進階搜尋


下載電子全文  
系統識別號 U0026-2606201714094700
論文名稱(中文) 行銷通路夥伴關係、研發能力、產品品質、服務創新與生產製造能力對組織績效的關係
論文名稱(英文) Marketing Relationship, R&D Capabilities, Product Quality, Service Innovation and Manufacturing Capabilities to Organizational Performance
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 105
學期 2
出版年 106
研究生(中文) 曾千芬
研究生(英文) Chien-Fen Tseng
學號 R07044301
學位類別 碩士
語文別 中文
論文頁數 83頁
口試委員 指導教授-蔡惠婷
口試委員-賴孟寬
口試委員-謝惠璟
中文關鍵字 製造業品牌化  行銷通路關係  設計研發能力  產品品質  服務創新  生產製造能力  組織績效  品牌識別 
英文關鍵字 Manufacture Branding  Marketing Channel Relationship  Design and Research Capabilities  Product Quality  Service Innovation  CIS 
學科別分類
中文摘要 近年來大型企業不斷透過併購、國際合作方式,將企業版圖擴大,中小企業產業鏈出現上游製造業往下游服務銷售端延伸,開始做多元的投資,常見的包含自建通路直接銷售、創立自有品牌或提供周邊服務,代工業開始不只是製造,更進一步藉由提供直接產品、銷售服務、客製化產品、售後服務等,藉以提升企業在供應鏈中的地位。本研究欲探討企業轉型契機以品牌關係為研究目的,彙整過去學者對建立品牌之關鍵要素之相關文獻與研究,整理四大要素『行銷通路關係、設計研發能力、產品品質、服務創新』與傳統產業之生產製造能力,了解產業是否透過品牌要素與生產製造能力之優勢,對組織績效之影響。
本研究採用網路問卷方式進行樣本收集,以中小企業為研究對象,透過網路問卷填寫的方式進行調查,總共收回162份問卷。研究主要在探討行銷通路關係、設計研發能力、產品品質、服務創新、生產製造能力及企業背景對組織績效是否有顯著差異。
本研究透過敘述性統計分析、因素分析、信度分析、PEARSON相關分析、迴歸分析、獨立樣本t檢定與單因子變異數分析,分析行銷通路關係、設計研發能力、產品品質、服務創新、生產製造能力對組織績效皆具有顯正相關,在企業背景對各構面之差異性分析,企業有投入CIS企業識別設計者對組織績效具有顯著影響效果。
英文摘要 The study probes to the relationships among marketing relationship, design and research capabilities, product quality, service innovation and manufacturing capabilities of organizational performance. 162 questionnaires were distributed and 161 of them were valid. The results of this study are as following:
(1) The marketing channel relationship has significant positive effect on organizational performance; (2) The capabilities of design and research has significant positive effect on organizational performance; (3) The product quality has significant positive effect on organizational performance; (4) The service innovation has significant positive effect on organizational performance; (5) The manufacturing capabilities has significant positive effect on organizational performance.
論文目次 摘 要 II
Abstract IV
誌 謝 VI
目 錄 VIII
表 目 錄 X
圖 目 錄 XII
第一章 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 4
第四節 研究流程 4
第二章 文獻探討 6
第一節 行銷通路關係 8
第二節 設計研發能力 12
第三節 產品品質 15
第四節 服務創新 18
第五節 生產製造能力 21
第六節 組織績效 23
第三章 研究架構與方法 24
第一節 研究架構 25
第二節 研究假設 26
第三節 各構面的操作性定義及衡量 28
第四節 研究設計方式 35
第五節 資料分析方法 36
第四章 資料分析結果 38
第一節 有效研究樣本分佈狀況 38
第二節 敘述性統計分析 41
第三節 因素分析及信度分析 45
第四節 PEARSON 相關分析 52
第五節 迴歸分析 54
第六節 差異性分析 61
第五章 結論與建議 67
第一節 研究假說之驗證結果 67
第二節 研究貢獻 69
第三節 研究限制 70
參考文獻 71
附 件 問卷調查 78
參考文獻 中文部份
1.方世榮(民85),《行銷學》,三民書局出版。
2.吳思華(民88),服務業中知識資源建構與維持策略之研究,中華管理評論,Vol.2, No.1, 1-8頁。
3.洪順慶與吳長生(民88),台灣產商自創品牌策略與行銷績效之關係研究。中山管理評論,第一卷,第四期,P71-104。
4.邱皓政(民89),量化研究與統計分析,五南出版
5.陳嵩(民91),新服務開發早期活動對新服務績效之影響---服務對市場的新穎性之節制角色,管理評論,第二十二卷第一期,1-24頁。
6.中華經濟研究院(民92),如何提升產業價值鏈延伸至品牌及通路之略。
7.張耿通(民92),全面品質管理與六倍標準差實施方案之比較分析 – 以台灣地區之企業為例。
8.廖偉伶(民92),知識管理在服務創新之應用。
9.黃識銘、方世榮(民92),行銷通路成員之夥伴係長期導向與組織間績效之研究,管理評論22卷2期。
10.施振榮(民94),《全球品牌大戰略─品牌先生施振榮觀點》,天下文化出版。
11.瞿宛文(民95),台灣後起者能藉自創品牌升級嗎?,台灣社會研究季刊63期,1-52頁。
12.洪順慶(民95),台灣品牌競爭力,天下雜誌。
13.李福恩,段亞偉(民95),淺談建築企業設施5S管理,建築經濟。
14.林子正(民95),OEM/ODM廠商轉型自有品牌經營之行銷通路建構歷程研究。
15.戴志強(民96),製造企業向服務化轉型的新動向。經濟導刊,第8期,38-40。
16.陳時奮(民96),何時是建立國際品牌的時機,世界經理文摘,131期。
17.鄭楷錡(民97),企業創新價值鏈之研究 – 以台灣健身器材個案廠商為例。
18.周中理(民97),組織信任、創新網絡關係與新產品開發績效之關係-以資訊硬體業為例,朝陽科技大學企業管理系碩士論文。
19.王曉雯、王泰昌、吳明政 (民97),企業經營型態與研發活動績效,《管理 學報》,第 25 卷,第 2 期,頁 173-193
20.吳明隆、涂金堂(民97),SPSS與統計應用分析,五南出版。
21.厚銘、柯雅菁、張幼齡 (民99),什麼是台灣廠商從代工到自有品牌經營之最有效組織結構,行銷科學報,第六卷第二期,81~106頁。
22.張鐵軍、吳銘祥、林嵩麟(民99),台灣中小企業品牌建立歷程關鍵因素之研究,5頁。
23.劉祥熹、洋登才、羅建昇(民99),『從關係價值與關係品質觀點探討品牌形象對消費者滿意度與忠誠度之影響 – 台灣筆記型電腦產業為例』,管理學報27卷3期。
24.胡同來、莊紹妤、謝文雀、郭人介(民99),『通路權力、通路氣候、夥伴關係與合作績效之研究:數位相機產業實證』,管理與系統第十七卷第二期,183-205頁。
25.洪榮耀(民100),『多國籍企業之品牌暨代工經營模式良瓢分析-以台灣上市電子公司為例』,東海管理評論,第12卷第1S期,1-39頁。
26.潘家軺(民100),現代生產管理學,清華大學出版社。
27.陳威如、余卓軒(民102),平台革命。
28.曾廷敏、陳高華(民103),ERP實務與電子沙盤實訓教程,元華文創。
29.吳明隆、涂金堂(民103),SPSS與統計應用分析。
30.吳萬益(民104),企業研究方法,華泰出版社。
31.張建一(民104),企業如何運用生產力4.0方案強化國際競爭力及進行產業加值升級,產業雜誌 第548期。
32.陳冠政(民104),從台商投資大陸進入模式探討兩岸產業分工,中華管理評論國際學報 第八卷一期。
33.游明德(民105),企業併購策略與最佳實務,三民出版社。
英文部份
1. Aaker, D. A (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press, New York.
2. Abernathy, W. & Utterback, J. (1978), “Patterns of Industrial Innovation”, Strategic Management of Technology and Innovation, 154-160.
3. Ambler, T.(1997), “Do Brands Benefit Consumers,” International Journal of Advertising, Vol. 16, No. 3, 1997, pp. 167-195.
4. Asker,David A.(1991), Manageing Brand Equity, New York:The Free Press
5. Arthur, J. B. (1992). The link between business strategy and industrial relations systems in American steel minimills. Industrial and Labor Review, 488-506.
6. Berghman, L, Matthyssens, P. vadenbempt, K.(2006). Building competences for new customer value creation: An exploratory study. Industrial Marketing Management, 35(4), 961-973.
7. Bowersox, D. J. and Copper, M. B. (1990). Strategic Marketing Channel Management. New York: McGraw-Hill. p.4, 338-361
8. Bucklin, L.P (1966). A theory of distribution channel structure, Berkeley: University of California. Institute of Business and Economic Research. p5.
9. Carter, C.R. and Jennings, M. (2002), “Social responsibility and supply chain relationships”, Transportation Research Part E: Logistics and Transportation Review, Vol. 38 No. 1, pp. 37-52.
10. Chudnovsky, D., Lopez, A., & Pupato, G.(2006). “Innovation and productivity in developing countries: A study of argentine manufacturing firms’ behavior(1992-2001). Research Policy, 35(2), 266-288.
11. Crumrine,B.& Runnels, T.(1991).Total quality management in vocational technical education.(ERIC Document Reproduction Service No. ED 340 846).
12. Cook, V. J., & Schutte, T. C. (1967). Brand Policy Determination, Boston: Allyn and Bacon.
13. Crosby, Philip B. (1979),”Quality Is Free”,McGraw-Hill:NY
14. Danneels, E. (2002). ‘The dynamics of product innovation and firm competences.’, Strategic Management Journal, 23(12), 1095-1121.
15. Doyle, P. (1990). Building Successful Brands: The Strategic Options. Journal of
16. Consumer Marketing, vol.7,No2, 5-20.
17. Fortuin, L. (1998). Performance Indicators-Why, Where and How. European Journal of Operational Research, 34.
18. Garvin, D. A.,(1988), Managing Quality New York: The Free Press.
19. Galanakis, K. (2006), “Innovation process. Make sense using systems thinking. Technovation”, 26(11), 1222-1232.
20. Gallouj, F. (2002). Innovation in services and the attendant old and new myths. The Journal of Socio-Economics, 31(2), 137–154.
21. Greffi, G. (1999). International trade and industrial upgrading in the apparel commodity chain. Journal of International Economics, 48, 37-70.
22. Gujarati, D. N. (2003). Basic Econometrics (4th ed). New York: McGraw-Hill.
23. Handy, K.G. & Matrath, A. J. (1988) Marketing channel management: Strategy Newman, Joseph W. (1957), “New Insight, New Progress for Marketing,”Harvard Business Review, 35 (November-December), pp. 95-102.
24. Hatten, K. J. and M. L. Hatten (1987), "Strategic Groups, Asymmetrical Mobility Barrier and Contestability", Strategic Management Journal, vol 8, pp.329~342.
25. Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C., (2011), Multivariate Data Analysis. New Jersey: Prentice-Hall.
26. Hertog, P.den, & Bilderbeek, R. (1998). Conceptualizing Service Innovation and the knowledge flows between KIBS and their client. Dialogic-SS4I-report no.8, Apeldoorn/Utrecht.
27. Hertog P. D., (2000), "Knowledge Intensive Business Services as Co-producers of Innovation." International Journal of Innovation Management 4:491-528.
28. Herzog, H. (1963), “behavioralScience Concepts for Analyzing the Consumer,”in Marketing and the Behavioral Sciences, Perry Bliss, ed. Boston: Allyn and Bacon Inc., pp. 76-86.
29. Hobday, M.(1995), Innovation in East Asia: the Challenge to Japan, Brookfield, Northampton: Edward Elgar.
30. Hoffecker,J. & C.Goldenberg,(1994),”Using the Balanced Scorecard to Develop
Company Wide Performance Measures, ”Cost Management,Fall,p.5-17
31. Hsu, C. -W., Chen, H., & Jen, L. (2008). Resource linkages and capability development. Industrial Marketing Management, 37(6), 677-685.
32. Juran, J.M.(1974). “Universal Approach to Managing for Quality”,Quality Progress. 19-24
33. Keller, K. L. (1993) . Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.
34. Kohli, Ajay K. and Bernard J. Jaworski (1990), "Market Orientation: The Construct, Research Propositions, and Managerial Implications," Journal of Marketing, 54(April), 1-18.
35. Kotler, P. &Armstrong, G. (1991). Principles of marketing (5th ed.). Englewood Cliffs, NJ:Prentice-Hall.
36. Kumar, N. and Steenkamp, (2007), J. M., Private Label Strategy: How to Meet the Store Brand Challenge, Harvard Business School Press.
37. Larry Percy, (2000), Strategies for implementing integrated marketing communications. Published by Yunliou.
38. Mayer, K. J., & Solomon, R. M. (2006). Capabilities, contractual hazards, and governance: integrating resource-based and transaction cost perspectives. Academy of Management Journal, 49(5), 942-959.
39. Menor, L. J., Tatikonda, M. V., & Sampson, S. E.(2002), “New service development: areas for exploitation and exploration.” Journal of Operations Management, Vol. 20(2), pp. 135-157.
40. Miravete, E., & Pernías, J. (2006). Innovation complementarity and scale of production. The Journal of Industrial Economics, 54, 1-29.planning tactics. Illinois: Scott Publishing.
41. Miler,S.M. (1990), “ The Strategic Management of Technological R&D – An Ideal Process for the 1990’s “ International Journal of Technology Management Journal, 40(1), pp.88-171.
42. Nunnally, J. C. (1978). Psychometric theory(2en ed.) New York: McGraw Hill
43. Parsons, A. L., “What Determines Buyer-Seller Relationship Quality? An Investigation from the Buyer’s Perspective,” Journal of Supply Chain Management, Vol. 38, No. 2, 2002, pp. 4-12.
44. Pateli, A. & G. Giaglis, (2003), A Framework For Understanding and Analysing e-Business Models, Proceedings of the Bled Electronic Commerce Conference.
45. Pelham, A. M. (1999), “Influence of environment, strategy, and market orientation on performance in small manufacturing firms,” Journal of Business Research, 45(1), pp.33-46.
46. Porter, M. E. & Baden-Fuller, M. (1986). Coalitions and global strategy. In M. E. Porter (Ed.), Competition in Global Industries. Boston MA: Harvard Business School Press.
47. Pride, & Ferrell.(1991). Marketing:Concept and strategies(7thed). Boston:Houghton Mifflin.
48. Quelin, B. and Duhamel, F. (2003), “Bring together strategic outsourcing and coporate strategy: Outsourcing motives and risk”, European Management Journal, 21, 647–661.
49. Rao, A. R., & Ruekert, R. W. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36(1), 87-97.
50. Richardson, P., A. S. Dick and A. K. Jain, 1994. Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality, Journal of Marketing, Vol. 58, pp.28-36.
51. Rogers, R. W., 2005. Realizing the Promise of Performance Management, Pittsburgh: DDI Press:9-10.
52. Roberto Verganti, (2011), Design-driven innovation: changing the rules of competition by radically innovating what things mean.
53. Salavou, H. (2004). The concept of innovativeness: Should we need to focus. European Journal of Innovation Management, 7 (1), 33-45.
54. Scott, W. Richard (1992), Organizations: Rational, Natural, and Open Systems. 3rd Ed. New Jersey: Prentice-Hall.
55. Stern, Louis W., Adel I. El-Ansary, and Anne Coughlan (1996), Marketing Channels, 5th ed. Englewood Cliffs, NJ: Prentice-Hall.
56. Stern, Louis W., El-Ansary, and I. (1992). Marketing Channels. Prentice-Hall. p36, 350-379, 495
57. Stickdom M. and Schneider J., (2011), This Is Service Design Thinking: Basic Tools Cases, New Jersey, The United States of America, BIS Publishers.
58. Sukhvir Singh Panesar, Tore Markeset, (2008), Methodology and theory- Development of a framework for industrial service innovation management and coordination,Journal of Quality in Maintenance Engineering Vol. 14 No. 2, pp. 177-193.
59. Toivonen, M., & Tuominen, T., (2006), Emergence of innovations in services:Theoretical Discussion and Two Case Studies. Presentation in International ProACT Conference Innovation Pressure–Rethinking Competitiveness, Policy and the Society in a Globalised Economy, 15-17 Tampere.
60. Tekes, (2007), Service innovations: A definition. available on (http: //akseli.tekes.fi/opencms/opencms/OhjelmaPortaali/ohjelmat/Serve/en/etusivu.html).
61. Venkatraman, N. , Ramanujam, V. (1986). Measurement of business performance on Strategy.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2017-08-04起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2020-07-01起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw