企業行銷稽核與績效之研究-以台灣企業為例

A Study of Enterprise Marketing Audit and Performance: Empirical Evidence from Taiwanese Firms

黃意秀(Yi- Hsiu Huang)

指導教授 ： 吳文貴

朝陽科技大學/管理學院/企業管理系/碩士(2010年)

摘要

本研究以國內1000大製造業、500大服務業、100大金融業之企業作為研究對象，透過問卷發放的方式，瞭解目前國內企業行銷稽核活動之現況。由研究結果得知，產業環境對行銷稽核活動兩者之間具有高度的相關性，產業環境中的不確定因素會對企業內部行銷稽核活動造成影響，因此企業必須對於環境的改變有敏銳的觀察，以進行預測及分析，才能與環境配合做出作適當的決策，以利管理者提早做因應的措施，或是事後策略的改變。另一方面企業策略型態對行銷稽核活動有顯著影響，最後，行銷稽核活動對組織績效有顯著影響，表示有執行行銷稽核活動之企業，其市場佔有率較大，有助提高企業整體財務績效。透過行銷稽核來檢視行銷活動，亦能促使行銷績效達到更好，更有效率。

關鍵詞：行銷稽核、組織績效

關鍵字

組織績效 ； 行銷稽核

並列摘要

In this study, I examine antecedents and performance of marketing audit implementation. This study draws on the survey of the top 1000 largest companies in the manufacturing industry, the top 500 largest companies in the service industry, and the top 100 largest companies in the financial industry in Taiwan. The finding shows that the extent of implementation of marketing audit is correlated with the cognition of industry environment (e.g., the degree of uncertainty, competition and insufficient recource) and the business strategy taken by company. In addition, marketing audit activity also has significant and positive influence on the organizational performance, which means that the implementation of marketing audit activities will be helpful to the enhancement of the enterprise’s entire marketing and financial performance. The results clearly show that the implementation of marketing audit systems offers far better competitive advantages. Finally, some theoretical, managerial implications and future researches are also discussed.
Keywords: Marketing Audit, Organizational Performance

並列關鍵字

Organizational Performance ； Marketing Audit

參考文獻

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