市場導向與新產品開發績效相關之研究

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姓名

余心怡(Hsin-Yi Yu) 查詢紙本館藏

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企業管理學系

論文名稱

市場導向與新產品開發績效相關之研究
(Research on the Market Orientation and New Product Development Performance)

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摘要(中)

在現今高速變動的產業環境中，新產品推出的成功與否與公司的業績達成及利潤目標有直接的關係，但新產品開發經常伴隨高失敗率的風險，一旦新產品上市失敗，公司所付出的代價可能極為慘重，因此充分瞭解新產品成功的因素，是企業發展新產品的重要努力方向。觀察近年來因推出新產品成功的公司，其共同點亦為：認真瞭解顧客的需要、發展出滿足顧客需要的產品，這種以顧客為中心的經營理念正在逐漸形成，企業朝向市場導向發展的趨勢也已刻不容緩。
早期學者對市場導向的研究主要著墨於市場導向與企業績效之關係探討，本研究進一步探討市場導向的三項行為成分(顧客導向、競爭者導向及跨功能協調)對新產品開發績效的影響，並納入產業別及產品創新類型，探討其造成的干擾效果。
由於企業資源有限，廠商應仔細定義資源使用的比例，本研究以台灣地區的製造業及服務業為研究對象，經由實證結果發現在不同的產業別或不同的產品創新類型下，市場導向的三項行為成分對新產品開發績效有不同的影響，故廠商為了提升新產品開發績效，應視本身所屬的產業別及產品的創新類型，強調不同的市場導向成分，本研究透過大量的實証資料的蒐集與分析所作成的結果，可望作為實務界管理者在實務運作上的參考。

摘要(英)

(省略)

關鍵字(中)

★ 市場導向
★ 新產品開發績效
★ 產品創新類型

關鍵字(英)

★ Type of Product Innovation
★ New Product Development Performance
★ Market Orientation

論文目次

目錄
論文摘要………………………………………………………………………………I
目錄……………………………………………………………………………………III
圖目錄…………………………………………………………………………………V
表目錄…………………………………………………………………………………VI
第一章緒論………………………………………………………………………1
第一節研究動機…………………………………………………………………1
第二節研究目的…………………………………………………………………4
第三節論文架構…………………………………………………………………5
第四節研究流程…………………………………………………………………6
第二章文獻探討…………………………………………………………………7
第一節市場導向…………………………………………………………………7
第二節產品創新類型……………………………………………………………15
第三節新產品開發績效…………………………………………………………23
第四節個案研究…………………………………………………………………31
第三章研究方法…………………………………………………………………32
第一節研究架構…………………………………………………………………32
第二節研究變數的操作性定義與衡量…………………………………………33
第三節研究假設…………………………………………………………………36
第四節研究樣本…………………………………………………………………39
第五節資料分析方法……………………………………………………………40
第六節信度與效度………………………………………………………………42
第四章研究結果與分析…………………………………………………………43
第一節樣本資料分析……………………………………………………………43
第二節市場導向與新產品開發績效關係之分析………………………………45
第三節產業別對「市場導向與新產品開發績效關係」影響之分析…………47
第四節產品創新類型對「市場導向與新產品開發績效關係」影響之分析…49
第五節本章總結…………………………………………………………………53
第五章結論與建議………………………………………………………………55
第一節研究結論…………………………………………………………………55
第二節研究貢獻…………………………………………………………………58
第三節研究限制…………………………………………………………………60
第四節後續研究建議……………………………………………………………61
參考文獻………………………………………………………………………………62
附錄一：個案研究……………………………………………………………………68
附錄二：研究問卷……………………………………………………………………80

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指導教授

林明杰(Ming-ji Lin)

審核日期

2003-1-16

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