行銷創新影響產品市場績效之研究-以網路行銷為例

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/27365

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/27365

Title:	行銷創新影響產品市場績效之研究-以網路行銷為例 The effect of Marketing Innovations on Product Performance –with E-Marketing
Authors:	王怡斐
Contributors:	國際企業管理研究所
Keywords:	行銷創新網路行銷市場績效 Marketing Innovation Product E-Marketing
Date:	2006
Issue Date:	2014-05-30 15:31:05 (UTC+8)
Abstract:	過去的研究主要針對的是產品創新來的學者的研究顯示，行銷創新的定位應是高於產品創新，企業應可就現有之產品利用新的行銷手法進行銷售。加上近年來，網際網路的興起，網路變得愈來愈重要，而且資訊的獲得相對變得容易。產品的上市較以往更具挑戰。因此，本研究以行銷創新為自變數，產品市場績效為應變數，探討兩者之關係。經由問卷發放與統計分析，結果得知，行銷創新的確與新產品市場績效有正向關係。這表示，企業必須正視行銷的力量。在提升本身技術與品質的同時，更重要的是必須建構良好且具有創新能力的行銷團隊方能達成組織績效。 The focus of past researches was Product Innovation. Recently, Some of studies showed us that Marketing Innovation is more important than Product Innovation. Company should use the marketing to approach the goal. Because of Internet spread, Internet is getting more and more important, we can easy to get information that we want. To market the Product is more and more difficult. Therefore, this paper uses Marketing Innovation independent variable and new product Performance dependent variable. Adoption questionnaire enquires and research adoption SPSS statistics software package. The result of the study is Marketing Innovation and products Performance success degrees with have conspicuous correlativity. So, the company should square up to the Marketing Innovation.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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