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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/59782
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/59782


    Title: 市場導向、市場知識、行銷生產力與公司績效之關係
    Market orientation, marketing knowledge, marketing productivity and performance
    Authors: 林佩蓉
    Contributors: 巫立宇
    林佩蓉
    Keywords: 市場導向
    市場知識
    行銷生產力
    績效
    Date: 2009
    Issue Date: 2013-09-03 14:40:44 (UTC+8)
    Abstract: 無庸置疑,任何企業面對激烈的經營環境時,皆會面臨來自內外部環境的挑戰,此時管理者應多關注組織的能力以期更了解周遭環境並採取適切反映,將大幅降低對企業的衝擊與傷害。
    近年來市場導向概念越來越受遵從,被視為增進組織績效最重要的關鍵議題,能幫助管理者嗅出市場環境中的機會,以適時抓住機會;並感應環境中的威脅,以及時做出因應。然而從市場導向到績效產生間,必須透過其他功能之配合,故分析市場導向特性與定義後,本研究決定以市場導向為前置變數,再以市場知識與行銷生產力做為中介變數,衡量市場導向是否會透過中介變數對績效產生正向的因果關係。
    本研究採用問卷調查的方式收集資料,以大陸台商高階經理人為主要填答對象,總計有效問卷回收64份,採用SPSS迴歸分析釐清其因果關係,得到以下結論:
     市場導向對公司績效呈現正向關係
     市場導向對市場知識呈現正向關係
     市場知識對績效呈現部分正向關係
     市場知識對行銷生產力呈現部分正向的關係
     市場導向對行銷生產力呈現正向關係
     行銷生產力對績效呈現正向關係

    關鍵字:市場導向、市場知識、行銷生產力、績效
    Reference: 中文文獻:
    1. 廖述賢、張文榮( 2010 ),市場導向、創新能力、行銷能力與經營績效,商略學報,第2卷,第2期,頁87-107。
    2. 魏聖忠(2002),當代行銷觀念新思維:市場導向理論的回顧與評價,管理評論,第21卷,第4期,頁129-153。
    3. 王友民、張宏榮(2007),動態能力與市場導向之構成因素比較,2007全球化暨國際企業研討會論文集。
    4. 李武釗(2005),行銷知識管理、行銷知識能耐、行銷知識管理績效與市場績效的關係- 以印刷包裝業為例,國立成功大學碩士論文。
    5. 林義屏(2001),市場導向、組織學習、組織創新與組織績效間關係之研究,國立中山大學博士論文。
    6. 林震炎(2008),多變量分析SPSS的操作與應用,智勝文化事業有限公司。
    7. 周文賢(2002),多變量統計分析SAS/STAT使用方法,智勝文化事業有限公司。
    8. 邱皓政(2003),結構方程模型:LISREL 的理論、技術與應用,雙葉書廊有限公司。

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    Description: 碩士
    國立政治大學
    企業管理研究所
    98355025
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098355025
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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