行銷能耐研究── 以台灣A旅行社為例

Abstract

行銷能耐是企業建立並鞏固競爭優勢的關鍵所在，是提高顧客價值和緊密維繫顧客關係的根基。但是現在的實務界中，大多通過外在指標評估企業的行銷水平，而鮮有人觀察企業內部本身的行銷能力。自上世紀90年代以來，行銷能耐領域的研究迅速發展，得到了學術界的廣泛關注，但是在台灣相關研究很匱乏。所以，本研究以A旅行社為例，用問卷調查的方式為其未來的行銷發展提供策略性建議，並對行銷能耐的實證研究做出貢獻。 本研究以行銷能耐相關理論文獻為基礎，確定行銷能耐的組成並完成問卷設計和發放，總計回收357份有效樣本，再通過主成份分析和多元尺度分析探究企業內部各個群體之間的差異性，並提出管理意涵。 在學術上，本研究發展了行銷能耐量表，為理論和實務搭建了橋樑，豐富了行銷能耐的實證研究，並在問卷形式上進一步補足了以往純質性和純量化方式的缺點。在實務上，本研究能夠幫助企業管理者檢視內部管理中的偏誤，了解企業行銷能耐的現狀。如果配合長期定時發放問卷可以更合理地配置資源和更靈活地調整策略。 本研究希望補足相關領域的實證研究，並為企業提供衡量行銷能耐的新思路。最後也提出了本研究的限制和對於後續研究的建議方向。

Marketing capabilities are the keys to build and consolidate competitive advantages, also the foundation of improving customer value and maintain customer relationship. Most companies evaluate marketing capabilities through external index, while few companies do research on their internal marketing capabilities. Since the 1990s, the research of marketing capabilities has developed rapidly, and gradually become the big issue of marketing strategy research, which received widespread attentions in both the academic and practice fields. However, there is little related research in Taiwan. Therefore, this paper takes a Taiwan travel agency as a research object to provide strategic advice for its future development by using questionnaires. The paper also makes contribution to empirical study of marketing capabilities. The paper conducts a marketing capability study based on prior record and empirically study tested it for further analysis. This research has received 357 valid questionnaires, and then adopts Principal Component Analysis and MultiDimensional Scaling to explore the differences between various groups in the company.

Theoretically, the research develops a scale of marketing capabilities to enrich the related empirical studies, which builds the bridge between theory and practice. Furthermore, it provides a new form of questionnaires and fix the defect. In practice, the thesis can enable managers to have an insight into current situation, which helps to improve the rational allocation of resources and to adjust strategies more flexibility. This study hopes to make up empirical research in related fields, and provides enterprises with some new ideas to measure marketing capabilities. Based on the findings, the implications for research and practice are discussed. Limitations and future research directions are also presented.