市場導向、產品創新、行銷能力、產業環境對經營績效之影響─以台灣醫療器材產業為例

Abstract

隨著市場的愈趨競爭，企業要如何保持競爭優勢，為組織帶來良好的經營績效，是每個企業追求的目標。醫療器材產業產值逐年成長，更是國家發展的重點產業之一。而在競爭的市場上，那些是影響經營績效的因素，本研究以台灣醫療器材產業為研究對象，探討市場導向、產品創新、行銷能力、產業環境與經營績效之間的關係。 樣本取自台灣區醫療暨生技器材工業同業公會，共計350家，回收98份的有效樣本。本研究以SPSS進行假說驗證，研究結果發現： 一、市場導向對產品創新有顯著之影響。 二、市場導向對行銷能力有顯著之影響。 三、市場導向對經營績效有顯著之影響。 四、產品創新對經營績效有顯著之影響。 五、行銷能力對經營績效有顯著之影響。 六、產業環境對經營績效有顯著之影響。 七、市場導向透過行銷能力影響經營績效。(中介效果) 八、市場導向不會透過產品創新影響經營績效。(無中介效果)

The purpose of this study is investigating the effects of Market Orientation, Product Innovation, Marketing Capability, Industrial Environment and Business Performance. Samples are drawing from Taiwan Medical And Biotech Industry Association. A total of 350 questionnaires are distributed, and the valid respondents are 98. The model is verified by factor analysis and multiple regression. Finally, the conclusions are listed as follows: 1. Market orientation has significantly influence on product innovation. 2. Market orientation has significantly influence on marketing capability. 3. Market orientation has significantly influence on performance. 4. Product innovation has significantly influence on performance. 5. Marketing capability has significantly influence on performance. 6. Industrial environment has significantly influence on performance. 7. Marketing Capability has a significant mediating effect between the influence of market orientation on performance. 8. Product innovation has no significant mediating effect between the influence of market orientation on performance.