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產品創新、服務創新與工業性品牌權益之研究-以S扣件公司為例 = Prod...

國立高雄大學亞太工商管理學系碩士班

產品創新、服務創新與工業性品牌權益之研究-以S扣件公司為例 = Product innovation, service innovation and industrial brand equity-An example of S fastener company

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Product innovation, service innovation and industrial brand equity-An example of S fastener company
作者:	黃子芸,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2014[民103]
面頁冊數:	72面圖，表 : 30公分;
標題:	產品創新
標題:	Product Innovation
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/32750917914188560658
附註:	參考書目：面50-58
附註:	103年12月16日公開
摘要註:	中小企業在台灣經濟發展中，具有相當的重要性與重大貢獻，扣件產業為其代表性之一，而企業持續成長的主要成功因素及經營績效關鍵因素，在於公司產品及服務創新能力上。品牌也是企業全球化核心競爭優勢之一，故品牌權益一直以來也是許多學者於國際行銷和企業上探討的關鍵議題。關於品牌權益的組成因素，過去學者歸納有品牌知名度、品牌忠誠度、知覺品質，然而過去研究大都以大眾消費市場為基礎；此外，品牌忠誠度通常被視為建立品牌權益的來源之一，但本研究依循近期學者的觀點，將品牌忠誠度視為建立工業性品牌權益後的期望結果。隨著國際市場競爭越來越激烈，扣件產業在國際B2B市場上如何掌握創新模式佔有一席之地，也成為國際行銷和品牌經營的重要研究議題。本研究延續先前學者對於品牌權益的研究結果，探討台灣扣件產業的產品創新、服務創新能力與工業性品牌權益之間的關聯性。本研究的研究對象為s扣件公司，以透過電子郵件與網路問卷的方式獲取研究所需的問卷數據，並且利用淨最小平方法進行研究分析。研究發現價值共創對於服務創新呈顯著正相關；市場導向對於產品創新呈顯著正相關；產品創新、知覺品質對於工業性品牌權益呈顯著正相關；同時也發現工業性品牌權益對於品牌忠誠度呈顯著正相關。本研究呈現顯著相關的假說與先前學者的研究結果相互呼應，為工業性產品的企業提供有價值的管理意涵。 Small and medium enterprises occupy considerable importance and provide significant contributions to the economic development of Taiwan; the fastener industry is one of them. Furthermore, main factors to success for constant business growth, as well as key elements of operating performances, rely on products and capabilities of service innovation. Additionally, since brands are also one of the core competitive advantages for corporate globalization, brand equity has always been a key issue for scholars to discuss in international marketing and enterprise genres. Scholars of earlier times inducted constituent elements of brand equity with brand awareness, brand loyalty, and perceived quality. However, mass consumer markets were the basis of most of the studies in the past; moreover, brand loyalty is generally considered one of the sources to create brand equity. Nonetheless, despite following earlier studies, brand loyalty is regarded as an expected outcome after industrial brand equity is established in this research that corresponds to viewpoints of recent scholars. As international markets grow increasingly competitive, having a place in international B2B markets through mastering innovation for the fastener industry has also become a critical research subject of international marketing and brand management. Extending former research outcomes on brand equity, the relevance of product innovation, service innovation and industrial brand equity of the fastener industry of Taiwan will be discussed in this research. The object of the research is S Fastener Company; the questionnaire data required for the research shall be obtained through email and network questionnaires, while the analysis shall be proceeded using the net least square method. It is discovered in the findings that value co-creation and service innovation are significantly and positively related; market orientation and product innovation are also significantly and positively relevant; product innovation, perceived quality and industrial brand equity are in similar conditions, while it is also discovered that industrial brand equity and brand loyalty are as well highly and positively relevant. As the hypothesis to significant relevance presented in the research corresponds to former research outcomes, it shall provide valuable managerial implications for enterprises with industrial products.

產品創新、服務創新與工業性品牌權益之研究-以S扣件公司為例 = Product innovation, service innovation and industrial brand equity-An example of S fastener company
黃, 子芸

產品創新、服務創新與工業性品牌權益之研究-以S扣件公司為例 = Product innovation, service innovation and industrial brand equity-An example of S fastener company / 黃子芸撰 - [高雄市] : 撰者, 2014[民103]. - 72面 ; 圖，表 ; 30公分.
參考書目：面50-58103年12月16日公開.
產品創新Product Innovation

產品創新、服務創新與工業性品牌權益之研究-以S扣件公司為例 = Product innovation, service innovation and industrial brand equity-An example of S fastener company
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