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。;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.
