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系統識別號 U0002-1407201122561200
中文論文名稱 競爭情報、市場導向與經營績效關係之研究
英文論文名稱 A Study of the Relationship among Competitive Intelligence, Market Orientation and Performance in Taiwanese Corporations
校院名稱 淡江大學
系所名稱(中) 全球華商經營管理數位學習碩士在職專班
系所名稱(英) E-Learning Executive Master's Program of Business Administration (EMBA) in Global Chinese Management
學年度 99
學期 2
出版年 100
研究生中文姓名 劉碧雲
研究生英文姓名 Pi-Yun Liu
電子信箱 piyunliu@gmail.com
學號 798670054
學位類別 碩士
語文別 中文
口試日期 2011-06-15
論文頁數 102頁
口試委員 指導教授-林谷峻
委員-羅雁紅
委員-黃曼琴
中文關鍵字 競爭情報  市場導向  經營績效 
英文關鍵字 Competitive Intelligence  Market Orientation  Performance 
學科別分類
中文摘要 現今商業環境國際市場的高度競爭,企業在生產行銷研發需符合顧客需求,才能維持市場持續性競爭優勢。而資訊的收集與情報分析將影響管理層面策略擬定,市場導向的執行亦影響整體經營績效。為達企業獲利目標,行銷策略的擬定與執行將是企業經營管理者關注課題。因此探討競爭情報與市場導向對企業經營績效的影響,為本研究主要的目的。

論文研究架構中包含「競爭情報」、「市場導向」與「經營績效」;「競爭情報」包含研究、內部使用、外部使用等三個構面;「市場導向」包括情報蒐集、情報散播、情報回應三個構面;以「經營績效」為依變數,本研究經前測確認問卷信度、效度通過後,採用問卷調查法進行研究。

研究結果發現競爭情報對市場導向可產生影響,企業需要正確且及時的競爭情報資訊幫助管理者制定符合顧客需求的策略。市場導向與經營績效可產生影響,市場導向中情報蒐集與情報散播會影響經營績效。市場導向為競爭情報與經營績效中介變數,企業與顧客、供應商交流分享因此獲得及時有效的競爭情報,再根據顧客提出需求檢討產品開發並重視顧客對產品、服務等意見對企業經營績效有顯著影響。

英文摘要 Nowadays, due to the extremely high competition of international business environment, the production, development and marketing of corporation need to meet the demands of clients for maintaining the competitive advantage of continuity in the marketing. The strategy of management is influenced by collection of information and intelligence analysis. Therefore the execution of market orientation can effect on the total performance. In order to achieve the profit goal of company, making and executing the market tactic will be a key subject that the managers of company focus on. Hence, we are going to study the influence of Competitive Intelligence and Market Orientation on performance in Taiwanese corporations, which is the main goal in this thesis.

The structure of thesis includes: Competitive Intelligence, Market Orientation and performance. Competitive Intelligence consists of three aspects: Research, Interior use and Exterior use; Market Orientation consists of three aspects: Information collection, Information spread and Information feedback. After confirming the reliability and validity of questionnaire, this study, using the performance as the variable, adopts questionnaire procedure for studying the research.

The result of research discovers that the Competitive Intelligence can influence on market orientation. Therefore, correct and prompt competitive information is definitely required to help the managers to plan or establish the strategy meeting the needs of clients. As to the Market Orientation, the information collection and the information spread can influence performance. Market Orientation plays as mediator of competitive information and performance. By communicating between corporations, customers and manufacturers, we can gain the effective and competitive information. Concentrating on what clients need for developing products and valuing the comments and feedback of clients for the products or services can also have a noticeable effect on the performance.
論文目次 目錄
目錄.................................................................................. IV
表目錄................................................................................ VI
圖目錄.............................................................................. VIII
第一章 緒論............................................................................. 1
第一節 研究背景...................................................................... 1
第二節 研究動機...................................................................... 2
第三節 研究目的...................................................................... 3
第四節 論文結構...................................................................... 4
第五節 研究流程...................................................................... 5
第二章 文獻探討......................................................................... 6
第一節 競爭情報...................................................................... 6
第二節 市場導向..................................................................... 19
第三節 經營績效..................................................................... 29
第三章 研究方法....................................................................... 40
第一節 研究架構與假說............................................................... 40
第二節 研究方法..................................................................... 43
第三節 研究變項定義及衡量........................................................... 43
第四節 研究對象..................................................................... 51
第五節 資料分析方法................................................................. 51
第四章 研究結果與分析.................................................................. 53
第一節 問卷回收樣本分析............................................................. 53
第二節 因素與信度分析............................................................... 55
第三節 敘述性統計分析............................................................... 64
第四節 主要構面間之中介效果......................................................... 72
第五節 管理意涵討論................................................................. 78
第五章 研究結果與建議.................................................................. 79
第一節 研究結果..................................................................... 79
參考文獻.............................................................................. 84
中文部分............................................................................ 84
英文部分............................................................................ 88
附錄–問卷調查表....................................................................... 99

表目錄
表2-1 競爭情報的定義彙整.............................................................. 8
表2-2 競爭情報主要來源............................................................... 11
表2-3 競爭情報資訊來源............................................................... 12
表2-4 競爭情報相關研究彙整........................................................... 16
表2-5 市場導向定義彙整............................................................... 20
表2-6 兩種「市場導向」量表比較表..................................................... 21
表2-7 市場導向相關研究彙整........................................................... 26
表2-8 經營績效定義彙整............................................................... 30
表2-9 彙整經營績效衡量............................................................... 31
表2-10 經營績效相關研究彙整.......................................................... 33
表3-1 競爭情報量表................................................................... 45
表3-2 市場導向量表................................................................... 47
表3-3 經營績效量表................................................................... 50
表4-1 受測者公司基本資料............................................................. 54
表4-2 競爭情報問卷信度與因素分析..................................................... 56
表4-3 市場導向問卷信度與因素分析..................................................... 59
表4-4 經營績效問卷信度與因素分析..................................................... 63
表4-5 競爭情報構面之敘述性統計分析表................................................. 65
表4-6 市場導向構面敘述性統計分析表................................................... 67
表4-7 經營績效敘述性統計分析表....................................................... 71
表 4-8 競爭情報、市場導向與經營績效假說路徑檢定結果.................................... 73
表 4-9 競爭情報與情報蒐集迴歸分析表.................................................... 73
表 4-10 競爭情報與情報散播迴歸分析表................................................... 74
表 4-11 競爭情報與情報回應迴歸分析表................................................... 74
表 4-12 市場導向與經營績效迴歸分析表................................................... 75
表 4-13 競爭情報與經營績效迴歸分析表.................................................. 76
表4-14 市場導向作為中介變數統計分析表.................................................. 77
表5-1 本研究假設驗證結果表............................................................ 79

圖目錄
圖1-1 研究流程....................................................................... 5
圖2-1 KOHLI, AJAY K., JAWORSKI & BERNARD J. (1990)的理論框架........................ 24
圖 3-1 研究架構圖..................................................................... 41
圖3-2 問卷設計架構與衡量............................................................. 51
圖 4-1 競爭情報、市場導向與經營績效之路徑圖........................................... 77

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