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題名:企業動態能力、動態行銷能力與服務創新及價值創新心智模式關係之研究
作者:朱錦祥
作者(外文):CHU,CHIN-HSIANG
校院名稱:元智大學
系所名稱:管理學院博士班
指導教授:廖 淑 伶
學位類別:博士
出版日期:2021
主題關鍵詞:動態能力動態行銷能力服務創新價值創新心智模式Dynamic CapabilitiesDynamic Marketing CapabilitiesService InnovationValue InnovationMental Models
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本研究運用動態能力之理論觀點探索企業動態行銷能力和其服務創新與價值創新之間的相互關係,並以心智模式呈現結果。對製造業與服務業共十四位資深創新經理人進行深度個人訪談之結果發現,企業會因應整體市場的動態需求去調整內部流程組織,以應對產品和市場行銷。其次,企業對市場趨勢改變之因應主要透過內部與外部的動態行銷能力,提出內部組織流程的成套架構,並且在生產較利基型的市場產品時,會由內部建立核心的管理模式與流程規劃。此外,企業以內部動態能力結合外部動態能力來因應消費者的需求,同時在特殊狀態下發展較具未來性的跳躍產品之際,會跳脫出目前已生產產品的思維。另一方面,因應市場的需求所提出產品的創新性,若著重在企業的績效必然犧牲利潤。最後,企業透過動態能力所建構的動態行銷能力與服務創新暨價值創新,是權衡市場端與消費端的需求後,再對於內部的組織建立起完整且具體的生產與作業流程,以提供更優化的行銷和商品服務。
The study uses dynamic capabilities theory point of view to explore the relationship between dynamic marketing capabilities and service innovation and value innovation. The findings of indepth personal interviews with fourteen experienced innovation managers in manufacturing and service industries indicate that enterprises will adjust their internal process organization in response to the dynamic needs of the overall market. Secondly, enterprises respond to changes in market trends through internal and external dynamic marketing capabilities, and meanwhile propose a enterprise structure of internal organizational processes in the production of relatively niche market products. The core management model and process planning will be established internally. In addition, enterprises use internal dynamic capabilities combined with external dynamic capabilities to respond to consumers needs. Simultaneously, when developing a more futuristic leapfrogging product in a special state, the enterprices will jump out of thinking about the current production products. Another aspect considers the innovation and profit increase of the products proposed in response to the needs of the market. If the focus is on the performance of the enterprise, it will inevitably sacrifice profits. Finally, enterprises construct dynamic marketing capabilities and service innovation through the dynamic capabilities. The need to trade off between market side and customer side is a key strategic issue. Rebuilding specific products and work flow for internal organizational processes provides the marketing and product service a precious chance for best optimization.
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