| dc.contributor.advisor | 陳建維 | zh_TW |
| dc.contributor.author (Authors) | 陳建銘 | zh_TW |
| dc.contributor.author (Authors) | Chen ,Chien-Ming | en_US |
| dc.creator (作者) | 陳建銘 | zh_TW |
| dc.creator (作者) | Chen ,Chien-Ming | en_US |
| dc.date (日期) | 2003 | en_US |
| dc.date.accessioned | 18-Sep-2009 14:07:59 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 14:07:59 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 14:07:59 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0091351009 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35088 | - |
| 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) | 91351009 | zh_TW |
| dc.description (描述) | 92 | zh_TW |
| dc.description.abstract (摘要) | 高科技產業是台灣最重要的產業，對台灣經濟有很大的貢獻，近年來此產業的競爭日趨激烈，新科技迅速不斷的出現，產品生命週期的急遽縮短，以及市場需求的反覆變動，使得廠商在上市新產品之前，必須要審慎考量並擬定適當的上市策略，才能增加新產品上市後的成功率。 本研究選取「產品新穎度決策」、「產品定位」以及「上市時機」為討論的上市策略組合，探究不同的上市策略與新產品績效之間的關係，而從過去相關的文獻當中，亦發現公司內部的態度傾向是影響上市策略擬定的因素之一，故本研究亦將公司內部因素納入研究架構中，選擇「市場導向」、「技術機會主義」與「競食意願」三變數，分析三者對於上市策略擬定的影響性，並進一步分析其對新產品績效可能的影響。 針對本研究所回收之有效問卷所作之分析，得到以下幾項實証：一、市場導向強度越強，則在產品新穎度決策上越傾向較低的新穎度。二、市場導向強度越強，越能適當的掌握新產品之上市時機。三、技術機會主義程度越高，則產品定位決策上高質感的程度越不明顯。四、競食意願越高，在上市時機的掌握上越為準確適時。五、產品新穎的程度，與新產品績效表現呈負相關。六、上市時機掌握的越為準確，新產品績效表現越佳。七、市場導向的強度越強，新產品績效表現越佳。八、技術機會主義程度越高，新產品績效表現越佳。九、競食意願越高，新產品績效表現越佳。 由於過去的研究較少著墨於影響上市策略擬定的因素上，而本研究的實証也發現公司內部因素不僅會影響上市策略的擬定，甚至是直接的關係到新產品上市後之績效，本研究的結果可提供給企業參考，希望能對新產品上市相關領域能有所貢獻。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論………………………………………………………………01第一節 研究背景與動機…………………………………………………01第二節 研究目的…………………………………………………………02第三節 研究程序…………………………………………………………03第二章 文獻探討…………………………………………………………05第一節 高科技產業定義與特性…………………………………………05第二節 新產品管理………………………………………………………10第三節 新產品上市策略…………………………………………………16第四節 影響新產品上市策略之因素……………………………………20第五節 公司內部情境因素………………………………………………22第三章 研究假設…………………………………………………………27第一節 研究架構…………………………………………………………27第二節 新產品上市策略…………………………………………………29第三節 上市策略與新產品績效…………………………………………31第四節 公司內部因素……………………………………………………34第五節 公司內部因素與上市策略………………………………………35第六節 公司內部因素與新產品績效……………………………………39第四章 研究方法…………………………………………………………41第一節 研究設計…………………………………………………………41第二節 抽樣………………………………………………………………41第三節 變數衡量…………………………………………………………42第五章 研究結果…………………………………………………………49第一節 基本資料敘述統計………………………………………………49第二節 信度與效度分析…………………………………………………50第三節 回歸分析…………………………………………………………55第四節 假設驗證…………………………………………………………62第五節 研究發現…………………………………………………………63第六章 研究結論與建議…………………………………………………66第一節 研究結論…………………………………………………………66第二節 學術貢獻…………………………………………………………69第三節 管理意涵…………………………………………………………70第四節 研究限制…………………………………………………………71第五節 後續研究建議……………………………………………………72參考文獻………………………………………………………………………74附錄：問卷……………………………………………………………………80圖目錄圖1-1 研究流程圖…………………………………………………………………04圖2.1 高科技產業的特性圖………………………………………………………07圖2-2 新產品定義…………………………………………………………………13圖2-3 市場導向架構圖……………………………………………………………23圖3-1 本研究之觀念架構圖………………………………………………………28表目錄表2-1 高科技產業分類準則與產業類別…………………………………………09表2-2 新產品分類—創新連貫性…………………………………………………11表2-3 策略性上市決策……………………………………………………………18表4-1 市場導向之操作性衡量指標與資料來源彙整表…………………………42表4-2 技術機會主義之操作性衡量指標與資料來源彙整表……………………43表4-3 競食意願之操作性衡量指標與資料來源彙整表…………………………44表4-4 產品新穎度決策之操作性衡量指標與資料來源彙整表…………………45表4-5 產品定位決策之操作性衡量指標與資料來源彙整表……………………46表4-6 產品上市時機決策之操作性衡量指標與資料來源彙整表………………47表4-7 產品績效之操作性衡量指標與資料來源彙整表…………………………47表4-8 產業特性之操作性衡量指標與資料來源彙整表…………………………48表5-1 有效樣本之產業特性平均數與標準差統計表……………………………49表5-3 有效樣本之新產品目標顧客統計表………………………………………50表5-2 有效樣本之新產品屬性統計表……………………………………………50表5-4 顧客、競爭者、跨功能導向與問項之信度與效度檢驗…………………51表5-5 市場導向與問項之信度與效度檢驗………………………………………52表5-6 技術意識、技術回應與問項之信度與效度檢驗…………………………52表5-7 技術機會主義與問項之信度與效度檢驗…………………………………53表5-8 競食意願與問項之信度與效度檢驗………………………………………53表5-9 產品新穎度與問項之信度與效度檢驗……………………………………54表5-10 上市時機之精準度與問項之信度與效度檢驗……………………………54表5-11 高科技定位與問項之信度與效度檢驗……………………………………54表5-12 高質感定位與問項之信度與效度檢驗……………………………………55表5-13 衡量變數間Pearson相關係數表……………………………………………55表5-14 新產品績效之迴歸分析結果表一…………………………………………56表5-15 產品新穎度決策之回歸分析結果表………………………………………57表5-16 高科技定位決策之回歸分析結果表………………………………………58表5-17 高質感定位決策之回歸分析結果表………………………………………59表5-18 上市時機精準度之回歸分析結果表………………………………………59表5-19 新產品績效之回歸分析結果表二…………………………………………60表5-20 新產品績效之迴歸分析結果表三…………………………………………61表5-21 假設結果驗証匯整表………………………………………………………62 | 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/#G0091351009 | en_US |
| dc.subject (關鍵詞) | 策略性上市策略 | zh_TW |
| dc.subject (關鍵詞) | 產品新穎度 | zh_TW |
| dc.subject (關鍵詞) | 產品定位 | zh_TW |
| dc.subject (關鍵詞) | 上市時機 | zh_TW |
| dc.subject (關鍵詞) | 市場導向 | zh_TW |
| dc.subject (關鍵詞) | 技術機會主義 | zh_TW |
| dc.subject (關鍵詞) | 競食意願 | zh_TW |
| dc.title (題名) | 台灣高科技產業內部策略導向對新產品上市策略與績效影響之研究 | zh_TW |
| dc.type (資料類型) | thesis | en |
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