企業營運模式與資訊來源對行銷創新之研究－以台灣製造業為例

The Study of Business Model and Information Sources for Marketing Innovation-The Case of Manufacturing Industry in Taiwan

徐怡(Yi Hsu) ； 曾聖哲(Sheng-Che Tseng)

《Journal of Data Analysis》 7卷3期 (2012/06) Pp. 105-119

https://doi.org/10.6338/JDA.201206_7(3).0006

摘要

本研究以類神經多層感知模型（MLP）分析台灣製造業的營運模式和資訊來源對行銷創新的影響，並針對台灣5021家製造業樣本進行調查研究，探討台灣製造業在行銷創新的過程中受到企業的營運模式與選擇資訊來源的重要性，並將營運模式與資訊來源排序提供給企業為營運方針；本文的研究結果顯示，營運模式為ODM+的企業行銷創新能力最強，其次為OBM，第三則是OEM+；而資訊來源為顧問、私人營利實驗室或研發機構所提供的資訊對企業提高行銷創新能力最有幫助，其次為設備、材料、服務或軟體的供應商，第三則是政府或公眾研究機構（例如工研院、資策會…等），企業可以依據本研究之結果，將企業轉型為最適合的營運模式，並選擇最佳的資訊來源提高企業的競爭力。

關鍵字

原始設備製造 ； 原始設計製造 ； 自有品牌生產 ； 資訊來源 ； 行銷創新

並列摘要

In this study, through the survey of 5021 Taiwanese manufacturing and the Model of Multi-Layer Perceptron (MLP), we analyzed the business model and information sources of Taiwan's manufacturing industry on the impact of marketing innovation; investigated the importance of the business model as well as of the information sources in the innovation marketing process. The business model and the information sources are available to provide the operating principles to the enterprises. The results of this study shows the top three that the ODM+ of the business model of the company is the most innovative marketing, the second is followed by the OBM, the third is the OEM+; the information sources of consultants, private profit laboratories or the R&D information is the most helpful for the enterprises to improve the capability of the marketing innovation, followed by the suppliers of equipment, materials, services and software, and the third is the government or public research institutions (such as work NARL, III ... and so on). Base on the results of this study, the companies can transform into the most suitable business model and select the best information sources to improve their competitiveness.

並列關鍵字

Original Equipment Manufacturer ； Original Design Manufacturer ； Own Branding & Manufacturing ； information sources ； marketing innovation

參考文獻

Afuah, A.(2003).Innovation Management: Strategies, Implementation and Profits.London, U. K.:Oxford University Press.

Covello, V. T.(1987).Uncertainty in Risk Assessment, Risk Management, and Decision Making.Plenum Publishing Corporation.

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Hobday, M.(1995).Innovation in East Asia: the Challenge to Japan.Elgar Publishing.

Lalley, E. P.(1982).Corporate Uncertainty and Risk Management.New York:Risk Management Society Publishing.