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研究生:林婉玲
研究生(外文):Wan-Ling Lin
論文名稱:零售業多角化策略與市場導向對績效影響之研究-環境不確定性之觀點
論文名稱(外文):A Study On Retailing Diversification Strategy and Market Orientation Affecting Performance-Viewpoint of Environment Uncertainty
指導教授:許英傑許英傑引用關係
指導教授(外文):Ying-Kiat Kuo
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:124
中文關鍵詞:多角化零售業環境不確定性績效市場導向
外文關鍵詞:DiversificationRetailingMarket OrientationEnvironment UncertaintyPerformance
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台灣零售業於1980年代後,在經濟自由化、民營化與國際化發展之下,以及消費市場需求結構的轉變等因素刺激,開始蓬勃發展,各種新零售業態應運而生,近年來並逐漸開始進入多角化經營的新紀元。而零售業最大特色在於面對市場的最終者消費者,故零售商能握有豐富的市場資訊。然而零售業所面臨之經營環境瞬息萬變,對企業造成諸多挑戰,深深的影響著企業經營策略之發展方向。
本研究即在探討台灣零售企業多角化之策略及市場導向程度,並分析環境不確定性對零售業經營績效之影響。本研究之多角化策略包括:多角化之方向、程度及進入方式,並進一步探討多角化策略對其績效之影響,以及多角化策略與市場導向程度之關係為何,續之探討市場導向程度與績效之關係。最後進一步分析環境不確定對多零售業績效表現之影響。
本研究以郵寄問卷調查,寄發予零售業之高階經理人。研究結果顯示,在零售業中,有無進行多角化策略,對其績效表現並無影響。且已進行多角化之業者,其所採行不同的多角化策略對其績效亦無影響,但多角化策略與市場導向程度具部份相關性。此外,市場導向程度愈高者,其經營績效也愈佳。而環境不確定性對零售業之績效表現,確實具有干擾作用。
本研究乃針對零售業為探討對象,因此彌補了學術上對多角化研究之缺口,同時提供實務界之業者擬定多角化策略時之參考。並實證市場導向與績效具有正向關係,且環境不確定性具有干擾作用,證明了市場導向對零售業之重要性。期能協助零售業者瞭解偵測市場環境之必要性,並提供營運規劃時之思考方向。
After 1980’s, Taiwan’s retailing has been prosperous under the economic liberalization and internalization and changing structure of consuming market. All the new type of retailing has formed and has engaged in the new era of diversified management. The major characteristic of retailing is to face consumers so that retailing can grasp rich market information. However, the managerial environment is changeable and it influences the enterprises to develop their managerial strategies.
The purpose of this paper is to study Taiwan’s retailing diversification strategy and market orientation, and whether them affecting performance. It analyzes how the environmental uncertainty affects retailing performance as well. Diversification strategies in this paper include direction, level and entrance mode of diversification. Moreover, the study discusses the diversification strategy effects on retailing performance and the relation between diversification strategy and market orientation. Next this study discusses the relation between market orientation and performance. At last, it analyzes how the environmental uncertainty affects retailing performance in advance.
This study is done by mailed questionnaire to the high managers of retailing. The result of the study is that diversification strategy has no effect on the retailing performance. But the retailers with vertical integration of diversification strategy have higher market orientation. Otherwise, the higher market orientation the better performance we have. In addition, environment uncertainty indeed interferes with retailing performance.
The study focus on retailing so it makes up the gap of the study in diversification. It also offers the retailers the reference of making diversification strategy. At the same time it proves the good relation between market orientations and performance and the interference of the environment uncertainty. Obviously, market orientation is important to retailing. Eventually, the study helps the retailers understand the essentiality of investigating the market environment and offers the directions of management.
中文摘要…………………………………………………………………………………i
英文摘要………………………………………………………………………………...ii
誌謝……………………………………………………………………………………..iv
目錄……………………………………………………………………………………...v
表目錄………………………………………………………………………………….vii
圖目錄………………………………………………………………………………......ix

第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的4
第三節 研究範圍5
第四節 研究步驟6
第二章 文獻探討7
第一節 多角化策略7
第二節 市場導向24
第三節 環境不確定性35
第四節 經營績效45
第三章 研究設計47
第一節 研究架構47
第二節 研究假設48
第三節 變數的定義與衡量52
第四節 前測執行與結果62
第五節 研究對象與問卷回收分析72
第四章 研究結果與討論77
第一節 零售業多角化策略與市場導向程度之關係77
第二節 零售業多角化策略與績效之關係85
第三節 零售業市場導向程度與績效之關係88
第四節 環境不確定性之影響90
第五章 結論與建議96
第一節 研究結論96
第二節 管理涵義與建議100
第三節 研究貢獻104
第四節 研究限制與後續研究建議105
參考文獻107
附錄 研究問卷118
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Unpublished Doctoral Dissertation, Harvard Business School.1.天下雜誌1000大特刊, 2001,天下雜誌股份有限公司編製。2.王保進,2001,視窗版SPSS與行為科學研究,心理出版社。3.王維元,2001,台商海外營運環境不確定性之認知與因應風險管理策略之研究-以資訊電子業與紡織業赴大陸投資為例,國立政治大學企業管理研究所,博士論文。4.2000連鎖店年鑑,2001,台灣連鎖暨加盟協會編製。5.田口冬樹著、許英傑編譯,2001,現代流通論,華泰文化事業股份有限公司,7月。6.吳明隆,1999,SPSS統計應用實務,松崗電腦圖書資料股份有限公司。7.李佩怡,1999,製造業市場導向與相對績效關係之研究,私立淡江大學國際貿易研究所,碩士論文。8.林義屏,2001,市場導向、組織學習、組織創新與組織績效間關係之研究--以科學園區資訊電子產業為例,國立中山大學企業管理研究所,碩士論文。9.邱皓政,2000,量化研究與統計分析,五南圖書出版公司。10.徐福山,1986,台灣企業投資類型與投資策略關係之研究,國立政治大學企業管理研究所,碩士論文。11.郝晉明,2000,多角化與國際化對企業經營績效影響之實證研究-以國內上市公司為例,私立中原大學企業管理研究所,碩士論文。12.張嘉健,1998,公司多角化策略與新事業吸收能力對新事業績效影響之研究-台灣集團企業之實證研究,銘傳大學國際企業管理研究所,碩士論文。13.莊宸堯,1998,台灣地區大型集團企業多角化動機、策略、控制型態及績效間之相關性研究,中原大學企業管理學系,碩士論文。14.許英傑,1997,流通經營未來,書華出版事業有限公司,5月。15.陳月珠,1990,企業多角化策略影響因素之探討-以上市公司為例,國立台灣大學商學研究所,碩士論文。16.陳俊杰,1997,價值觀對環境不確定性與使用策略聯盟關係影響之研究,淡江大學國際貿易系,碩士論文。17.陳淑芬,策略型態、市場導向、創新能力與績效關係之研究,雲林科技大學企業管理技術研究所,碩士論文。18.經濟部,1999,企業多角化調查報告,經濟部統計處編印,3月。19.廖文宏,1993,企業多角化動機、策略與績效之研究-台灣上市公司十年經驗分析,國立中正大學企業管理研究所,碩士論文。20.劉全益,1991,臺灣地區集團企業多角化與其進入策略之研究,國立成功大學企業管理研究所,碩士論文。21.蔡明達,1999,市場資訊處理程序與組織記憶對行銷創新影響之研究,國立政治大學企業管理學研究所,博士論文。1.天下雜誌1000大特刊, 2001,天下雜誌股份有限公司編製。2.王保進,2001,視窗版SPSS與行為科學研究,心理出版社。3.王維元,2001,台商海外營運環境不確定性之認知與因應風險管理策略之研究-以資訊電子業與紡織業赴大陸投資為例,國立政治大學企業管理研究所,博士論文。4.2000連鎖店年鑑,2001,台灣連鎖暨加盟協會編製。5.田口冬樹著、許英傑編譯,2001,現代流通論,華泰文化事業股份有限公司,7月。6.吳明隆,1999,SPSS統計應用實務,松崗電腦圖書資料股份有限公司。7.李佩怡,1999,製造業市場導向與相對績效關係之研究,私立淡江大學國際貿易研究所,碩士論文。8.林義屏,2001,市場導向、組織學習、組織創新與組織績效間關係之研究--以科學園區資訊電子產業為例,國立中山大學企業管理研究所,碩士論文。9.邱皓政,2000,量化研究與統計分析,五南圖書出版公司。10.徐福山,1986,台灣企業投資類型與投資策略關係之研究,國立政治大學企業管理研究所,碩士論文。11.郝晉明,2000,多角化與國際化對企業經營績效影響之實證研究-以國內上市公司為例,私立中原大學企業管理研究所,碩士論文。12.張嘉健,1998,公司多角化策略與新事業吸收能力對新事業績效影響之研究-台灣集團企業之實證研究,銘傳大學國際企業管理研究所,碩士論文。13.莊宸堯,1998,台灣地區大型集團企業多角化動機、策略、控制型態及績效間之相關性研究,中原大學企業管理學系,碩士論文。14.許英傑,1997,流通經營未來,書華出版事業有限公司,5月。15.陳月珠,1990,企業多角化策略影響因素之探討-以上市公司為例,國立台灣大學商學研究所,碩士論文。16.陳俊杰,1997,價值觀對環境不確定性與使用策略聯盟關係影響之研究,淡江大學國際貿易系,碩士論文。17.陳淑芬,策略型態、市場導向、創新能力與績效關係之研究,雲林科技大學企業管理技術研究所,碩士論文。18.經濟部,1999,企業多角化調查報告,經濟部統計處編印,3月。19.廖文宏,1993,企業多角化動機、策略與績效之研究-台灣上市公司十年經驗分析,國立中正大學企業管理研究所,碩士論文。20.劉全益,1991,臺灣地區集團企業多角化與其進入策略之研究,國立成功大學企業管理研究所,碩士論文。21.蔡明達,1999,市場資訊處理程序與組織記憶對行銷創新影響之研究,國立政治大學企業管理學研究所,博士論文。
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