The Effect of Chinese Cultural Values on Marketing Strategies and Marketing Performance-Empirical Study of Taiwan Small Firms

本研究檢測中華文化對台灣地區小型企業行銷策略之適用性及影響，透過建構問卷訪問到231家小型企業的經理或老闆，訪問其對中華文化構念的認知及在行銷策略及績效上的影響，研究結果指出中國傳統文化中的”中庸之道”此構念顯著的影響企業採取穩定成長而非積極的行銷策略；”以和為貴”之構念則顯著的影響台灣小型企業採取保守的行銷策略；至於”緣分”之構念，則影響台灣的小型企業採取個人銷售及運用社會資本之行銷策略。最後經由徑路分析檢驗上列構念對行銷績效之影響並獲得顯著的結論。

關鍵字

行銷策略；中庸之道；以和為貴；緣

並列摘要

This study examines the applicability of small firm marketing theory in a context-Taiwanese small firms- and particularly the influences of Chinese cultural core values. The paper conducts a questionnaire with small business owner or major managers of 231 Taiwan small manufacturing firms to recognize the effect of cultural construct influences on their marketing strategies and marketing performance. The results indicate that the doctrine of mean will positively affect Taiwanese small firm to exploit steady growth rather than aggressive marketing strategies. The doctrines of harmony positively affect Taiwanese small firm adopting defensive and conservative marketing strategies, and also influences Taiwanese small firms in marketing strategy formulation. Yuarn was positively affect Taiwanese small firm on using personal selling and utilizing social capital to develop businesses. Final, we examine relation's influence to marketing performance of above-mentioned construct, and acquire notable conclusion through the path analysis.