摘要
關鍵字：技術策略、行銷策略、產品創新性、產品創新績效

企業從事產品創新活動時，不僅受到研發、製造、行銷等策略性因素的影響(Schoeffler, 1974；Buzzell, Gale & Sultan, 1975；Cooper, 1984a)，還會因本身的創新能力及外在環境的影響而有不同的產品創新績效。故在本研究中，試圖以技術/行銷策略配合－產品創新性－產品創新績效的方式作連結，且企業在進行產品創新過程時亦受到環境風險不確定性與本身資源的影響(de Brentani, 2000)，故加入市場環境與創新能力等構面一同探討。

　　本研究以特定產業依2001年我國高科技產業廠商名錄，選擇樣本廠商進行問卷抽樣調查。填寫問卷人員皆為行銷部門或研發部門主管。本研究共計寄發500份問卷，回收有效問卷共109份，回收率為21.8%，研究發現如下：

1. 在策略配合方面，以市場領導者產品創新績效最佳，而防禦者績效最差，其餘者之績效則次之。
2. 技術策略與行銷策略的四種不同配合群，其產品創新性有顯著性差異，其中市場領導者強調「市場創新性」與「服務創新性」的創新活動，較不重視技術創新性；而技術領導者最積極從事產品技術的研發創新，較忽略「市場創新性」與「服務創新性」；而創新者除了重視「市場創新性」與「技術創新性」外，也非常重視「服務創新性」。
3. 若企業較重視「市場創新性」與「技術創新性」會有較佳的產品創新績效，而「服務創新性」對產品創新績效則無顯著影響關係。
4. 不同的創新能力在產品創新績效有顯著性差異，其中「技術能力」的產品創新績效最佳；「管理能力」則有較佳的市場績效與公司績效，「學習能力」則只在技術績效上有顯著差異。
5. 不同的市場特性在產品創新績效有顯著性差異，其中「產品成熟度」對產品創新績效有所影響；而「市場不確定性」與「市場競爭程度」對產品創新績效尚未造成關鍵影響力。
6. 在加入創新能力與市場特性兩中介變項後，本研究獲致以下之研究結論：
(1).創新能力對產品創新性與產品創新績效之關係
A.高創新能力採取高產品創新性會有較佳的產品創新績效。
B.低創新能力採取低產品創新性會有較佳的產品創新績效。
(2).市場特性對產品創新性與產品創新績效之關係
A.產品成熟度高時採取高產品創新性會有較佳的產品創新績效。
B.產品成熟度低時採取低產品創新性會有較佳的產品創新績效。

ABSTRACT
Many researchers have begun to identify the strategy elements such as R&D　strategy, market strategy, and technology strategy and results of firm’s new product programs. de Brentani suggest that the overall relevance of product innovativeness to product innovation performance depends on the firm’s innovation capability and external environment. Owning to this phenomenon, the study attempts to empirically investigate the relationship between technology/marketing strategy match with product innovativeness and product innovation performance.
There were totally 500 pieces of questionnaires issued in this study, and the study was proceeded by data analysis containing 109 pieces of valid questionnaire retrieved, and concluded the following results:

1. From strategic match view, Market leader is the best strategic type among the four strategic match type in the product performance. Otherwise, Defender is the lowest performance, others are better.
2. There are obvious differences between strategic match type and product innovation effects. That is, different strategic match type will have different product innovativeness.
3. The firms that have technical capability, management capability, and learning capability will have higher product innovation performance.
4. Differences do exit on the constructs of innovation capability and product innovation performance.
5. Next, the two mediate variables as below:
(1)innovation capability
A. The firms, which have higher innovation capability adopt higher product innovativeness, tend to achieve higher product performance.
B. The firms, which have lower innovation capability adopt lower product innovativeness, tend to achieve higher product performance.
(2) Market Characteristic’s influence on the product innovativeness and the product innovation performance.
A. To adopt the high product innovativeness types in the higher product maturity period will have better product innovation performance.
B. To adopt the low product innovation types in the growth period will have better product innovation effects.

Keywords:technology strategy, marketing strategy, product innovativeness, product innovation performance

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