行銷能耐研究-以運動休閒產業為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51687

Title:	行銷能耐研究-以運動休閒產業為例 An Analysis of Marketing CapabilityThe Case of Recreational Sports Industry
Authors:	陳巍爵
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	行銷能耐運動休閒質性問卷 Marketing Capability Recreational Sports Qualitative Questionnaire
Date:	2022
Issue Date:	2023-03-17 14:11:45 (UTC+8)
Abstract:	本研究主要目的是建立行銷能耐的系統指標，從資源基礎觀點理論，延續Day(1994)對於行銷能耐的定義，彙總現行文獻衡量方式，建構企業行銷能耐多元指標分析架構，納入企業管理與組織層級，發展一套多構面與多階層的行銷能耐評量標準。本研究以台灣運動休閒產業中，運動休閒用品公司為個案研究對象，針對所有員工發放行銷能耐問卷調查，以瞭解全體員工的行銷概念及認知，並衡量出各部門對行銷能耐的表現，在通過分析繪製知覺定位圖，為受測運動休閒用品公司將行銷能耐結果指標運用在品牌管理及行銷策略上，給予企業實務上的管理建議改善經營策略。 The main purpose of this research is to establish a systematic index of marketing capability, from the perspective of resource-based theory, continue Day (1994)'s defini-tion of marketing capability, summarize the current literature measurement methods, construct a multi-index analysis framework for corporate marketing capability, and in-corporate it into enterprise management and organizational levels, to develop a mul-ti-faceted and multi-level marketing capability evaluation standard. This study takes sports and leisure products companies in Taiwan's recreational sports industry as the research object, and distributes a marketing ability questionnaire to all employees to understand the marketing concept and cognition of all employees, and to measure the performance of each department's marketing capability. Draw a per-ceptual positioning map, apply the marketing capability result indicators to brand man-agement and marketing strategies for the tested sports and leisure products companies, and give practical management suggestions to improve business strategies.
Appears in Collections:	[Master of Science in marketing ] Thesis

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