本研究旨在探討台灣地區零售業目前行銷創新的現況。以往之文獻顯少涉及廠商特性與行銷創新間的關係，本研究則以細緻化後的行銷創新分類，實證探討台灣區零售業廠商特性與行銷創新間的關係。 首先，本研究探討了台灣地區零售業相較於非零售業之服務業而言，特別會進行哪些類型的行銷創新，以瞭解零售業的行銷創新特性；接著，本研究探討了會進行各種不同類型的廠商有何廠商特性，以瞭解零售業廠商特性與行銷創新間的相關性；最後，本研究進一步鎖定零售業廠商的市場範圍廣度及主要顧客類型此兩個構面，而去研究廠商的市場範圍廣度及主要顧客類型對零售業廠商進行行銷創新是否有顯著的影響。 本研究的分析方法採用probit迴歸模型，實證結果發現： 1.台灣地區零售業廠商行銷創新之比例高於非零售業之服務業的行銷創新之比例，且零售業廠商進行任何一種行銷創新之比例也都高於非零售業之服務業。零售業廠商所進行的各類行銷創新當中，有進行該創新的廠商比例為由高到低為：銷售通路、產品/外觀/形象設計、廣告促銷推廣、產品展示方式/管道、包裝、定價付款。 2.除了定價付款的創新之外，零售業廠商市場範圍包含海外市場數目越多，對於廠商進行其他五種行銷創新皆有正向影響；亦即，廠商的市場範圍越廣，則越容易進行此五類的行銷創新。 3.當零售業廠商的主要顧客類型包含消費者時，除了產品展示方式/管道的創新之外，此項廠商特性對於廠商進行其他五種類型的行銷創新皆有正向影響。當零售業廠商主要顧客類型包含非母企業集團之其他公司時，本研究結論無足夠證據支持其對進行此六種行銷創新是否有正向或負向之影響。當零售業廠商的主要顧客類型包含政府單位時，對於進行產品展示方式/管道的創新有正向影響。 / This research is to study the market innovation of the retail industry in Taiwan. Previous researches had rarely studied on the relationship between firm characteristics and market innovation. This research uses an empirical method to investigate the relationship between characteristics of retail firms in Taiwan and market innovation. This research first finds out what sorts of market innovation that the firms in the Taiwan retail industry tend to do, then identifies the relationship between firm characteristics and marketing innovation, and finally investigate the impacts of customer types and market area upon market innovations of these retail firms by probit regression model. The main findings of this research are in the following. I. Firms in the Taiwan retail industries have higher level of market innovation in every aspect as compared to firms in other service industries. The ranking of the percentage of each sort of market innovation, from high to low, is as follows: channel, design, promotion, display, package, and pricing. II. The increase of the number of overseas markets will contribute to higher level of five sorts of market innovation, except for the pricing innovation. In other words, the higher the retail firms’ market area, the more likely the firms will have marketing innovation. III. If the retail firms’ major customers include final consumers, firms are more likely to have channel, design, promotion, package, and pricing innovation, except for the display innovation. If the major customers include the government, retail firms are more likely to have display innovation, but less likely to have channel, design, promotion, package, and pricing innovation.