博碩士論文 107423045 詳細資訊




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姓名 林祐靖(Yu-Ching Lin)  查詢紙本館藏   畢業系所 資訊管理學系
論文名稱 不同市場導向對客戶關係管理系統運用與組織創新之影響
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摘要(中) 隨著網際網路和資訊科技日益發達,不僅加劇企業間的競爭強度,縮短產品的生命週期,也為整體市場環境增添更多不確定性。此時,渡過嚴峻市場的一大關鍵因素便是企業能否同時具備探索性創新和利用性創新,然而企業要兼具這兩種截然不同的創新性並非一蹴而就,前提是必須長期緊密與客戶聯繫,挖掘其當前和未來需求,才能洞察潛在的商機,並建立起競爭優勢。因此,本研究主要想探討顧客關係管理科技之運用對探索性創新和利用性創新的影響,並延伸探討企業採取不同市場導向,對於探索性創新、利用性創新和顧客關係管理科技連帶之影響。本研究以郵寄問卷方式寄送給台灣前一千大製造業的銷售部門主管。實徵研究結果顯示,企業採用預應性市場導向時能夠兼具創新雙元性,而運用顧客關係管理科技則是可以有效幫助探索性創新之發展。
摘要(英) The rapid development of the Internet and information technology not only intensifies the competition between enterprises, shortens the lifecycle of products, but also adds more uncertainty to the overall market environment. One of the key factors for surviving in the severely competitive market is the firm has to have the ability to perform both exploratory innovation and exploitative innovation. However, it is not easy to have both such innovation capabilities. The premise is that the firm must maintain close contact with customers to identify their current and possible future needs, then gain insight into potential business opportunities and establish a competitive advantage.

This research explores the impact of the use of CRM technology on exploratory innovation and exploitative innovation, and also examines the effects of different market orientations on those factors. For this purpose, this study develops a questionnaire and mails to Top 1,000 manufacturing firms in Taiwan. The results of the empirical research show that businesses adopt proactive market orientation can increase exploratory innovation and exploitative innovation, and the use of CRM technology can effectively help the development of exploratory innovation.
關鍵字(中) ★ 顧客關係管理科技
★ 回應性市場導向
★ 預應性市場導向
★ 探索性創新
★ 利用性創新
關鍵字(英) ★ CRM
★ Responsive Market Orientation
★ Proactive Market Orientation
★ Exploratory Innovation
★ Exploitative Innovation
論文目次 摘要 i
Abstract ii
目錄 iii
表目錄 v
圖目錄 vi
ㄧ、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 5
二、文獻探討 6
2.1 顧客關係管理科技 6
2.2 市場導向 9
2.3 利用性/探索性創新 11
三、研究模型 13
3.1 研究架構 13
3.2 研究假說 14
四、研究方法 20
4.1 研究設計 20
4.2 研究變數衡量與操作性定義 20
4.3 研究工具 22
4.4 資料分析方法 23
五、資料分析與結果 25
5.1 問卷回收 25
5.2 敘述性統計分析 25
5.3 測量模型 28
5.4 結構模型 33
六、結論 37
6.1 研究結果討論 37
6.2 管理意涵 39
6.3 研究限制與未來發展 41
參考文獻 43
附錄A 51
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指導教授 王存國(Eric T.G. Wang) 審核日期 2020-7-14
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