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題名 自有品牌程度對營運績效之研究-考慮產品品質管理、市場導向及顧客關係管理之干擾效果
How does the level of brand development affect operational performance- the correlation under three different moderators: Product Quality Management, Market Orientation and CRM (Customer Relationship Management)
作者 吳依庭
Wu, Yi Ting
貢獻者 簡睿哲
Jean, Ruey Jer
吳依庭
Wu, Yi Ting
關鍵詞 代工轉自有品牌
產品品質管理
市場導向
顧客關係管理
Branding
Product Quality Management
Market Orientation
CRM
日期 2014
上傳時間 1-Jul-2015 14:42:31 (UTC+8)
摘要 台灣的廠商長期以出口導向的經濟活動為主，以代工路徑加入全球經濟活動並在世界分工體系中取得重要地位（Porter，1990; Amsden，1997; Gereffi，1998）。但面臨中國及其他東南亞低廉的勞力崛起，台灣廠商在代工毛利降低的趨勢下開始思考如何進行產業轉型，發展自有品牌以提升核心競爭力。本研究欲透過量化分析，了解台灣廠商在發展自有品牌的過程中自有品牌程度與營運績效的相關性，以及是否會因不同干擾變數而對上述結果有正或負面影響。

為了了解廠商在「產品品質管理」、「市場導向」及「顧客關係管理」三種干擾效果下發展自有品牌程度與營運績效的相關性，本研究以472家正在進行產業升級的台灣廠商為研究對象，分析不同干擾效果的有效性。

研究結果顯示，自有品牌程度對營運績效並沒有顯著的正向影響，但是當廠商投入較多資本於產品品質管理及發展市場導向時，會強化其發展自有品牌程度與營運績效之間的正向關係;而廠商是否注重顧客關係管理對發展自有品牌程度與經營績效之間的相關性沒有顯著關係。本研究結果對此領域的學術方面提供量化研究的貢獻，也在實務方面對欲發展自有品牌的廠商具有參考價值。
The main economic activity of Taiwanese’s enterprises is export-oriented, these enterprises attend global economics as contract manufactures and thus gain the important position in the system of world’s distribution（Porter，1990; Amsden，1997; Gereffi，1998）. But facing the rise of cheap labor force from China and other Southeast Asian countries, Taiwanese’s enterprises start turning to industrial upgrading under the trend of low margin, developing their own brand in order to raise the core competence. This research expects to figure out the correlation between the level of brand development and operational performance and several moderating effects during the brand cultivation process of Taiwanese’s enterprises with quantitative analysis.

To understand the correlation between the level of brand development and operational performance under three different moderators: Product Quality Management, Market Orientation and CRM (Customer Relationship Management), this research selects 472 Taiwanese’s enterprises under branding process as research objectives to analyze different moderating effects.

The result indicates there is no significant positive effect between the level of brand development and operational performance, but when enterprises invest more capital to manage product quality and market-oriented research, the positive correlation mentioned above will be strengthened. However, there is no significant effect between the level of brand development and operational performance regarding to different investment to CRM. The result contributes quantitative analysis to related academic field and reference value to enterprises interested in establishing their own brands.
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王政權(2012)。代工轉品牌:外部環境、組織能力及供應商-買主關係對發展自有品牌績效之研究。國立政治大學企業管理學系碩士論文。
陳彥君(2007)。績效回饋之評價與反應之研究:探討回饋方向、回饋方式及文化我之互動效果。國立台灣大學商學研究所博士論文。
謝宏仁、吳奎克(2008)。資訊產業之品牌OBM 策略引領希望或幻影？遠東學報第 二十五卷第四期，595頁至607頁。
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描述 碩士
國立政治大學
國際經營與貿易研究所
102351018
103
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102351018
資料類型 thesis
dc.contributor.advisor 簡睿哲zh_TW
dc.contributor.advisor Jean, Ruey Jeren_US
dc.contributor.author (Authors) 吳依庭zh_TW
dc.contributor.author (Authors) Wu, Yi Tingen_US
dc.creator (作者) 吳依庭zh_TW
dc.creator (作者) Wu, Yi Tingen_US
dc.date (日期) 2014en_US
dc.date.accessioned 1-Jul-2015 14:42:31 (UTC+8)-
dc.date.available 1-Jul-2015 14:42:31 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2015 14:42:31 (UTC+8)-
dc.identifier (Other Identifiers) G0102351018en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/76154-
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) 102351018zh_TW
dc.description (描述) 103zh_TW
dc.description.abstract (摘要) 台灣的廠商長期以出口導向的經濟活動為主，以代工路徑加入全球經濟活動並在世界分工體系中取得重要地位（Porter，1990; Amsden，1997; Gereffi，1998）。但面臨中國及其他東南亞低廉的勞力崛起，台灣廠商在代工毛利降低的趨勢下開始思考如何進行產業轉型，發展自有品牌以提升核心競爭力。本研究欲透過量化分析，了解台灣廠商在發展自有品牌的過程中自有品牌程度與營運績效的相關性，以及是否會因不同干擾變數而對上述結果有正或負面影響。

為了了解廠商在「產品品質管理」、「市場導向」及「顧客關係管理」三種干擾效果下發展自有品牌程度與營運績效的相關性，本研究以472家正在進行產業升級的台灣廠商為研究對象，分析不同干擾效果的有效性。

研究結果顯示，自有品牌程度對營運績效並沒有顯著的正向影響，但是當廠商投入較多資本於產品品質管理及發展市場導向時，會強化其發展自有品牌程度與營運績效之間的正向關係;而廠商是否注重顧客關係管理對發展自有品牌程度與經營績效之間的相關性沒有顯著關係。本研究結果對此領域的學術方面提供量化研究的貢獻，也在實務方面對欲發展自有品牌的廠商具有參考價值。		zh_TW
dc.description.abstract (摘要) The main economic activity of Taiwanese’s enterprises is export-oriented, these enterprises attend global economics as contract manufactures and thus gain the important position in the system of world’s distribution（Porter，1990; Amsden，1997; Gereffi，1998）. But facing the rise of cheap labor force from China and other Southeast Asian countries, Taiwanese’s enterprises start turning to industrial upgrading under the trend of low margin, developing their own brand in order to raise the core competence. This research expects to figure out the correlation between the level of brand development and operational performance and several moderating effects during the brand cultivation process of Taiwanese’s enterprises with quantitative analysis.

To understand the correlation between the level of brand development and operational performance under three different moderators: Product Quality Management, Market Orientation and CRM (Customer Relationship Management), this research selects 472 Taiwanese’s enterprises under branding process as research objectives to analyze different moderating effects.

The result indicates there is no significant positive effect between the level of brand development and operational performance, but when enterprises invest more capital to manage product quality and market-oriented research, the positive correlation mentioned above will be strengthened. However, there is no significant effect between the level of brand development and operational performance regarding to different investment to CRM. The result contributes quantitative analysis to related academic field and reference value to enterprises interested in establishing their own brands.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 OEM、ODM及OBM之定義與模式 4
第二節 產業升級的定義及種類 10
第三節 影響自創品牌績效的因素及績效衡量之構面 13
第四節 支持自創品牌的正反理論 16
第三章 研究假設 21
第一節 研究架構 21
第二節 自有品牌程度與營運績效之相關性 22
第三節 自有品牌程度在不同產品品質管理下與營運績效之相關性 22
第四節 自有品牌程度在不同市場導向下與營運績效之相關性 25
第五節 自有品牌程度在不同顧客關係管理下與經營績效之相關性 27
第四章 研究方法 30
第一節 研究樣本及次級資料來源 30
第二節 研究變數與衡量工具 31
第三節 統計分析 35
第五章 研究結果 36
第一節 敘述統計及相關係數分析 36
第二節 階層迴歸分析 38
第六章 結論與建議 43
第一節 研究結果與實務內涵 43
第二節 研究限制及未來研究建議 46
第三節 結語 47
附錄 參考文獻 48		zh_TW
dc.format.extent 1158644 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102351018en_US
dc.subject (關鍵詞) 代工轉自有品牌zh_TW
dc.subject (關鍵詞) 產品品質管理zh_TW
dc.subject (關鍵詞) 市場導向zh_TW
dc.subject (關鍵詞) 顧客關係管理zh_TW
dc.subject (關鍵詞) Brandingen_US
dc.subject (關鍵詞) Product Quality Managementen_US
dc.subject (關鍵詞) Market Orientationen_US
dc.subject (關鍵詞) CRMen_US
dc.title (題名) 自有品牌程度對營運績效之研究-考慮產品品質管理、市場導向及顧客關係管理之干擾效果zh_TW
dc.title (題名) How does the level of brand development affect operational performance- the correlation under three different moderators: Product Quality Management, Market Orientation and CRM (Customer Relationship Management)en_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 王光正(2012)。分割？整合？代工品牌廠商的競爭策略。長庚人文社會學報 5:2,389頁至409頁。
王政權(2012)。代工轉品牌:外部環境、組織能力及供應商-買主關係對發展自有品牌績效之研究。國立政治大學企業管理學系碩士論文。
陳彥君(2007)。績效回饋之評價與反應之研究:探討回饋方向、回饋方式及文化我之互動效果。國立台灣大學商學研究所博士論文。
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