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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/19449完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 任立中(Li-Chung Jen) | |
| dc.contributor.author | Chieh-Ming Zheng | en |
| dc.contributor.author | 鄭玠泯 | zh_TW |
| dc.date.accessioned | 2021-06-08T01:59:35Z | - |
| dc.date.copyright | 2016-07-04 | |
| dc.date.issued | 2016 | |
| dc.date.submitted | 2016-06-22 | |
| dc.identifier.citation | 一、中文部分
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/19449 | - |
| dc.description.abstract | 本研究主要的目的在於探討行銷能耐指標的建立與分析。本研究的核心是基於動態能耐理論，並結合市場導向組織理論（Day，1994）為基礎，然後以此發展出實用且合適衡量企業行銷能耐水準的工具。
依循這樣的理論架構，本研究針對國內某一家生命禮儀公司為實證研究對象，衡量該公司各個單位或員工的行銷能耐水準，並分析其不同的行銷能耐水準表現；同時，運用交叉分析、知覺定位圖，並結合績效資料去做進一步的分析應用。 基於特定公司的所有員工之問卷調查，結果發現：公司與各單位所擅善的行銷能耐屬性不同，且各群體間也存有差異性。不同單位對於行銷能耐的相對傾向，也隱含了經理人可據此規劃每個單位的策略定位之可能。最後，結果也顯示部分單位的績效與行銷能耐背離，是未來公司須加強的地方。 | zh_TW |
| dc.description.abstract | The main concepts of this research are based on the theory of organization capabilities as well as Day’s (1994) theory of market orientation. This study builds and analyzes Marketing Capability Index, and then develop a useful and adaptable tool to measure marketing capability level of company.
Follow this theoretical framework, taking one domestic funeral company as an example, we measure every department or employee’s marketing capability, and analyze how it different. At the meantime, exercising the cross- analysis, perceptual mapping, and combined with financial performance data for advanced applications. Based on a series of survey of all personnel from selected frim, results demonstrate that company and every sector have their advantage in different marketing capability attributes, and exist variation in dissimilar groups. Besides, different sectors’ relative orientation in marketing capability attributes will imply managers can map out the strategic positioning of every unit. Further, these results show that there some divergence between marketing capability score and financial performance, which implied there still have room for improvement. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T01:59:35Z (GMT). No. of bitstreams: 1 ntu-105-R03724010-1.pdf: 10313392 bytes, checksum: 6425a4817fef9c531d106cd9239c772d (MD5) Previous issue date: 2016 | en |
| dc.description.tableofcontents | 第一章 緒論 1
第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究範圍 4 第四節 研究流程 5 第五節 論文架構 6 第二章 文獻探討 7 第一節 殯葬產業 7 第二節 行銷能耐（Marketing Capability） 22 第三章 研究方法 41 第一節 研究流程 41 第二節 實驗設計 42 第三節 實證資料分析方法 51 第四章 實證分析 56 第一節 資料介紹 56 第二節 測量模型分析 62 第三節 建構指標 68 第四節 人口統計構面之交叉分析 87 第五節 知覺定位圖 107 第五章 結論與建議 129 第一節 研究發現與結果 129 第二節 管理與實務意涵 131 第三節 研究貢獻 132 第四節 研究限制 133 第五節 未來研究建議 134 文獻參考 135 附錄-A 研究問卷 142 附錄-B 其他交叉分析結果 149 | |
| dc.language.iso | zh-TW | |
| dc.title | 行銷能耐指標研究－以某生命禮儀公司為例 | zh_TW |
| dc.title | Marketing Capability Index－Taking One Funeral Company as an Example | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 104-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 周建亨(Chien-Heng Chou),陳靜怡(Ching-I Chen) | |
| dc.subject.keyword | 行銷能耐指標,資源基礎理論,動態能力觀點,知覺定位圖,殯葬業, | zh_TW |
| dc.subject.keyword | Marketing Capability Index,Perceptual map,Resource-based theory,Dynamic capability view,Funeral industry, | en |
| dc.relation.page | 152 | |
| dc.identifier.doi | 10.6342/NTU201600434 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2016-06-23 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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