在市場自由競爭的壓力之下,行動通訊系統業者需要保持高度競爭力。隨著行動通訊系統業邁入加值服務導向,如今更需要創意強,而且瞭解技術的行銷尖兵。本研究藉由深度訪談,了解國內行動通訊系統業者落實組織創新之制度,及其行銷團隊創意發想之過程,探討影響行銷團隊創意產生之關鍵因素。研究結果與建議如下:1)業者均有獎勵員工之提案制度,但實際落實之程度普遍不足,是各家業者必須設法改進之處;2)創意發想需透過不斷地修正,最終產生具體可行之方案;3)關於影響行銷團隊內部創意產生關鍵因素,從人的面向來看,行銷尖兵除了必須掌握產業趨勢、了解新技術,以及對流行事物敏感度夠高之外,還要勇於表達想法、具有開放的心胸,並且擁有跨領域溝通協調與整合執行能力。從組織面向來看,勇於嘗試、信任員工並充分授權、建立一套明確的績效評鑑制度,以及容忍差異、尊重不同的意見、管理階層建立鼓勵創新的機制等等,對於創意產生都將帶來正面的助益。
Under the pressure of the market free competition, the mobile operators need to keep the high competitiveness . With the mobile operators move toward to a value-added services direction, the marketing team members need more creativity, and understand the applications of technology. With in-depth interview, this study was explored the organizational innovation system of mobile operators, the process of the creative ideas taken place, and the key factors influence innovation produced in marketing team.The result of this study was concluded and suggested as follows: 1) every interviewed company has a reward system, but the implementation actually is generally insufficient. These firms must need to improve their execution; 2) innovative ideas need to concrete and feasible scheme. Usually, they are through constant revises in intention; 3) key factors influencing innovative ideas produced in marketing team are suggested to improve as follows: first of all, from the personnel issue view, marketing team members must grasp industry trend, find out about new technology, dare to express his/her idea or opinions, be open-minded, and step into fields to communicate, coordinate and integrate the personal ability for carrying out. Secondly, from organizational operation view, organizations need to take risks, believe in the staff and fully empower, set up a set of clear performance system, tolerate personal differences, respect the different comments or suggestions, reduce hierarchy of management, encourage employees to innovate, and so on.