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Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/20580
標題: 以行銷觀點探討智慧資本
An Investigation on Intellectual Capital - A Marketing Perspective
作者: 林佳蓁
Lin, Chia-Chen
關鍵字: 市場導向;market orientation;內部市場導向;顧客導向;行銷資源;轉化機制;智慧資本;internal market orientation;customer orientation;marketing resources;convert mechanism;intellectual capital
出版社: 企業管理學系所
引用: 一、中文部份 方世榮譯(民國91年)，「關係行銷」譯自John Egan ，五南圖書出版社，一版 方世榮譯(民國94年)，「智慧資本價值精煉術-如何將公司無形資產轉化為市場價值」譯自Patrick H.Sullivan，五南圖書出版社，一版 吳明隆(民國94年)，「SPSS統計應用學習實務：問內分析與應用統計」，知城出版社 邱皓政(民國92年)，「結構方程模式」，雙葉書廊 康譽瓊(民國90年)，「內部行銷作為、行銷評估、工作滿足和顧客導向之研究-以證券營業員為例」，中山大學企業管理學系碩士論文 許秋萍(民國93)，「內部行銷與智慧資本關聯性之研究-以組織承諾與人格特質為干擾變數」，中興大學企業管理研究所研士論文 許婷婷(民國92)，「組織整合機制、知識整合與新產品開發績效之關聯性」，義守大學管理研究所研士論文 游倬奇(民國94年)，「內部行銷、顧客導向、組織承諾與工作滿足相關性研究-以典型、非典型聘僱餐飲服務人員為例」，世新大學觀光學系碩士學位論文 黃芳銘著（民國92年），「結構方程模式-理論與應用」，五南 齊德彰(民國93年)，「服務業內部行銷策略導向、工作滿足與工作績效之關係─臺灣國際觀光旅館為實證」，台北大學企業管理學系博士論文 謝如玉(民國94年)，「知識分享的前因後果-關係行銷導向與智慧資本的觀點」，中興大學企業管理研究所研士論文 二、英文部份 Ahmed, P.K., Rafiq, M. & Saad, N.M.(2003).Internal marketing and the mediating role of organizational competencies.European Journal of Marketing,37(9),1221-12241. Amabile, T.M., Schatzel, E.A., Moneta, G.B. & Kramer, S.J.(2004).Leader behaviors and the work environment for creativity:perceived leader support.The Leadership Quarterly,15(1),5-32. Anat, N. & Smith, K. 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摘要: 
This study adopts an investigation on intellectual capital in perspective of marketing. To get the conclusion, we study on the types of marketing resources that marketing orientation including market orientation, internal market orientation, and customer orientation will produce and the procedure of marketing resources transforming to intellectual capital and accumulation. This study focuses on whether convert mechanism helps the accumulation of marketing resources transform into intellectual capital when convert mechanism works as a moderating variable.
The goal of the study is to establish a theory model investigating the interrelationship among marketing orientation, marketing resources, intellectual capital and convert mechanism effectiveness. The study surveys 179 valid copies in Taiwan with the questionnaire method. Then we confirm the research hypothesis with descriptive statistical, t-test, factor analysis, Pearson correlation analysis, multiple regression and structural equation modeling.
In the regression analysis finding, the marketing orientation partially affects the marketing resources. Marketing resources promote accumulating intellectual capital. Convert mechanism has significant moderating effects on marketing resources and intellectual capital while the marketing resources moderate the marketing orientation and intellectual capital.
In the study, the conclusion, interpretation of theories, practical suggestions, limits on research and the directions of future research are based on the result of study.

Keyword: market orientation, internal market orientation, customer orientation, marketing resources, convert mechanism, intellectual capital

本研究以行銷觀點探討智慧資本，包括行銷導向(市場導向、內部市場導向、顧客導向)可產生何種行銷資源，而行銷資源如何進一步累積成為智慧資本。此外，在本研究中以轉化機制為干擾變數，探討其是否能促進行銷資源累積成智慧資本。
本研究的目的在於建構一個理論模型，探討行銷導向、行銷資源、智慧資本與轉化機制之間的關係。本研究運用問卷調查法，蒐集179家臺灣廠商的樣本資料，採用描述性統計、t檢定、因素分析、Pearson相關分析、多元迴歸分析以及結構方程模型分析方法以驗證假設。
實證結果發現，行銷導向部份影響企業行銷資源的產生，而行銷資源可以形成智慧資本的累積和轉化機制對於行銷資源與智慧資本之間存在干擾效果。此外，行銷資源為行銷導向與智慧資本之中介變數。
最後，本研究根據分析結果提出研究結論、理論意涵與實務建議、研究限制及未來研究方向。
URI: http://hdl.handle.net/11455/20580
其他識別: U0005-0607200610532100
Appears in Collections:企業管理學系所

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