組織績效是組織整體的呈現與經營成果衡量,因此探討變項與組織績效之關係。採用質性研究方法之個案研究,並透過半結構式訪談法來蒐集資料,選定Z公司為受訪對象,訪談來自Z總公司與分公司共五位受訪者。最後結合相關學者所提出的理論文獻與實務訪談內容,進一步探討變數之間關係,得到以下之命題: 1.針對不同客群做品牌行銷有助於提升績效。 2.客製化服務有助於提升績效。 3.網絡關係有助於提升績效。 4.組織文化有助於提升績效。 5.組織文化是推動知識管理最大主力。 依上述之命題,本研究證得命題1至命題3為高度成立,透過對不同客群做品牌行銷、提供客製化服務,與網絡關係有助於提升組織績效。 而命題4得證組織文化對組織績效的影響力並沒有定論,因為組織文化可能是資產,也可能是負債。取決於契合度,即只有適合與不適合企業的競爭環境。 最後命題5,雖然推動知識管理因素有領導者、資訊科技、組織文化、績效評估機制等因素,但最大的主力是組織文化,即組織文化是影響知識管理推動的成敗關鍵因素。 關鍵詞: 品牌行銷、客製化、網絡關係、組織文化、知識管理、組織績效
Organizational performances are the overall presentation and operating results measure of the organizations. Hence, this study is design to investigate the relationship between several variables and organizational performances. Using Case studies of qualitative research methods, and information was collected by semi-structured interviews with a total 5 selected respondents from Z Corporation and its branches. Combinations of the scholar propose the relevant of literature theory and practice interviews, the propositions of the relationship between variables show below: 1.Brand marketing implement for different customer groups show significant with performances improving. 2.Customized services help to improve performance. 3.Network partnership helps to improve performance. 4.Organizational culture helps to improve performance. 5.Organizational culture is the largest main elements to promote knowledge management. By the above propositions, this study was permit proposition 1 to proposition 3 is a highly established. Through (1) the implementation of brand marketing for different customer groups, (2) provide customized services and (3) the networking relations of cooperation can help to improve the organizational performance. Proposition 4 shows the influence of organizational culture on organizational performance is inconclusive, because organizational culture can either be an asset or a liabilities. It is depends on the fit if only it suitable or not in current competitive environment. Last but not least the Proposition 5, organizational culture is the main elements among all the factors that promoting knowledge management, promptly it is the key factors to drive knowledge management. Keywords: brand marketing, customization, network, organizational culture, knowledge management, organizational performance.