行銷組織特性與競爭策略契合對行銷績效影響之研究：以食品產業為例

The Influence on Marketing Performance of Fit between Marketing Organization Characteristics and Competitive Strategies: Using the Food Industry as an Example

周世玉(Shihyu Chou) ； 林金賢(Chin-Shien Lin) ； 謝宜均(Yi-Chun Hsieh)

《行銷評論》 2卷1期 (2005/03) Pp. 33-54

https://doi.org/10.29931/MR.200503.0002

摘要

我國食品產業的產品特性是同質性高，在競爭激烈的環境下，廠商要在眾多對手中脫穎而出，行銷是非常重要的關鍵。本研究利用理想構型偏離分析法，對每種可能的策略，找出理想行銷組織特性，藉由與此理想組織特性的偏離，分析策略與組織特性的契合對行銷績效的影響。實證結果發現，無論是何種策略群組，理想構型偏離距離與行銷效能之間呈現顯著的負相關；而在行銷效率方面，行銷效率與理想構型偏離距離無顯著相關。

關鍵字

競爭策略 ； 行銷績效 ； 契合 ； 理想構型分析

並列摘要

The food industry in Taiwan is characterized by having highly homogeneous products. In such a keen competitive domestic market, marketing is a critical activity for firms to outperform competitors. In this study, based on the ideal configuration deviation analysis, we identify ideal organization configurations for each possible strategy type and analyze the influence on marketing performance of the fit between strategies and organization characteristics. Based on the empirical results, we find the deviations from the ideal organization configuration are significantly and negatively correlated with the marketing effectiveness for all strategy types while insignificantly correlated with the marketing efficiency for all strategy types.

並列關鍵字

competitive strategy ； marketing performance ； fit ； ideal configuration analysis

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