| 摘要: | 目前國內許多資訊電子產業正往大陸地區設廠投資，因此隨著企業的國際化，企業在管理才能方面的發揮效果、國際行銷導向下的國際行銷策略佈局，以及協調機制的運用，對於國內電子資訊業而言，是一項問題亦是一大挑戰，若企業能深入探討以上因素，對於企業而言，除了補足其經營上部份之缺失，亦能對經營績效的提升有所助益。 本研究目的是探討管理才能、國際行銷導向下之國際行銷策略、協調機制與經營績效之關係，並以台灣電子資訊產業上市上櫃公司為研究對象，透過發放問卷方式，共發出263份問卷，經催收回收87份，回收率為33.1％，扣除無效問卷6份，有效問卷為81份，有效回收率30.8％。本研究採用SPSS統計軟體作為統計分析之工具，針對樣本資料之方法為：因素分析、信度分析、描述性統計、單因子變異數分析、皮爾森相關分析、簡單迴歸分析與層級迴歸分析方法。 本研究所得結論如下： 1. 管理才能、國際行銷導向、協調機制與經營績效部分有顯著相關。 2. 管理才能、國際行銷導向、協調機制與經營績效部分有顯著影響。 3. 協調機制分別與管理才能、國際行銷導向對經營績效具有交互作用。
Currently many Taiwan-based information and electronic industries are heading to mainland China to invest in manufacturing. As such, with businesses’ intensifying their internationalization, how can those business firms bring their management into full play, how can their international marketing strategies be built under an international marketing-oriented economy, and how can their coordination mechanisms be utilized to become a major issue or challenge for local information electronics industry? However, by exploring further and deeper the above-mentioned factors, businesses not only can improve part of their operating deficiencies, they also can enhance their business performance significantly. The purpose of this research is to explore the relationship between managerial competencies, international marketing strategies under an international marketing-oriented economy, coordination mechanisms, and business performance. Moreover, a questionnaire survey has been conducted aiming at listed or OTC companies in the information and electronic industry as samples. A total of 263 copies of questionnaires have been distributed randomly, of which 87 copies were responded to, resulting in a response rate of 33.1%. Of 87 respondents solicited, however, 81 respondents were counted as valid while 6 respondents were invalid, resulting in a valid response rate of 30.8%. The SPSS statistical analysis software has been utilized to conduct this research, concentration data and sampling on such techniques as: Factor analysis, Reliability analysis, Descriptive statistics, One-way ANOVA, Pearson’s Correlation, Simple Regression Analysis, and Multiple Regression Analysis. The conclusions of this research are as follows: 1. Managerial competencies, international marketing orientation, and coordination mechanisms, in part, are evidently correlated with business performance. 2. Managerial competencies, international marketing orientation, and coordination mechanisms, in part, evidently affect business performance. 3. Along with managerial competencies and international marketing orientation respectively, coordination mechanisms slightly cross-affect business performance. |
