行銷能耐指標研究—以資訊服務產業為例

Abstract

本研究之主要研究目的為建構行銷能耐系統性指標，以具體化之問項設計作為有效衡量企業整體與其員工之行銷能耐與相關認知。 本研究建構兩種行銷能耐之衡量構面，行銷能耐構面之主構面為產品面、推廣面、市場研究面以及顧客關係層面，並在行銷能耐四大構面之下展開次構面；而銷售流程與執行規劃包含銷售前規劃、銷售執行過程、銷售後追蹤、顧客關係、績效評估、公司整體表現，因此本研究採用多構面、多層次之行銷能耐構面以全面性的衡量企業之行銷能耐，以不同觀點審視企業的現況，能夠提供給企業管理人獲得更充分的資訊以規劃企業策略。 本研究採實證應用方式，擇兩家資訊服務產業業者進行行銷能耐之評估，以主成份分析法與多元尺度分析，繪製知覺定位圖之方式分析衡量標的的關係。本研究結論為：企業決策者能透過有效衡量企業行銷能耐以了解企業及員工行銷能耐之現況，以進行人事與教育訓練方面之決策，並且還能夠結合外部市場現況，加強本身能耐以超越競爭者。

The main purpose of the research is constructing a systemic index of marketing capability. This research construct two major dimensions to measure the marketing capability of organizations: (1) the 4 major marketing capability dimension and 15 secondary marketing capability derived from the major 4 dimension; (2) 6 stages of the sales process and marketing planning. The marketing capability indexes are constructed when adding demographic factors two dimensions of marketing capability. Two companies in IT Service industry are the subjects of the research. We use PCA, Multidimensional Scaling Analysis and perceptual map to analyze the outcome. The conclusion of the research is that, with the multi-dimensional and hierarchical perspectives on the marketing capability, it gives the organizations the capability to deal with fast change environment within or outside of the organization. It’s important for organizations to equip marketing capability to make profit from response and satisfy customer’s needs, in order to gaining competitive advantage and acquiring outstanding performance from marketing capability.