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題名 市場知識之研究:概念架構
A Study of Market Knowledge: A Conceptual Framework作者 陳冠仰
Chen, Kuan-Yang貢獻者 洪順慶
Horng, Shun-Ching
陳冠仰
Chen, Kuan-Yang關鍵詞 市場知識
行銷知識
市場導向
組織學習
market knowledge
marketing knowledge
market orientation
organizational learning日期 2012 上傳時間 1-七月-2013 17:55:44 (UTC+8) 摘要 過去研究一致認為市場知識概念是延伸自市場導向理論,卻鮮少致力於市場知識本質的探討。例如,市場知識指的僅來自顧客、競爭者層面?顧客、競爭者層面的知識為何?企業所知道的市場知識還包含哪些層面?另一方面,除了有哪些是影響市場知識的前因,以及企業有愈多市場知識時會有哪些結果?基於本議題屬於在探索性階段,因此本研究企圖填補此市場知識的重要缺口。本文包含兩個研究,研究一:探討市場知識本質,研究二:探討其前因、後果。為達此目的,本研究將採用探索導向的方式以闡述市場知識構念的範疇、提出可操作性的定義,及建構出一個較清晰的架構供後續未來研究使用。本文針對研究一共訪談十五家個案,包含B2B、B2C以及共同經營兩種市場之企業。研究結果顯示市場知識共包含六大類別:顧客、員工(內部顧客)、夥伴、競爭者、商業流程、產品;對應過去文獻發現,顧客、夥伴、競爭者三者可歸類為外部市場知識,員工(內部顧客)、商業流程、產品則歸類為內部市場知識。本研究取名為「市場知識3C3P架構」,且各個知識層面下又有各自幾個關鍵知識議題。本文依研究結果發展七個與各知識層面有關的命題:命題1:企業的顧客面知識以「顧客輪廓」、「顧客心理行為」、「顧客關係管理」為主。命題2:企業的員工面知識以「人力資源活動」、「員工導向」、「績效確保」為主。命題3:企業的競爭者面知識以「競爭者強度」、「競爭行動」為主。命題4:企業的夥伴面知識以「交易夥伴特性」、「策略夥伴管理」為主。命題5:企業的商業流程面知識以「結構與流程」、「管理IT應用」為主。命題6:企業的產品知識以「產品組合」、「產品結構」為主。命題7:企業在其產品-市場領域中,市場知識包含顧客、員工、競爭者、夥伴、商業流程、產品等六層面的知識。研究一3C3P架構不僅是從市場導向理論出發,也從實務觀點凸顯出市場知識主要知識範疇。其結果除了擴展市場導向理論主張(顧客面、競爭者面知識範疇),也幫助對現有市場知識文獻的了解,以填補了既有市場知識文獻的限制。依續,研究二共訪談二十家個案(包含研究一先前十五家個案)中分屬不同部門高階管理者,訪談業者也包含B2B、B2C以及共同經營兩種市場之企業。研究二奠基在市場導向、組織學習、知識基礎觀點、知識創造論等文獻上,發展出市場知識前因、中介、後果之架構並提出研究命題;本研究依據過去學理文獻萃取出這些構念摘述如下。市場知識前因構念:(1) 組織結構及設計:市場情報部門設立、跨團隊知識部門化(2) 組織學習特質:高階主管的承諾學習、企業整體的學習文化(3) 知識分享制度:知識獎勵措施、知識提案制度(4) 組織支持性資源:企業體知識盈餘、主管經驗知識、知識開發性資源(5) 產業鏈知識網絡:顧客互動、夥伴關係連結(6) 總體環境:第三方或業外學習、產業所屬組織及活動市場知識中介構念:(1) 前置知識整合機制:統一格式、編碼設定、解讀分析(2) 後置知識整合機制:討論溝通、擴散吸收、傳承保留(組織記憶)市場知識後果構念:(1) 市場策略規劃:市場感知能力、行銷決策能力(2) 行銷整合能力:行銷能力、行銷動態能力(3) 行銷效率效能:行銷生產力(4) 市場相關績效:顧客忠誠度、市場滲透(相關多角化)、產品品牌延伸、企業形象、風險趨避能力、吸引人才基於所有研究結果,所有構念及命題將幫助引領未來探討市場知識之研究。最後,本文將討論對理論之貢獻、管理實務意涵,以及本文之研究限制。
Although there is consensus in the marketing literature that market knowledge is reflected by market orientation, there is little insight into the nature of market knowledge. For example, is market knowledge for firms only from customer and competitor orientations (i.e., customer and competitor knowledge)? What natures of customer and competitor knowledge? What contents or dimensions does market knowledge include? Besides, what antecedents and consequents of market knowledge are? Given the exploratory nature of this study, the aim is to fill the important gap in the market knowledge literature. This thesis includes two studies, first one is to explore the nature of market knowledge and second one is to explore its antecedents and consequences. To this end, this study adopts discovery-oriented approach to delineate the domain of the market knowledge construct, provide an operational definition, and construct a comprehensive framework for directing future research.The current study has interviewed fifteen companies (including B2B, B2C, and both of B2B and B2C) for study 1. The results show that there are six categories of market knowledge, which is called the framework of 3C plus 3P: external Customer, internal Customer (employee), Competitor, Partner, business Process, and Product. Based on previous literature, external Customer, Competitor, and Partner are categorized as the domain of external market knowledge; internal Customer (employee), business Process, and Product are categorized as the domain of internal market knowledge. There are several strategic issues in each category of market knowledge. Based on the findings, study 1 concludes seven propositions that the constitute elements of market knowledge are principally emerged from:P1: Customer knowledge of firms comprises (1) customer profile, (2) customer relationship management, and (3) customer psychology and behavior.P2: Internal customer (employee) knowledge of firms comprises (1) employee orientation, (2) human resource activity, and (3) performance sureness. P3: Competitor knowledge of firms comprises (1) rivals’ strategies/actions and (2) firms’competitive actions.P4: Partner knowledge of firms comprises (1) the characteristics of transactional partner and (2) strategic partner management. P5: Business process knowledge of firms comprises (1) structure and process and (2) managerial IT application.P6: Product knowledge of firms comprises (1) product pofolio and (2) product structure. P7: Market knowledge of firms in their product-market comprises (1) customer, (2) internal customer (employee), (3) competitor, (4) partner, (5) business process, and (6) product.The framework of “3C plus 3P” highlights the key role of market knowledge characteristics not only drawn from MO literature but also extracted from practitioner-based perspective. The result extends the understanding of market knowledge and fulfills the limitation of literature development in addition to extend the assertion of MO-related discipline. Because the generalizability of the results is limited, it is thus important to test the results in the future.Subsequently, study 2 conducts field interviews with higher managers in diverse functions and organizations (including B2B, B2C, and both of B2B and B2C). This article is on the basis of market orientation, organizational learning, knowledge-based view and knowledge creation theory to develop an integrating framework and twelve research propositions. The framework concludes the antecedents, mediators, and consequences of market knowledge. The study 2 drawing from theoretical literature extracts and names these constructs: Antecedents include: (1) organization structures and designs: building market information section, sectionalization of cross-team knowledge-creation.(2) characteristics of organizational learning: learning commitment of higher managers and overall learning culture. 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國立政治大學
企業管理研究所
96355504
101資料來源 http://thesis.lib.nccu.edu.tw/record/#G0963555042 資料類型 thesis dc.contributor.advisor 洪順慶 zh_TW dc.contributor.advisor Horng, Shun-Ching en_US dc.contributor.author (作者) 陳冠仰 zh_TW dc.contributor.author (作者) Chen, Kuan-Yang en_US dc.creator (作者) 陳冠仰 zh_TW dc.creator (作者) Chen, Kuan-Yang en_US dc.date (日期) 2012 en_US dc.date.accessioned 1-七月-2013 17:55:44 (UTC+8) - dc.date.available 1-七月-2013 17:55:44 (UTC+8) - dc.date.issued (上傳時間) 1-七月-2013 17:55:44 (UTC+8) - dc.identifier (其他 識別碼) G0963555042 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/58732 - dc.description (描述) 博士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所 zh_TW dc.description (描述) 96355504 zh_TW dc.description (描述) 101 zh_TW dc.description.abstract (摘要) 過去研究一致認為市場知識概念是延伸自市場導向理論,卻鮮少致力於市場知識本質的探討。例如,市場知識指的僅來自顧客、競爭者層面?顧客、競爭者層面的知識為何?企業所知道的市場知識還包含哪些層面?另一方面,除了有哪些是影響市場知識的前因,以及企業有愈多市場知識時會有哪些結果?基於本議題屬於在探索性階段,因此本研究企圖填補此市場知識的重要缺口。本文包含兩個研究,研究一:探討市場知識本質,研究二:探討其前因、後果。為達此目的,本研究將採用探索導向的方式以闡述市場知識構念的範疇、提出可操作性的定義,及建構出一個較清晰的架構供後續未來研究使用。本文針對研究一共訪談十五家個案,包含B2B、B2C以及共同經營兩種市場之企業。研究結果顯示市場知識共包含六大類別:顧客、員工(內部顧客)、夥伴、競爭者、商業流程、產品;對應過去文獻發現,顧客、夥伴、競爭者三者可歸類為外部市場知識,員工(內部顧客)、商業流程、產品則歸類為內部市場知識。本研究取名為「市場知識3C3P架構」,且各個知識層面下又有各自幾個關鍵知識議題。本文依研究結果發展七個與各知識層面有關的命題:命題1:企業的顧客面知識以「顧客輪廓」、「顧客心理行為」、「顧客關係管理」為主。命題2:企業的員工面知識以「人力資源活動」、「員工導向」、「績效確保」為主。命題3:企業的競爭者面知識以「競爭者強度」、「競爭行動」為主。命題4:企業的夥伴面知識以「交易夥伴特性」、「策略夥伴管理」為主。命題5:企業的商業流程面知識以「結構與流程」、「管理IT應用」為主。命題6:企業的產品知識以「產品組合」、「產品結構」為主。命題7:企業在其產品-市場領域中,市場知識包含顧客、員工、競爭者、夥伴、商業流程、產品等六層面的知識。研究一3C3P架構不僅是從市場導向理論出發,也從實務觀點凸顯出市場知識主要知識範疇。其結果除了擴展市場導向理論主張(顧客面、競爭者面知識範疇),也幫助對現有市場知識文獻的了解,以填補了既有市場知識文獻的限制。依續,研究二共訪談二十家個案(包含研究一先前十五家個案)中分屬不同部門高階管理者,訪談業者也包含B2B、B2C以及共同經營兩種市場之企業。研究二奠基在市場導向、組織學習、知識基礎觀點、知識創造論等文獻上,發展出市場知識前因、中介、後果之架構並提出研究命題;本研究依據過去學理文獻萃取出這些構念摘述如下。市場知識前因構念:(1) 組織結構及設計:市場情報部門設立、跨團隊知識部門化(2) 組織學習特質:高階主管的承諾學習、企業整體的學習文化(3) 知識分享制度:知識獎勵措施、知識提案制度(4) 組織支持性資源:企業體知識盈餘、主管經驗知識、知識開發性資源(5) 產業鏈知識網絡:顧客互動、夥伴關係連結(6) 總體環境:第三方或業外學習、產業所屬組織及活動市場知識中介構念:(1) 前置知識整合機制:統一格式、編碼設定、解讀分析(2) 後置知識整合機制:討論溝通、擴散吸收、傳承保留(組織記憶)市場知識後果構念:(1) 市場策略規劃:市場感知能力、行銷決策能力(2) 行銷整合能力:行銷能力、行銷動態能力(3) 行銷效率效能:行銷生產力(4) 市場相關績效:顧客忠誠度、市場滲透(相關多角化)、產品品牌延伸、企業形象、風險趨避能力、吸引人才基於所有研究結果,所有構念及命題將幫助引領未來探討市場知識之研究。最後,本文將討論對理論之貢獻、管理實務意涵,以及本文之研究限制。 zh_TW dc.description.abstract (摘要) Although there is consensus in the marketing literature that market knowledge is reflected by market orientation, there is little insight into the nature of market knowledge. For example, is market knowledge for firms only from customer and competitor orientations (i.e., customer and competitor knowledge)? What natures of customer and competitor knowledge? What contents or dimensions does market knowledge include? Besides, what antecedents and consequents of market knowledge are? Given the exploratory nature of this study, the aim is to fill the important gap in the market knowledge literature. This thesis includes two studies, first one is to explore the nature of market knowledge and second one is to explore its antecedents and consequences. To this end, this study adopts discovery-oriented approach to delineate the domain of the market knowledge construct, provide an operational definition, and construct a comprehensive framework for directing future research.The current study has interviewed fifteen companies (including B2B, B2C, and both of B2B and B2C) for study 1. The results show that there are six categories of market knowledge, which is called the framework of 3C plus 3P: external Customer, internal Customer (employee), Competitor, Partner, business Process, and Product. Based on previous literature, external Customer, Competitor, and Partner are categorized as the domain of external market knowledge; internal Customer (employee), business Process, and Product are categorized as the domain of internal market knowledge. There are several strategic issues in each category of market knowledge. Based on the findings, study 1 concludes seven propositions that the constitute elements of market knowledge are principally emerged from:P1: Customer knowledge of firms comprises (1) customer profile, (2) customer relationship management, and (3) customer psychology and behavior.P2: Internal customer (employee) knowledge of firms comprises (1) employee orientation, (2) human resource activity, and (3) performance sureness. P3: Competitor knowledge of firms comprises (1) rivals’ strategies/actions and (2) firms’competitive actions.P4: Partner knowledge of firms comprises (1) the characteristics of transactional partner and (2) strategic partner management. P5: Business process knowledge of firms comprises (1) structure and process and (2) managerial IT application.P6: Product knowledge of firms comprises (1) product pofolio and (2) product structure. P7: Market knowledge of firms in their product-market comprises (1) customer, (2) internal customer (employee), (3) competitor, (4) partner, (5) business process, and (6) product.The framework of “3C plus 3P” highlights the key role of market knowledge characteristics not only drawn from MO literature but also extracted from practitioner-based perspective. The result extends the understanding of market knowledge and fulfills the limitation of literature development in addition to extend the assertion of MO-related discipline. Because the generalizability of the results is limited, it is thus important to test the results in the future.Subsequently, study 2 conducts field interviews with higher managers in diverse functions and organizations (including B2B, B2C, and both of B2B and B2C). This article is on the basis of market orientation, organizational learning, knowledge-based view and knowledge creation theory to develop an integrating framework and twelve research propositions. The framework concludes the antecedents, mediators, and consequences of market knowledge. The study 2 drawing from theoretical literature extracts and names these constructs: Antecedents include: (1) organization structures and designs: building market information section, sectionalization of cross-team knowledge-creation.(2) characteristics of organizational learning: learning commitment of higher managers and overall learning culture. (3) knowledge sharing sytem: incentives for knowledge sharing and policy of knowledge proposals.(4) organizational supporting resources: knowledge slacks, managers’ experiential knowledge, and resources of knowledge development.(5) knowledge network of industrial chain: customer interaction and partnerships linkage.(6) macro environment: learning from third-parties/non-business domain and participation of industry-related organizations/activities.Mediators include: (1) ex ante mechanism of knowledge integration: normalization of knowledge format, coding set, and interpretation with analysis.(2) ex post mechanism of knowledge integration: discution and communiocation, dissemination by absorption, and keep remaing within firm. Consequents include: (1) market strategy planning: capabilities of market-sensing and decision-making.(2) marketing integration capability: marketing capability/productivity and marketing dynamic capability. (3) marketing efficiency and effectiveness (productivity).(4) market-related performance: customer loyalty, market penetration or related diversification, product brand extension, firm image, and risk aversion, and human capitals attraction.Based on all of results, all constructs and proposition would be a guide of further research of market knowledge. Finally, contributions for theoies, implications for management practice, and research limitation are also discussed. en_US dc.description.tableofcontents 市場知識之研究:概念架構內容目次第一章 緒論 1第一節 研究背景及動機 1第二節 研究問題與研究目的 5一、 研究問題 5二、 研究目的 6第三節 論文章節安排 6第二章 文獻探討 7第一節 市場知識與市場導向 7一、 從市場導向文化觀點、行為觀點探討之 7二、 從量表衡量觀點探討之 8第二節 市場知識文獻 11一、 市場知識 11二、 行銷知識 13三、 其它攸關市場知識研究 15四、 市場知識之概念性定義 18第三節 市場知識前因、後果文獻回顧 20一、 組織學習 20二、 知識創造論 23三、 知識基礎觀點 24四、 研究二文獻結論:對市場知識前因及後果之啟示 26第四節 研究一之文獻評述與結論 28一、 從市場知識文獻觀其缺失 28二、 從行銷知識文獻觀其缺失 29三、 市場知識定義仍缺一致 30第五節 研究二之文獻評述與結論 32一、 市場知識與市場導向之關係 32二、 缺乏市場知識前因、後果之探討 33三、 缺乏市場知識之中介機制探討 36第三章 研究方法 37第一節 觀念架構 37第二節 研究一之研究流程 38一、 研究設計 38二、 個案選擇 39三、 資料分析 42四、 訪談大綱發展 45第三節 研究二之研究流程 47一、 研究設計、個案選擇 47二、 資料分析 47三、 訪談大綱發展 48第四章 市場知識之研究結果與命題 50第一節 市場知識概念之建構 50一、 顧客(客戶/消費者)知識 53二、 員工(內部顧客)面之知識 63三、 競爭者面知識 72四、 夥伴面知識 77五、 商業流程面之知識 83六、 產品面知識 91七、 3C3P市場知識架構 99第二節 研究結果發現 102一、 本文與過去研究之比較 102二、 企業對3C3P重視層面之關係 105三、 不同產業屬性對3C3P重視層面之關係關係 107第五章 市場知識前因及後果之研究結果與命題 112第一節 市場知識之前因要素 113一、 組織本體 113二、 產業鏈知識網絡 120三、 總體環境 122第二節 市場知識之中介要素 124一、 前置(外部)知識整合機制:建置及解讀 124二、 後續(內部)知識整合機制:擴散及儲存 126第三節 市場知識之後果要素 127一、 市場策略規劃 128二、 行銷整合能力 130三、 行銷效率及效能(生產力) 132四、 市場相關績效 133第四節 市場知識之前因、中介、後果要素架構 135第六章 結論與建議 139第一節 研究一結果討論 139一、 延伸市場知識文獻之貢獻 139二、 市場知識對知識基礎觀點之貢獻 142三、 解釋不同產業別對市場知識重視之差異 145第二節 研究一管理意涵 147第三節 研究二結果討論 149一、 市場知識前因之發現 149二、 市場知識中介角色之發現 151三、 市場知識後果之發現 152第四節 研究二管理意涵 153一、 促進企業市場知識之累積 153二、 建立前置、後端知識整合機制 154三、 市場知識—行銷能力—績效 155第五節 本文研究限制及後續研究建議 156一、 市場知識本質部份 156二、 市場知識因果關係架構部份 157參考文獻 160附 錄1、研究一訪問題綱.................................................................176附 錄2、研究二訪問題綱.................................................................178附 錄3、一致性 (kappa) 信度表......................................................179 zh_TW dc.format.extent 42084 bytes - dc.format.extent 1726711 bytes - dc.format.extent 285985 bytes - dc.format.mimetype application/pdf - dc.format.mimetype application/pdf - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0963555042 en_US dc.subject (關鍵詞) 市場知識 zh_TW dc.subject (關鍵詞) 行銷知識 zh_TW dc.subject (關鍵詞) 市場導向 zh_TW dc.subject (關鍵詞) 組織學習 zh_TW dc.subject (關鍵詞) market knowledge en_US dc.subject (關鍵詞) marketing knowledge en_US dc.subject (關鍵詞) market orientation en_US dc.subject (關鍵詞) organizational learning en_US dc.title (題名) 市場知識之研究:概念架構 zh_TW dc.title (題名) A Study of Market Knowledge: A Conceptual Framework en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 林宏達,(2007),每4分鐘成交一筆—破大陸網拍紀錄。商業周刊,1034期(民96年9月17日),2007-09-17。民101年3月2日,取自:http://www.businessweekly.com.tw/webfineprint.php?id=28196洪順慶,(2003),從心行銷:從滿意到愛慕的服務秘訣。台北:天下雜誌。洪順慶,(2004),行銷知識使用之實證研究。國科會個別型計畫,計畫編號:NSC92-2416-H-004-013。洪順慶,(2008),行銷管理,第四版。台北:新陸書局。洪順慶、沈經洪,(2003),「市場驅動的組織學習與新產品成功之關係探討」,管理學報,第二十卷第三期,頁515-545。趙郁竹,(2008),線上音樂業者今年積極拓展手機音樂下載版圖。(民97年1月22日)。iThome Online電子報。民101年8月2日,取自:http://www.ithome.com.tw/itadm/article.php?c=47234Achrol, R. 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