The impact of Market Orientation, New Product Marketing Strategy on New Product Performance. – The Moderating Effect of Competitive Intensity and Product Innovation.

• Main Authors: Ya-Huei Chang, 張雅惠
• Other Authors: Long-Yi Lin, Ph. D
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/26650207033913567254

碩士 === 真理大學 === 管理科學研究所 === 98 === The purpose of this study is to explore the drastic changes in face of competition from both internal and external environment. Therefore, when enterprises are to receive different market orientations they should, on one hand, learn to know how to use different marketing strategies, enhance market share, but also include competition intensity and product innovation as moderating variables to look into the moderating effect of competition intensity and product innovation between the influence of market orientation, new product marketing strategy on new product performance. This study takes food industry in Taiwan as research scope, while 224 members of the GMP Development Association of Taiwan are exploited as its population of research, census are used to collect primary data. A total of 224 questionnaires were distributed, 103 effective questionnaires were collected, and the effective response rate was 46%. Regression analysis and t-test was used to test the hypotheses. The major finding through the empirical study were: （1）The influence of proactive market orientation on emotional marketing strategy is more significance than responsive market orientation. （2）The rational and emotional marketing strategy have a significantly positive influence on achievement rate of sale target.（3）The market orientation have a significantly positive influence on new product performance.（4） competition intensity has a significant positive moderating effect between the influence of proactive market orientation on rational marketing strategy.（5）product innovation has a significant positive moderating effect between the influence of new product marketing strategy on new product performance.