企業核心競爭力對營運績效之影─以品牌權益為干擾變數

study of core competence on the operating performance – Taking the brand equity as a moderating variable

丁啟哲(Ting, Chi Che)

指導教授 ： 哈冀連 ； 劉家銘

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2011年)

https://doi.org/10.6833/CJCU.2011.00104

摘要

本研究主要以品牌權益的觀點來探討企業核心競爭力對營運績效的影響之研究，此外也針對企業核心競爭力與品牌權益交互作用後對營運績效影響情況加以探究。本研究以元王實業股份有限公司之主管、作業人員與顧客為施測對象，以問卷方式收集資料，共回收有效問卷219份。
研究結果顯示：(1) 企業核心競爭力對營運績效成顯著正向影響；(2) 品牌權益對核心競爭力成顯著正向影響；(3) 品牌權益對營運績效成顯著正向影響的假設部分成立；(4) 品牌權益對企業核心競爭力影響營運績效有顯著干擾效果。
最後，本研究希望藉此研究之結果，能提供企業在企業核心競爭力與品牌權益有些許建議及參考。

關鍵字

企業核心競爭力 ； 品牌權益 ； 營運績效

並列摘要

This study was focused on the research of corporate core competence on the operating performance – taking the brand equity as a moderating variable; in addition, this study was also to explore the interaction between corporate core competitiveness and brand equity on the operating performance. In this study, this study resumed 219 valid questionnaires to the corporate executors, operating staffs and customers of Yiin Wang Industrial Co., Ltd.
It was found that (1) the corporate core competitiveness are significant positively related to the operating performance (2) the brand equity are significant positively effect to the Corporate core competitiveness (3) the Brand equity are significant positively effect to the organizational performance (4) The brand equity had moderating effect between corporate core competitiveness and operating performance .
Finally, the findings of this study were hoped to provide references to a corporate in operating the brand equity and developing the corporate core competence.

並列關鍵字

core competitiveness ； brand equity ； operating performance

參考文獻

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