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http://140.128.103.80:8080/handle/310901/4269
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| Title: | 社會資本、行銷智慧資本與績效─以房屋仲介業為例 |
| Other Titles: | Social Capital,Marketing Intellectual Capital,and Performance -An Example of Real Estate Agent |
| Authors: | 連慶雄
Lien, Ching-Hsiung |
| Contributors: | 張國雄
東海大學管理碩士在職專班 |
| Keywords: | 社會資本;行銷智慧資本;績效
Social Capital;Marketing Intellectual Capital;Performance |
| Date: | 2002 |
| Issue Date: | 2011-05-19T05:53:18Z (UTC)
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| Abstract: | 在知識經濟時代，企業的行銷策略性重點在於如何成功地厚植行銷智慧資本，並進行有效的交換與整合，以創造更好的績效表現。 社會資本為增進組織成員彼此信任，相互合作，有效提升共同利益或信念的特質與資源。社會資本能促進組織智慧資本的交換與整合。過去的文獻，智慧資本的管理、知識的創造與整合大都從知識、組織或管理理論來研究，鮮少以社會資本論來進行探討；同時，研究的思緒都是從組織整體來分析，少有從行銷面來著手。 本研究對一家台灣大型房屋仲介公司所有103家分店進行問卷調查，探討社會資本（結構、認知與關係資本），行銷智慧資本（流程智慧資本、顧客導向智慧資本、產品知識資本與顧客知識資本），與績效（銷售績效與顧客滿意度）之間的關係。以社會互動、共同願景與信任分別代表社會資本的結構、認知、與關係三構面。研究結果發現： (一)、社會資本之社會互動、共同願景與信任與流程智慧資本呈正相關，而流程智慧資本的交換與整合程度越高時，會進而使銷售績效表現越好。 (二)、社會資本之共同願景會對顧客導向智慧資本產生正向影響，而顧客導向智慧資本的交換與整合程度越高時，會使銷售績效與顧客滿意度表現越好。 (三)、社會資本之社交互動、共同願景會對產品知識資本、顧客知識資本產生正向影響，而產品知識資本、顧客知識資本的交換與整合程度越高時，會使顧客滿意度表現越好。
In the knowledge economy era, how to efficiently cultivate marketing intellectual capital, exchange and combination in order to create a better performance is the marketing strategic focus of a corporate. Social capital advances the trust and cooperation between members, and raises both trait and resource among members'' co-benefit or belief effectively. Social capital can promote the exchange and combination of an organization intellectual capital. Intellectual capital management and knowledge creation and integration are discussed through knowledge, organization or management theories, but are seldom discussed through the social capital theory. Meanwhile, most researches analyzed whole organizations; however, few analyze with the marketing perspective. This research investigates the real estate company that has 103 branches in Taiwan with questionnaires attempting to discuss the relationships among social capital (the structural, relational, and cognitive dimensions of the social capital), marketing intellectual capital (process intellectual capital, customer-oriented intellectual capital, product knowledge capital and customer knowledge capital) and performance (sales performance and customer satisfaction). Social interaction, shared vision, and trust are the structure, cognition, and relationship of social capital respectively. The research results contain: 1.Social interaction, shared vision and trust are positively correlated with the process intellectual capital. Also, the higher the degree of exchange and combination of the process intellectual capital is the better sales performance will be. 2.Shared vision of social capital affects customer-oriented intellectual capital positively. When the degree of exchange and combination of the customer-oriented intellectual capital becomes higher, sales performance and customer satisfaction will increase. 3.Social interaction and shared vision of social capital positively affect the product knowledge and customer knowledge capital. The higher the degree of exchange and combination of product knowledge and customer knowledge capital is, the better customer satisfaction will be. |
| Appears in Collections: | [高階經營管理碩士在職專班] 碩士論文
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