觀察目前的全球化環境，可以發現目前企業面對的市場環境科技技術進步快速、產品生命週期縮短、顧客需求受到重視、消費者的喜好與需求變化迅速且愈來愈複雜、以及創新技術不斷出現…等各種因素。因此組織如何能跟上環境快速的變化以及比競爭者更快的因應環境的變動成為維持生存獲利的要務。 本研究的核心在探討企業如何獲得競爭優勢。由「市場導向」出發，探討「市場導向」對「資訊科技對顧客關係管理的支援」及「市場基礎的動態能力」的直接影響效果；同時，也欲探究「資訊科技對顧客關係管理的支援」，對「市場基礎的動態能力」的影響效果；而組織資訊科技基礎建設的優劣以及對資訊系統的重視程度，也會影響資訊系統的施行，因此，也欲探討「資訊科技基礎建設能力」對「資訊科技對顧客關係管理的支援」及「市場基礎的動態能力」的影響效果。 本研究驗證結果顯示：(1)「市場導向」對「資訊科技對顧客關係管理的支援」、「市場基礎的動態能力」及「組織績效」有正向效果；(2)「資訊科技基礎建設」的連線程度對「資訊科技對顧客關係管理的支援」有正向影響效果；(3)「資訊科技對顧客關係管理的支援」對「市場基礎的動態能力」有正向影響效果；(4) 「市場導向」和「資訊科技基礎建設」會透過「資訊科技對顧客關係管理的支援」的中介對「市場基礎的動態能力」產生正向影響效果。 By scanning the global environment, we can find the environment that firms face has following characteristics: information technology (IT) advances fast, product life cycle shortens, customer needs are paid more attention, the needs and preference of customers change rapidly and become more complex. Hence, how firms can keep pace with the environment of rapid change and respond to the change faster than their competitors becomes the firms’ primary way for surviving. The core of this research is to explore how the firm can gain competitive advantage. We start from “market orientation,” and then explore the effect of “market orientation” on “market-based dynamic capabilities” and “IT support for CRM.” Because the extent of emphasizing on IT infrastructure will influence the execution of information system, we will explore the effect of “IT infrastructure capability” on “IT support for CRM” and “market-based dynamic capabilities.” The research findings showed: (1) “Market orientation” is positively associated with “IT support for CRM,” “market-based dynamic capabilities” and “firm performance”; (2) The connectivity of “IT infrastructure capability” is positively associated with “IT support for CRM”; (3) “IT support for CRM” is positively associated with “market-based dynamic capabilities”; (4) “Market orientation” and “IT infrastructure capability” has positive influence on “market-based dynamic capabilities” through the mediation of “IT support for CRM.”
