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研究生：	洪東敏 Hung, Tung-Min
論文名稱：	台灣金融產業企業經理人之行銷知識學習管道、組織行銷才能與組織績效 Learning Channels of Managers' Marketing Knowledge, Marketing Capabilities and Organizational Performance of Taiwan Finance Industry
指導教授：	蔡明田 Tsai, Ming-Tien
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2002
畢業學年度：	90
語文別：	英文
論文頁數：	72
中文關鍵詞：	行銷知識、學習管道、行銷才能、組織績效
外文關鍵詞：	Learning channel, Marketing capability, Organizational Performance
相關次數：	點閱：93 下載：8
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資源基礎學派在研究中確認了有效的知識管理，將導致企業組織之持久競爭優勢的形成，並且創造出更佳的組織才能與組織績效。然而，現階段之研究，鮮少以行銷之觀點，針對知識之形成與其對組織才能及績效之影響進行研究與討論。
因此，本研究之目的在於以有系統且以學術研究之立場，配合實證之方式，將以台灣金融產業進行有關行銷知識的形成、組織行銷才能、組織績效等三者進行研究。
本研究之結果，不僅確認了組織行銷才能之發展的確受到不同學習管道（如組織內部關係型、組織內部非關係型、組織外部關係型、組織外部非關係型）運用程度之影響，也驗證了較佳的行銷才能將導致更好的組織績效表現。

Depending on resources-based view, the school verifies that efficient knowledge management would result to sustainable competitive advantage, superior organizational capabilities and better organizational performance. But, there has been little systematic research attention to the dynamics of knowledge generation and their implication for organizational capabilities and performance on marketing perspective.
Since, we would like to conduct the systematic and academic study about the marketing knowledge generation, marketing capabilities and organizational performance, and to empirically test the relations of three of all on Taiwan finance industry.
The research results not only verify that the development of organizational marketing capabilities would be really facilitated by exposure to different learning channels such as internal relational, internal non-relational, external relational, and external non-relational learning channels, but also confirm that the superior marketing capabilities would induce that better organizational performance.

Contents
1. Introduction…………………………………………………………………………………1
2. Literature Review………………………………………………………………………… 6
  2.1 The Learning Channel of Marketing Knowledge……………………………………6
    2.1.1 A Resource-based View of Knowledge …………………………………………6
    2.1.2 Marketing Knowledge and Knowledge Management…………………………… 9
    2.1.3 The Learning Channels of Marketing Knowledge……………………………12
  2.2 Organizational Capabilities and Marketing Capabilities……………………15
  2.3 Learning Channels and Marketing Capabilities…………………………………23
  2.4 Organizational Performance and Marketing Capabilities ……………………26
3. Research Design and Method ……………………………………………………………30
  3.1 Research Framework ………………………………………………………………… 30
  3.2 Operationalizations and Measurement of Variables……………………………31
    3.2.1 Learning Channels……………………………………………………………… 31
    3.2.2 Marketing Capabilities…………………………………………………………33
    3.2.3 Organizational Performance……………………………………………………36
  3.3 Hypotheses………………………………………………………………………………38
  3.4 Research Method……………………………………………………………………… 39
    3.4.1 Construct Design ……………………………………………………………… 39
    3.4.2 Sample……………………………………………………………………………  40
    3.4.3 Method …………………………………………………………………………… 42
4. Research Analysis and Results…………………………………………………………43
  4.1 Factor Analysis……………………………………………………………………… 43
  4.2 Validity and Reliability……………………………………………………………48
  4.3 Hypotheses test……………………………………………………………………… 51
5. Conclusion and Suggestion………………………………………………………………54
  5.1 Discussion and Contribution……………………………………………………… 54
  5.2 Limitations and Implications for Future Research……………………………56
  5.3 Management Implications…………………………………………………………… 58
Reference ………………………………………………………………………………………60
Appendix ……………………………………………………………………………………… 70


Figure Contents
Fig.1-1  Research Concept……………………………………………………………………3
Fig.1-2  Research Process……………………………………………………………………5
Fig.2-1  The Influence of Knowledge on Resource-based View ………………………8
Fig.2-2  Integrated Knowledge Management System for Marketing……………………9
Fig.2-3  Knowledge Organization, Distribution and Refinement……………………11
Fig.2-4  The Formation of Marketing Capabilities……………………………………18
Fig.2-5  The Relation Between Learning Channels and Organizational 
         Capabilities……………………………………………………………………… 24
Fig.3-1  Research Framework……………………………………………………………… 30
Fig.3-2  Research Methodology…………………………………………………………… 42
Fig.5-1  Management Implication………………………………………………………… 59


Table Contents
Table 2-1  Learning Channels………………………………………………………………14
Table 2-2  Summaries of Capabilities Definitions……………………………………16
Table 2-3  Classifications of Marketing Capabilities in Marketing Areas…… 20
Table 2-4  Organizational Performance………………………………………………… 27
Table 3-1  Item Measures of Learning Channels……………………………………… 32
Table 3-2  Item Measures of Depth of Manager’s Marketing Knowledge………… 34
Table 3-3  Item Measures of Unit Capabilities……………………………………… 34
Table 3-4  Item Measures of Organizational Performance……………………………37
Table 3-5  Response Rate……………………………………………………………………41
Table 4-1  Factor Loadings for Learning Channels……………………………………44
Table 4-2  Factor Loadings for Learning Channels [Modified]…………………… 44
Table 4-3  Factor Loadings for Organizational Performance……………………… 46
Table 4-4  Factor Loadings for Organizational Performance [Modified]…………47
Table 4-5  Means, Standard Deviation, and Cronbach’s α of Measures………… 50
Table 4-6  Fitness of Entire Model………………………………………………………50
Table 4-7  Regressions of Unit Capabilities, Depth of Manager’s Knowledge, 
           and Marketing Capabilities………………………………………………… 51
Table 4-8  Pearson Correlations of Marketing Capabilities, Creativity, 
           Adaptability, Responsiveness, Integrative effectiveness and 
           Organizational Performance………………………………………………… 53

                                    

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校內：2005-06-18公開
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