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題名:創意人格特質、生涯歷程、創意環境與行銷創造力之研究-以行銷企劃人員為研究對象
作者:嚴仁鴻
作者(外文):Yen, Jen-Hung
校院名稱:國立中正大學
系所名稱:企業管理研究所
指導教授:曾光華
學位類別:博士
出版日期:2013
主題關鍵詞:創意人格特質生涯歷程創意環境行銷創造力行銷企劃人員
原始連結:連回原系統網址new window
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  • 點閱點閱:265
現今的企業除了必須增加投入研發的資源之外,其關鍵更在於不斷的研發與「創新」。尤其是目前市場變動快速、市場風險與日俱增,企業為求生存與發展,維持產品的地位並求持久之競爭優勢,更需要研發人員與行銷人員不斷創新的能力,而創造力是這兩個部門人員必備的條件。
處在這個創意行銷策略當道的時代,行銷企劃人員本身的創新能力自是不可或缺,其創意品質即為生產力的指標,是以針對行銷企劃人員的行銷創造力進行研究頗具時代意義。
本研究首先蒐集過去相關文獻進行文獻探討,以瞭解國內外學者對於創意人格特質、生涯歷程、創意環境與行銷創造力之研究內容與成果,並綜合文獻探討之結果定出研究架構並設計問卷,透過問卷調查方式蒐集資料並進行統計分析以驗證本研究假設。為了加強解釋本研究之量化效果,另以質性研究之方式針對四位國內知名創意人-王偉忠、詹宏志、孫大偉與范可欽之自傳作品以內容分析法進行分析,並針對四位國內知名創意人之生涯歷程資料加以討論,以加強解釋本研究之量化研究結果。
本研究結果說明行銷企劃人員的創意人格特質對其行銷創造力有顯著的正向影響;生涯歷程(投入專業歷程時間長短、社會關係、逆境與教育啟發)與創意環境對行銷創造力亦有顯著的正向影響;創意環境對創意人格特質與行銷創造力之間的關係具有調節效果。
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聯合新聞網(2006)。辛辣范可欽 嗆得你永生難忘-范可欽-大千聞人錄- udn台灣人物(2006年8月29日),聯合新聞網。2011年4月28日,取自:http://mag.udn.com/mag/people/storypage.jsp?f_ART_ID=45009#ixzz1XA0i4UEV

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賈霸(2009)。王偉忠的賺錢公式是創意+失敗=市場敏感度+賺錢。2009年5月15日,取自:http://blog.udn.com/cooljabbar/2952821

 
 
 
 
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