指導教授-張淑昭
口試委員-張海青
中文關鍵字 企業經營績效  市場導向  創新策略 
英文關鍵字 Innovation Strategy  Market Orientation  Operating Performance 
學科別分類
中文摘要 近二、三年美國車廠受到日本車廠競爭影響而獲利衰退紛紛關廠並將零配件採購來源移往亞洲地區,台灣也是採購來源市場之一,尤其汽車電子產品更是重點,台灣相關產品廠商必需把握這股外包風,趁勢而起,但如果台灣產業仍以以往複製修改的生產方式來經營,恐怕有機會也無法掌握。因此為偵測廠商對於創新策略與市場導向程度重視與否及了解兩者對於企業經營績效的提升程度,特以此為本研究的目標。
透過本研究將了解台灣汽車電子產業的企業經營績效高低為何,本次問卷有效分析樣本廠商共60家;將透過信度與效度分析、相關分析、多元迴歸分析等方法來進行實證分析,經過研究分析結果顯示:第一、創新策略對於企業經營績效有正向的影響關係,驗證了企業對於創新的重視經由創新策略的規劃與應用執行,可以真正增加企業經營績效,因此企業應該多為企業本身做現況診斷以了解真正符合企業經營的管理方法,加強企業本身體質,並以新的技術與產品創造屬於企業自己的競爭優勢,才能真正使企業處於領先地位。第二、市場導向對於企業經營績效有正向的影響,而且在創新策略的影響下對於企業經營績效所產生影響效果則非明顯的,證明了企業經營績效在單獨受市場導向與創新策略的影響下企業經營績效的效果都是提升的,但創新策略對市場導向的加持則效果不大,因此企業對於市場經營需要重視,以了解顧客需求為前提,進而滿足顧客需求以便接收更多市場資訊做為技術與產品發展參考,設計更多貼近市場需求產品,以增加企業利潤,進而提升企業經營績效。總言之,企業為求滿足顧客並打入目標市場而重視競爭優勢下,創新策略與市場導向已是企業為創造績效的不二法門。
英文摘要 The American car maker has been influenced by huge competition from Japan for couple of years, which results in profit declining and even shutting factories down. Therefore, American Car Makers move to Asia for purchasing accessories as supplier sources, Taiwan is also one of supplier chain member, Cartronics product is especially a hit even more. Taiwan related company must hold these opportunities of outsourcing. However, if Taiwan industry still runs business by mode of copy, they will lose the opportunity. So, the goal of this research is to understand whether companies value their innovation strategy and market orientation highly, and the relation between business performance and both of innovation strategy and market orientation.
We can understand the business operating performance of Taiwan Cartronics industry through this research. The questionnaire is delivered to all related companies. The effective sample is 60. The analysis is performed by such as reliability analysis, effectiveness analysis, relation analysis and multiple regression analysis. The outcome is shown below:
First, this research discovered that innovation strategy affected business operating performance positively. It verified that enterprises emphasize on innovative strategy and then planning and implement them, can increase the business operating performance significantly. Therefore, enterprises should diagnose the present situation in order to understand business management which suits for company. Then, the enterprises will be in leading position with new technology and product to create self competitive advantages.
Second, market orientation affected business operating performance positively, but market orientation with the consideration of innovation strategy will have non-positive influence on business operating performance. It proved that market orientation and innovation strategy would affect business operating performance separately, but no positive effect on business operating performance if consider market orientation and innovative strategy together. For this reason, enterprises need to pay attention to the market operation and understand customer's need. Enterprises can not only meet their demand and receive more market information for reference of technology and products development, products design will also match what market demand. This way, enterprise will create profit and then increase the business operating performance.
In conclusion, in order to satisfy the target market with competitive advantages, market orientation and innovation strategy play very important role on creating excellent performance that Taiwan enterprises should not ignore.
論文目次 第一章 緒論 …………………………………………1
第一節 研究背景…………………………………………2
第二節研究動機、範圍與目的 …………………………3
第三節 研究流程…………………………………………5
第四節 研究限制…………………………………………7
第二章 文獻探討…………………………………………8
第一節創新策略 …………………………………………8
第二節市場導向 ………………………………………16
第三節 企業經營績效 …………………………………21
第三章研究設計 ………………………………………24
第一節 研究架構 ………………………………………24
第二節 研究假設 ………………………………………25
第三節 變數衡量與操作性定義 ………………………27
第四節 問卷設計 ………………………………………31
第五節 統計方法 ………………………………………32
第六節 回收樣本敘述性統計 …………………………33
第四章實證分析 ………………………………………40
第一節 信度與效度分析 ………………………………40
第二節 相關性分析 ……………………………………49
第三節 變數間之影響性分析 …………………………52
第五章結論與建議 ……………………………………63
第一節研究結論 ………………………………………63
第二節 實務涵意 ………………………………………71
第三節 研究限制 ………………………………………72
第四節研究議 …………………………………………73
參考文獻 ………………………………………………75
附 錄
研究問卷 ……………………………………………78
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