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題名 行銷導向下自動化設備業產品研發之研究-以A公司為例
作者 林豐正
Lin, Feng Cheng
貢獻者 季延平
林豐正
Lin, Feng Cheng
關鍵詞 自動化設備
日期 2016
上傳時間 22-Aug-2016 10:53:05 (UTC+8)
摘要 工廠邁向智慧化的過程中，最根本的問題仍是內部組織的變革及思維的調整。尤其是對資源重新配置的思維轉變，如當產品設計、製程模式及廠務管理等流程需要調整時，如何透過人員訓練、組織調整及相關配套來因應改變，這些都考驗著管理階層的智慧製造思維及管理智慧。

研究方向目的為分析研究主體之自動化設備業發展現況及產業結構，以利研究主題的掌握，針對自動化設備業與產品研發 轉型發展策略進行文獻探討，以奠立研究架構與實施步驟基礎，探討個案公司建立產品研發 轉型發展策略之關鍵重要因素，以利整體績效的提升。

預期貢獻
(一)學術研究方面
1.有助了解我國自動化設備業為突破陸商競爭與市場衰退壓力，而進行產品研發 轉型發展之實況、困難、因應之道。
2.從中獲得更多啟示與重點，以助於未來相關研究。
(二)企業實務方面
1.有助個案公司掌握為陸商競爭與市場衰退所建立產品研發轉型發展策略之關鍵要項。
2.提供相關企業建立轉型發展策略的思索根基與所需注意之處。
參考文獻 Abbie Griffin and John R. Hauser, Integration R&D and Marketing: A review and analysis of the Literature, The Journal of product innovation management. 1996, 13: 191-215.
Barcake, GJ., Bello, D. C., and Wallace, E. C., "The role of Consumer Shows in New Product Adoption, .The Journal of Consumer Marketing, 9(2), 1992, pp55-67.
Bello, Daniel C., and Lobtia, Ritu, 1993, "Improving Trade Shows Effectiveness by Analyzing Attendees", Industrial Marketing Management, 22(4), 1993, pp311-318.
Bonoma, Thomas V., "Get More Out of Your Trade Shows", Harvard Business Review, 61(1), 1983, pp75-83.
Bonoma, Thomas Vand Johnston, WesleyJ., "The Social Psychology of Industial Buying and Selling", Industrial Marketing Management, October: 1978, pp212-220
Cavanaugh. Suzette., "Setting Objectives and Evaluating the Effectiveness of Trade Show Exhibits", Journal of Marketing, 40(4): 1976, 100-103.
Chonko, L. B., "Relationship Selling at Trade Shows", Review of Business, 12(1): 1990, pp64-70.
Churchill Jr., and Gilbert A., "AParadigm for Developing Better Measures of Marketing Constructs", Journal of Marlceting, (February): 1979, pp64-77
Churchill Jr., Gilbert A. N.M. Ford and O. C. Walker, Jr., Sales Force Management, 4 ed,. Homewood, IL: Irwin.1993.
Cyert, Richard, and James March. 1963. A Behavioral Theory of the Firm. Englewood Cliffs, NJ: Prentice-Hall.
Dougherty, Deborah, Understanding New markets for new products, Strategic Management Journal, 1990, (11): 59-798.
Faria, A. J., and Dickinson, J. R.1985, "Behind the push to exhibit at trade shows", Business Marketing, August, ppS-102.
Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn, Marketing Engineering Principles, DecisionPro, 2007
Genoist Heidi, 2006, "Industry Marketing: Got Face to Fcae？"Tradeshow Week, 36, (14): ppl0-11
Gopalakrishna, Srinath and Lilien, Gary L., "AThree-Stage Model of Industrial Trade Show Performance", Marketing Science, 14(1): 1995, pp22-42.
Griffin, Abbie, Evaluating QFD’s use in U.S. firms as a process for developing products, Journal of Product Innovation Management, 1992(9):171-187.
Griffin, Abbie, Evaluating QFD’s use in U.S. firms as a process for developing products, Journal of Product Innovation Management, 1992(9):171-187.
Gupta, Ashok K. , Raj, S. R and Wilemon, David., R&D and marketing managers in hitech companies: Are they different? IEEE Transactions on Engineering Management, 1 986, 33(1): 25-32.
Gupta, Ashok K, gaj, S. P and Wilemon, David, A model for studying R&D-marketing interface in the product innovation process, Journal of Marketing, 1986, 50: 7-17.
Hansen, Kare, 1999, "Show Performance: Conceptual Framework and Its Implications for Future Research", Academy of Marketing Science Review, ppl-16
Hansen, Kare, 1996, "The Dual Motives of Participants at International Trade Shows: an Empirical Investigation of Exhibitors and Visitors With SellingMotives", International Marketing Review, 13(2): pp39-53.
Hass, Robert W., Industrial Marketing Management, Kent Publishing Company, 1989.
Hutt, Michael D. and Thomas W. Speh, Business Marketing Management, Fort Worth, TX: The Dryden Press, 1995.
Jackson, Donald W. Jr., Janet E. keith and Richard K. Burdick, "The Relative Importance of Various Promotional Elements in Different Industrial Purchase Situations", Journal of Advertising, 4(16): 1987, pp25-33.
Jeppesen J. B., User Toolkits for Innovation: Consumers Support Each Other, Journal of Product Innovation Management, 2005, 22: 347-362.
Kotler, Philip, “Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know”, John Wiley & Sons, Inc., 2003, pp.39.
Lilien, Gary L., "A Descriptive Model of the trade Show Budgeting Decision Process", Industrial Marketing Management, (February): 1983, pp25-29.
Luckhurst, Kenneth W., The Story of Exhibitions, The Studio Publicaitons, 1951.
Moriarty Rowland T., and Robert E. Spelcman, 1984, "An Empirical Investigation of the Sources o fInformation Used During the Industrial Buying Process", Journal of Marketing Research.21(May): pp137-147
Nealemr, Corkindale D. R. Co-developing Products: Involving Customers Earlier and More Deeply, Long Range Planning, 1998, 31(3): 418-425.
Parasuraman, A., 1981, "The Relative Importance of Industrial Promotion Tools", Industrial Marketing Management, 10, pp277-281
Philip T. Kotler and Gary Armstrong, Principles of Marketing , 16th Edi.Pearson, 2015.
Rice, Gillian, "Using the Interaction Approach to Understand International Trade Shows", International Marketing Review, 9(4): 1992, pp32-45.
Rosson, Philip, J.and F. H. Rolf Seringhaus, "Visitor and E xhibitor Interaction at Industrial Trade Fairs", Journal of Business Research.(32), 1995, pp81-90.
Rosson, Philip, J. and F. H. Rolf Seringhaus, 1995, "Visitor and Exhibitor Interaction at Industrial Trade Fairs", Journal of Business Research. (32), pp81-90.
Ruekert, Robert W. and Walker, Orville C., Marketing’s interaction with other functional units: A conceptual framework and empirical evidence, Journal of marketing, 1987, 51: 1-19.
Saxberg, B. and Slocum, J. W., The management of scientific manpower Management Science, 1968, 14(8): 473-489.
Susan H. Godair & Patricia J. O`Connor, Same Time Next Yeair-Buyer Trade Show Motivcs, Industrial Marketing Maniagement.2001, 30, pp79.
Sandra Lynn Morrow, The Art of the Show: An Introduction to the Study of Exposition Management 2nd Edi., A E M Foundation Inc., 2001.
Urban G L., Hauser J. R., Design and Marketing of New Products, Englewood Cliffs, NJ: Prentice Hall, Inc. 1993.
Tanner, Jr, John F, "Adaptive Selling at Trade Shows", The Journal of Selling & Sales Management, 14(2): 1994, pp15-23.
Trade Show Bureau, 1986a, Exhibit management practices-setting objectives and the Evaluation of Results. StudyNo.2010.
Trade Show Bureau, 1986b, The Exhibit Management Function-Perceptions of Exhibit Management and Marketing Executives. Study No. 2040.
Trade Show Bureau, 1988a Attitudes and Opinions of Computer Executives Regarding Attendance at Infonnation Technology Events. Study No.1080.
Trade Show Bureau, 1986, Trade Shows Represent a Dynamic Selling Opportunity, Research Report.#1010, Trade Show Bureau, Denver. Co. April
Trade Show Bureau, 1989, Understanding and Influencing Your Audience, Research Report. #AC23, Trade Show Bureau, Denver.Co.
Trade Show Bureau, 1991, The Project Growth of the Exposition Industry: A10-Year Forecast, Research Report. #IT12, Trade Show Bureau, Denver.Co.
Trade Show Bureau, 1991a, Reach Your Prospects for Lessat Trade Shows, Research Report SM/20.
Trade Show Bureau, 1992, Develop Your Prospects and Close Sales for Less With Trade Shows, Research Publication. #SM20, Trade Show Bureau, Denver.Co.
Trade Show Bureau, 1994, A Guide to the U.S. Exposition Industry, Trade Show Bureau, Denver.Co.
Von Hippel E., Katz R. Shitting, Innovation to Users via Toolkits, Management Science, 2002, 48(7): 821. 833.
Webster F. E. and Wind Y., "Organizational Buying Behavior", Journal of Marketing, April, 1972.
Weiesendanger, Betsy., "Are Salespeople Trade Show Duds", Sales and Marketing Management, (August):1990, pp40-46.
Wind, Y., Robert Thonias, Segmenting Industrial Markets, Advancesin Business Marketing, Vol7, Arch Woodside, ed. Greenwich, CT: JAI Press, 1994
季鳳仙，面向產品創新過程的顧客知識管理研究，江蘇大學碩士學位論文，2009。
張曙,陳超祥.產品創新和快速開發.機械工業出版社.北京.2008：38
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
103932425
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103932425
資料類型 thesis
dc.contributor.advisor 季延平zh_TW
dc.contributor.author (Authors) 林豐正zh_TW
dc.contributor.author (Authors) Lin, Feng Chengen_US
dc.creator (作者) 林豐正zh_TW
dc.creator (作者) Lin, Feng Chengen_US
dc.date (日期) 2016en_US
dc.date.accessioned 22-Aug-2016 10:53:05 (UTC+8)-
dc.date.available 22-Aug-2016 10:53:05 (UTC+8)-
dc.date.issued (上傳時間) 22-Aug-2016 10:53:05 (UTC+8)-
dc.identifier (Other Identifiers) G0103932425en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/100477-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 103932425zh_TW
dc.description.abstract (摘要) 工廠邁向智慧化的過程中，最根本的問題仍是內部組織的變革及思維的調整。尤其是對資源重新配置的思維轉變，如當產品設計、製程模式及廠務管理等流程需要調整時，如何透過人員訓練、組織調整及相關配套來因應改變，這些都考驗著管理階層的智慧製造思維及管理智慧。

研究方向目的為分析研究主體之自動化設備業發展現況及產業結構，以利研究主題的掌握，針對自動化設備業與產品研發 轉型發展策略進行文獻探討，以奠立研究架構與實施步驟基礎，探討個案公司建立產品研發 轉型發展策略之關鍵重要因素，以利整體績效的提升。

預期貢獻
(一)學術研究方面
1.有助了解我國自動化設備業為突破陸商競爭與市場衰退壓力，而進行產品研發 轉型發展之實況、困難、因應之道。
2.從中獲得更多啟示與重點，以助於未來相關研究。
(二)企業實務方面
1.有助個案公司掌握為陸商競爭與市場衰退所建立產品研發轉型發展策略之關鍵要項。
2.提供相關企業建立轉型發展策略的思索根基與所需注意之處。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與方法 2
第二章 文獻探討 4
第一節 工業行銷 4
第二節 市場導向 9
第三節 市場定位 11
第四節 產品創新 11
第五節 自動化設備及其開發特徵 11
第六節 研發-行銷介面管理 11
第三章 研究方法 12
第一節 研究架構 12
第二節 研究方法 13
第三節 資料搜集和分析 15
第四章 個案分析 21
第一節 A公司背景介紹 21
第二節 A公司的五力分析、價值鏈分析與SWOT 21
第三節 A公司產品定位與行銷模式 25
第四節 A公司產品開發模式 25
第五節 A公司產品開發與行銷上的問題 25
第六節 對A公司產品開發與行銷問題的建議 25
第五章 結論與建議 43
第一節 研究結論 43
第二節 研究建議 43
參考文獻 48		zh_TW
dc.format.extent 765382 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103932425en_US
dc.subject (關鍵詞) 自動化設備zh_TW
dc.title (題名) 行銷導向下自動化設備業產品研發之研究-以A公司為例zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Abbie Griffin and John R. Hauser, Integration R&D and Marketing: A review and analysis of the Literature, The Journal of product innovation management. 1996, 13: 191-215.
Barcake, GJ., Bello, D. C., and Wallace, E. C., "The role of Consumer Shows in New Product Adoption, .The Journal of Consumer Marketing, 9(2), 1992, pp55-67.
Bello, Daniel C., and Lobtia, Ritu, 1993, "Improving Trade Shows Effectiveness by Analyzing Attendees", Industrial Marketing Management, 22(4), 1993, pp311-318.
Bonoma, Thomas V., "Get More Out of Your Trade Shows", Harvard Business Review, 61(1), 1983, pp75-83.
Bonoma, Thomas Vand Johnston, WesleyJ., "The Social Psychology of Industial Buying and Selling", Industrial Marketing Management, October: 1978, pp212-220
Cavanaugh. Suzette., "Setting Objectives and Evaluating the Effectiveness of Trade Show Exhibits", Journal of Marketing, 40(4): 1976, 100-103.
Chonko, L. B., "Relationship Selling at Trade Shows", Review of Business, 12(1): 1990, pp64-70.
Churchill Jr., and Gilbert A., "AParadigm for Developing Better Measures of Marketing Constructs", Journal of Marlceting, (February): 1979, pp64-77
Churchill Jr., Gilbert A. N.M. Ford and O. C. Walker, Jr., Sales Force Management, 4 ed,. Homewood, IL: Irwin.1993.
Cyert, Richard, and James March. 1963. A Behavioral Theory of the Firm. Englewood Cliffs, NJ: Prentice-Hall.
Dougherty, Deborah, Understanding New markets for new products, Strategic Management Journal, 1990, (11): 59-798.
Faria, A. J., and Dickinson, J. R.1985, "Behind the push to exhibit at trade shows", Business Marketing, August, ppS-102.
Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn, Marketing Engineering Principles, DecisionPro, 2007
Genoist Heidi, 2006, "Industry Marketing: Got Face to Fcae？"Tradeshow Week, 36, (14): ppl0-11
Gopalakrishna, Srinath and Lilien, Gary L., "AThree-Stage Model of Industrial Trade Show Performance", Marketing Science, 14(1): 1995, pp22-42.
Griffin, Abbie, Evaluating QFD’s use in U.S. firms as a process for developing products, Journal of Product Innovation Management, 1992(9):171-187.
Griffin, Abbie, Evaluating QFD’s use in U.S. firms as a process for developing products, Journal of Product Innovation Management, 1992(9):171-187.
Gupta, Ashok K. , Raj, S. R and Wilemon, David., R&D and marketing managers in hitech companies: Are they different? IEEE Transactions on Engineering Management, 1 986, 33(1): 25-32.
Gupta, Ashok K, gaj, S. P and Wilemon, David, A model for studying R&D-marketing interface in the product innovation process, Journal of Marketing, 1986, 50: 7-17.
Hansen, Kare, 1999, "Show Performance: Conceptual Framework and Its Implications for Future Research", Academy of Marketing Science Review, ppl-16
Hansen, Kare, 1996, "The Dual Motives of Participants at International Trade Shows: an Empirical Investigation of Exhibitors and Visitors With SellingMotives", International Marketing Review, 13(2): pp39-53.
Hass, Robert W., Industrial Marketing Management, Kent Publishing Company, 1989.
Hutt, Michael D. and Thomas W. Speh, Business Marketing Management, Fort Worth, TX: The Dryden Press, 1995.
Jackson, Donald W. Jr., Janet E. keith and Richard K. Burdick, "The Relative Importance of Various Promotional Elements in Different Industrial Purchase Situations", Journal of Advertising, 4(16): 1987, pp25-33.
Jeppesen J. B., User Toolkits for Innovation: Consumers Support Each Other, Journal of Product Innovation Management, 2005, 22: 347-362.
Kotler, Philip, “Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know”, John Wiley & Sons, Inc., 2003, pp.39.
Lilien, Gary L., "A Descriptive Model of the trade Show Budgeting Decision Process", Industrial Marketing Management, (February): 1983, pp25-29.
Luckhurst, Kenneth W., The Story of Exhibitions, The Studio Publicaitons, 1951.
Moriarty Rowland T., and Robert E. Spelcman, 1984, "An Empirical Investigation of the Sources o fInformation Used During the Industrial Buying Process", Journal of Marketing Research.21(May): pp137-147
Nealemr, Corkindale D. R. Co-developing Products: Involving Customers Earlier and More Deeply, Long Range Planning, 1998, 31(3): 418-425.
Parasuraman, A., 1981, "The Relative Importance of Industrial Promotion Tools", Industrial Marketing Management, 10, pp277-281
Philip T. Kotler and Gary Armstrong, Principles of Marketing , 16th Edi.Pearson, 2015.
Rice, Gillian, "Using the Interaction Approach to Understand International Trade Shows", International Marketing Review, 9(4): 1992, pp32-45.
Rosson, Philip, J.and F. H. Rolf Seringhaus, "Visitor and E xhibitor Interaction at Industrial Trade Fairs", Journal of Business Research.(32), 1995, pp81-90.
Rosson, Philip, J. and F. H. Rolf Seringhaus, 1995, "Visitor and Exhibitor Interaction at Industrial Trade Fairs", Journal of Business Research. (32), pp81-90.
Ruekert, Robert W. and Walker, Orville C., Marketing’s interaction with other functional units: A conceptual framework and empirical evidence, Journal of marketing, 1987, 51: 1-19.
Saxberg, B. and Slocum, J. W., The management of scientific manpower Management Science, 1968, 14(8): 473-489.
Susan H. Godair & Patricia J. O`Connor, Same Time Next Yeair-Buyer Trade Show Motivcs, Industrial Marketing Maniagement.2001, 30, pp79.
Sandra Lynn Morrow, The Art of the Show: An Introduction to the Study of Exposition Management 2nd Edi., A E M Foundation Inc., 2001.
Urban G L., Hauser J. R., Design and Marketing of New Products, Englewood Cliffs, NJ: Prentice Hall, Inc. 1993.
Tanner, Jr, John F, "Adaptive Selling at Trade Shows", The Journal of Selling & Sales Management, 14(2): 1994, pp15-23.
Trade Show Bureau, 1986a, Exhibit management practices-setting objectives and the Evaluation of Results. StudyNo.2010.
Trade Show Bureau, 1986b, The Exhibit Management Function-Perceptions of Exhibit Management and Marketing Executives. Study No. 2040.
Trade Show Bureau, 1988a Attitudes and Opinions of Computer Executives Regarding Attendance at Infonnation Technology Events. Study No.1080.
Trade Show Bureau, 1986, Trade Shows Represent a Dynamic Selling Opportunity, Research Report.#1010, Trade Show Bureau, Denver. Co. April
Trade Show Bureau, 1989, Understanding and Influencing Your Audience, Research Report. #AC23, Trade Show Bureau, Denver.Co.
Trade Show Bureau, 1991, The Project Growth of the Exposition Industry: A10-Year Forecast, Research Report. #IT12, Trade Show Bureau, Denver.Co.
Trade Show Bureau, 1991a, Reach Your Prospects for Lessat Trade Shows, Research Report SM/20.
Trade Show Bureau, 1992, Develop Your Prospects and Close Sales for Less With Trade Shows, Research Publication. #SM20, Trade Show Bureau, Denver.Co.
Trade Show Bureau, 1994, A Guide to the U.S. Exposition Industry, Trade Show Bureau, Denver.Co.
Von Hippel E., Katz R. Shitting, Innovation to Users via Toolkits, Management Science, 2002, 48(7): 821. 833.
Webster F. E. and Wind Y., "Organizational Buying Behavior", Journal of Marketing, April, 1972.
Weiesendanger, Betsy., "Are Salespeople Trade Show Duds", Sales and Marketing Management, (August):1990, pp40-46.
Wind, Y., Robert Thonias, Segmenting Industrial Markets, Advancesin Business Marketing, Vol7, Arch Woodside, ed. Greenwich, CT: JAI Press, 1994
季鳳仙，面向產品創新過程的顧客知識管理研究，江蘇大學碩士學位論文，2009。
張曙,陳超祥.產品創新和快速開發.機械工業出版社.北京.2008：38		zh_TW