以策略配適觀點探討中小企業行銷策略型態與電子化企業能力之績效意涵

Performance Implications of Marketing Strategy and e-Business Capability with the SMEs : The Perspective of Strategic Alignment

洪國強(Kuo-Chiang Hung)

指導教授 ： 吳有龍 ； 陳岳陽

義守大學/智慧科技學院/資訊工程學系/博士(2021年)

摘要

環顧市場趨勢，隨著環境的迅速變化，科技亦不斷地推陳出新，企業必須有效地利用新興科技以針對環境做出應變。其中，在行銷事務的推展上高度仰賴資訊科技輔助的電子化社會潮流下，行銷活動需與資訊科技策略配適以支援企業需求及產品或服務行銷活動的應用也益形重要。然而，企業該如何讓行銷策略及活動與資訊科技達到配適，目前無太多相關的實證研究加以論證。由於此研究議題所探究的問題及提出的解決方法將可讓企業在執行相關的行銷業務活動時，有一著重的範圍及方向，確認並了解自身的立足點，環視網路科技的進展及競爭對手的配置，藉由電子化科技的輔助，強化並改善自身的困境以減少與競爭者在行銷做為上的落後距離之效。因此，基於實務上企業電子化人員在網路應用科技規劃上的實用價值性，及相關理論的完整性，本研究即以策略配適觀點為基礎，提出電子化企業策略及能力與行銷策略配適 (strategic alignment) 的架構，以有效解釋並驗證本研究所提之架構。
經由抽樣台灣的140家企業，資料分析後顯示支持本研究所提之論點。由於此策略配適之驗證與定調可提供組織如何了解其目前所處地位及未來應如何改善而獲致高績效的“最適化”水準。因此，本研究結果希望能輔助企業在進行管理實務活動時，如何在傳統功能活動中有效搭配電子化資訊科技，而讓彼此鑲嵌在組織最適化成熟度的持續改善路徑中，並據此提出可參考之依據及準則。

關鍵字

行銷策略 ； 電子化企業能力 ； 策略配適

並列摘要

In the highly global competitive environment, firm is facing the rapid way that information technology (IT) emerged and finding ways to adopt advanced information technology (IT) and the Internet-based systems to be as an electronic business (e-Business, EB). Due to the importance of alignment between marketing strategy (MS) activities and EB components, their maturity process is needed to be uncovered. In this regard, companies must have the capabilities to integrate their IT functions into operational activities, especially for the EB companies that try to link and share their information to support customers and suppliers in the supply chain. So far, several studies have examined the fit between business strategy and IT strategy, there has been little attempt to explore the alignment relationships between e-Business strategy/capabilities and marketing strategy. With this EB and marketing strategy fit model, we hope it not only provide more definitive answers about the nature of EB with a fit perspective than the previous research did, but also provide a guideline for marketing management practices in the strategic maturity management field.
For the past few decades, researchers, consultants, and practitioners have conducted several models and empirical studies investigating the issue of achieving business-IT (information technology) alignment, resulting in an enduring importance topic of alignment of IT strategy with business strategy in IS research. Despite the wide acceptance of strategic alignment, there is no consensus on how to achieve alignment and few references detail the process. Owing to that the offers an easy-to-understand way to determine the “as is” and the “to be” positions and enables the organization to benchmark itself against best practices and standard guidelines. Gaps can be identified and specific actions can be defined to move toward the desired maturity and dynamic level of strategic alignment. We propose that the EB-MS strategic alignment maturity model can be facilitated by the management practices and strategic IT choices that an organization makes. Drawing on the concept of that alignment is a dynamic, complex process that takes time to develop and even more effort to sustain.
Empirical data for hypothesis testing was collected from top-ranked companies in Taiwan; yielding 140 valid samples. The findings showed that the hypothesis was supported and thus the conceptual framework can be applied to EB strategic alignment field. Therefore, the findings of this present study can be contributed to the academia and practice relating to the EB-MS alignment to shed light on the alignment effect between EB capability and marketing strategy on business overall performance.

並列關鍵字

Marketing strategy ； e-Business capability ； Strategic alignment

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