企業行銷策略影響顧客價值之研究-以企業文化為干擾變項

The Effects Of Marketing Strategies On Customer Value Of An Enterprise – With Corporate Culture As The Moderator

林暉堯(Hui-Yao Lin)

指導教授 ： 謝介仁

共同指導教授 ： 王瑞生

長榮大學/管理學院/國際企業學系(所)/碩士(2012年)

https://doi.org/10.6833/CJCU.2012.00011

摘要

隨著台灣經濟快速成長，國民所得提升，人民生活水準及消費能力也都隨著提高，服務品質與企業形象往往是決定消費者是否感到滿意的重要依據。要能在市場中佔有一席之地，為主要消費族群所認同，且有購買意願與實際的購買行為，並非容易之事，各家廠商無不思索如何建構一個能吸引消費者購買產品的行銷策略。
本研究採取問卷調查的方式進行實地發送與回收問卷，以Brother台灣分公司的管理階層與顧客為問卷發放對象，共發出問卷470份，本研究收回340份問卷，扣除104份填答不完整之問卷，有效問卷為236份。本研究並應用SPSS統計分析軟體，以因素分析、迴歸分析及階層迴歸分析等方法來進行資料分析。
研究結果顯示：(1)行銷策略對顧客價值有部分顯著正向影響。(2)企業文化對行銷策略有部分顯著正向影響。(3)企業文化對顧客價值有部分顯著正向影響。(4)企業文化對行銷策略與顧客價值部分具有顯著干擾作用。最後，本研究希望藉此研究結果，能提供企業有效地執行與發展行銷策略及顧客價值。
關鍵字：行銷策略、顧客價值、企業文化

關鍵字

行銷策略 ； 顧客價值 ； 企業文化

並列摘要

With the rapidly economic development, the national income, living standard and consuming capacity are also promoted; both service quality and corporate image have become the key in consumer satisfaction. It is not easy to hold a space in the market and be agreed by consumers with purchase intention and actual purchase that businesses have pondered on establishing marketing strategies to attract consumers.
With questionnaire survey, total 470 copies are distributed to the managers and customers of The Brother Taiwan. Within the collected 340 copies, 104 incomplete ones are deleted to make 236 valid copies. Through SPSS, Factor Analysis, Regression Analysis, and Hierarchical Regression Analysis are utilized for data analyses.
The research findings show that (1) Marketing Strategies present significantly positive effects on Customer Value, (2) Corporate Culture appears remarkably positive effects on Marketing Strategies, (3) Corporate Culture displays notably positive effects on Customer Value, and (4) Corporate Culture reveals significant moderating effects on Marketing Strategies and Customer Value. At the end, the research outcomes are expected to provide transnational enterprises with Marketing Strategies and Customer Value for effective execution and development.

Key words: Marketing Strategies, Customer Value, Corporate Culture

並列關鍵字

Marketing Strategies ； Customer Value ； Corporate Culture

參考文獻

王紫炘（2004），消費者選擇實體與虛擬通路之價值認知結構研究。成功大學企業管理研究所碩士論文.。

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