品牌行銷策略對新產品開發績效之影響－以產品特性為干擾變數

The Effects of Brand Marketing Strategy on New Product Development: Product Characteristics as Moderating Variables

劉漢文(Han-Wen Liu)

指導教授 ： 楊立人

淡江大學/商管學院/企業管理學系碩士班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.01016

摘要

從過去關於新產品的研究指出新產品開發對企業營業額具有很高之貢獻度，也已被視為企業在市場上維持競爭優勢的主要來源，但是，新產品雖然可作為企業生存與創造競爭優勢，但失敗率卻也相對來的高，且主要歸因企業對於市場及顧客的了解不足。因此，本研究主要探討品牌行銷策略、顧客知覺價值及新產品開發績效之關聯與企業的品牌行銷策略，是否會透過顧客知覺價值的中介效果對新產品開發績效產生影響。此外，本研究也探討了產品特性在顧客知覺價值與新產品開發績效之間的干擾效果。並以國內科技產業之工作者為研究對象，採便利抽樣的方式發放問卷，問卷收集期間為2013年12月至2014年3月，共計發放問卷達225份而共回收有效問卷203份去進行分析，這項研究的結果如下：
1.品牌行銷策略對顧客知覺價值具有顯著正向的影響。
2.顧客知覺價值對新產品開發績效具有顯著正向的影響。
3.品牌行銷策略對新產品開發績效具有顯著正向的影響。
4.顧客知覺價值在品牌行銷策略與新產品開發績效之間具有中介效果。
5.產品特性對顧客知覺價值與新產品開發績效之間不具有干擾效果。

關鍵字

品牌行銷策略 ； 顧客知覺價值 ； 新產品開發績效 ； 產品特性

並列摘要

Brand marketing strategy may be one of the major causes of new product development (NPD) project success. However, many organizations ignore adequate brand marketing strategy leading to a poor NPD performance. The primary purpose of this research was to investigate the associations among implementation of brand marketing strategy, customer perceived value (CPV), and NPD performance. The second objective was to determine whether theimpact of customer perceived valueon NPD project performance was moderated by product characteristics. The results suggest that implementation of brand marketing strategy contributes significantly to customer perceived value. In addition, customer perceived value has a significant effect on NPD performance. The testing also supports a role for customer perceived value as a mediator in the relationship between brand marketing strategy implementation and NPD performance.Finally, the findings indicate that product characteristics have not a moderating effect on the relationship between customer perceived value and NPD performance.

並列關鍵字

Brand marketing strategy ； Customer perceived value ； Product characteristics ； New product development ； NPD performance

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