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研究生：	蔡易穎 Tsai, Yi-Yin
論文名稱：	The Influence of Marketing Expenses and R&D Expenditures Engagement towards Company Profit in FMCG Industry in Taiwan The Influence of Marketing Expenses and R&D Expenditures Engagement towards Company Profit in FMCG Industry in Taiwan
指導教授：	王澤世 Wang, Tse-Shih
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所碩士在職專班 Institute of International Management (IIMBA--Master)(on the job class)
論文出版年：	2020
畢業學年度：	108
語文別：	英文
論文頁數：	41
中文關鍵詞：	快速消費品、台灣消費型產業、行銷費用、研發支出、迴歸分析
外文關鍵詞：	FMCG, FMCG industry in Taiwan, Marketing expenses, R&D expenditure, Regression analysis.
相關次數：	點閱：95 下載：0
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FMCG-快速消費品，指產品使用壽命短，且需不斷購買之商品，如食品、生活用品、美妝品等，而其產業通稱消費型產業，是以提供消費者生活相關用品的產業，無論是在世界各國都是不可或缺的產業，近十多年來，台灣受到了許多的經濟因素的衝擊如金融海嘯的影響(目前又有新冠肺炎的疫情)，使得經濟成長出現趨緩或是衰退，另一方面，由於進入門檻較低，因此，在台灣的消費品公司競爭更加白熱化，加上台灣消費型本土公司認為行銷費用及研發支出之投入較無直接關係，故也較不重視行銷及研發新產品；因此，本文希望針對台灣消費品公司之行銷費用及研發支出進行實證分析，透過迴歸分析來檢測行銷費用及研發費用的支出是否對公司有實質之影響來進行討論，從台灣二十一家消費型產品相關的上市公司
二十年來的資料研究結果中發現，行銷費用及研發支出對於公司業績之成長有顯著正向相關顯響，且可以發現，行銷費用更較研發支出對業績成長更有顯響，這個結果表示，消費品公司對消費者之行銷，對於增加消費者購買更具顯響力。

FMCG (Fast Moving Consumer Goods) refers to products that have short product life cycle and need to be continuously purchased for consumption, such as food, daily necessities, beauty products, etc., and it is called FMCG industry, or consumer industry, which is an industry that provides consumer daily uses related products. FMCG industry is an indispensable industry in all countries in the world. In the last decade, Taiwan has been affected by many economic factors such as the financial tsunami and subprime mortgages (now suffering from the pandemic of COVID-19), all of them caused economic growths to slow or decline. On the other hand, because of the low entry barriers, as such competition in the FMCG industry companies in Taiwan tends to be fiercer. In addition, local FMCG companies in Taiwan consider that marketing expenses and R & D expenditures are less directly related to profit, thus, they pay less attention to marketing and R&D in new products. By this article, I hope to analyze the marketing expenses and R & D expenditures in the FMCG of Taiwan companies. By regression analysis to discuss whether the marketing expenses and R & D expenses have a substantial impact on the company. From the results, we found that both marketing expenses and R & D expenses have both a significant impact and positive correlation on the growths of the company's performance. We also found that marketing expenses has more influence in sales growth rate than R & D expenditures. It shows that the marketing to consumer is significant increasing consumer purchases.

TABLE OF CONTENTS
中文摘要	I
ABSTRACT	II
ACKNOWLEDGEMENTS	IV
TABLE OF CONTENTS	V
LIST OF TABLES	VII
LIST OF FIGURES	VIII
CHAPTER ONE INTRODUCTION	1
1.1	Research Background.	1
1.2 Research Motivation.	6
1.3 Research Objective.	8
1.4 Research Structures.	8
CHAPTER TWO LITERATURE REVIEW	10
2.1 Marketing Expenses.	10
2.2.1 Marketing.	10
2.2.2 Marketing Branding, Brand Awareness and Advertising.	11
2.2.3 Trade Spending: Price and Promotion.	13
2.2 Research and Development Expenditures.	14
2.3 Hypothesis Development.	17
2.3.1 Marketing Expense and company profit.	17
2.3.2 R&D expenditures and company profit.	17
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY	19
3.1 Hypotheses and Framework.	19
3.2 Definitions of Variables.	20
3.2.1 Key Variables.	20
3.2.2 Control Variables.	20
3.2.2 Sample Selection and Data Collection.	22
3.3 Regression Model.	25
CHAPTER FOUR RESEARCH RESULTS AND DISCUSSIONS	26
4.1 Descriptive Statistics Analysis.	26
4.2 Correlation Coefficients.	29
4.3 Regression Analysis.	31
4.3.1 ANOVA Analysis.	31
Table 4-3 ANOVA	31
4.3.2 Model Summary of Regression Analysis.	32
CHAPTER FIVE CONCLUSION AND RECOMMANDATION	36
5.1 Research Conclusion.	36
5.2 Managerial implications.	37
5.3 Limitation and Future Research.	37
REFERENCES	39
 
LIST OF TABLES
Table 1-1 Inflation rate of Taiwan(1998~2017)	3
Table 1-2 Economic Growth Rate (%) and Contributions(%)	4
Table 3-1 Source of Data	23
Table 3-2 Listed Company We Select	24
Table 3-3 Variable Name and Symbol	25
Table 4-1 Descriptive Statistics	28
Table 4-2 Correlation Coefficient	30
Table 4-4 Model Summary	32
Table 4-5 Regression Analysis	34
 
LIST OF FIGURES
Figure 1-1. Taiwan Total FMCG Market Rolling Trend(2012Q3~2019Q3)	1
Figure 1-2. Inflation rate of Taiwan (1998~2017)	3
Figure 1-3. Real GDP of Taiwan (1998~2019)	4
Figure 1-4. Research Flow of This Study	9
Figure 3-1. Research model	19


                                    

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校內：2025-06-08公開
校外：2025-06-08公開

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