本研究旨在探討進入策略與市場導向類型配適對市場績效之影響教。教科書市場的開放,乃是社會進步的新里程。本研究藉由深入訪談與蒐集教科書業者的行銷策略,予以歸納整理,以指出業者在市場進入決策與採行何種市場導向類型,藉由過去三年市場佔有率的變化,並以產品、價格、通路與促銷等四P策略,分析說明業者具體實行的做為,以檢討策略優缺為何。 本研究由業者組織既有基礎的觀點來探討進入教科書市場時機是否符合市場進入優勢來源,在進入策略之分類上,分成先佔策略及追隨策略。又將業者在進入市場後所採行市場導向類型,將其分為品質型、顧客型及競爭型。再將進入策略與市場導向類型交錯配合為:先佔品質型、追隨品質型、先佔顧客型、追隨顧客型、先佔競爭型、追隨競爭型六種策略配適型態。本研究以外部環境為中介變數,驗證對六種配適類型對市場績效之影響程度。在實證研究方面,本研究針對教科書市場中八家個案進行深入訪談實證研究,所獲得之重要結果: (1)在進入策略上,先進策略與追隨策略其市場績效有差異(2)採取市場導向類型中,品質導向、顧客導向與競爭導向其市場績效有差異(3)進入策略與市場導向配適之六種不同策略其市場績效有差異 (4)在外部環境影響下,整體產業市場績效有差異。 本研究最後提出研究建議認為,企業的市場導向會改善經營績效,這個議題已被行銷學者和實務界連續討論超過30年了,多數的學者認為市場導向是現代行銷管理和策略的核心之一。而教科書業者的良性競爭,將有助於我國基礎教育的發展,因而本研究除提出六項具體可行的行銷策略做為研究建議外,也建議教科書業者在市場導向上,應朝「社會行銷導向」邁進。
This research mainly probes between the entry strategy and market orientation with marketing performance. The government open curriculum of textbook market to indicate society advancement. Regarding to evidential research, it takes to do an intensive investigation, and depth interview including present ahead eight cases as examples, industries major vendor of Taiwanese bookmakers. The change of market share and the four “P” strategy-product, price, placement and promotion are reviewed to understand the strength and weakness of bookmakers. After literature review and analysis of cases data, we entry is divided into the pioneer-type and follower-type. Market orientation to be typology there type;quality-oriented type, customer-oriented type and competitor-oriented type. Both entry strategy type and market orientation to intersect we got six modes. Then we use external environment to inspect marketing performance of textbook market. The important investigative results are: 1.In entry strategy type, there is an obvious difference of pioneer type and follower type. 2. The one who adopts market orientation;there is an obvious difference of quality orientation type, customer orientation type and competitor orientation type. 3. There is an obvious difference of marketing performance among six different coordinated strategies of entry strategy type and market orientation. 4. Whole vendor of textbook market to be influence of external environment for marketing performance. Finally we gained conclusion and bring up an idea, market orientation will affect profit of industry. Good interaction of textbook market is help primary education. Therefore, market orientation should be the societal marketing orientation.