| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 93 === This study examines the firm’s marketing strategy and establishment of marketing capability that influence on model of marketing performance,and based on Taiwanese manufacturing , finance and service firms. This study proposes and tests a model of the influencing business marketing performance.
Integrating literatures of organizational learning, marketing strategy, and knowledge management, this study propose factors of influencing firm’s marketing performance：aggressive marketing strategic ,marketing knowledge management,marketing capabilities.
Accordingly, this study attempts to explore three questions:How establish firm’s marketing capabilities.How carry out marketing knowledge management in firms.What is firm’s marketing strategic position. To the first question, this study employs organizational learning and knowledge management perspectives,proposing firms can through marketing knowledge management to establish marketing capabilities.To the second question,this study employs market orientation—information produce and organizational learning perspectives,proposing activities of marketing knowledge management: acquirement of marketing knowledge,dissemination of marketing knowledge,memory of marketing knowledge,application of marketing knowledge.To the finally question,this study employs aggressive marketing strategy perpectives,proposing firm would like to promote marketing performance and marketing knowledge management,must keep aggressive attitude in marketing strategy.
Through mail survey, 113 effective samples of Taiwanese firms are collected and analyzed. Using simultaneous equations model and LISREL, the proposed model are tested.
1. For any business the more manage marketing knowledge,the more promote marketing capability.
2.For any business the more positive it takes on its marketing strategies, the more help it will receive on the production, conveyance, storing and application of marketing knowledge.
3.For business the more marketing capability is strong,the more marketing performance is good.
4.For business the more positive it takes on its marketing strategies, the more help it will receive marketing performance.
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