大陸個人行銷天賦研究

A Research of Individual Marketing Talent in Mainland China

潘瀟琦(Xiao-Qi Pan)

指導教授 ： 任立中

國立臺灣大學/管理學院/國際企業學研究所/碩士(2017年)

https://doi.org/10.6342/NTU201701380

摘要

本文在整理大量文獻的基礎上，對任立中教授提出的“行銷天賦”進行概念梳理，認為行銷天賦是指個人對行銷相關之知識、技能、資源的感知能力與掌握能力。具備高行銷天賦的人，能提升企業整體的行銷能耐水準，傳遞更完整的服務和價值於顧客。而將行銷落實在日常生活當中是行銷天賦的體現方式之一。

在定義行銷天賦的基礎上，利用任立中教授開發的行銷天賦衡量工具對中國大陸的個人行銷天賦狀況進行全面的探討。在整體和群體兩個層面上，以不同的分群方式對樣本進行多元尺度分析，發現各經濟地域在行銷天賦上存在顯著差異、中國的行銷教育水準不理想等結論。最後在個體層面上，利用知覺定位圖，並結合中國的行銷天賦現狀提出建議，這一結論既可為個人的發展規劃提供參考，也可為企業的行銷人才選擇提供指導。

關鍵字

行銷天賦 ； 中國大陸 ； 主成分分析 ； 變異數分析 ； 多元尺度分析

並列摘要

Based on the concept of ‘marketing talent’ proposed by Professor Jen Lichung and literature on ‘marketing capability’, ‘marketing talent’ refers to an individual’s knowledge, skills, and perception of resources related to marketing. An individual with high marketing talent is believed to be capable of enhancing his or her organization’s marketing capability, improving quality of service, and delivering more value to customers. We believe some of an individual’s daily actions can show traces of his or her marketing talent.

We use the key measurements of marketing talent developed by Professor Jen Lichung to gauge the current status of individual marketing talent in mainland China. By applying multidimensional-scaling analysis on both the entire sample and its various clusters, we find there are significant difference in individual marketing talent between economic regions and education levels. We also make several suggestions on ways to improve mainland China’s individual marketing talent based on our findings from perceptual maps. We believe these suggestions can be served as the basis of an individual’s future career planning as well as the basis of a company criteria for selecting its marketing staff.

並列關鍵字

Marketing Talent ； Mainland China ； Principal Component Analysis ； ANOVA ； Multi-Dimensional Scaling

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