| dc.contributor.advisor | 陳建維 | zh_TW |
| dc.contributor.advisor | Chen Chien-Wei | en_US |
| dc.contributor.author (Authors) | 鄭竹君 | zh_TW |
| dc.contributor.author (Authors) | Cheng Chu-Chuan | en_US |
| dc.creator (作者) | 鄭竹君 | zh_TW |
| dc.creator (作者) | Cheng Chu-Chuan | en_US |
| dc.date (日期) | 2002 | en_US |
| dc.date.accessioned | 18-Sep-2009 14:07:21 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 14:07:21 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 14:07:21 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0090351034 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35084 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 90351034 | zh_TW |
| dc.description (描述) | 91 | zh_TW |
| dc.description.abstract (摘要) | 本篇論文主要探討新產品上市行銷活動中的新舊產品定價相近程度、新產品上市促銷努力程度、與新產品預告時間對競食效果之影響，並瞭解在不同市場競爭強度下，這些變數對競食效果之影響程度有何差異。若確認市場競爭強度對競食效果具有干擾性的影響，則廠商在新產品上市時就可以此為依據，選擇不同的上市行銷活動以達成其策略目標。 本研究以天下雜誌2001年一千大企業調查光碟旗艦版中『製造業』部分為研究對象，用問卷調查方式收集資料，以瞭解在不同市場競爭強度下，新產品上市活動對競食效果之關係。研究結果發現如下：1.『在高市場競爭強度下，新舊產品間定價相近對競食效果的正向關係越強』在研究中獲得支持，但新舊產品間定價相近與競食效果間存在正向關係則未獲證實。2.『在高市場競爭強度下，新產品上市預告時間對競食效果的正向關係越強』在研究中獲得支持，但『新產品上市預告時間越早，則競食效果越大』之關係並不顯著。3.『在高市場競爭強度下，新產品上市促銷努力程度對競食效果的正向關係越弱』在研究中獲得支持，但新產品上市促銷努力程度與競食效果間的正向關係則並不明顯。 | zh_TW |
| dc.description.tableofcontents | 內文目錄第一章 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 3 第四節 全文架構 4 第五節 研究流程 5第二章 文獻探討 6 第一節 新產品管理 6 第二節 新產品上市活動 12 第三節 競食效果 21第三章 研究架構與假設 33 第一節 研究架構 33 第二節 新產品上市活動 35 第三節 競爭強度 38第四章 研究方法 42 第一節 研究設計 42 第二節 抽樣 42 第三節 變數之定義與衡量 43第五章 研究結果與發現 47 第一節 樣本結構分析 47 第二節 因素與信度分析 50 第三節 整體概念模型分析 53 第四節 假說驗證與結果 54 第五節 討論 58第六章 研究結論與建議 67 第一節 結論 67 第二節 學術貢獻與意涵 68 第三節 實務建議 69 第四節 研究限制 69 第五節 後續研究建議 70參考文獻 71附錄：問卷 80圖目錄圖1-1 研究流程圖 5圖2-1 新產品的種類 7圖2-2 新產品的形式 9圖2-3 影響新產品上市預告因素之模型 17圖2-4 新產品銷售量成分圖 22圖2-5 擴散模型中的擴散與替代效果 28圖2-6 現存者新品牌的擴散模型 29圖2-7 利基空間圖 30圖3-1 本研究概念模型 34圖3-2 Kolter以上市促銷努力程度與上市價格提出之新產品定價策略40圖5-1 本研究整體概念模型 54圖5-2 競食效果的估計邊際平均數分析1 60圖5-3 競食效果的估計邊際平均數分析2 62圖5-4 競食效果的估計邊際平均數分析3 65表目錄表2-1 Crawford新產品定價策略 16表2-2 以假設例子說明利基計算 31表2-3 競食效果衡量之比較 31表5-1 新產品上市日期 47表5-2 母品牌品牌年齡 48表5-3 新產品上市預告時間 48表5-4 負責新產品上市活動經驗時間長短 49表5-5 一階因素分析表 51表5-6 信度分析表 52表5-7 相關係數表 54表5-8 假說驗證1 56表5-9 假說驗證2 56表5-10 假說驗證3 57表5-11 假說驗證4 58表6-1 研究結果 67 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0090351034 | en_US |
| dc.subject (關鍵詞) | 競食效果 | zh_TW |
| dc.subject (關鍵詞) | 新產品上市行銷活動 | zh_TW |
| dc.subject (關鍵詞) | 新產品定價 | zh_TW |
| dc.subject (關鍵詞) | 新產品上市促銷努力 | zh_TW |
| dc.subject (關鍵詞) | 新產品預告時間 | zh_TW |
| dc.title (題名) | 新產品上市活動對競食效果之影響 | zh_TW |
| dc.type (資料類型) | thesis | en |
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