競爭情報、市場導向與經營績效關係之研究

A Study of the Relationship among Competitive Intelligence, Market Orientation and Performance in Taiwanese Corporations

劉碧雲(Pi-Yun Liu)

指導教授 ： 林谷峻

淡江大學/管理學院/全球華商經營管理數位學習碩士在職專班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.00461

摘要

現今商業環境國際市場的高度競爭，企業在生產行銷研發需符合顧客需求,才能維持市場持續性競爭優勢。而資訊的收集與情報分析將影響管理層面策略擬定，市場導向的執行亦影響整體經營績效。為達企業獲利目標，行銷策略的擬定與執行將是企業經營管理者關注課題。因此探討競爭情報與市場導向對企業經營績效的影響，為本研究主要的目的。

論文研究架構中包含「競爭情報」、「市場導向」與「經營績效」；「競爭情報」包含研究、內部使用、外部使用等三個構面；「市場導向」包括情報蒐集、情報散播、情報回應三個構面；以「經營績效」為依變數，本研究經前測確認問卷信度、效度通過後，採用問卷調查法進行研究。

研究結果發現競爭情報對市場導向可產生影響，企業需要正確且及時的競爭情報資訊幫助管理者制定符合顧客需求的策略。市場導向與經營績效可產生影響，市場導向中情報蒐集與情報散播會影響經營績效。市場導向為競爭情報與經營績效中介變數，企業與顧客、供應商交流分享因此獲得及時有效的競爭情報，再根據顧客提出需求檢討產品開發並重視顧客對產品、服務等意見對企業經營績效有顯著影響。

關鍵字

競爭情報 ； 市場導向 ； 經營績效

並列摘要

Nowadays, due to the extremely high competition of international business environment, the production, development and marketing of corporation need to meet the demands of clients for maintaining the competitive advantage of continuity in the marketing. The strategy of management is influenced by collection of information and intelligence analysis. Therefore the execution of market orientation can effect on the total performance. In order to achieve the profit goal of company, making and executing the market tactic will be a key subject that the managers of company focus on. Hence, we are going to study the influence of Competitive Intelligence and Market Orientation on performance in Taiwanese corporations, which is the main goal in this thesis.

The structure of thesis includes: Competitive Intelligence, Market Orientation and performance. Competitive Intelligence consists of three aspects: Research, Interior use and Exterior use; Market Orientation consists of three aspects: Information collection, Information spread and Information feedback. After confirming the reliability and validity of questionnaire, this study, using the performance as the variable, adopts questionnaire procedure for studying the research.

The result of research discovers that the Competitive Intelligence can influence on market orientation. Therefore, correct and prompt competitive information is definitely required to help the managers to plan or establish the strategy meeting the needs of clients. As to the Market Orientation, the information collection and the information spread can influence performance. Market Orientation plays as mediator of competitive information and performance. By communicating between corporations, customers and manufacturers, we can gain the effective and competitive information. Concentrating on what clients need for developing products and valuing the comments and feedback of clients for the products or services can also have a noticeable effect on the performance.

並列關鍵字

Competitive Intelligence ； Market Orientation ； Performance

參考文獻

林進昌（2009），創投產業競爭情報系統服務導向架構應用之探討。未出版碩士，中原大學資訊管理研究所，桃園縣。

林義屏（2001），市場導向、組織學習、組織創新與組織績效間關係之研究－－以科學園區資訊電子產業為例。未出版博士，國立中山大學企業管理學系研究所，高雄市。

張愛華、曾忠惠(2008)，「電子商務業者的顧客資本、市場導向與經營績效關係之研究」，電子商務學報。

卞獨敏（2006），應用專利與非專利文獻建構競爭情報分析模式－－以人工腎臟技術發展為例。未出版碩士，臺灣大學圖書資訊學研究所，臺北市。

胡涵棻（2007），金融控股公司之資本配置與績效評估。未出版碩士，國立政治大學風險管理與保險研究所，臺北市。