摘 要
隨著環境快速變遷，「變」已成為企業界的常態，最能反應這種現象的就是產生生命週期縮短及顧客多樣的需求，因此「創造力」成為企業一項重要的競爭優勢，如何增強員工的創造力則成為企業致勝的關鍵。本研究從組織特性與工作特性這兩個角度來探討其與創造力及創造力需求的關係，並選擇與創造力關係密切但目前的研究卻很少針對其做探討的行銷工作者為實證對象。

本研究採用問卷調查法，以郵寄方式對行銷工作者進行調查。在統計方法上使用因素分析、信度檢定、相關分析、變異數分析及迴歸分析等研究方法進行資料分析，研究結果如下：
1、在組織特性方面：顯示當組織鼓勵創新的程度愈高且能提供充裕的資源來協助員工發展新想法時，愈有助於提高員工創造力；同樣地，當主管對部屬創新想法愈支持時，員工創造力也較高。
2、在工作特性方面：顯示當工作愈傾向複雜度高或需要團隊合作愈高時，愈有助於提升員工創造力；相對的，當工作例行性愈高，則會抑制員工創造力的產生。
3、不同的行銷工作內容在創造力需求程度上確實會有差異；廣告、產品開發、行銷企劃這三個原創性較高的工作確實對創造力的需求較高，相較之下，市場調查及業務的工作對創造力的需求則較低；工作複雜性、合作性與創造力需求呈現正向關係，工作例行性則呈現負向關係。

員工的創造力是否能被激發與組織特性及工作特性有密切關係；唯有當組織或主管能塑造出營造鼓勵創造力的氛圍及提供資源上的協助，員工創造力才會展現；同時，在工作的設計上避免流於制式化，適時增加一些複雜性，有助於激發員工挑戰的動機，並透過合作的機會彼此交流意見，如此一來，才能有助於員工產生新構想，提高員工的創造力。

Abstract
As the business environment varies so rapidly, “ Change ” has become a regular situation faced by enterprises. It is the shortening life cycles of products and various demands of customers can surely reflect this trend. “ Creativity “ becomes a competitive edge of a business; therefore, how to enforce employees’ creativity is the key successful factor of an organization. Based on organizational characteristics and job characteristics, this research is trying to find the relationship of creativity and the needs of creativity. The research makes inquiries to Marketing Professionals, who are seldom studied by recent investigations.

The research exploits questionnaire to reach the target objects and adapts factor analysis, cronbach’s α, Pearson correlation, GLM, multiple regression to analyze the collecting data. The results are showing as following:
1、The more supports that organizations give to encourage creativity such as innovative culture, resources, and rewards…etc, the higher their employees’ creativity is. Meanwhile, when supervisors are supporting their employees to produce novel ideas, the employees’ creativity will be higher.
2、When the jobs require more complexity and teamwork, the employees’ creativity will be higher. In contrast, the degree of routine presents a negative relationship to employees’ creativity.
3、Different marketing functions require different extents of creativity. Advertising, Product development, and Marketing executive need more creativity; while Marketing research and Sales need less creativity to accomplish. Besides, the research shows that complexity and cooperation have positive relationship; however, task routineness has negative relationship to the needs of creativity.

Considering the research, we believe that the employees’ creativity is closed to organizational characteristics and job characteristics. Only when organizations and supervisors create an encouraging atmosphere to creativity, the employees’ creativity can appear. At the same time, supervisors must avoid letting jobs become boring and routine. Variety of jobs can arouse employees’ motivations to challenge themselves and to involve themselves in their jobs. Through teamwork, it can help employees exchange their opinions and produce unique ideas. Through out those processes mentioned above, employees’ creativity is supposed to be higher.

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