| Summary: | 碩士 === 國立彰化師範大學 === 工業教育與技術學系 === 96 === Numerous manufacturers entered the high-tech industry as Taiwan high-tech industry has been flourishing in recent years. The manufacturers hope that they could hold the competitive advantage to manage the industry for good. Therefore, the marketing means that high-tech industry manufacturers use to promote product sale, enhance industry performance, and understand critical successful factors of need are worth to do a deeper research.
The purpose of this study probed into the relationship between critical successful factors of high-tech products sale and performance. The research method was Meta-analysis Method which could get an appropriate study framework through a great deal of literature review. This study integrated domestic and overseas relative references which ranged from 2000 to 2008. It adopted 56 pieces as coding sample, including overseas journals 29 pieces, domestic journals, thesis, and dissertations 27 pieces. In order to analyze the high-tech products marketing performance, statistic value of each various effect value was first transformed into γ and then Fail Safe N was calculated. In addition, Heterogeneity Test, True Population Effect Size, 95% Confidence Interval, and Explained Variance are applied to test and verify in this study.
The results of the study contained three sections. In the marketing-oriented section, “Inter-functional coordination” has higher explained ability in high-tech products marketing performance. In the strategy section, research from domestic and overseas mostly focused on “Cost leadership”. Based on the analysis, “Technical innovation” produces high positive effect scale and its explained ability is the strongest. In the industry core resources section, relative research of “Marketing competence” is highly homogeneous, and its explained ability is stronger without published bias.
According to the explained variance of high-tech products marketing performance, the influence of the industry core resources is much higher than the strategy and market orientation. In other words, resource-based and technical innovation have more contribution than marketing 4P and strategy-focused market orientation to the marketing performance of high-tech products.
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