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    题名: 廠商技術創新與文化創意活動之關係-台灣地區製造業之實證分析
    Relationships between technology innovation and creative activities-an empirical study of manufacturing industries in Taiwan
    作者: 張駿義
    贡献者: 許牧彥
    張駿義
    关键词: 技術創新
    行銷創新
    文化創意
    廠商特性
    日期: 2010
    上传时间: 2013-09-04 11:18:00 (UTC+8)
    摘要: 近年來文化創意已逐漸成為顯學。英國政府於1997年首先定義「創意產業」(Creative Industry),並制訂政策致力發展之。從文化創意產業被獨立為一個研究領域並大量討論後,也有學者開始關心文化創意產業與其他產業創新的關係。
    在企業的行銷創新中,也能看到文化創意的影子。吳思華等(2008)所進行之台灣地區第二次產業創新活動調查中,將創新分為技術創新與非技術創新。非技術創新中又分為組織創新與行銷創新。行銷創新再細分為六項:產品外觀形象設計、包裝、銷售通路、產品展示方式/管道、訂價付款方式,廣告促銷推廣。其中外觀形象設計、包裝、廣告促銷推廣,這三項行銷創新活動的內容,正是文化創意產業分類中的廣告、設計業的活動內容。由此觀之,廣告、設計等文化創意活動與企業創新的關連性也因此不言可喻。
    本研究由廣告、設計,與包裝的面向來切入,探討這些文化創意活動與企業技術創新的關連;此外也提出廠商特性與市場方面之相關因素加入自變數中,使分析內容更為豐富周全。而為了從不同產業的角度看文化創意之相關連結,且因為製造業在台灣產業中的重要性,故選擇此產業為研究對象。
    本研究分析方法採用logistic迴歸,實證結果為:
    1. 廠商特性之規模因素對廠商進行文化創意活動之傾向較不相關,自有品牌則有相關。
    2. 市場因素對廠商進行文化創意活動之傾向有顯著相關。
    3. 產品創新因素對廠商進行文化創意活動之傾向非常相關,製程創新則較不相關。
    The study on Creative industries has been raging for a decade. The Government of Unite Kingdom came up with the first definition of creative industries and formulated policies to develop the industries, other countries defined their own definitions afterwards. Recently, researchers started to study about the relationships between creative industries and innovation in other industries.

    Se-Hwa Wu(2008)classified marketing innovation as six criteria: design, packaging, channel, display, advertising, and pricing. Among the six criteria, design, packaging, advertising are intrinsically the activities implemented in the core creative industries. As the same concept of the relationships between creative industries and innovation in other industries, there might be connections between these creative activities and innovations in enterprises.

    The main purpose of this research is to find out relationships between technology innovation and creative activities of design, packaging, and advertising. To enhance the quality of this study, four other variables obtained from literature review are taken into account. Due to the importance of manufacturing industries in Taiwan, this study uses firms of manufacturing industries in Taiwan as samples.

    The main findings of this research are as below:
    1. OBM has significant relationship with creative activities while sales does not.
    2. Market factors have significant relationship with creative activities.
    3. Product innovation has strong relationship with creative activities while process innovation does not.
    參考文獻: 一、 中文部分
    王保進(2004),「多變量分析-套裝程式與資料分析」,高等教育文化。
    林惠玲、陳正倉(2004),「統計學-方法與應用」,雙葉書廊,頁310-398。
    林傑斌、劉明德(2001),「SPSS10.0與統計模式建構」,文魁資訊,頁15-1-15-21。
    吳思華、許牧彥、謝邦昌、鄭宇庭(2008),「台灣地區第二次產業創新調查」,國科會委託研究報告。
    范玉玲(2000),「影響廣告預算編列因素之研究」,銘傳大學傳播管理研究所碩士論文。
    洪宗瑋(2010),「廠商特性與行銷創新之關係-台灣地區零售業之實證分析」,政治大學科技管理研究所碩士論文。
    徐作聖譯(2000),Allan Afuah著,「創新管理」,華泰出版。
    許牧彥(2009),「文化創意產業與科技研發創新─人文與科技之整合性觀念模式的探討」,創新管理研討會,上海科學研究所。

    二、 英文部分
    Abernathy, W. & Utterback, J.(1978), “Patterns of Industrial Innovation”, Strategic Management of Technology and Innovation, 154-160.
    Booz, Allan, & Hamilton(1982), “New Products Management for the 1980s”,
    New York: Booz, Allan and Hamilton Inc.
    Betz, F. (1988), “Strategic Technology Management”, America: McGraw Hill Inc.
    Brown, R.(1992), “Managing the ‘S’ Curves of Innovation”, The Journal of Consumer Marketing, 9(1), 61-72.
    Bhattacharya, M. & Bloch, H.(2004), “Determinants of Innovation”, Small Business Economics, 22, 155-162.
    Bakhshi, H., & McVittie, Eric.(2009), “Creative Supply-chain Linkages and Innovation: Do the Creative Industries Stimulate Business Innovation in the Wider Economy?”, Innovation: Management, Policy & Practice, 11(2), 169-189.
    Chacke, G. K.,(1988), “Technology Management: Application to Corporate Markets and Military Missions”, NY:Praeger.
    Chen, Y.(2006),”Marketing Innovation”, Journal of Economics & Management Strategy, 15( 1)101-123.
    Drucker, P.(1985), “The Discipline of Innovation”, Harvard Business Review, 63(3), 67-72.
    Geroski, P. A. (1990), “Innovation, technological opportunity, and market Structure”, Oxford Economic Papers, 42, 586-602.
    Gopalakrishnan, S., Bierly P., & Kessler, E. H.(1999), “A Reexamination of Product and Process Innovations using a Knowledge-based View”, Journal of High Technology Management Research, 10, 147-166.
    Holt, K.(1988), “The Role of the User in Product Innovation”, Technovation, 12(5).
    Hanvanich, S., Droge, C. & Calatone, R.(2003), “Reconceptualizing the Meaning and Domain of Marketing Knowledge”, Journal of Knowledge Management, 7(4), 123-135.
    Knight, K. E.,(1967), “A Descriptive Model of Intra-firm Innovation Process”, Journal of Business, 40, 478-496.
    Kraft, K.(1990), ”Are Product and Process-innovations Independent of each other?”, Applied Economics, 22, 1029-1038.
    Kotler, P. & Armstrong, G.(1994), “Principles of marketing(6th ed.)”, Prentice Hall, Inc., Englewood Cliffs, NJ.
    Levitt, T.(1960), “Growth and Profits through Planned Marketing Innovation”, Journal of Marketing, 24(4), 1-8.
    McCarthy, J.(1960), “Basic Marketing: A Managerial Approach”, Irwin, Inc., Homewood, IL.
    Moore, A. M.(2004), “Darwin and the Demon: Innovating within Established Enterprises”, Harvard Business Review, 82(7/8), 86-92.
    Müller, K., Rammer, C., & Trüby J.(2009), “The Role of Creative Industries in Industrial Innovation”, Innovation: Management, Policy & Practice, 11(2), 148-168.
    Schumpeter, J.(1934), “The Theory of Economic Development”, Harvard University Press, Boston.
    Schumpeter, J.(1942), “Capitalism, Socialism, Democracy”, Harper and Brothers, New York, NY.
    Scherer, F.(1965), “Industrial Structure and Economic Performance”, Houghton Mifflin, Boston, MA.
    Smolny, W.(2001), “Determinants of Innovation Behaviour and Investment Estimates for West-German manufacturing firms”, Economics of Innovation and New Technology, 12, 425-447.
    Utterback, J. M., & Abernathy, W. J.(1975), “A Dynamic Model of Process and Product Innovation”, Omega, 3(6), 639-659.
    Wallace, R.(2001), “Proving Our Value: Measuring Package Design’s Return on Investment”, Design Management Journal, 12(3), 20-27.
    描述: 碩士
    國立政治大學
    科技管理研究所
    97359022
    99
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0097359022
    数据类型: thesis
    显示于类别:[科技管理研究所] 學位論文

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