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題名：廠商研發創新與行銷專屬之最適資源配置與演進
作者：林婷鈴 引用關係
作者(外文)：Lin, Ting-ling
校院名稱：國立臺灣大學
系所名稱：國際企業學研究所
指導教授：任立中
李吉仁
學位類別：博士
出版日期：2003
主題關鍵詞：研發創新；行銷專屬；最終消費市場接近性；層級貝式迴歸模式；R&D innovation；Marketing appropriation；Accessibility to end market；Hierarchical Bayes Regression Model
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隨著資訊科技的迅速發展，產品的生命週期更是加速縮短。許多在過去被廠商認為是其主要的核心競爭能力，隨著產業生命週期的演進已經成為廠商的維生因素（hygienic factors）。廠商在變動的環境中，應重新檢視其資源與所執行策略之價值，並思考如何將現有的資源重新配置於各項功能性策略領域，更明確的說，即是廠商面對動態的環境如何將其資源分別對研究發展，作業與行銷等做適當比例的配置，以提升經營效能與效率。廠商策略性資源的投資可分為兩大類別。一是投入於產品價值創造活動的資源，以研究發展支出為代表的研發創新活動；二是投入於行銷活動以使創新價值專屬化活動，以廣告促銷活動支出的多寡為代表的行銷專屬活動。廠商持續投注資源於研究發展形成產品價值的創造能力，獲得競爭優勢。然而此競爭優勢的持續，需再進一步透過行銷活動的投入使廠商能將此價值優勢予以專屬化，形成阻絕機制，產生有效的競爭障礙，將研究發展所產生的價值利益能專屬於廠商所獨享。
本研究針對台灣資訊電子業上市廠商歷年財務資料進行實證分析。該資料結合cross section和longitudinal特性，資料特性為，在產業間是異質性，同時產業內個體廠商間與個別廠商本身在不同期間亦有所差異，本研究藉由層級貝氏回歸模式（hierarchical Bayes regression model），解決產業群體間與產業內同時存在異質性，以修正過去研究方法的缺失。研究結果歸納之重要結論有：
1.台灣整體資訊電子業投注較高的資源於「研發創新」能力的建立。
2.整體廠商而言，「行銷專屬」較之「研發創新」對廠商的經營績效具有較高且正向的影響效果。
3.廠商的最終消費市場接近性不同，將影響「研發創新」與「行銷專屬」對廠商經營績效的有效性。
4.隨廠商規模的擴增，不同類別之最終消費市場接近性廠商，其資源配置具有不同的移動軌跡，當個別廠商實際資源配置與最適資源配置方向具有相似的移動軌跡時，廠商會有較佳的績效表現。
5.隨廠商生命週期的演進，「研發創新」與「行銷專屬」對於廠商的經營績效具有不同的影響性，生命週期的早期廠商應重視「研發創新」能力的培養，隨生命週期的演進廠商應逐漸重視「行銷專屬」能力之培養，同時，廠商不同資源配置的比率亦顯現廠商不同的績效表現。
追求「規模經濟」的成本考量，多年來一直是台灣廠商共同的世界觀，因之，研發與製造技術的更新與改善成為廠商奉行的典範。但台灣資訊電子產業自90年代以後，所面對的消費者趨勢為多樣化的市場需求，只有作顧客要的產品才有競爭力，同時還必須使此種因顧客需求所研發出的產品讓顧客知曉。過去，台灣廠商對於此種讓顧客知曉的「行銷專屬」活動，多半認為是廠商非必要性的支出，由本研究可知，此活動卻能創造廠商利潤的獨享，因之，對於高度最終消費市場接近性廠商應將其思維模式由「研發創新」典範移轉至「行銷專屬」。
Most of the core competences collapse to hygienic factors following the evolution of industries. This phenomenon becomes more significant due to the development of information technologies and the shortening product life cycle. In the volatile environment, firms should keep reviewing their resource allocation for the strategy implementation, including R&D, operation, and marketing activities, to achieve better effectiveness and efficiency.
Two kinds of strategic resource investment are considered in this research. One is the resource invested into the activities of product value creation, like R&D expenses. The other is the resource to support the marketing appropriate activities for the created value, like advertising /promotion expenses. Firms continuously focus on R&D to enhance value creation competence and gain competitive advantages. To sustain such a kind of advantage and appropriation the product value, firms need to form an effective barrier by allocating resources into marketing activities.
This research studies the data of financial history, cross-sectional and longitudinal, of Taiwan public companies in the information technology industries. Heterogeneity exists in inter- and intra-industry and firms in different periods. To supplement previous researches, the authors resolve this kind of heterogeneity by adopting the hierarchical Bayes regression model.
The results of this research are as follows,
1. Firms in Taiwan information technology industries invest more resources in establishing the R&D innovation competence.
2. Marketing appropriation has more positive impact on performance than R&D innovation.
3. Accessibility to end market influences the impact on performance from R&D innovation and marketing appropriation.
4. Resource allocation moves in different trajectories following the growing size of firms with different accessibility.
5. R&D innovation and marketing appropriation have different roles in firm life cycle. Firms should focus on establishing R&D innovation competence in the early stage and gradually allocate more resources in establishing marketing appropriation competence while the life cycle evolves. The ratio of resource allocation affects firm’s performance.
Taiwan companies usually search for low cost from economies of scale. R&D and manufacturing technology upgrade and improvement was the mainstream business model in the past. After 1990s, owing to diversified consumer tastes, Taiwan information technology companies can only be competitive by developing customized products and making their customers recognize. But this kind of marketing appropriation activity to make customers recognize was usually regarded as unnecessary expenses before. According to this research, this activity helps firms appropriative profits alone. Those firms with high accessibility to end markets should transform their business paradigm from R&D creation to marketing appropriation.
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