社會資本觀點之新產品開發績效影響因素之研究－以行銷資源基礎觀點為中介

A Study on the New Product Development Performance Influence Factor of the Social Capital View-Using Marketing Resource-base View as Mediator

方世杰(Shih-Chieh Fang) ； 汪昭芬(Jue-Fan Wang)

《關係管理研究》 4期 (2006/12) Pp. 47-68

https://doi.org/10.6781/RRM.200612.0047

摘要

本研究嘗試從社會資本觀點探討行銷資源與新產品開發績效之關聯性。根據文獻中對於社會資本之相關研究，分別以組織內部關係及外部關係觀點，進行社會資本因素之建構，其中內部社會資本包括共同認知及信任關係兩項；外部社會資本則包括網絡連結及互動品質兩項。其次，同樣以文獻探討及重新建構的方式，將「行銷資源」區分為智慧資產及關係資產，其中智慧資產包括知識鑲嵌程度、知識摃桿能力及行銷程序能力三種因素；而關係資產則區分為顧客關係、通路關係及供應商關係三種，這些是藉以提升新產品開發績效之能力來源。接著仍以文獻探討與重新建構的方式，將「新產品開發績效」構面分為銷售量、利潤率、顧客滿意度、及商品化速度四項。最後則探討「社會資本」、「行銷資源」及「新產品開發績效」等三構面之關係。本研究推論，社會資本及行銷資源對新產品開發績效為正向關係。

關鍵字

社會資本 ； 行銷資源 ； 新產品開發

並列摘要

This study attempts to clarify the impact of marketing resources on new product development based on social capital perspective. The study, based on the related literature, classifies internal social capital as two elements, i.e., trust relations, shared cognition. External social capital consists of network connection and interaction quality. Besides, the authors construct marketing resource by intelligence assets and relationship assets. Intelligence assets consist of knowledge embeddedness, knowledge leverage, and marketing process. Relationship assets are divided into customer relationship, channel relationship, and supplier relationship. Moreover, new product development performance is measured by sales revenue, profitability, customer satisfaction, and speed of commercialization. This study, at last, explores the relationship between social capital, marketing resource, and new product development performance. This research infers that social capital and marketing resource are positive to influence new product development performance.

並列關鍵字

Social Capital ； Marketing Resource ； New Product Development