本研究旨在探討行銷創新策略對企業營運績效之影響-以台灣五金產業為例。傳統實體通路已經營不易,因此傳統五金批發產業也間接受衝擊,工廠製造端,因市場競爭之因素,已不再透過批發商做為中間橋樑,而是直接透過網路行銷、五金連鎖商店、大型連鎖量販店等行銷方式,企圖改變了傳統商業模式。 本研究實際訪談北中南等三家,傳統五金批發商的領導階層及高階主管,深度探討2016年至2020年間三家公司,在「品牌創新、行銷創新、通路創新、產品創新」對企業營運績效之影響。本研究運用灰關聯分析出,三點結果發現: ⑴A公司得加強著重「品牌年青化」:「全生命週期服務」、「產品多元推廣」、「強化便利性」、「新產品上市成功率」;⑵ B公司得加強著重「顧客忠誠度」、「全生命週期服務」、「市場市位」、「強化便利性」、「公司人員穩定度」;⑶ C公司得加強著重「顧客忠誠度」、「全生命週期服務」、「市場定位」、「操作人性化設計」、「新產品上市成功率」。最後發現五金批發產業無論北、中、南各區,或公司規模大小皆得重視「全生命週期服務」。
The purpose of this research was to explore the impact of marketing innovation strategy on business performance:evidences from taiwan hardware wholesale industry. Traditional physical channels are no longer easy to operate, so the traditional hardware wholesale industry has also received the impact. Due to market competition factors, the factory manufacturing side no longer uses wholesalers as an intermediate bridge, directly through online marketing, hardware chain stores, and large chain retail stores changed the traditional business model. This research actually interviewed the leaders and senior executives of three traditional hardware wholesalers in North, Central and South, and deeply explored the impact of the three companies’ public “brand innovation, marketing innovation, channel innovation, and product innovation” on corporate operating performance from 2016 to 2020. The results indicate that (1) the gray relational analysis showed that Company A should focus more on "young brand", "full life cycle service", "multi-product promotion", "enhanced convenience", and "new product launch success rate". (2) Company B must focus more on "customer loyalty", "full life cycle service", "market position", "enhanced convenience", and "stability of company personnel". (3) Company C must focus more on "customer loyalty", "full life cycle service", "market positioning", "operational humanized design", and "new product launch success rate".