本篇論文主要探討新產品上市行銷活動中的新舊產品定價相近程度、新產品上市促銷努力程度、與新產品預告時間對競食效果之影響，並瞭解在不同市場競爭強度下，這些變數對競食效果之影響程度有何差異。若確認市場競爭強度對競食效果具有干擾性的影響，則廠商在新產品上市時就可以此為依據，選擇不同的上市行銷活動以達成其策略目標。

本研究以天下雜誌2001年一千大企業調查光碟旗艦版中『製造業』部分為研究對象，用問卷調查方式收集資料，以瞭解在不同市場競爭強度下，新產品上市活動對競食效果之關係。研究結果發現如下：

1.『在高市場競爭強度下，新舊產品間定價相近對競食效果的正向關係越強』在研究中獲得支持，但新舊產品間定價相近與競食效果間存在正向關係則未獲證實。
2.『在高市場競爭強度下，新產品上市預告時間對競食效果的正向關係越強』在研究中獲得支持，但『新產品上市預告時間越早，則競食效果越大』之關係並不顯著。
3.『在高市場競爭強度下，新產品上市促銷努力程度對競食效果的正向關係越弱』在研究中獲得支持，但新產品上市促銷努力程度與競食效果間的正向關係則並不明顯。

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