English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 95844/126434 (76%)
Visitors : 31553168      Online Users : 472
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/65570
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/65570


    Title: 事業策略、行銷作為與績效關係之研究―台灣西藥業之實證研究
    Authors: 黃松共;黃俊英;劉水深
    Contributors: 企管所
    Keywords: 事業策略;行銷作為;績效
    Business strategies;Marketing activities;Performence
    Date: 1989.07
    Issue Date: 2014-04-22 18:06:22 (UTC+8)
    Abstract: 本文整合過去有關事業策略、行銷作為與績效權變關係的理論與實證文獻,以台灣西藥業93家廠商實證探討不同的事業策略與行銷作為之配合對事業績效的影響。對事業策略採策略類型法的研究途徑,其操作性定義同時採調查者推論法及自我分類法兩種衡量方法後,得到三種不同的事業策略類型。研究結果建議,不同的事策略類型之問,其行銷行為與績效均有顯著性差異,雙因子、ANOVA分析結果發現不同的事業策略與行銷作為若有適當配合,則可獲致較佳績效。
    This study used the approach of typologies of strategies to operationalizing business strategy. The two measurement approaches of investigator inference and self-typing were employed to measure busincss strategy. Data for the study were gathered from a national survey of Taiwan pharmaceutical industry. A total of 534 companies were sent the questionnaire. The sample element of the study was the marketing manager of cach pharmaceutical business unit. This survey approach yielded 122 responses, of which 104 were usable and 93 were respondent, classified into one of the three strategic types investigated. The hypothese were tested by the use of χ^2, One-way ANOVA, Two—way ANOVA and Scheffe multiple comparisons test. Results: A. Business strategy and performance. 1. Different business strategies are not perform well on different performance dimensions. 2. For specific business strategy, there are tradeoffs among different performance dimensions. Good performance on one dimension often means sacrificing performance on another. B. Business strategy and marketing activities. Significant differences in relatively technically sophisticated product lines, quality of product, quaity od service, prices, forward vertical integration, sales promotion expenditures and salesforce expenditures are found among different business strategies. C. Business strategy, marketing activities and performance. 1. The performance of prospector business units is related positively to relatively low salesioree expenditures. 2. The performance of low cost defender business units is related positively to relatvely high formalization of marketing organization. 3. The performance of differentiated defender business units is related positively to: * relatively high formalization of marketing organization,* relatively high technically sophisticated product lines,* relatively high R&D expenditures,* relatively high forward vertical integration, and* relatively high advertising expenditures.
    Relation: 管理評論, 8, 141-158
    Data Type: article
    Appears in Collections:[企業管理學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    141158.pdf1052KbAdobe PDF690View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback