隨著科技的進步，消費者對於新產品的要求也不斷的提升。如今的新產品，除了要功能齊全、創新，而且講究外在設計感，並且強調與顧客的需求產生共鳴。而iPod就是一個成功的典範，其能從數位音樂隨身聽的百家爭鳴中脫穎而出，即是充分掌握市場導向、新產品創新、市場導入優勢三方面的特性。
因此本研究進一步針對市場導向、新產品創新，以及市場導入優勢三方面的關聯性進行研究。並以淡江大學的1300位學生為研究對象，採以當面發放問卷填答的方式進行研究，並以SAS統計軟體進行資料分析與數據解讀。
由研究果得知，市場導向與新產品創新間呈現正向關係，即當消費者對於企業策略之市場導向策略愈肯定，其愈可能會有具體之行為表現在新產品創新的採用上。而新產品創新與市場導入優勢間呈現正向關係，即當消費者對於企業所推出之新產品創新的接受程度愈高，其愈有可能可以使新產品在導入市場時形成一股優勢力量。最後市場導向與市場導入優勢間呈現正向關係，即當消費者對於企業策略的市場導向程度愈贊同，其愈有機會使企業在市場上獲得導入優勢。並且經由集群分析可以發現，屬於高程度市場導向、高程度新產品創新、高程度市場導入優勢者，其對於消費市場敏感度較高，且表現明顯優於屬於低程度市場導向、低程度新產品創新、低程度市場導入優勢者。
本研究藉由針對消費大眾對於iPod商品的看法之探討，進一步了解其市場成功之道，並顯示出市場導向、新產品創新、市場導入優勢三者間之正向關聯性。

With the fast growing technology, consumers’ request on newly developed product is relatively increasing. New products need not only to be multi-function equipped, innovated, but also designing of the outlook. IPod is one successful model in digital music walkman market in controlling market orientation, new product innovation and market entry advantage.
The purpose of this research is to explore the correlation of market orientation, new product innovation, and market entry advantage. The research is designed to collect the sample of 1300 students of the Tamkang University by questionnaires survey and later conducts data analysis by SAS statistical software.
The findings of this research are as following: First, the correlation between market orientation and new product innovation is positive. Second, the correlation between new product innovation and market entry advantage is positive. Finally, the correlation between market orientation and market entry advantage is positive.
This research takes the viewpoint of consumers toward iPod merchandise, understands its avenue to success further, and displays the positive correlation of market orientation, new product innovation, and market entry advantage.

目錄	V
圖目錄	VII
表目錄	VIII
第壹章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	2
第三節 研究流程	3
第貳章 文獻探討	5
第一節 數位音樂產業	5
第二節 市場導向	11
第三節 新產品創新	18
第四節 市場導入	27
第參章 研究方法	39
第一節 研究架構	39
第二節 研究假說	40
第三節 研究變數與操作性定義	40
第四節 抽樣設計	42
第五節 問卷設計	44
第六節 資料分析方法	47
第肆章 研究結果	50
第一節 基本資料與信度分析	50
第二節 各構面指標分數之建立	56
第三節 市場導向與新產品創新之關聯性	58
第四節 新產品創新與市場導入優勢之關聯性	66
第五節 市場導向與市場導入優勢之關聯性	76
第六節 市場導向、新產品創新、市場導入優勢之關聯性	84
第伍章 結論	101
第一節 研究結論	101
第二節 研究限制與未來研究建議	103
參考文獻	105
附錄：研究問卷	113

圖目錄
圖 1-1 研究流程.........................................................................................4
圖 3-1 本研究架構...................................................................................39

表目錄
表 2-1 KOHLI & JAWORSKI (1993)的市場導向衡量項目.....................14
表 2-2 NARVER & SLATER (1990) 的市場導向衡量項目.....................16
表 2-3 創新事業的三種策略................................................................24
表 2-4 IPOD(市場後進者)對新事業的資源流程價值檢視..................25
表 2-5 SONY(市場原有者)對新事業的資源流程價值檢視...............26
表 2-6 先行者定義表............................................................................32
表 3-1 淡江大學各學院人數統計表....................................................44
表 3-2 「市場導向」研究變數之題項發展表....................................45
表 3-3 「新產品創新」研究變數之題項發展表................................46
表 3-4 「市場導入優勢」研究變數之題項發展表............................47
表 4-1 樣本分佈表................................................................................50
表 4-2 受訪者對「IPOD 與ITUNES」瞭解程度表...............................51
表 4-3 受訪者目前所擁有之品牌........................................................52
表 4-4 受訪者所認識之MP3 品牌.......................................................53
表 4-5 受訪者所希望購買之IPOD 產品...............................................53
表 4-6 市場導向構面之信度................................................................54
表 4-7 新產品創新構面之信度............................................................54
表 4-8 市場導入優勢構面之信度........................................................55
表 4-9 市場導向、新產品創新、市場導入優勢之解釋變異量........57
表 4-10 新產品創新與市場導向之關聯性..........................................59
表 4-11 市場導向在性別項目上之差異性分析..................................60
表 4-12 市場導向在學院項目上之差異性分析..................................61
表 4-13 市場導向在「對IPOD 的瞭解程度」上之差異性分析........62
表 4-14 市場導向在「對ITUNES 的瞭解程度」上之差異性分析.....63
表 4-15 市場導向在上網付費下載音樂上之差異性分析..................63
表 4-16 市場導向在「品牌辨識程度」上之差異性分析..................64
表 4-17 市場導向指標在基本資料上之差異性彙整..........................65
表 4-18 市場導入優勢與新產品創新之關聯......................................67
表 4-19 新產品創新在性別項目上之差異性分析..............................68
表 4-20 新產品創新在學院項目上之差異性分析..............................69
表 4-21 新產品創新在「對IPOD 的瞭解程度」上之差異性分析....70
表 4-22 新產品創新在「對ITUNES 的瞭解程度」之差異性分析.....71
表 4-23 新產品創新在「上網付費下載音樂」上之差異性分析......72
表 4-24 新產品創新在「品牌辨識程度」上之差異性分析..............73
表 4-25 新產品創新在「購買偏好」上之差異性分析......................74
表 4-26 新產品創新指標在基本資料上之差異性彙整......................75
表 4-27 市場導入優勢與市場導向之關聯..........................................77
表 4-28 市場導入優勢在學院項目上之差異性分析..........................78
表 4-29 「對IPOD 的瞭解程度」在市場導入優勢之差異性分析....79
表 4-30 市場導入優勢在「對ITUNES 瞭解程度」之差異性分析.....80
表 4-31 市場導入優勢在「上網付費下載音樂」之差異性分析......81
表 4-32 市場導入優勢在「品牌辨識程度」上之差異性分析..........81
表 4-33 市場導入優勢在「購買偏好」上之差異性分析..................82
表 4-34 市場導入優勢指標在資本資料上之差異性彙整..................83
表 4-35 市場導向群集之指標分數......................................................84
表 4-36 市場導向群在新產品創新、市場導入優勢之差異性分析..85
表 4-37 新產品創新群集之指標分數..................................................86
表 4-38 新產品創新群在市場導向、市場導入優勢之差異性分析..86
表 4-39 市場導入優勢群集之指標分數..............................................87
表 4-40 市場導入優勢群在市場導向、新產品創新之差異性分析..88
表 4-41 三構面集群間之差異性分析之一..........................................89
表 4-42 三構面集群間之差異性分析之二..........................................89
表 4-43 群組在性別項目上之差異性分析..........................................90
表 4-44 群組在「對IPOD 的瞭解程度」項目之差異性分析之ㄧ ....91
表 4-45 群組在「對IPOD 的瞭解程度」項目之差異性分析之二....92
表 4-46 群組在「上網付費下載音樂」項目上之差異性分析..........93
表 4-47 群組在「對ITUNES 的瞭解程度」上之差異性分析之ㄧ.....94
表 4-48 群組在「對ITUNES 的瞭解程度」上之差異性分析之二.....95
表 4-49 群組在「認識蘋果電腦」項目上之差異性分析..................96
表 4-50 群組在「品牌辨識程度」項目上之差異性分析之ㄧ ..........97
表 4-51 群組在「品牌辨識程度」項目上之差異性分析之二..........98

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