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題名:和平文化經營理念與異文化管理對行銷策略與行銷績效影響之研究-以英美日多國籍企業在台子公司為實證研究
作者:鄧旭茹 引用關係
作者(外文):Hsu-Ju, Teng
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
指導教授:林彩梅
學位類別:博士
出版日期:2007
主題關鍵詞:和平文化經營理念異文化管理行銷策略行銷績效managerial philosophy of a peace culturecross-cultural managementmarketing strategiesmarketing performance
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(8) 博士論文(6) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:8
  • 共同引用共同引用:0
  • 點閱點閱:10
本研究主要研究目的為探究自變數和平文化經營理念、異文化管理,中介變數行銷策略及應變數行銷績效之關係,以及瞭解這些變數於英美日多國籍企業在台子公司之差異。
本研究問卷調查法蒐集研究資料,共發出250份問卷,有效問卷回收率74%。經統計驗證,本研究發現 (1) 和平文化經營理念藉由因地制宜行銷策略,提高企業行銷績效 (2) 和平文化經營理念持有程度越高,越會以第三文化管理作為其經營制度,並落實因地制宜行銷策略,進而提高公司行銷績效(3) 在不同多國籍企業的比較中,日本企業對和平文化經營理念持有程度最高,美國次之,英國最低。導致日本企業最會採取第三文化管理作為經營制度,並採取因地制宜的行銷策略,提高行銷績效;反之英國多以第一文化為主,進而採取標準化行銷策略,導致行銷績效在三國企業中最低。本研究建議多國籍企業應具備「和平文化經營理念」,並以「第三文化管理」作為其管理文化,並落實在「因地制宜的行銷策略」上,才能真正提高企業的行銷績效。
This study is mainly to examine the relationships among managerial philosophy of a peace culture, cross-cultural management, marketing strategies and marketing performance, and the difference of these relationships among British, American and Japanese MNEs’ subsidiaries.
Survey was launched for data collection, 250 copies of questionnaires have been asked, and the response rate is 74%. The statistical result addresses: (1) MNEs leaders are more agreed with managerial philosophy of a peace culture, their marketing performance are even higher through localized marketing strategies. (2) When MNEs leaders are more agreed with managerial philosophy of a peace culture, they would adopt ‘third cultural management’ as a management system and then adopt localized marketing strategies to enhance their marketing performance. (3) Japanese MNEs leaders are the one which most agreed managerial philosophy of a peace culture, and most of their management systems are adopted by ‘third cultural management’. Also, most of their marketing strategies are localized and therefore resulted in better marketing performance related to American and British MNEs.
According to the empirical evidences, we suggest MNEs leaders should be more emphasized on ‘managerial philosophy of a peace culture’ and ‘third cultural manage-ment’ and ‘localized marketing strategies’, and this will result in better marketing per-formance.
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