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  • 學位論文

構建行銷創新模式

Establishing an Marketing Innovation Model

指導教授 : 徐怡 張麗娟
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摘要


本研究目的在於利用線性結構分析來構建一行銷創新模式,找出影響行銷創新的攸關因素及其對行銷創新的影響程度,以提供往後更多的研究單位在行銷創新上的研究參考,或提供企業組織對致力於行銷創新上的應用參考,本研究也利用迴歸分析來檢定行銷支出、資訊來源、公司規模、員工素質等影響因素是否對行銷創新有顯著性的影響。本研究的產業分類是依據OECD之分類標準並考量我國的產業結構,分為製造業及服務業兩大類,本研究僅採用服務業的資料進行研究分析,資料來源取自於第二次台灣產業創新調查資料庫,抽取該資料庫中5021家台灣服務業公司的樣本進行研究分析,在線性結構分析的結果中,配適度指標GFI為0.901、AGFI為0.879、PGFI為0.738、CFI為0.956、NNFI為0.951、RMSEA為0.070、IFI為0.956,顯示本研究構建的行銷創新模式的配適度指標皆為佳或尚可。本研究在理論上的貢獻,可以分辨出行銷支出、資訊來源、公司規模、員工素質等影響因素對於行銷創新的影響程度。而在實務上的貢獻,則是讓企業組織對行銷創新的效益與影響因素有更進一步的了解,並且讓企業組織對致力於行銷創新上更為有效率。對於後續研究者建議,可以根據不同產業類別對行銷創新的影響做進一步的研究,如製造業、金融業等產業類別,或針對本研究未納入考慮的國家文化此因素做進一步的研究,探討國家文化此構面對行銷創新上的影響與效益。

並列摘要


This study utilized the linear structure relation model (LISREL Model) to establish a marketing innovation model, and to figure out why and how those factors influence the marketing innovation for the future reference and application among either the academic institutions or the industries. Moreover, this study also examined with LISREL Model whether the marketing cost, sources of information, company sizes and employees’ competence have obvious impact on marketing innovation. Based on OECD and the domestic industrial structure, two industries including the manufacturing industry and the service industry were generated; however, only the data of the service industry was applied for analysis. The data were acquired from Second Taiwan Industrial Innovation Survey in which 5021 firm-level samples had be studied and analyzed. The goodness of fit index was concluded—GFI-0.091, AGFI-0.879, PGFI-0.738, CFI-0.956, NNFI-0.951, RMSEA-0.070, and IFI-0.956, which indicated the results were above average. Theoretically, this study did verify how the marketing cost, sources of information, firm sizes and employees’ competence influenced the marketing innovation and meanwhile practically, it would make companies or organizations devoted to marketing innovation understand better those effects of marketing innovation. Finally, it is suggested that the further researches aimed at different industries such as manufacturing industry or banking industry should be conducted and also the local cultures should be taken into consideration to see how it impacts the effects of marketing innovation.

參考文獻


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被引用紀錄


章偉浩(2006)。仙草癒合組織與十種唇形花科植物之迷迭香酸、熊果酸含量、抗氧化力與酪胺酸抑制力比較研究〔碩士論文,大同大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0081-0607200917240171

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