服務業之網路關係與其行銷創新能力之研究--以銀行消費性金融業務為例

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Title:	服務業之網路關係與其行銷創新能力之研究--以銀行消費性金融業務為例
Other Titles:	The Effects of Network Relationships on Marketing Innovation Capability in Service Industry--The Case of Consumer Finance
Authors:	曾義明
Contributors:	淡江大學國際貿易學系暨國際企業研究所
Keywords:	行銷創新能力;網路關係;Capability of marketing innovation;Network relationship
Date:	2002-06
Issue Date:	2013-04-11 14:20:03 (UTC+8)
Publisher:	臺北市：臺灣大學管理學院
Abstract:	為暸解網路關係如何幫助服務業改善其行銷創新能力，本研究以銀行業為例，針對其在業務與促銷活動的創新能力上進行分析，探討銀行與顧客、週邊服務協力業者、資訊技術服務廠商以及廣告業者的關係建立程度對其行銷創新能力的影響，結果發現在業務創新能力上，與顧客關係、資訊技術服務廠商關係較為密切，而在促銷創新能力上，則與週邊服務協力廠商、顧客以及廣告代理商有闕，此外銀行的規模會對上述關條產生互動效果。 Marketing capability development is important to enterprises especially in service industry, This research enlarges the boundaries of the field for discussing the effect of network relationship on the marketing innovation capabilities of banking industry. The results show that network relationship of the banks help to promote the business and promotion capability. The partner relationships with customers, hardware and software suppliers, and peripheral services providers are looked as the most important innovation sources for the banks. Scale of bank also partly explains the relationships. Further suggestions are also presented for researches.
Relation:	臺大管理論叢=NTU Management Review 12(2)，頁79-106
Appears in Collections:	[Graduate Institute & Department of International Business] Journal Article

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