跨期間台灣中小企業廠商行銷活動與經營績效關係演變之探討

Cross Time Point Study of the Relationship between Marketing Practices and Performance in Taiwan Small-and Medium-sized Enterprises (SMEs)

張惠真(Hui-Chen Chang)；林婷鈴(Ting-Ling Lin)；蕭偉森(Wai-Sum Siu)

中小企業 ； 行銷活動 ； 經營績效 ； Small-and Medium-sized Enterprises SMEs ； Marketing Practices ； Company Performance

企業管理學報

71期（2006 / 12 / 01）

140 - 178

繁體中文

本研究針對同一群中小型製造廠商為訪查對象，分別在跨五年的兩個研究時點（1999/2000年及2004/2005年）以郵寄問卷探討廠商在國內外經營環境迅速變遷之下，其行銷策略活動與經營績效之間關係的比較。經由Spearman分析所回收的49家有效樣本廠商之結果發現，跨五年期間持續對中小型製造廠商的經營績效高低有關鍵性影響的行銷活動，包括：行銷稽核與對盈利影響的市場行銷策略之行銷策略規劃工具之認知與採用、設定較長期的市場佔有率之行銷目標，以及進行對市場佔有率走勢之調查研究的行銷控制；研究結果亦同時彰顯行銷活動在整體企業的主導性地位，廠商愈來愈重視顧客導向、顧客分析與廣泛性環境分析；對未來的規劃與預測及對新產品開發均益趨主動積極；在行銷組合方面尤其側重品質、品牌與自有通路之開創。研究結果提供中小企業廠商經營實務及後續研究之參考。

Marketing has been identified as key determinant of company performance in many previous studies. This research aims to examine the relationship between marketing practices and company performance of 49 Taiwan small firms at two time points, 1999/2000 and 2004/2005, in order to identify any key marketing practices that are durable over time. The investigation is based on mail surveys to the same set of firms at both periods. The results indicate the following key marketing practices and show its great consistent influence in firm performance over time: 1.the cognition and use of the ”PIMS” and ”marketing audit” concepts when conducting the marketing strategic planning. 2. Focus on long-run market share in marketing objective setting. 3. To monitor the trends of market share. The findings also suggest implications both to the future research and practitioners.

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