行銷創新策略對台灣文創業行銷創新績效的影響

The Impact of Marketing Innovation Strategies on Performance of Cultural and Creative Industries in Taiwan

魏久峰(Chiou-Fong Wei) ； 李建裕(Bruce C. Y. Lee) ； 尤晴韻(Ching-Yun Yu)

《創業管理研究》 8卷3期 (2013/09) Pp. 85-111

摘要

台灣創造經濟奇蹟的製造優勢，隨著數位科技與資源的全球性流動，已被其他新興國家所取代。而具有多元文化優勢的台灣文創業，正面臨內需市場規模小，國際市場開拓相對薄弱的窘境。要突破現況開創新商機，除了文化與創意元素的整合，行銷創新思維更是關鍵。但是受限於總體產業資訊不足，多數仍以質化研究為主，文創業相關的行銷創新研究並不多見，無法釐清行銷創新的影響程度。本研究採用安索夫成長矩陣的架構，探討行銷創新策略對台灣文創業創新績效的影響。從TIS2資料庫的10,017筆資料中，萃取281家文創業廠商的原始數據進行實證分析。結果發現，台灣文創業採用行銷創新比例有22.4%，大型企業採用比例高於中小型企業。市場滲透策略會正向影響廠商的「提升顧客價值、提昇市場佔有率、提高重複購買率、改良彈性」績效。市場開拓策略會正向影響廠商的「拓展地理範圍」績效。產品延伸策略會正向影響廠商的「拓展地理範圍、提昇市場佔有率、提升顧客價值、改良彈性、降低交易成本」績效。多角化策略會正向影響廠商的「拓展地理範圍、提升顧客價值、改良彈性」績效。整體而言，各種行銷創新策略會正面影響文創業的創新績效，此可以提供文創業管理者依據企業資源及目標擬定適當的行銷創新策略。

關鍵字

文化創意產業 ； 行銷創新策略 ； 安索夫成長矩陣 ； 行銷創新績效

並列摘要

This article was attempted to explore the impact of marketing innovation strategies on performance of cultural and creative industries in Taiwan. Total raw data of 281 firms was used from Taiwan's innovation survey database for the advanced analysis. Ansoff's growth matrix was applied to discover the activity of marketing innovation strategies. The results of this study indicated that 22.4% of firms have used the marketing innovation, and big firms had a higher level of marketing innovation than small and medium-sized enterprises. Another important finding was that different type of marketing innovation strategy would bring different performance of cultural and creative industries significantly. In this study, use of market penetration strategy positively changed performance of firms' customer value-added, market share, repeat purchase rates and flexibility. Use of market development strategy positively changed performance of firms' geographic scope expanding. Use of product development strategy positively changed performance of firms' geographic scope expanding, market share, customers' value-added, flexibility and transaction costs. Use of diversification strategy positively changed performance of firms' geographic scope expanding, customers' value-added and flexibility. Finally, previous studies didn't discuss the issues of marketing innovation in cultural and creative industries. The findings of this study could help the managers to decide the correct marketing innovation strategy based on the firms' targets. The future research can focus on product or market innovation in a depth scope to improve the managerial application.

並列關鍵字

Cultural and Creative Industries ； Marketing Innovation Strategies ； Ansoff's Growth Matrix ； Marketing Innovation Performance