行銷能力之建構對市場績效之影響：臺灣廠商之實證研究

The Impact of Marketing Capabilities Building on Market Performance: An Empirical Study of Taiwanese Firms

黃延聰(Yen-Tsung Huang)

《行銷評論》 5卷4期 (2008/12) Pp. 539-574

https://doi.org/10.29931/MR.200812.0005

摘要

在從策略觀點來看，廠商的行銷策略將決定市場績效。但近年來資源與能力基礎觀點興起，行銷領域也開始重視行銷能力或市場資產對市場績效的影響，以及廠商如何建構行銷能力。本研究提出一個整合理論模型，試圖探討行銷策略、行銷知識管理、行銷能力與市場績效之間的關係。藉由問卷調查法，蒐集了113家臺灣廠商樣本資料，並利用LISREL統計方法，進行理論模型的量化實證。實證結果顯示，廠商的行銷策略積極度與行銷能力對於市場績效，皆有正面顯著的影響。同時，廠商對於市場的學習或行銷知識的管理，將有助於建構行銷能力；而廠商的行銷知識管理活動也會受到行銷策略積極度的影響。

關鍵字

行銷能力 ； 行銷知識管理 ； 行銷策略積極度

並列摘要

Based strategic perspective, firms' marketing strategy will determine their market performance. Due to the rise of resource and capability-based view in recent years, many scholars and practicers began to pay attention to the nature of marketing capabilities or market assets and concerned that how firms can build marketing resources and capabilities. This research proposed an integrated model to explain the relationships among marketing strategy, marketing knowledge management, marketing capability and market performance. Collecting 113 samples of Taiwanese firms by survey, this study statistically tested this model by LISREL approach. The empirical evidences have the following conclusions. The aggressive of the firms' marketing strategy and the intensity of the firms' marketing capability both will affect marketing performance of the firms. The market-based learning or marketing knowledge management will contribute to marketing capability building of the firm and marketing knowledge management will be influenced by the aggressiveness of marketing strategy of the firm.

並列關鍵字

Marketing Capability ； Marketing Knowledge Management ； The Aggressiveness of Marketing Strategy

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