市場導向、產品優勢及上市活動熟練度對新產品績效之影響－以台灣中小企業為例

A Study of the Impacts of Market Orientation, Product Advantage, and Launch Proficiency on New Product Performance in Small and Medium Enterprises in Taiwan

曾榮芳(Jung-Fang Tseng)

指導教授 ： 譚伯群

崑山科技大學/商業管理學院/企業管理研究所/碩士(2006年)

https://doi.org/10.6828/KSU.2006.00015

摘要

在快速變化與競爭激烈的環境中，新產品開發不但成為企業生存的重要命脈，更是維持競爭優勢的原動力。企業在新產品開發的過程當中，不只要能快速地推出新產品，還需要能滿足顧客的需求與因應競爭者的威脅。故如何正確分析消費者市場資訊，以輔助企業擬定最適合自己企業的新產品開策略是很重要的。
為瞭解公司中重要的新產品開發活動，是如何透過市場導向來達到較佳的績效，本研究利用台灣中小企業的數據來進行市場導向、產品優勢、上市活動熟練度，以及新產品績效等構面之間的關係研究。首先探討產品優勢，因為產品所帶來的好處，通常會成為顧客同意購買這項新產品的理由；此外，因為新產品上市活動是非常具有風險性的一環，所以上市活動熟練度被認為是相當需要重視的，也因此從企業的觀點而言，市場導向已然成為一種具體化的優勢。
本研究透過問卷調查收集資料，共回收145份有效樣本，並進一步加以統計分析，包括：信度分析、因素分析、相關係數以及多元迴歸分析，研究結果條列如下：
1.充分支持市場導向與產品優勢呈顯著的正向影響。
2.部份支持產品優勢與新產品績效呈顯著的正向影響。
3.部份支持市場導向與上市活動熟練度呈顯著的正向影響。
4.部份支持上市活動熟練度與新產品績效呈顯著的正向影響。
5.充分支持市場導向與新產品績效呈顯著的正向影響。

關鍵字

市場導向 ； 產品優勢 ； 上市活動熟練度 ； 新產品績效

並列摘要

Today, new product development is a key for a company to survive. A company not only develops new product quickly but also satisfies customers and counteracts other competitors. It is important to effectively analyze the market information to make new product strategy. Besides, new product strategy influences new product innovation.
To determine how critical New Product Development（NPD） activities are for a market-oriented firm to achieve superior performance, our study uses data from Small and Medium Enterprises to investigate the structural relationships among market orientation, new product advantage, the proficiency in new product launch activities, and new product performance. We focus on product advantage, because product benefits typically form the compelling reasons for customers to buy the new product, and on the launch proficiency as the launch stage represents the most costly and risky part of the NPD process. Focusing on the launch stage also is relevant because it is only during the launch that it will become evident whether a market orientation has crystallized into a trend in the eyes of the firms. In the research, data was gathered by distributing questionnaires to employees. There were 145 valid questionnaires returned .Consequently, analytic methods including reliability analysis, factor analysis, correlation analysis and regression analysis. Finally, the conclusions are listed as follows:
1.There are significant positive relationship between market orientation and product advantage outcomes.
2.The relationships between product advantage and new product performance outcomes are partially supported.
3.The relationships between market orientation and launch proficiency outcomes are partially supported.
4.The relationships between launch proficiency and new product performance outcomes are partially supported.
5.There are significant positive relationship between market orientation and new product performance outcomes.

並列關鍵字

product advantage ； launch proficiency ； new product performance ； market orientation

參考文獻

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