The Empirical studies of comparison between Strategic and Operational Marketing Using by Small and Medium High-Tech Service Industries

• Main Authors: Yi-Hsuan Lin, 林怡萱
• Other Authors: Yu-Min Kang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/rakvxg

碩士 === 靜宜大學 === 企業管理研究所 === 93 === In the past few years, there are many definition of the marketing strategy. But there is few relatively example study have further compared and analysis in whether the practical marketing viewpoint are correspond with academic ones or not. Therefore, these research hope to through the study of the marketing perspective between practical and theory, in order to specify the ambiguous practical marketing and cause the practical circles inspired about strategic marketing. The range of this research is limited in small and medium enterprises in high-tech service industries, and focus on the computer-system design service industry, information-provider service industry, mechanical facility retailing industry and other publishing industry. The methodology is empirical cases studies with in-depth interview to find the key information of sixteen companies. Using the grounded theory to concentrate the information of case studies, base on the literature review to develop the questionnaire, and focus on the industries to provide asking the Volume. 1000 questionnaires were mailed, and 180 effective questionnaire were received. Though to the one way ANOVA we find that the practical were all agree with the importance of the Strategy Marketing, especially the high approval in “Company analysis”,“Consumer analysis”, “Competitor analysis” and “Strategy analysis”. In addition to the modeling of Strategy Marketing, the practical thinks the“Human resource”and “Managers characteristics”are key factors affect marketing with success or failure.