| Summary: | 碩士 === 國立成功大學 === 企業管理學系專班 === 96 === The American car maker has been influenced by huge competition from Japan for couple of years, which results in profit declining and even shutting factories down. Therefore, American Car Makers move to Asia for purchasing accessories as supplier sources, Taiwan is also one of supplier chain member, Cartronics product is especially a hit even more. Taiwan related company must hold these opportunities of outsourcing. However, if Taiwan industry still runs business by mode of copy, they will lose the opportunity. So, the goal of this research is to understand whether companies value their innovation strategy and market orientation highly, and the relation between business performance and both of innovation strategy and market orientation.
We can understand the business operating performance of Taiwan Cartronics industry through this research. The questionnaire is delivered to all related companies. The effective sample is 60. The analysis is performed by such as reliability analysis, effectiveness analysis, relation analysis and multiple regression analysis. The outcome is shown below:
First, this research discovered that innovation strategy affected business operating performance positively. It verified that enterprises emphasize on innovative strategy and then planning and implement them, can increase the business operating performance significantly. Therefore, enterprises should diagnose the present situation in order to understand business management which suits for company. Then, the enterprises will be in leading position with new technology and product to create self competitive advantages.
Second, market orientation affected business operating performance positively, but market orientation with the consideration of innovation strategy will have non-positive influence on business operating performance. It proved that market orientation and innovation strategy would affect business operating performance separately, but no positive effect on business operating performance if consider market orientation and innovative strategy together. For this reason, enterprises need to pay attention to the market operation and understand customer's need. Enterprises can not only meet their demand and receive more market information for reference of technology and products development, products design will also match what market demand. This way, enterprise will create profit and then increase the business operating performance.
In conclusion, in order to satisfy the target market with competitive advantages, market orientation and innovation strategy play very important role on creating excellent performance that Taiwan enterprises should not ignore.
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