市場導向轉變為創新-台灣旅館業為例

過去文獻較少以流程創新為基礎，探討廠商市場導向觀念的改變。創新隱含了改變，此改變常是因經營者對目標市場觀點之轉變，而引發此創新流程的改變。本研究藉由個案研究法，深度訪談四家旅館業的個案廠商，並經由理論回顧與田野訪查的結果來建構本研究的觀念性研究架構。研究發現旅館業者透過與不同的市場目標顧客互動與觀察，累積的知識將影響其市場概念的形成，並經由公司內全體成員的執行以有效地改變組織的行銷觀點，而這些行為是經由定義公司行銷概念的上位管理者所誘發出來，但卻是由基層的員工實地執行。同時，經營者是藉由顧客互動以及顧客回饋作為其行銷概念的基礎，進而區隔顧客並確認與調整，其將直接影響後續執行行銷活動的概念。本研究提出了四個有關命題，旅館業的創新是一種過程；行銷概念是立基於市場中的目標顧客而發展出來的；旅館的創新行為是基於顧客所引發出來的；創新想法雖是由上而下產生的，但是執行卻是由下而上採行。

關鍵字

市場導向、創新、旅館業

並列摘要

The literature reflects little effort to understand the changing of market orientations as a process of innovation. Innovation implicitly includes change, and changes are often pursued because of shifts in management perception of target markets. The authors build a fundamental framework on which future research can be constructed based on four case studies of Taiwanese hotels. The authors take the position that the implementation of market concepts through the cumulative effects of different actions can sufficiently change an organization’s marketing outlook. These actions are instigated by upper management whose values define the firm’s marketing concept but are implemented by bottom level employees. Customer interaction and customer feedback are the direct sources of marketing concepts and subsequent actions taken once customer segments are recognized and adjustments are made. Four case studies that were obtained through field interviews of Taiwanese hotels are used to construct our framework. This study makes four propositions: Innovation is a process; marketing concepts are based on the customer market; hotel actions are based on the customer market; and implementation involves top-down management, but bottom-up implementation.

並列關鍵字

Market orientation, Innovation, hotel industry

參考文獻

Alam, I. (2006). Service Innovation Strategy and Process: A Cross-National Comaprative Analysis, International Marketing Review, 23(3), 234-254.

Ancona, D., & Caldwell, D. (1987). Management Issues Facing New Product Teams in High Technology Companies. In D. Lewin, D. Lipsky, & D. Sokel (Eds.), Advances in Industrial and Labor Relations, 4, 191-221. Greenwich, CT: JAI Press.

Anderson, E., Fornell, C., & Rust, R. T. (1997). Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services, Marketing Science, 16(2), 129-145.

Anderson, P. F. (1982). Marketing, Strategic Planning and the Theory of the Firm, Journal of Marketing, 46(1), 15-26.

Avlonitis, G. J., Papastathopoulou, P. G., & Gounaris, S. P. (2001). An Empirically-Based Typology of Product Innovativeness for New Financial Services: Success and Failure Scenarios, Journal of Product Innovation Management, 18(5), 324-342.

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市場導向轉變為創新-台灣旅館業為例

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