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    題名: 台灣高科技產業內部策略導向對新產品上市策略與績效影響之研究
    作者: 陳建銘
    Chen ,Chien-Ming
    貢獻者: 陳建維
    陳建銘
    Chen ,Chien-Ming
    關鍵詞: 策略性上市策略
    產品新穎度
    產品定位
    上市時機
    市場導向
    技術機會主義
    競食意願
    日期: 2003
    上傳時間: 2009-09-18 14:07:59 (UTC+8)
    摘要: 高科技產業是台灣最重要的產業，對台灣經濟有很大的貢獻，近年來此產業的競爭日趨激烈，新科技迅速不斷的出現，產品生命週期的急遽縮短，以及市場需求的反覆變動，使得廠商在上市新產品之前，必須要審慎考量並擬定適當的上市策略，才能增加新產品上市後的成功率。

    本研究選取「產品新穎度決策」、「產品定位」以及「上市時機」為討論的上市策略組合，探究不同的上市策略與新產品績效之間的關係，而從過去相關的文獻當中，亦發現公司內部的態度傾向是影響上市策略擬定的因素之一，故本研究亦將公司內部因素納入研究架構中，選擇「市場導向」、「技術機會主義」與「競食意願」三變數，分析三者對於上市策略擬定的影響性，並進一步分析其對新產品績效可能的影響。

    針對本研究所回收之有效問卷所作之分析，得到以下幾項實証：
    一、市場導向強度越強，則在產品新穎度決策上越傾向較低的新穎度。
    二、市場導向強度越強，越能適當的掌握新產品之上市時機。
    三、技術機會主義程度越高，則產品定位決策上高質感的程度越不明顯。
    四、競食意願越高，在上市時機的掌握上越為準確適時。
    五、產品新穎的程度，與新產品績效表現呈負相關。
    六、上市時機掌握的越為準確，新產品績效表現越佳。
    七、市場導向的強度越強，新產品績效表現越佳。
    八、技術機會主義程度越高，新產品績效表現越佳。
    九、競食意願越高，新產品績效表現越佳。

    由於過去的研究較少著墨於影響上市策略擬定的因素上，而本研究的實証也發現公司內部因素不僅會影響上市策略的擬定，甚至是直接的關係到新產品上市後之績效，本研究的結果可提供給企業參考，希望能對新產品上市相關領域能有所貢獻。
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    描述: 碩士
    國立政治大學
    國際經營與貿易研究所
    91351009
    92
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0091351009
    資料類型: thesis
    顯示於類別:[國際經營與貿易學系 ] 學位論文

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