產業環境、市場導向與企業經營績效之關聯性研究

Abstract

台灣的競爭力一向是以優異的製造能力立足，但是卻在行銷的概念上居於劣勢，在面對中國與印度等，能夠提供較低廉製造成本的競爭對手時，重新審視行銷學中對於市場導向的議題有助於台灣企業思考其未來的發展方向。過去國內、外研究較少涉及到結合產業環境的影響力來研究台灣代工製造業的IC設計產業，因此，本研究藉學術歷史的演進結合策略管理的思維對行銷學的議題提出新的研究框架，以台灣代工產業為背景，來實證研究IC設計企業在市場導向、組織創新與產業環境的情境下，與企業績效扮演什麼樣的關係與影響。

Taiwan is superior to other countries by the excellent manufacturing capability, however, inferior to other states with an incomplete marketing conception. As to the reason of the rise of India and China, they both provide inexpensive goods and employees to enhance the core competence. Therefore, reviewing the market orientation discussion helps Taiwan industries to consider the future development internationally. In the past years, there are fewer researches associated with the combination of the environment effects to study the IC design industry, which is a well-known original equipment manufacturer in the world. Hence, this paper combine the prior studies evolution with the conception of the strategy management to explore the association of the IC design industry and performance in the scenario of market orientation, organization innovation and the industrial environment.