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姓名 黃明煌( Ming-Huang Huang)  查詢紙本館藏   畢業系所 資訊管理學系
論文名稱 行銷知識與研發能力對新產品競爭優勢之影響-以台灣資訊服務業為例
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摘要(中) 一項產品要能成功的推出,必須切合消費者之需求,要研發出切合消費者需求之產品,則需有強大之研發能力。然而根據資策會之研究資料指出,國內資訊服務業在行銷及研發能力上均較為薄弱。
因此,本研究將以行銷知識能力與研發能力為主軸,探討這兩項能力是否會對資訊服務業之競爭力產生重大之影響,以期能給予資訊服務業廠商在組織發展政策上一個參考依據。另外,政府這幾年來投入大量的資源在輔導國內資訊服務業,更明訂資訊服務業為重點扶植之產業,並委託中華民國軟體協會辦理相關之輔導工作。而在政府投注如此多的資源輔導資訊服務業的同時,本研究亦希望瞭解政府的輔導工作對於資訊服務業之影響,以期能給予政府在制訂相關政策時之參考。
根據本研究樣本資料分析結果顯示,行銷知識能力與研發能力對於新產品之競爭優勢皆有顯著之影響,而政府之輔助因素對於行銷知識能力有部分之影響,但對於研發能力之影響則不顯著。
關鍵字(中) ★ 行銷知識能力
★ 研發能力
★ 政府輔助措施
★ 競爭優勢
★ 資訊服務業
關鍵字(英)
論文目次 第壹章 緒論1
第一節 研究背景1
第二節 研究動機4
第三節 研究目的7
第四節 預期貢獻8
第五節 研究程序9
第六節 論文結構10
第貳章 文獻探討11
第一節 資訊服務業11
第二節 新產品發展的觀念、定義與挑戰13
第三節 行銷知識能力14
第四節 研發能力16
第五節 競爭優勢16
第六節 政府的角色17
第參章 研究方法20
第一節 初步研究架構20
第二節 研究假說23
第三節 研究構念之操作化定義29
第四節 問卷設計36
第五節 資料收集37
第六節 資料分析方法38
第肆章 資料分析39
第一節 測量模型檢測39
第二節 假說檢定43
第伍章 結論與建議53
第一節 實徵結果53
第二節 研究貢獻58
第三節 管理實務建議59
第四節 對政府之建議60
第五節 研究限制61
第六節 未來研究方向63
參考文獻64
附錄一 因素分析結果70
附錄二 正式問卷73
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指導教授 許通安(Tong-An Hsu) 審核日期 2001-6-27
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