The Impact of Marketing Knowledge Management Capability, Product Innovation uponCustomer Satisfaction– Perceived Value as Mediating Variable

Hung Shih-Hsiung¹、Chen Sheau-Tien²、Yeh Hsin-Kai³

¹Department of Business Administration, Jinwen University of Science and Technology, Lecturer

²Department and Graduate Institute of Business Administration, Chinese Culture University, Associate Professor

³Department and Graduate Institute of Business Administration, Chinese Culture University,

Abstract

Companies are now facing fierce market competition and continuous changing marketing environment, to create sound value and customer satisfaction, companies need to provide sufficient information、innovative products and services. As a result, the marketing strategy needs to be based on knowledge management to provide customers with various marketing knowledge. Furthermore, enterprises wish to gain customers’ attention via product innovation. The purpose of this study was to examine the relationship among marketing knowledge management capability、product innovation、customers’ perceived value and customer satisfaction. This research was conducted by adopting “travel agent” as an example. Data were collected from a sample of 430 consumers, and the response rate was 86%. The results revealed that marketing knowledge management capability influenced customer perceived value positively, product innovation also had positive effect on the customer perceived value, the perceived value had positive influence on customer satisfaction, but marketing knowledge management capability and product innovation did not affect customer satisfaction directly respectively. However, the results of path analysis revealed the customer perceived value positively mediated the relationship between customer satisfaction and marketing knowledge management capability and perceived value respectively. The study discussed the implications for practices, and suggestions for the further study.

Keywords: marketing knowledge management capability, product innovation, perceived value, customer satisfaction

Marketing of MNP service

I-Ching Chen¹、Hsiang-Heng Chen²

¹Department of Business Administration, Jinwen University of Science and Technology, Lecturer

²Department and Graduate Institute of Business Administration, National Central University, Doctoral Student

ABSTRACT

This paper, based on 4P Theory of Marketing, investigates the impacts of product, price, place, promotion on mobile number portability (MNP), and to test Demographics significance difference. The total of 360 questionnaires were issued, and the valid response rate is 86% (308 of 360 is returned). The method of analysis includes descriptive statistics analysis, reliability analysis, ANOVA, correlation analysis, and hypotheses tests. The results of analysis showed that it’s more willing to use MNP for female than male. For people who are much more incomes, and much monthly fees pay, the more willingness to use MNP. The interviewees who use Taiwan Cellular Corporation (TCC) are more willing to use MNP. Coefficient correlation analysis finds that 4P strategies positively affect the willingness of using MNP, and they are ranked in product, price, place and promotion. The product can be a first priority to enable popular using of MNP service..

Keyword：mobile commerce, MNP service, cellular phone providers, Marketing 4P

Building a Weighting System for Competitiveness Index of Travel & Tourism

Wei-Wen Wu

Associate Professor, Department of International Trade, Ta-Hwa Institute of Technology

Abstract

Assessing an organization’s competitiveness is a mu1tiple decision-making (MCDM) problem that usually requires handling a set of criteria together with developing a weighting system. Travel & Tourism Competitiveness Index (TTCI) can be applied as an evaluation tool for measuring the global competitiveness of the Travel & Tourism (T&T) sector in different countries. However, the TTCI is lacking a favorable weighting system because it allows all sub-indexes to be equally important. This is usually not true in the real world. Here arises an imperative issue of how to design a weighting system for the TTCI. Hence, this paper employs Borda count and grey system theory to deal with the task of building a weighting system which is a complex MCDM problem.

Socialist Market Economy with Chinese Characteristics under Coherence of China and East Asia: China’s LCD-TV Domestic Market as An Example

Di-Hui Chen

Ph.D., Department of Sociology and Researcher of IEASE, Tunghai University

E-mail: thchen@thu.edu.tw

Abstract

“East Asia” is a historical concept, it corresponds to the Cold War’s international political and economic situation. This concept of East Asian has been insufficient to explain the current global situation. This paper argues that China has high economic growth because East Asia production regime and their buyer networks are brought into China. It has become "World Factory" under coherence of China and East Asia. From demand side, China’s largest export market of US-Europe began to decline, in 2008. China and East Asia therefore constituted a co-existing production and demand region. But, China is still a socialist market with Chinese characteristics which guide demand mode differently from west, thus coherence of China and East Asia is essential to this export-oriented regime.

A Partial Least Squares and Multiple Criteria Decision

-Making Approach on the Determinants of Taiwan Outward FDI in China

Yi-Hui Chiang

Associate Professor, Department of International Business,

Minghsin University of Science and Technology

Abstract

In contrast to most of the existing empirical foreign direct investment (FDI) study on the host country, this paper proposes an integrated model, which includes the determinants not only for the host country, but also for the parent country. A hybrid of object technique - partial least squares (PLS) path model, and a subject technique - multiple criteria decision-making (MCDM) approach, are utilized to investigate the outward FDI of Taiwan in China. Using data of Taiwan’s IC firms between 1998 and 2007 resulted by the two approaches, evidences have been found to support the argument that the upper limit regulation of Taiwan’s government does affect firms’ decisions in making FDI in China, Although the firm-specific determinants dominate the effects.

Keywords: Foreign direct investment (FDI), partial least squares (PLS), path analysis, multiple criteria decision-making (MCDM), Taiwan

A Study of Marketing Strategy in Taiwan’s Finance and Insurance Industry：Taking Local and Foreign Life Insurance Company for Example

Tsai Shu Min¹、Tsai Shueh-Huei²

¹Assistant Professor, Department of Finance, Nan Jeon Institute of Technology

²Associate professor, Department of international trade and Business, Cheng Shiu University

Abstract

This study applied questionnaire survey and secondary data collection for Taiwan's finance and insurance industry. In order to have had in-depth research of marketing strategy, a foreign life insurance company was choser. The findings show that rate of insurance covering in the local life insurance company was higher than the foreign life insurance company.  The most favorite way for consumers to buy insurance was face to face of the marketing channels. The most importance insurance needs for customers were major diseases, death benefit, and health care.  The most importance reason of marketing in finance and insurance were manage the finances or the achievement of financial targets.  The financial and reputation of insurance company were the main points for customers to choice insurance companies. The most importance reason in condition of insurance salesman was reminding the customer equity at all times. The results moreover showed that insurance company, age and education level of the individual variables have significant difference to choice on the financial and insurance products.  The variable of age had significant difference to the dimensions of conditions of insurance salesman and service attitude.

Key words: Local Life, Foreign Life, marketing strategy

Taiwan under Dutch Imperialism: Strategy,

Political Order and History

Chen, Ching Chuan

Ph.D. Candidate, Institute of China and Asia-Pacific, National Sun Yat-Sen University

E-mail: hrandngo@yahoo.com.tw

Abstract

The goal of this research is to explore Dutch’s strategy and political order in 16 century. We also want to understand Taiwan's position in the colony’s period. We will take the view point of geopolitics analysis and discuss situation of East Asia in that period.

The Regional strategies on real estate development

- As Taoyuan county for example –

 Chen-Yi Hsu¹ 、Ya-Hui Xie²、Ting-Han Chen³

¹Assistant Professor, Department of International Business, Kainan University

²Associate Professor, Department of International Business, Kainan University

Abstract

This research discusses the priorities of real estate development compared among the top four population-gathered cities in Taoyuan County. By interviews and questionnaires from the professionals, we find out the factors that influence the real estate development in these four cities. Following that, we employ the method of analytic hierarchy process (AHP) to identify the priorities among the factors and the key points to the policy-making of the regional real estate development.

This research concludes that Taoyuan City is the best choice for real estate development, following by Jung-Li City, Ba-De city and Ping-Jeng City.

Keywords: Real estate development, investment, regional development policies, AHP