以類神經多層感知模型分析行銷創新之影響─以台灣製造業為例

Using the MLP Neural Network to Analyze the Influence of Marketing Innovation – The Case of Manufacturing Industry in Taiwan

曾聖哲(Sheng-Che Tseng)

指導教授 ： 徐怡

國立虎尾科技大學/管理學院/經營管理研究所/碩士(2012年)

摘要

本研究是透過一個簡單的架構，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，並運用類神經多層感知模型 (MLP)，將營運模式與資訊來源對行銷創新的影響做更深入的探討；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

This study through a simple framework and the Model of Multi-Layer Perception (MLP) to explore the importance of the business model as well as of the information sources of Taiwan's manufacturing industry in the process of marketing innovation. Besides that, this study also want to do more in-depth discussion about the impact of the business model and the information sources in the innovation marketing. 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 and Manufacturing ； Information Source ； Marketing Innovation

參考文獻

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