從過去關於新產品的研究指出新產品開發對企業營業額具有很高之貢獻度，也已被視為企業在市場上維持競爭優勢的主要來源，但是，新產品雖然可作為企業生存與創造競爭優勢，但失敗率卻也相對來的高，且主要歸因企業對於市場及顧客的了解不足。因此，本研究主要探討品牌行銷策略、顧客知覺價值及新產品開發績效之關聯與企業的品牌行銷策略，是否會透過顧客知覺價值的中介效果對新產品開發績效產生影響。此外，本研究也探討了產品特性在顧客知覺價值與新產品開發績效之間的干擾效果。並以國內科技產業之工作者為研究對象，採便利抽樣的方式發放問卷，問卷收集期間為2013年12月至2014年3月，共計發放問卷達225份而共回收有效問卷203份去進行分析，這項研究的結果如下：
1.品牌行銷策略對顧客知覺價值具有顯著正向的影響。
2.顧客知覺價值對新產品開發績效具有顯著正向的影響。
3.品牌行銷策略對新產品開發績效具有顯著正向的影響。
4.顧客知覺價值在品牌行銷策略與新產品開發績效之間具有中介效果。
5.產品特性對顧客知覺價值與新產品開發績效之間不具有干擾效果。

Brand marketing strategy may be one of the major causes of new product development (NPD) project success. However, many organizations ignore adequate brand marketing strategy leading to a poor NPD performance. The primary purpose of this research was to investigate the associations among implementation of brand marketing strategy, customer perceived value (CPV), and NPD performance. The second objective was to determine whether theimpact of customer perceived valueon NPD project performance was moderated by product characteristics. The results suggest that implementation of brand marketing strategy contributes significantly to customer perceived value. In addition, customer perceived value has a significant effect on NPD performance. The testing also supports a role for customer perceived value as a mediator in the relationship between brand marketing strategy implementation and NPD performance.Finally, the findings indicate that product characteristics have not a moderating effect on the relationship between customer perceived value and NPD performance.

目錄
目錄	I
表目錄	II
圖目錄	IV
第一章　緒論	1
第一節　研究背景與動機	1
第二節　研究目的	3
第三節　研究範圍	3
第四節　研究流程	4
第二章　文獻探討	6
第一節　品牌行銷策略	6
第二節　顧客知覺價值	11
第三節　新產品開發績效	14
第四節　產品特性	17
第五節　研究假設發展	18
第三章　研究方法	22
第一節　研究架構	22
第二節　研究假設	23
第三節　變數定義與問卷設計	23
第四節　研究樣本來源	28
第五節　資料分析方法	29
第四章　資料分析與研究結果	31
第一節　敘述性統計	31
第二節  因素分析	35
第三節  信度分析	41
第四節  相關性分析	41
第五節  迴歸分析	43
第六節  層級迴歸分析	50
第七節  產品特性之干擾效果分析	52
第八節　研究假設驗證之結果	65
第五章　結論與建議	68
第一節　研究結論	68
第二節  管理意涵	70
第三節  研究限制與建議	71
參考文獻	73
附錄：研究問卷	81

 
表目錄
表2-1品牌的定義	7
表3-1品牌行銷策略問項	24
表3-2顧客知覺價值問項	26
表3-3新產品開發績效問項	27
表3-4產品特性問項	28
表3-5前測專家之建議	29
表4-1公司所從事產業類型	32
表4-2行銷投入佔營業額比重之次數分配表	32
表4-3產品開發專案團隊人數之次數分配表	33
表4-4公司總人數	33
表4-5工作內容	34
表4-6職階次數分配表	34
表4-7年齡次數分配表	35
表4-8教育程度	35
表4-9各變數之Bartlett球形檢定及KMO檢定	36
表4-10品牌行銷策略構面之因素分析表	37
表4-10品牌行銷策略構面之因素分析表(續)	38
表4-11顧客知覺價值構面之因素分析表	39
表4-12新產品開發績效構面之因素分析表	40
表4-13各構面之信度分析表	41
表4-14各構面之相關分析表	42
表4-15品牌行銷策略子構面對顧客知覺價值子構面之品質價值迴歸分析表	44
表4-16品牌行銷策略子構面對顧客知覺價值子構面之支付價值迴歸分析表	45
表4-17品牌行銷策略子構面對顧客知覺價值子構面之行為價值迴歸分析表	46
表4-18顧客知覺價值子構面對新產品開發績效子構面之顧客滿意迴歸分析表	47
表4-19顧客知覺價值子構面對新產品開發績效子構面之市場績效迴歸分析表	48
表4-20品牌行銷策略子構面對新產品開發績效子構面之顧客滿意迴歸分析表	49
表4-21品牌行銷策略子構面對新產品開發績效子構面之市場績效迴歸分析表	50
表4-22顧客知覺價值對品牌行銷策略與顧客滿意之層級迴歸分析表	51
表4-23顧客知覺價值對品牌行銷策略與市場績效之層級迴歸分析表	52
表4-24顧客知覺價值之三構面集群分析表	53
表4-25顧客知覺價值與產品創新程度對顧客滿意二因子變異數分析表	53
表4-26顧客知覺價值與產品創新程度對市場績效二因子變異數分析表	54
表4-27顧客知覺價值與產品複雜度對顧客滿意二因子變異數分析表	55
表4-28顧客知覺價值與產品複雜度對市場績效二因子變異數分析表	56
表4-29顧客知覺價值與環境不確定性對顧客滿意二因子變異數分析表	57
表4-30顧客知覺價值與環境不確定性對市場績效二因子變異數分析表	58
表4-31顧客知覺價值與產品總預算對顧客滿意二因子變異數分析表	59
表4-32顧客知覺價值與產品總預算對市場績效二因子變異數分析表	60
表4-33顧客知覺價值與產品完成時間對顧客滿意二因子變異數分析表	61
表4-34顧客知覺價值與產品完成時間對市場績效二因子變異數分析表	62
表4-35顧客知覺價值與產品開發持續時間對顧客滿意二因子變異數分析表	63
表4-36顧客知覺價值與產品開發持續時間對市場績效二因子變異數分析表	64
表4-37本研究假設驗證之結果	65
表4-37本研究假設驗證之結果(續)	66
表4-37本研究假設驗證之結果(續)	67


 
圖目錄
圖1-1 研究流程	5
圖2-1行銷組合策略	9
圖3-1研究架構	22
圖4-1產品創新程度對顧客知覺價值與顧客滿意交互作用圖	54
圖4-2產品創新程度對顧客知覺價值與市場績效交互作用圖	55
圖4-3產品複雜度對顧客知覺價值與顧客滿意交互作用圖	56
圖4-4產品複雜度對顧客知覺價值與市場績效交互作用圖	57
圖4-5產品開發環境不確定性對顧客知覺價值與顧客滿意交互作用圖	58
圖4-6產品開發環境不確定性對顧客知覺價值與市場績效交互作用圖	59
圖4-7產品總預算對顧客知覺價值與顧客滿意交互作用圖	60
圖4-8產品總預算對顧客知覺價值與市場績效交互作用圖	61
圖4-9產品完成時間對顧客知覺價值與顧客滿意交互作用圖	62
圖4-10產品完成時間對顧客知覺價值與市場績效交互作用圖	63
圖4-11產品開發持續時間對顧客知覺價值與顧客滿意交互作用圖	64
圖4-12產品開發持續時間對顧客知覺價值與顧客滿意市場績效交互作用圖	65

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