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題名 公司策略、市場導向、推廣活動與績效之關係研究－以台灣電子業為例
作者 戴泰元
貢獻者 邱志聖
戴泰元
關鍵詞 市場導向
公司策略
推廣活動
公司績效
日期 2000
上傳時間 31-Mar-2016 13:45:38 (UTC+8)
摘要 本論文的研究目的之一在於測度台灣電子產業廠商在經營時，企業所採行的公司策略是否會與其在市場導向的選擇發生關聯；另外本研究第二個目的是，國外研究文獻作出市場導向會對企業績效產生正面影響的結論，本研究嚐試去驗証此結論在台灣電子產業上是否也能成立；最後，本研究也想了解台灣電子產業會使用何種推廣活動，並進一步應証推廣活動與公司策略和績效表現之間是否也存在著某種特定關係。
參考文獻 西文部分：
     Avlonitis, George J. and Spiros P. Gounaris (1997), “Marketing Orientation and Company Performance—Industrial vs. Consumer Goods Companies.” Industrial Marketing Management 26, PP. 385-402.
     Buzzell, R. D. and B.T. Gale (1987), The PIMS Principle Linkage Strategy to Performance. New York: The Free Press.
     Christensen, C. and J. Bower (1996), “Customer Power, Strategic Investment and the Failure of Leading Firms.” Strategic Management Journal, 17(3), PP. 197-218.
     Davis, Peter S. and Patrick L. Schul (1993), “Addressing the Contingent Effects of Business Unit Strategic Orientation on Relationships Between Organizational Context and Business Unit Performance.” Journal of Business Research, 27, PP. 183-200.
     Day, G. (1986), Analysis for strategic Market Decisions, St. Paul, West Publishing Co.
     Greenley, G. E. (1995), “Forms of Market Orientation in U.K. Companies.” Journal of management Studies, 32(1), PP. 47-66.
     Deshpande, Rohit and Frederick E. Webster. (1998), ” Organizational Culture and Marketing: Defining the Research Agenda.” Journal of Marketing, 53 (January), PP. 3~15.
     Dess, George G., and Peter S. Davis (1984), ”Porter’s (1980) Generic Strategies As Determinants of Strategic Group Membership and Organizational Performance.” Academy of Management Journal, 27(September), PP. 467-488.
     Hambrick, Donald C. (1983), “High Profit in Mature Capital Goods Industries: A Contingency Approach.” Academy of Management Journal, 26(December), PP. 687-707.
     Hambrick, Donald C. (1984), ”Taxonomic Approach to Study Strategies: Some Conceptual and Methodological Issues.” Journal of Management, 10(January), PP. 27-41.
     Han, Jin K., Namwoon Kim and Rajendra K. Srivastava (1998), ”Market Orientation and Organizational Performance: Is Innovation a Missing Link?” Journal of Marketing, Vol. 62 (October), PP. 30-45.
     Heiens, Richard A. (2000), “Market Orientation: Toward an Integrated Framework.” Academy of Marketing Science Review.
     Hooley G., J. Lynch and J. Shepherd, (1990), “The Marketing Concept: Putting the Theory into Practice.” European Journal of Marketing, 24(9), PP. 7-23.
     Kohli A., and Jaworski B. (1993), ”Market Orientation: Antecedents and Consequences.” Journal of Marketing, Vol. 57, PP. 53~70.
     Kohli A., and Jaworski B.(1992), “Market Orientation: Antecedents and Consequences.” Marketing Science Institute Report, PP. 92-104, Cambridge, MA: Marketing Science Institute.
     Kohli A., and Jaworski B. (1990), “Market Orientation: The Construct, Research Propositions and Managerial Implications.” Marketing Science Institute. Report PP. 90-113, Cambridge, MA.
     Leonard, D. and J. Rayport (1997), “Spark Innovation through Empathic Design.” Harvard Business Review, 75(6), PP.102-113.
     Miller, D. (1988), “Relating Porter’s Business Strategies To Environment And Structure: Analysis and Performance Implication.” Academy of Management Journal, 31(April), PP. 280-308.
     Narver, John C. and Stanley F. Slater(1989), ”The Effect of Market Orientation on Business Profitability.” Marketing Science Institute Report, PP. 89-120, Cambridge, MA: Marketing Science Institute.
     Porter, Michael E. (1980), Competitive Strategy, New York: The Free Press.
     Romer, Kevin D. and Doris C. Van Doren (1993), “Implementing Marketing in a High-Tech Business.” Industrial Marketing Management, 22, PP. 177-185.
     Slater, Stanley F. and John C. Narver (1994), ” Does Competitive Environment Moderate the Market Orientation-Performance Relationship?” Journal of Marketing, Vol. 58(January), PP. 46-55.
     Slater, Stanley F. and John C. Narver (1998), “Customer-Led and Market-Oriented: Let’s Not Confuse the Two.” Strategy Management Journal, 19, PP. 1001~1006.
     Slater, Stanley F. and John C. Narver(1995), “Market Orientation and the Learning Organization.” Journal of Marketing, Vol. 59(July), PP. 63-74.
     Traynor, Kenneth and Susan Traynor (1997),” The Degree of Innovativeness and Marketing Approaches used by High-technology Firms.” International Journal of Technology Management. Vol.14, Nos 2/3/4, PP.238~248.
     Trout, J. and A. Ries (1985), Marketing Welfare. New York: McGraw Hill.
     中文部分：
     Gary Hamel and C.K. Prahalad:「競爭大未來—掌控產業、創造未來的突破策略」. 顧淑馨 譯，智庫文化，1996/5。
     吳思華，「策略九說」，台北，麥田書局，1996。
     Michael Dell:「Dell的祕密」，謝綺蓉 譯，大塊文化，1999。
     Andrew S. Grove:「10倍速時代」，王平原 譯，大塊文化，1996。
     陳慈暉：「加速回應全球客戶的一級競賽」，能力雜誌，民87年5月，頁18~23。
     Geoffrey A. Moore:「龍捲風暴」，陳正平 譯，麥田出版，1986。
     張紹勳，林美娟：SPSS For Windows統計分析—初等統計與高等統計(下冊)，松崗出版社 1994。
     Evan I. Schwartz:「Webonomics:一個新名詞背後的無限商機」，吳錦珍、洪毓瑛譯，台北市:天下遠見出版 1999。
     資策會MIC市場調查研究報告-1999年
描述 碩士
國立政治大學
國際經營與貿易學系
87351009
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002002060
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.author (Authors) 戴泰元zh_TW
dc.creator (作者) 戴泰元zh_TW
dc.date (日期) 2000en_US
dc.date.accessioned 31-Mar-2016 13:45:38 (UTC+8)-
dc.date.available 31-Mar-2016 13:45:38 (UTC+8)-
dc.date.issued (上傳時間) 31-Mar-2016 13:45:38 (UTC+8)-
dc.identifier (Other Identifiers) A2002002060en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/83181-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 87351009zh_TW
dc.description.abstract (摘要) 本論文的研究目的之一在於測度台灣電子產業廠商在經營時，企業所採行的公司策略是否會與其在市場導向的選擇發生關聯；另外本研究第二個目的是，國外研究文獻作出市場導向會對企業績效產生正面影響的結論，本研究嚐試去驗証此結論在台灣電子產業上是否也能成立；最後，本研究也想了解台灣電子產業會使用何種推廣活動，並進一步應証推廣活動與公司策略和績效表現之間是否也存在著某種特定關係。zh_TW
dc.description.tableofcontents 封面頁
     證明書
     致謝詞
     論文摘要
     目錄
     表目錄
     圖目錄
     第一章 緒論
     第一節 研究背景與動機
     第二節 研究目的
     第三節 研究步驟
     第四節 研究限制
     第二章 文獻探討
     第一節 公司策略
     第二節 市場導向
     第三節 推廣活動
     第四節 研究假設
     第五節 研究概念架構
     第三章 研究方法
     第一節 問卷設計
     第二節 研究方法
     第四章 實証結果與討論
     第一節 樣本描述
     第二節 因素分析與信度分析結果
     第三節 整體概念架構模型
     第四節 假說實証結果
     第五節 討論
     第五章 結論與建議
     第一節 研論結論
     第二節 實務建議
     第三節 理論上貢獻
     第四節 後續研究建議
     參考文獻
     附錄
     附錄一 回收問卷產品分佈狀況
     附錄二 問卷Cover Letter
     附錄三 正式問卷		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002002060en_US
dc.subject (關鍵詞) 市場導向zh_TW
dc.subject (關鍵詞) 公司策略zh_TW
dc.subject (關鍵詞) 推廣活動zh_TW
dc.subject (關鍵詞) 公司績效zh_TW
dc.title (題名) 公司策略、市場導向、推廣活動與績效之關係研究－以台灣電子業為例zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 西文部分：
     Avlonitis, George J. and Spiros P. Gounaris (1997), “Marketing Orientation and Company Performance—Industrial vs. Consumer Goods Companies.” Industrial Marketing Management 26, PP. 385-402.
     Buzzell, R. D. and B.T. Gale (1987), The PIMS Principle Linkage Strategy to Performance. New York: The Free Press.
     Christensen, C. and J. Bower (1996), “Customer Power, Strategic Investment and the Failure of Leading Firms.” Strategic Management Journal, 17(3), PP. 197-218.
     Davis, Peter S. and Patrick L. Schul (1993), “Addressing the Contingent Effects of Business Unit Strategic Orientation on Relationships Between Organizational Context and Business Unit Performance.” Journal of Business Research, 27, PP. 183-200.
     Day, G. (1986), Analysis for strategic Market Decisions, St. Paul, West Publishing Co.
     Greenley, G. E. (1995), “Forms of Market Orientation in U.K. Companies.” Journal of management Studies, 32(1), PP. 47-66.
     Deshpande, Rohit and Frederick E. Webster. (1998), ” Organizational Culture and Marketing: Defining the Research Agenda.” Journal of Marketing, 53 (January), PP. 3~15.
     Dess, George G., and Peter S. Davis (1984), ”Porter’s (1980) Generic Strategies As Determinants of Strategic Group Membership and Organizational Performance.” Academy of Management Journal, 27(September), PP. 467-488.
     Hambrick, Donald C. (1983), “High Profit in Mature Capital Goods Industries: A Contingency Approach.” Academy of Management Journal, 26(December), PP. 687-707.
     Hambrick, Donald C. (1984), ”Taxonomic Approach to Study Strategies: Some Conceptual and Methodological Issues.” Journal of Management, 10(January), PP. 27-41.
     Han, Jin K., Namwoon Kim and Rajendra K. Srivastava (1998), ”Market Orientation and Organizational Performance: Is Innovation a Missing Link?” Journal of Marketing, Vol. 62 (October), PP. 30-45.
     Heiens, Richard A. (2000), “Market Orientation: Toward an Integrated Framework.” Academy of Marketing Science Review.
     Hooley G., J. Lynch and J. Shepherd, (1990), “The Marketing Concept: Putting the Theory into Practice.” European Journal of Marketing, 24(9), PP. 7-23.
     Kohli A., and Jaworski B. (1993), ”Market Orientation: Antecedents and Consequences.” Journal of Marketing, Vol. 57, PP. 53~70.
     Kohli A., and Jaworski B.(1992), “Market Orientation: Antecedents and Consequences.” Marketing Science Institute Report, PP. 92-104, Cambridge, MA: Marketing Science Institute.
     Kohli A., and Jaworski B. (1990), “Market Orientation: The Construct, Research Propositions and Managerial Implications.” Marketing Science Institute. Report PP. 90-113, Cambridge, MA.
     Leonard, D. and J. Rayport (1997), “Spark Innovation through Empathic Design.” Harvard Business Review, 75(6), PP.102-113.
     Miller, D. (1988), “Relating Porter’s Business Strategies To Environment And Structure: Analysis and Performance Implication.” Academy of Management Journal, 31(April), PP. 280-308.
     Narver, John C. and Stanley F. Slater(1989), ”The Effect of Market Orientation on Business Profitability.” Marketing Science Institute Report, PP. 89-120, Cambridge, MA: Marketing Science Institute.
     Porter, Michael E. (1980), Competitive Strategy, New York: The Free Press.
     Romer, Kevin D. and Doris C. Van Doren (1993), “Implementing Marketing in a High-Tech Business.” Industrial Marketing Management, 22, PP. 177-185.
     Slater, Stanley F. and John C. Narver (1994), ” Does Competitive Environment Moderate the Market Orientation-Performance Relationship?” Journal of Marketing, Vol. 58(January), PP. 46-55.
     Slater, Stanley F. and John C. Narver (1998), “Customer-Led and Market-Oriented: Let’s Not Confuse the Two.” Strategy Management Journal, 19, PP. 1001~1006.
     Slater, Stanley F. and John C. Narver(1995), “Market Orientation and the Learning Organization.” Journal of Marketing, Vol. 59(July), PP. 63-74.
     Traynor, Kenneth and Susan Traynor (1997),” The Degree of Innovativeness and Marketing Approaches used by High-technology Firms.” International Journal of Technology Management. Vol.14, Nos 2/3/4, PP.238~248.
     Trout, J. and A. Ries (1985), Marketing Welfare. New York: McGraw Hill.
     中文部分：
     Gary Hamel and C.K. Prahalad:「競爭大未來—掌控產業、創造未來的突破策略」. 顧淑馨 譯，智庫文化，1996/5。
     吳思華，「策略九說」，台北，麥田書局，1996。
     Michael Dell:「Dell的祕密」，謝綺蓉 譯，大塊文化，1999。
     Andrew S. Grove:「10倍速時代」，王平原 譯，大塊文化，1996。
     陳慈暉：「加速回應全球客戶的一級競賽」，能力雜誌，民87年5月，頁18~23。
     Geoffrey A. Moore:「龍捲風暴」，陳正平 譯，麥田出版，1986。
     張紹勳，林美娟：SPSS For Windows統計分析—初等統計與高等統計(下冊)，松崗出版社 1994。
     Evan I. Schwartz:「Webonomics:一個新名詞背後的無限商機」，吳錦珍、洪毓瑛譯，台北市:天下遠見出版 1999。
     資策會MIC市場調查研究報告-1999年		zh_TW