行銷能耐指標研究─以A兒童遊樂園為例

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。

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.