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系統識別號 U0026-0812200914175205
論文名稱(中文) 市場知識、部門互動對新產品開發績效影響之研究
論文名稱(英文) The Influence of Market Knowledge and Cross-functional Interaction on New Product Development Performance
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) 番大維
研究生(英文) Ta-Wei Fan
電子信箱 r4795120@mail.ncku.edu.tw
學號 r4795120
學位類別 碩士
語文別 中文
論文頁數 89頁
口試委員 召集委員-楊鎮維
口試委員-張紹基
指導教授-方世杰
中文關鍵字 新產品開發績效  部門互動  市場知識 
英文關鍵字 Cross-functional Interaction  Market Knowledge  New Product Development Performance 
學科別分類
中文摘要 在全球化時代,更激烈的外在環境挑戰下,企業欲求永續經營與生存發展則必須不斷地創造新的策略、產品以維持競爭力。如何確保所開發的新產品能獲得較好的績效,成了企業最在乎與關切的議題。面對環境之不確定性,企業如何順應環境變化、運用相關知識開發出具有競爭優勢的新產品,進而為企業創造持續且良好的獲利,是本研究試圖找尋的答案。
是故,本研究以競爭優勢為觀點,經由文獻探討發現「創新」為企業主要之競爭優勢,而「新產品開發」實為創新的具體實現。在新產品開發過程中「市場知識」為重要因素之一,「部門互動」則是跨功能部門在新產品開發過程中知識有效流通的管道,兩者若能互相調和運用在新產品開發中,則有助於新產品開發績效的結果。
為了驗證以上推論,本研究以持續進行新產品開發活動的國內1000大製造業為研究對象,共發出538份問卷,回收有效問卷102份 (回收率19%) ,經由統計方法整理分析,歸納研究發現如下:
一、市場知識中的競爭者知識與新產品開發財務績效,以及技術知識與新產品開發非財務與滿意度績效有正向相關。
市場知識包含了顧客知識、競爭者知識與技術知識;而根據研究發現,技術知識與新產品開發績效有正向相關,亦即公司擁有較強的技術知識,新產品開發績效中的非財務績效與滿意度績效越好,此點值得實務界重視。
二、部門互動對市場知識與新產品開發績效關係有正向影響。
在實證中發現,隨著部門互動的加入,對於市場知識與新產品開發之非財務與滿意度績效有正向影響。這樣的結果顯示,當企業擁有較佳的部門互動時,會強化市場知識對於非財務以及滿意度績效正向提升的幫助。
英文摘要 Facing the external environmental challenge in the present globalized world, the way toward the competitive ability for enterprises is to create the new strategy, product continuously, and how ensure the new product to success has become the most cared and concerned issue by enterprises. Under the environmental uncertainty, how the enterprises respond to the change and create the competitive advantage-based product with the long period profit is the aim of this study’s endeavor.

Hence, in the theoretical background of competitive advantage, after reviewing literature, our findings show innovation is the key, in fact, the new product could be the manifestation of innovation. The market knowledge is an important variable for the performance of the new product development (NPD) , besides the cross-functional interaction is posited as a key factor moderating the success of the NPD.

In order to test the model, this study takes survey in manufacture industry in Taiwan. The empirical investigation is on data obtained from 102 valid questionnaires of top 1000 companies, the findings are as follows,
1. The factor competitor knowledge (CK) which forming the market knowledge (MK) is positively significant with the financial performance of the NPD.
2. The factor technology knowledge (TK) which forming the market knowledge (MK) is positively significant with the non-financial, satisfaction performance of the NPD.
3. The cross-functional interaction (CFI) has a moderating effect on the performance of the NPD.
論文目次 目 錄
第壹章 緒論.............................................1
第一節 研究背景與動機...................................1
第二節 研究目的.........................................3
第三節 研究問題.........................................5
第四節 研究流程.........................................6
第貳章 文獻探討.........................................8
第一節 市場知識.........................................8
第二節 部門互動........................................15
第三節 新產品開發......................................28
第參章 研究方法........................................37
第一節 研究架構........................................37
第二節 研究假說........................................39
第三節 研究變項操作型定義與衡量........................42
第四節 資料蒐集與分析方法..............................47
第肆章 資料分析與實證研究..............................50
第一節 敘述性統計分析..................................50
第二節 推論性統計分析..................................56
第三節 研究構面變項之相關分析..........................63
第四節 主要構面之迴歸分析..............................64
第五節 部門互動的干擾效果檢定..........................67
第伍章 研究結論與建議..................................72
第一節 研究結論........................................72
第二節 研究意涵........................................74
第三節 研究限制與後續研究建議..........................76
參考文獻...............................................77
中文部份...............................................77
英文部份...............................................79
附錄 研究問卷..........................................86

表 目 錄
表2-1-1 知識的定義......................................9
表2-1-2 市場資訊的定義.................................11
表2-1-3 市場情報特性與來源.............................13
表2-2-1 互動與合作的定義...............................16
表2-2-2 互動構面.......................................18
表2-2-3 製造與行銷之互動領域範疇.......................18
表2-2-4 研發與行銷之互動領域範疇.......................19
表2-2-5 新產品開發階段與跨部門參與.....................21
表2-2-6 跨功能部門互動協調機制的分類...................26
表2-3-1 新產品的定義...................................29
表2-3-2 新產品開發過程.................................31
表2-3-4 新產品開發績效的衡量...........................33
表3-1-1 研究變項與操作型定義及衡量內容.................44
表4-1-1 問卷回收統計表.................................50
表4-1-2 樣本廠商成立時間...............................50
表4-1-3 樣本廠商實收資本額.............................51
表4-1-4 樣本廠商產業分佈...............................51
表4-1-5 樣本廠商營業收入...............................52
表4-1-6 樣本廠商研發投入費用占營業收入比重.............52
表4-1-7 樣本廠商回卷部門別.............................52
表4-1-8 樣本廠商回卷者職稱.............................53
表4-1-9 研究變項之描述性分析...........................54
表4-2-1 市場知識因素結構分析表.........................58
表4-2-2 部門互動因素結構分析表.........................59
表4-2-3 新產品開發績效因素結構分析表...................62
表4-3-1 Pearson相關分析表..............................63
表4-4-1 市場知識與財務績效之迴歸分析...................64
表4-4-2 市場知識與非財務績效之迴歸分析.................65
表4-4-3 市場知識與滿意度績效之迴歸分析.................66
表4-5-1 部門互動對市場知識與財務績效之階層迴歸分析.....68
表4-5-2 部門互動對市場知識與非財務績效之階層迴歸分析...69
表4-5-3 部門互動對市場知識與滿意度績效之階層迴歸分析...70
表4-5-4 研究假說檢定結果...............................71

圖 目 錄
圖1-4-1 研究流程圖......................................7
圖2-3-1 新產品開發部門間資訊流程.......................32
圖3-1-1 研究架構.......................................38
圖3-4-1 本研究之資料分析方式...........................49
圖4-4-1 本研究主要構面間複迴歸分析.....................64
圖4-5-1 調節變項對主要構面間階層迴歸分析...............67
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