| 摘要: | 現今商業環境國際市場的高度競爭，企業在生產行銷研發需符合顧客需求,才能維持市場持續性競爭優勢。而資訊的收集與情報分析將影響管理層面策略擬定，市場導向的執行亦影響整體經營績效。為達企業獲利目標，行銷策略的擬定與執行將是企業經營管理者關注課題。因此探討競爭情報與市場導向對企業經營績效的影響，為本研究主要的目的。
論文研究架構中包含「競爭情報」、「市場導向」與「經營績效」；「競爭情報」包含研究、內部使用、外部使用等三個構面；「市場導向」包括情報蒐集、情報散播、情報回應三個構面；以「經營績效」為依變數，本研究經前測確認問卷信度、效度通過後，採用問卷調查法進行研究。
研究結果發現競爭情報對市場導向可產生影響，企業需要正確且及時的競爭情報資訊幫助管理者制定符合顧客需求的策略。市場導向與經營績效可產生影響，市場導向中情報蒐集與情報散播會影響經營績效。市場導向為競爭情報與經營績效中介變數，企業與顧客、供應商交流分享因此獲得及時有效的競爭情報，再根據顧客提出需求檢討產品開發並重視顧客對產品、服務等意見對企業經營績效有顯著影響。
Nowadays, due to the extremely high competition of international business environment, the production, development and marketing of corporation need to meet the demands of clients for maintaining the competitive advantage of continuity in the marketing. The strategy of management is influenced by collection of information and intelligence analysis. Therefore the execution of market orientation can effect on the total performance. In order to achieve the profit goal of company, making and executing the market tactic will be a key subject that the managers of company focus on. Hence, we are going to study the influence of Competitive Intelligence and Market Orientation on performance in Taiwanese corporations, which is the main goal in this thesis.
The structure of thesis includes: Competitive Intelligence, Market Orientation and performance. Competitive Intelligence consists of three aspects: Research, Interior use and Exterior use; Market Orientation consists of three aspects: Information collection, Information spread and Information feedback. After confirming the reliability and validity of questionnaire, this study, using the performance as the variable, adopts questionnaire procedure for studying the research.
The result of research discovers that the Competitive Intelligence can influence on market orientation. Therefore, correct and prompt competitive information is definitely required to help the managers to plan or establish the strategy meeting the needs of clients. As to the Market Orientation, the information collection and the information spread can influence performance. Market Orientation plays as mediator of competitive information and performance. By communicating between corporations, customers and manufacturers, we can gain the effective and competitive information. Concentrating on what clients need for developing products and valuing the comments and feedback of clients for the products or services can also have a noticeable effect on the performance. |
