在競爭的市場環境之下，越來越多的企業領悟到行銷為決定新產品成功或失敗的一項關鍵性因素。因此，關於行銷績效制度建立的主題在實務和學術界中越來越受重視。本研究將重心放在行銷人員績效制度的建立與新產品績效之間的關係。首先，利用產品生命週期與消費者涉入程度將新產品分類為四大象限，接著使用Milgrom and Roberts在1992年所提出的誘因報償準則設計出有效的績效管理制度。
根據113份有效問卷的回收，得知在偏好品象限中，競爭者績效指標對於新產品績效有顯著的正向影響。接著在選購品象限中得知，消費者績效指標對於新產品績效有顯著的正向影響。最後在便利品象限中得知，財務績效指標對於新產品績效有顯著的正向影響。

In the competitive business environment, more companies realize that marketing is a critical factor in determining a new product’s success or failure. Hence, the subject of setting up marketing metrics has become increasingly important to both practices and academics. This research focuses on the relationship between estimating marketing metrics and the new product's performance. The framework first uses the theory of product life cycle and consumer involvement to classify new products into four categories. Next, we apply the incentive contract theory （Milgrom and Roberts 1992）to devise an effective performance management system.
Based on a survey of 113 marketers, the result in preference product category is that the competition Key Performance Indication（KPI）has a positive effect on the performance of new products. The result in shopping product category is that the consumer KPI has a positive effect on the performance of new products. The result in convenience product category is that the financial KPI has a positive effect on the performance of new products.

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