企業行銷能力之研究-以智慧型手機品牌商為例

The Study of Corporate Marketing Capabilities - For Example in Smart Phone

嚴慧禪(Hui Chan Yen)

指導教授 ： 許嘉文

國立中正大學/管理學院/企業管理學系/碩士(2013年)

摘要

一個企業的成功，來自於企業本身之能力所創造出的顧客價值以及競爭優勢，並且針對目標顧客來發展新產品與行銷的適當能力，企業資源與企業能力皆可能會影響到競爭優勢的持久度，因此，企業想要創造與維持其競爭優勢，則必須加強與改善技術、行銷技能、管理能力。

　　近年來，外部環境的改變導致消費者需求變動快速，行銷觀念也廣泛的遍布全球，行銷不只是能夠了解消費者需求之外，也是讓企業找出適合的產品與服務，來滿足消費者，以利企業能夠因此獲得好的績效與維持其競爭優勢；基於這些理由，使得企業對於行銷能力重視的比重逐漸增加，因此，本研究以行銷能力此理論觀點為主軸來完整衡量行銷能力對於企業的重要性。

　　在行銷能力的研究學者中，指出有許多因素會影響到企業行銷能力的組成，以及行銷能力也會影響到整體企業績效的好壞。本研究以智慧型手機品牌商為研究對象，並且根據相關行銷能力文獻蒐集，找出具有探討價值的行銷能力組成因素，作為研究架構之一，並以行銷能力的觀點，來探討智慧型手機廠商之行銷能力與其企業績效的關聯性。

　　本研究分析出智慧型手機產業重要的行銷能力因素之後，發現產品定價策略與行銷能力、產品開發策略與行銷能力、行銷溝通策略與行銷能力，這三個彼此之間有深厚的連結性，足以讓智慧型手機廠商在發展行銷能力時對於其企業績效的影響力，甚至是智慧性手機市場地位的鞏固，創造出不可取代的競爭優勢。

關鍵字

智慧型手機 ； 企業績效 ； 行銷能力

並列摘要

Recently, the changes in the external environment speed up the changes in consumer demand, marketing concepts are also widely throughout the world, because marketing is not only to understand consumer demand, but also allow enterprises to find suitable products and services to meet consumer, it could facilitate enterprises to obtain good performance and maintain its competitive advantage; for these reasons, the company increases the importance of marketing ability, therefore, this study
emphasizes the marketing capability as the main point of this theory to measure the importance of marketing capability for enterprise.

　　Scholars of marketing capability pointed out that there are many factors which will affect the composition of corporate marketing capability; what's more, marketing capability will also affect the quality of overall business performance. In this study, we take smartphone industry as the research object, trying to find out discussion-worth factors which affect the composition of marketing capability according to relevant documents; and we also probe into the relation between marketing capability and performance of smartphone businesses from the perspective of marketing capability.

　　This study analyzes the smart phone industry, an important factor in marketing capability, and found the product pricing strategy and marketing capability,, product development, strategy and marketing capability, marketing communication strategy and marketing capability,, these three points have a strong link, and the linkage could influence smartphone manufacturers in the development of marketing capability, and the performance.

並列關鍵字

enterprise performance ； marketing capability ； smart phone

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