創新的新產品一向是企業研發獲利的利基，本研究主要以企業的市場導向觀點來探討企業在其市場導向程度中的三個構面（競爭者導向、外部客戶導向、內部機能的協調）與新產品創新績效業的關聯性，及組織學習的程度中的四個構面（知識取得、資訊分佈、資訊詮釋和組織記憶）如何影響企業的新產品創新績效；同時，也針對企業的新產品概念開發中的四個構面（專案管理、產品開發策略、產品定義、產品開發組織）與新產品創新績效的關聯性研究。希望能藉由此研究提供給行動通訊業了解如何透過市場導向、組織學習和新產品概念開發以提升新產品創新績效，進而建立本身的創新契機、創造客戶價值和競爭優勢。
本研究限制在台灣地區的行動通訊產業，針對和新產品開發有關的市場行銷、業務、專案經理、生產製造等部門人員，隨機發出500份問卷。總計回收232份，回收率為44.30%。樣本資料採用SPSS12.0版統計軟體進行分析。實證研究分析結果顯示，在59個假設中，有32項完全支持、13項部分支持以及有14項不支持。
對於理論架構與假設之驗證，本研究利用迴歸分析來驗證企業的市場導向行為、企業的組織學習程度、新產品概念開發與新產品創新績效之因果關係，另採用典型相關模式來檢視架構之配適度，再者，利用差異性分析來探討不同之消費者特性在不同構面間之表現是否有顯著的差異存在。
根據本研究統計分析之驗證結果，歸納下列結論：
一、企業的市場導向行為中針對競爭者的導向強度及內部功能性機能的協調情形對新產品創新績效有顯著正向關係。
二、企業的組織學習程度中知識取得對新產品創新績效有顯著正向關係。
三、企業的組織學習程度中資訊分佈對新產品創新績效有顯著正向關係較不明顯。
四、新產品概念開發中的構面僅有專案管理對新產品創新績效，有顯著正向關係。
五、市場導向對組織學習的影響呈現在競爭者方面與內部機能協調方面。
六、市場導向對新產品概念開發的影響呈現在企業的內部機能協調方面。
七、不同的企業特性中開發產品角色人員對新產品創新績效的產品面之間，有顯著差異。

The innovation of new product creates niche profit of a company. This study attempts to examine how new product innovation performance comes from the following set factors, including three dimensions of the marketing oriented behavior, four dimensions of the organization learning, and four dimensions of the new product concept development. The empirical results of this study can be applied in mobile phone industry to promote its new product innovative performance and competitive edge.
Total have 232 valid questionnaires surveying from new product development employees in Taipei, and HsinChu area. The empirical findings can be summarized as follows:
1. Consideration of marketing factors creates positive contribution to new product innovative performance.
2. Organization learning factor and knowledge acquisition positively contribute to new product innovative performance.
3. Information distribution in the Organization learning phases positively contributes to new product innovative performance.
4. Only project management as a factor in the new product concept development positively contributes to new product innovative performance.
5. Markeing oriented factor positively affects organization learning only in the process of competition and internal coordination mechanism.
6. Impacts of marketing oriented factor on new product development only relate to internal coordination mechanism.
7. New product development teams in different company have different contributions to new product innovation performance.

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