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題名 新產品上市活動對競食效果之影響
作者 鄭竹君
Cheng Chu-Chuan
貢獻者 陳建維
Chen Chien-Wei
鄭竹君
Cheng Chu-Chuan
關鍵詞 競食效果
新產品上市行銷活動
新產品定價
新產品上市促銷努力
新產品預告時間
日期 2002
上傳時間 18-九月-2009 14:07:21 (UTC+8)
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。
參考文獻 參考文獻
中文部分
1.石憶茹（民國90年），個人數位助理（PDA）之創新擴散模型，中國文化大學國際企業管理研究所碩士論文
2.李明源（民國90年），環境不確定性、組織性整合與新產品開發績效關係之研究，國立中央大學企業管理研究所碩士論文
3.倪有康（民國91年），公司內外情境因素與新產品上市策略行為之研究，國立政治大學國際貿易研究所碩士論文
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描述 碩士
國立政治大學
國際經營與貿易研究所
90351034
91
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0090351034
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.advisor Chen Chien-Weien_US
dc.contributor.author (作者) 鄭竹君zh_TW
dc.contributor.author (作者) Cheng Chu-Chuanen_US
dc.creator (作者) 鄭竹君zh_TW
dc.creator (作者) Cheng Chu-Chuanen_US
dc.date (日期) 2002en_US
dc.date.accessioned 18-九月-2009 14:07:21 (UTC+8)-
dc.date.available 18-九月-2009 14:07:21 (UTC+8)-
dc.date.issued (上傳時間) 18-九月-2009 14:07:21 (UTC+8)-
dc.identifier (其他 識別碼) G0090351034en_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) 90351034zh_TW
dc.description (描述) 91zh_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.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0090351034en_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) thesisen
dc.relation.reference (參考文獻) 參考文獻zh_TW
dc.relation.reference (參考文獻) 中文部分zh_TW
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dc.relation.reference (參考文獻) 2.李明源（民國90年），環境不確定性、組織性整合與新產品開發績效關係之研究，國立中央大學企業管理研究所碩士論文zh_TW
dc.relation.reference (參考文獻) 3.倪有康（民國91年），公司內外情境因素與新產品上市策略行為之研究，國立政治大學國際貿易研究所碩士論文zh_TW
dc.relation.reference (參考文獻) 4.陳建維（民國79年），台灣自用轎車業新產品預告策略之研究，國立台灣大學商學研究所碩士論文zh_TW
dc.relation.reference (參考文獻) 5.張嘉訓（民國91年），高科技產品多代擴散模型之研究—以DRAM為例，真理大學管理科學研究所碩士論文zh_TW
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dc.relation.reference (參考文獻) 7.嚴偉誠（民國89年），行動電話新產品上市策略之研究—以日系品牌Panasonic為例，國立台北科技大學商業自動化與管理研究所碩士論文zh_TW
dc.relation.reference (參考文獻) 英文部分zh_TW
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