以知識為基礎，持續不斷的進行創新，是新經濟時代的基本經營邏輯，知識與創新是財富創造的關鍵。行銷在新環境中扮演著重要角色，在新知識基礎的價值系統中，行銷功能位於價值創造程序的核心，行銷有極大機會為公司創造價值。因此，企業如何強化知識管理的基礎設施以增進行銷知識能耐，進而運用行銷知識能耐以提昇產品創新與行銷創新，並獲取持久性競爭優勢顯得非常重要。
　　由於目前有關行銷知識與行銷創新的研究多偏向觀念性的探討，而實證研究較為欠缺。因此，本研究試圖建構行銷知識能耐的前因及結果變項之研究架構，探討前因變項—知識管理的基礎設施(組織文化、組織結構、資訊技術)與環境不確性對行銷知識能耐的影響，繼而探討行銷知識能耐對產品創新、行銷創新及市場績效等結果變項之影響，以及探討產品創新及行銷創新對市場績效之影響。
　　本研究以消費品製造業與服務業為實證研究對象，寄發問卷予400家服務業廠商及400家消費品製造業廠商之行銷部門主管，有效問卷189份。經由複迴歸分析與MANOVA考驗各構念因素間之互動關係，並以LISREL驗證整體研究架構變數間的關係。實證結果顯示，知識管理的基礎設施與環境不確定性對行銷知識能耐具有顯著的正面影響，而行銷知識能耐對產品創新、行銷創新與市場績效都具有顯著之正面影響，又產品創新與行銷創新亦均顯著正向影響市場績效。再者，無論是消費品製造業或服務業，產品創新與行銷創新的正向交互作用顯著正面影響市場績效；領先性產品創新對市場績效的正向影響顯著高於模仿性產品創新；同樣的，領先性行銷創新對市場績效的正向影響亦顯著高於模仿性行銷創新；組織結構是影響顧客知識管理、競爭者知識管理與市場環境知識管理的最重要前因變項；至於顧客知識管理則是行銷知識能耐三個因素之中影響產品創新及市場績效的最重要因素；產品創新對市場績效的正向影響高於行銷創新；產品生命週期對「行銷知識能耐與產品創新的關聯」的節制影響，僅在消費品製造業獲得支持。最後，討論實證結果的管理涵意及後續研究的建議。

　　Incessant innovation on the basis of knowledge has been a fundamental operational logic on the various aspects of this new economic era and the key to the creation of wealth lies in knowledge as well as in innovations. Marketing plays a strategic role in the new environments. Marketing functions are situated at the core of value creation process in new knowledge based value system and accordingly marketing provides with great opportunities to originate values for businesses. Consequently, it has become significantly important that the enhancement of marketing knowledge competence, via the enforcement of knowledge management infrastructure, is promoting product and marketing innovations and acquires sustainable competitive advantage.
　　Owing to the fact that studies on marketing knowledge and marketing innovations are inclined to conceptual researches and few empirical researches are ascertained, this paper tries to propose a framework of antecedents and outcomes of marketing knowledge competence, and proposes to detect the impact of knowledge management infrastructure (organizational culture, organizational structure, information technology) and environmental uncertainty on marketing knowledge competence. It is also designed to explore the impact of marketing knowledge competence on product innovation, marketing innovation and market performance. In addition, it is to examine the impact of product innovation and marketing innovation on market performance.
　　This paper takes consumer goods manufacturer and service firms as objects for empirical studies. Data was collected using a mail questionnaire sent to the marketing managers of 400 service firms and 400 consumer goods manufacturers. A total of 189 usable replies were received. It aims to verify the relationships between the constructs used in this study by the analysis of Multiple Regression and MANOVA and testify the relationships between the constructs of this research framework through LISREL Empirical results demonstrates that knowledge management infrastructure and environmental uncertainty have significant and positive effect on marketing knowledge competence. Sequentially, marketing knowledge competence also has impact on product innovation, marketing innovation, and market performance, while product innovation and marketing innovation affect market performance the very same way. Moreover, the interaction of product innovation and marketing innovation has significant and positive effect on market performance no matter which business they go with, consumer goods manufacturers or service firms; the leading product innovation has greater direct effect on market performance than me-too product innovation, and the leading marketing innovation has greater direct effect on market performance than me-too marketing innovation; organizational structure, which mostly affects customer knowledge management, competitor knowledge management and market environmental knowledge management, is the most important antecedent variable; as for customer knowledge management, it is the most critical one among the three factors of marketing knowledge competence; product innovation has greater direct effect on market performance than marketing innovation; only supported in consumer goods manufacturer is the moderating effect of product life cycle on the relationship between marketing knowledge competence and product innovation. Finally, managerial implications and directions for future research are discussed.

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