隨著科技的進步，消費者對於新產品的要求也不斷的提升。如今的新產品，除了要功能齊全、創新，而且講究外在設計感，並且強調與顧客的需求產生共鳴。而iPod就是一個成功的典範，其能從數位音樂隨身聽的百家爭鳴中脫穎而出，即是充分掌握市場導向、新產品創新、市場導入優勢三方面的特性。 因此本研究進一步針對市場導向、新產品創新，以及市場導入優勢三方面的關聯性進行研究。並以淡江大學的1300位學生為研究對象，採以當面發放問卷填答的方式進行研究，並以SAS統計軟體進行資料分析與數據解讀。 由研究果得知，市場導向與新產品創新間呈現正向關係，即當消費者對於企業策略之市場導向策略愈肯定，其愈可能會有具體之行為表現在新產品創新的採用上。而新產品創新與市場導入優勢間呈現正向關係，即當消費者對於企業所推出之新產品創新的接受程度愈高，其愈有可能可以使新產品在導入市場時形成一股優勢力量。最後市場導向與市場導入優勢間呈現正向關係，即當消費者對於企業策略的市場導向程度愈贊同，其愈有機會使企業在市場上獲得導入優勢。並且經由集群分析可以發現，屬於高程度市場導向、高程度新產品創新、高程度市場導入優勢者，其對於消費市場敏感度較高，且表現明顯優於屬於低程度市場導向、低程度新產品創新、低程度市場導入優勢者。 本研究藉由針對消費大眾對於iPod商品的看法之探討，進一步了解其市場成功之道，並顯示出市場導向、新產品創新、市場導入優勢三者間之正向關聯性。 With the fast growing technology, consumers’ request on newly developed product is relatively increasing. New products need not only to be multi-function equipped, innovated, but also designing of the outlook. IPod is one successful model in digital music walkman market in controlling market orientation, new product innovation and market entry advantage. The purpose of this research is to explore the correlation of market orientation, new product innovation, and market entry advantage. The research is designed to collect the sample of 1300 students of the Tamkang University by questionnaires survey and later conducts data analysis by SAS statistical software. The findings of this research are as following: First, the correlation between market orientation and new product innovation is positive. Second, the correlation between new product innovation and market entry advantage is positive. Finally, the correlation between market orientation and market entry advantage is positive. This research takes the viewpoint of consumers toward iPod merchandise, understands its avenue to success further, and displays the positive correlation of market orientation, new product innovation, and market entry advantage.
