本研究目的嘗試建立顧客知識管理架構，進而探討顧客知識管理與市場導向、行銷績效的關係，除了理論建構外，並以我國上市上櫃電子資訊業為普測對象，共蒐集了103份有效問卷進行假設驗證。研究結果，發現顧客知識管理對市場導向具有正向影響效果，顯示科技產品市場迅速改變時，企業須加強與顧客互動關係；其次，市場導向對行銷績效具有正面效果，說明電子資訊業採用行銷策略時須配合市場環境的變化對行銷績效具正面影響。最後，顧客知識管理與行銷績效兩者存在正向相關，推論組織內部須透過顧客知識管理收集資料找出問題，並以行動機制解決問題才能使企業獲得行銷績效。 This study attempts to develop the construct of customer knowledge management, which serves the base for further discussion in the relationships among customer knowledge management, market orientation, and marketing performance. Survey questionnaires were distributed to IT related corporations of listed in Taiwan SEC & OTC. A total number of 103 valid questionnaires were collected and analyzed. The results indicated that (1) customer knowledge management affects market orientation in a positive direction, which suggests the importance of interaction with customers in responding the rapid change of IT product market, (2) market orientation affects marketing performance in a positive direction, which suggests the importance of intensive coordination between marketing strategies adopted by IT related corporations and marketing environment change, and (3) there is a positive relationship between knowledge management and marketing performance. The results of this study generally suggest that marketing performance can be improved through knowledge management system within an organization.
關聯:
中華管理評論國際學報/Web Journal of Chinese Management Review 6卷5期 pp.43-62
