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題名:市場資訊處理程序與組織記憶對行銷創新影響之研究
作者:蔡明達 引用關係
校院名稱:國立政治大學
系所名稱:企業管理學系
指導教授:洪順慶
學位類別:博士
出版日期:2000
主題關鍵詞:行銷創新組織學習市場導向組織創造力
原始連結:連回原系統網址new window
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  • 點閱點閱:31
行銷創新對於廠商的行銷過程中扮演著相當重要的角色,成功的行銷創新可能改變市場的競爭版圖與競爭模式,為廠商創造出特殊的利基或領導地位。然而從實務觀察與理論省思,本研究發現有關組織內部如何進行創新在行銷文獻中卻相當少,因此引發了本研究的動機,希望能針對行銷創新的定義與構成行銷創新的程序與因素進行研究。
本研究以行銷創新為研究主題,將行銷創新定義為:「組織創造新穎的產品或行銷程序,此作為具有市場新穎性與滿足顧客潛在需求的價值。」此定義界定了行銷創新是一項具體、外顯的組織創造行為,可包括企業行銷活動的諸多項目,而不僅限於產品,其目的在於滿足顧客未被滿足的潛在需求。有關行銷創新的成因,本研究將市場導向、組織學習與組織創造力等三項理論予以整合,以組織文化、組織成員特性、組織記憶、組織學習和資訊處理程序作為本研究的主要構念,建立本研究理論架構。
本研究採用中華徵信所1999/2000台灣地區經理人名錄作為廠商樣本來源,經過實證資料進行LISREL分析,發現市場資訊處理程序,即市場資訊蒐集、市場資訊傳播與市場資訊解析等三項構念環環相扣,當組織市場資訊蒐集的深度與廣度越高,則市場資訊傳播將越充分、有效,且非正式傳播程度也會越高,如此造成市場資訊解析越具備開放心態與分享程度越高,對於行銷創新越有正面的影響。
在另一方面,組織記憶對於市場資訊處理程序與行銷創新之間的關係,具有調節變數之功能。當企業組織產品記憶水準越高,市場資訊處理程序對產品創新程度的正面影響越顯著;若組織行銷程序記憶水準越高,市場資訊處理程序對行銷程序創新程度的正面影響亦越顯著。而且當企業的組織產品記憶水準高於組織行銷程序記憶,其產品創新程度將高於行銷程序創新程度,反之亦然。其涵義在於組織將其主要的核心知識運用在該企業所熟知的領域。
從本研究可知,影響市場資訊處理程序的因素包括組織文化與組織成員特性。相較於其他文化,專案文化在市場資訊蒐集與傳播之各項子構面具有正面且顯著的影響。組織文化的兩項構面中,企業外部導向構面對資訊蒐集的深度與廣度無顯著之影響;而非正式統治構面對於市場資訊傳播的各項子構念具有正面且顯著的主效果。
在組織成員特性方面,內在創新動機對市場資訊蒐集的深度與廣度有顯著正面的影響,同時也間接影響市場資訊傳播,在正式或非正式的管道上,都能夠充分且有效地傳遞相關訊息給適當的部門,並且使組織成員對於市場資訊保持開放的態度。組織成員專業知識水準對於市場資訊蒐集的深度與廣度有正面的影響,並且有助於市場資訊傳播的程度。專業知識多樣性可提昇市場資訊蒐集廣度,而且間接使組織以開放的心態,分享市場資訊解析。
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