請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/59843完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 任立中 | |
| dc.contributor.author | Chao-Shun Chen | en |
| dc.contributor.author | 陳朝舜 | zh_TW |
| dc.date.accessioned | 2021-06-16T09:40:52Z | - |
| dc.date.available | 2027-02-07 | |
| dc.date.copyright | 2017-02-16 | |
| dc.date.issued | 2016 | |
| dc.date.submitted | 2017-02-07 | |
| dc.identifier.citation | 一、 中文部分
1. 鄭瑞菁（1994）最佳幼稚園課程模式。國教天地。103期。 2. 徐間白（2001）。主題樂園營運管理實務。 3. 粘舒瑜（2006）。幼稚園關懷氣氛與教師品格教育信念、教學行為相關之研究。 4. 陳珮雯、林玉珮（2009）。品格，家長選校最在乎的事。親子天下雜誌，4，164-68。 5. 謝其淼（1995）。主題遊樂園。 6. 傅屏華（1992）。主題園遊客分析及市場區隔之研究—以小人國為例。 7. 琪明（2004）。品德教育之課程設計及其教學模式。 二、英文部分 1. Akdeniz, M.B., Gonzalez-Padron, T., and Calantone, R.J. (2010). An integrated marketing capability benchmarking approach to dealer performce through parametric and nonparametric analyses. Industrial Marketing Management, 39, 150-160. 2. Ambrosini, V. and Bowman, C. (2009). What Are Dynamic Capabilities and Are They a Useful Construct in Strategic Management? International Journal of Management Reviews, 11(1), 29-49. 3. Angulo-Ruiz, Fernando, Naveen Donthu, Diego Prior, and Josep Rialp (2014). The financial contribution of customer-oriented marketing capability. Journal of the Academy of Marketing, Science, 42, 380-399. 4. Daniele Severi Bruni and Gianmario Verona (2009). Dynamic Marketing Capabilities in Science-based Firms: an Exploratory Investigation of the Pharmaceutical Industry. British Journal of Management, 20(1), 101–117. 5. Douglas W. Vorhies, Michael Harker, C.P. Rao (1999). The capabilities and performance advantages of market‐driven firms. European Journal of Marketing, 33, 1171-1202. 6. Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(October), 37-52. 7. Dutta, S., Narasimhan, O., & Rajiv, S. (1999). Success in high-technology markets: is marketing capability critical? Marketing Science, 18(4), 547-568. 8. Fernando Angulo-Ruiz & Naveen Donthu & Diego Prior & Josep Rialp (2013). The financial contribution of customer-oriented marketing capability. Academy of Marketing Science, 42(4), 380-399. 9. Hunt, S. D., & Morgan, R. M. (1995). The comparative advantage theory of competition. Journal of Marketing, 59(April), 1-15. 10. Linda Orr, Douglas Vorhies and Victoria Bush (2010). Improving Marketing Capabilities and Firm Financial Performance via Marketing Exploration and Exploitation. Journal of the Academy of Marketing Science, in press. 11. Morgan, N. A., Vorhies, D. W., & Mason, C. H. (2009b). Market orientation, marketing capabilities, and firm performance. Strategic Management Journal, 30, 909-920. Narasimhan, O., Rajiv, S., & Dutta S. (2006). Absorptive capacity in high-technology markets: the competitive advantage of the haves. Marketing Science, 25(5), 510-524 12. Nath, P., Nachiappan, S., and Ramanathan, R. (2010). The importance of marketing capability, operations capability, and diversification strategy on performance: a resource-based view. Industrial Marketing Management, 32(2), 317–329. 13. Ramaswami, S., Srivastava, R. K.,and Bhargava,M. (2009). Market-based capabilities and financial performance of firms: Insights into marketing contribution to firm value. Journal of the Academy of Marketing Science, 37(2), 97–116. 14. Song, M. C., Di Benedetto, A., and Nason, R. W. (2007). Capabilities and financial performance: the moderating effect of strategic type. Journal of the Academy of Marketing Science, 35(1), 18–34. 15. Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509-533. 16. Vorhies, Harker and amp, Rao (1999). The capabilities and performance advantages of market-driven firms. European Journal of Marketing, 33, 1171- 1202. 17. Vorhies, D. W., & Morgan, N. A. (2005). Benchmarking marketing capabilities for sustainable competitive advantage. Journal of Marketing, 69(January), 80-94 18. Vorhies, D. W., Orr, L. M., & Bush, V. D. (2011). Improving customer-focused marketing capabilities and firm financial via marketing exploration and exploitation. Journal of the Academy of Marketing Science, 39, 736-756. 19. Winter, S. J. (2000). The satisficing principle in capability learning. Strategic Management Journal, 21(10-11), 981-996 | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/59843 | - |
| dc.description.abstract | 行銷能耐指標的研究在近20年來快速發展，並成為許多企業的在評估員工績效時的指標之一。本研究主要的目的在於探討行銷能耐指標的建立與分析，並藉此指標深入暸解企業有多少行銷潛力來支持行銷策略。本研究的研究基礎來自於動態能耐理論，並以此發展出衡量企業行銷能耐水準的工具。
本研究針對臺灣某一兒童樂園公司A為實證研究對象，衡量該企業各個部門與員工的行銷能耐水準，並分析在不同行銷能耐水準下的表現。研究問卷之設計將交易流程及整體業務內容依序分為行銷前規劃、交易執行過程、事後追蹤、策略夥伴與顧客關係、績效評估與企業經營及品牌行銷等六大部分進行行銷能耐之細步分析; 有別於一般的市場調查，本研究運用主成份分析、多元尺度分析以及知覺定位圖來探討企業行銷能耐之四大構面：產品面、推廣面、市場研究面、顧客關係層面等，最後結合企業績效，並放入理想點做進一步的分析。 研究結果發現： A兒童樂園公司在不同部門或職等下，所專精之行銷能耐構面有所不同，最後的研究研究結果亦顯示，公司若能改善行銷能耐水準落後的部門及員工的行銷能耐指標，將對績效的提升有幫助。 | zh_TW |
| dc.description.abstract | Marketing Capability (MC) research has been discussed frequently in the past 20 years, and has become one of the performance indices for the company to evaluate the employees. The main purpose of this research is to discuss the construction of MC Index. The main concept of this research is based on the theory of market orientation, and the study will develop an appropriate method to measure the marketing capability level of the company.
This study takes a children’s amusement park company as the example to analyze the marketing capability index of the company’s departments and employees. The design of the questionnaire distinguishes the transaction process into six parts: planning before marketing, transaction process, tracking, partners and customers’ relationship, appraisal performance，and business running and brand marketing. Different to the normal questionnaire, this research analyze the marketing capability index with principal component analysis, multidimensional scaling analysis, perceptual mapping and ideal point concept. The result shows that MC index differs in different department and position，and it also shows that if the company enhance the MC, the financial performance will also grow up at the same time. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-16T09:40:52Z (GMT). No. of bitstreams: 1 ntu-105-R03724070-1.pdf: 1852512 bytes, checksum: a18673b8256a72be5bec6e1de67d52e7 (MD5) Previous issue date: 2016 | en |
| dc.description.tableofcontents | 誌謝 ii
中文摘要 iii ABSTRACT iv 目次 v 表目錄 vii 圖目錄 viii 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 2 第三節 研究範圍 3 第四節 研究流程 3 第二章 文獻探討 5 第一節 行銷能耐 5 第二節 兒童樂園產業 9 第三章 研究方法 14 第一節 研究流程 14 第二節 實驗設計 16 第三節 實證資料分析法 21 第四章 實證分析 23 第一節 資料介紹 23 第二節 測量模型分析 27 第三節 建構指標 29 第四節 知覺定位圖 41 第五章 結論與建議 47 第一節 研究發現與結果 47 第二節 管理與實務意涵 48 第三節 未來研究建議 48 REFERENCE 49 附錄 研究問卷 52 | |
| dc.language.iso | zh-TW | |
| dc.subject | 兒童樂園 | zh_TW |
| dc.subject | 動態能耐 | zh_TW |
| dc.subject | 行銷能耐 | zh_TW |
| dc.subject | 主成份分析 | zh_TW |
| dc.subject | 多元尺度分析 | zh_TW |
| dc.subject | 知覺定位圖 | zh_TW |
| dc.subject | Marketing Capability | en |
| dc.subject | Children’s Amusement Park | en |
| dc.subject | Perceptual Mapping | en |
| dc.subject | Multidimensional Scaling Analysis | en |
| dc.subject | Principal Component Analysis | en |
| dc.subject | Dynamic Capability | en |
| dc.title | 行銷能耐指標研究─以A兒童遊樂園為例 | zh_TW |
| dc.title | Marketing Capability Index─
Taking A Children’s Amusement Park as an Example | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 105-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 周建亨,陳靜怡 | |
| dc.subject.keyword | 動態能耐,行銷能耐,主成份分析,多元尺度分析,知覺定位圖,兒童樂園, | zh_TW |
| dc.subject.keyword | Dynamic Capability,Marketing Capability,Principal Component Analysis,Multidimensional Scaling Analysis,Perceptual Mapping,Children’s Amusement Park, | en |
| dc.relation.page | 61 | |
| dc.identifier.doi | 10.6342/NTU201700308 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2017-02-07 | |
| 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 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-105-1.pdf 未授權公開取用 | 1.81 MB | Adobe PDF |
系統中的文件，除了特別指名其著作權條款之外，均受到著作權保護，並且保留所有的權利。