| dc.contributor.advisor | 吳豐祥 | zh_TW |
| dc.contributor.author (Authors) | 陳治平 | zh_TW |
| dc.contributor.author (Authors) | Chen, Chih Ping | en_US |
| dc.creator (作者) | 陳治平 | zh_TW |
| dc.creator (作者) | Chen, Chih Ping | en_US |
| dc.date (日期) | 2009 | en_US |
| dc.date.accessioned | 11-Oct-2011 16:49:49 (UTC+8) | - |
| dc.date.available | 11-Oct-2011 16:49:49 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Oct-2011 16:49:49 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0097359007 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/51555 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 科技管理研究所 | zh_TW |
| dc.description (描述) | 97359007 | zh_TW |
| dc.description (描述) | 98 | zh_TW |
| dc.description.abstract (摘要) | 有關科技創新在擴散上的研究已行之有年，且有不少有關的研究發現及案例。但是創新的層面不只侷限於科技，在近年來服務創新、行銷創新等概念的興起，產生了創新領域內新的研究目標。而這些類型的創新擴散研究更是相當稀少，故本研究希望從此一方向進行探索性研究，期望同時有助於實務與學術的發展。社會與科技的快速發展，促使網際網路的使用普及化，也影響到公司與消費者間的溝通及行銷模式。行銷創新：Inbound Marketing也是在這樣的情境下誕生。而近來台灣大量公司也採行Inbound Marketing作為重要的行銷手段時。讓公司不斷採納Inbound Marketing的理由及想法應該有可解釋的背後因素，所以本研究期望藉由研究的結果回答三點研究問題：(1) 影響行銷創新採用的重要關鍵因素為何？(2) 行銷創新擴散主要因素為何？(3) 不同產業在採用行銷創新上的異同為何？本研究藉由文獻與學理的回顧，進一步探討Inbound Marketing行銷創新。以創新擴散、科技接受模式及兩階段理論作為基礎，發展出個案研究的基礎架構。研究架構將創新採用的過程，以創新決策流程作為基礎，區分為動機、啟發、執行及常規化等四個階段，並結合科技接受模式及兩階段理論中所討論的要素，進一步發展出構面。動機構面中含括創新、環境及組織等要素，啟發構面則包含設定標的及尋求創新等項目，執行構面則有重新定義及釐清兩個步驟，最後的構面則是常規化階段。本研究採用多重個案研究法，依前述的架構構面與變項進入深入的探討。本研究所得到的初步結論包括：(1) 資源、環境及競爭要素是影響行銷創新採用的重要關鍵因素。(2) Inbound Marketing的高創新可近性是行銷創新擴散的主要因素。(3) 消費性電子及連鎖餐飲業在Inbound Marketing行銷創新採用的比較中，產業差異並不顯著。本論文最後進一步提出實務上及後續研究上的建議。 | zh_TW |
| dc.description.abstract (摘要) | Studies in innovation distribution and diffusion field have been researched for decades, but most innovation target will focus on technology innovation. Marketing innovation is still a new issue in innovation diffusion field. The study wants to be a base for following research in this topic.Internet quickly developing has totally changed communication tools between customers and companies, and forced new marketing method (or “marketing innovation”) “Inbound Marketing” was generated. And in these years, more and more companies adopt inbound marketing as a regular marketing tool. This study tries to explain the factors and motivation of company adopts marketing innovations, main reason of marketing innovation diffusion and differences of marketing innovation adoption between different industries.This study review innovation, marketing innovation related research, and make sure study target” Inbound Marketing” as a marketing innovation. And the study frame combines innovation diffusion, technology adoption model and two stage theory to analyze all study cases. The study structure is divided into four stages: Motivation, Inspiration, Execution and Routinization. Motivation contains “Innovation”,” Environment” and “Organization” factors. Inspiration includes “setting targets” and “seeking innovation”. Execution has ” Re-define” and “clarify” two stages. Finally companies adopt innovation and “Routinization”.The study finds “Resources”, “Environment” and “Competition” would be the main reason of marketing innovation adoption. And the high accessibility of inbound marketing with “Environment ” and “Competition” is the main factor of marketing innovation diffusion. Finally ,comparing “ Consumer Electronics Industry” and “ Chain restaurants” two industries, the difference in marketing innovation adoption is not obvious. | en_US |
| dc.description.tableofcontents | 目錄 V圖目錄 VIII表目錄 VIII壹 緒論 1第一節 研究動機 1第二節 研究目的 2第三節 研究問題 2第四節 研究流程 3貳 文獻回顧 4第一節 創新 4第二節 創新擴散 5一、組織內部創新擴散 6二、影響組織接受創新的因素 8第三節 科技接受模式 10第四節 Gallivan兩階段理論 13第五節 Inbound Marketing 14第六節 文獻探討小結 22參 研究方法 25第一節 研究架構 25第二節 研究變項與操作型定義 26一、 動機 26二、 啟發 27三、 執行 27四、 常規化 28五、 Inbound Marketing 28六、 操作型定義 29第三節 研究方法 31第四節 研究範圍及對象 31第五節 資料蒐集 32一、 初級資料 33二、 次級資料 33第四章 個案研究 34第一節 個案一 Hielo 34一、 個案背景 34二、 個案內容 35第二節 個案二E連鎖咖啡 41一、 個案背景 41二、 個案內容 41第三節 個案三 Acer 48一、 個案背景 48二、 個案內容 48第四節 個案四 Intel 57一、 個案背景 57二、 個案內容 57第五節 個案彙整 64第五章 研究命題與討論 69第一節 動機 69第二節 啟發 72第三節 執行 73第四節 常規化 76第五節 創新擴散及採用 77第六章 結論與建議 83第一節 結論 83第二節 實務上的建議 86第三節 研究限制 88第四節 未來研究建議 89第七章 參考資料 91附錄 98個案訪談問題 98 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097359007 | en_US |
| dc.subject (關鍵詞) | 創新 | zh_TW |
| dc.subject (關鍵詞) | 行銷創新 | zh_TW |
| dc.subject (關鍵詞) | 創新擴散 | zh_TW |
| dc.subject (關鍵詞) | 科技接受模式 | zh_TW |
| dc.subject (關鍵詞) | Inbound Marketing | zh_TW |
| dc.subject (關鍵詞) | Marketing Innovation | en_US |
| dc.subject (關鍵詞) | Innovation diffusion | en_US |
| dc.subject (關鍵詞) | Technology Adoption Model | en_US |
| dc.subject (關鍵詞) | Inbound Marketing | en_US |
| dc.subject (關鍵詞) | innovation | en_US |
| dc.title (題名) | 從創新擴散的觀點探討企業在Inbound Marketing的導入 | zh_TW |
| dc.title (題名) | Adopting inbound marketing:the perspective of innovation diffusion | en_US |
| dc.type (資料類型) | thesis | en |
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