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研究生:朱芮鴻
研究生(外文):Jui-Hung Chu
論文名稱:模糊動態定位策略模式
論文名稱(外文):A Model of Fuzzy Positioning straegy
指導教授:徐村和徐村和引用關係
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:155
中文關鍵詞:紮根理論模糊綜合評判景象分析動態策略
外文關鍵詞:Grounded TheoryFuzzy Synthetic DecisionScenario analysisDynamic Strategy
相關次數:
  • 被引用被引用:5
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摘要
競爭環境日趨不確定,持續性競爭優勢顯得相當重要,本研究將「動態」視為現況競爭態勢之「現況競爭動態」;現況競爭環境與未來可能景象之間的「未來時間動態」。由資源基礎理論之內涵,建構競爭優勢之評估架構,進而使「內而外」和「外而內」之策略定位觀點皆能兼顧。此外,導入景象分析的觀點,使策略研究同時探討橫斷面競爭優勢概況及縱斷面之未來景象分析,以利於競爭優勢之調整。
本模式首先所採用的研究方法為紮根研究法的深度訪談法及內容分析法,目的為了萃取出競爭優勢評估準則,訪談了七位量販產業的專家進行內容分析,研究結論萃取出並命名「資產能力」、「組織運作能力」、「服務接觸能力」、「競奪能力」四種競爭優勢評估準則,以及十七種次準則,並且藉由內容分析法建構出未來十年內最可能會出現的三種景象,分別為「國際化趨勢」、「購併、展店、搶佔通路」、「社區化結合」,再透過模糊德菲法預測未來景象發生的時點,三種景象分別為民國94.75年、95年及95.5年。經由內容分析所萃取出的競爭優勢評估準則及未來景象,依據未來景象再動態調整增減評估準則,形成現況及未來三種景象共四種評估架構,最後再透過糊模綜合評判做為動態定位調整之策略依據,以績效值與權重值的構面,擬出三種策略建議,分別為「保持現有定位」、「重新定位,強化能力」、「減少資源耗損」,以高雄地區四家量販廠商為本研究定位研究之實例,分別為「家樂福」、「萬客隆」、「大樂」、「台糖」。
本研究貢獻包括以下數點:
一、動態定位策略模式可以適用於其它產業並且持續地加以應用,只要依據動態定位策略發展之程序即可。
二、紮根研究方法方面,將深度訪談法與內容分析法結合改善了策略研究個案研究分析不夠嚴謹的問題,且可應用於質性資料不易取得時。
三、模糊綜合評判協助定位,以四家量販業者為例,模糊權重值及模糊績效值兩者之間相比較即可以將現況之競爭優勢提出定位之調整,屬於橫斷面「現況競爭動態」分析。
四、模糊德菲法精確預測未來景象發生時點,由目前環境之競爭狀況與未來景象之模糊權重值之調整,屬縱斷面「未來時間動態」分析,此部份加強了策略研究因時間落差所造成的實用性不足的問題。
五、在實務上的貢獻,由實務紮根的觀點,發展出屬於量販產業本身的競爭優勢構面,並非由文獻而得之內涵,而融入台灣量販產業環境之中所得到的結果,屬於台灣本土量販產業的資源基礎評估之架構建立,因此參考價值高。業者得以及早調整資源、能力與策略,以達成持續性定位的策略管理意涵。
Abstract

Competition environment becomes uncertain day by day, it is very important to maintain sustained competitive advantage. This research identifies the word “dynamic” is the rivals compete one another in the present situation and add to future decade scenarios’ time factor. By resource-base theoretic implication, to construct out a framework of competition advantage evaluation which applies in wholesale store. The evaluation framework is both from “outside-in” positioning strategy viewpoint and from “inside-out”. Besides, to introduce the scenario analysis viewpoint, it makes strategic studies not only discuss in a cross section but also in longitudinal section.
This Model adopts in-depth interview and content analysis that they belong to grounded research methods first. There are seven expert picked up as in-depth interview samples, then the raw data through content analysis method to extract out evaluation criterion of competition advantage in wholesale industry. Content analysis conclusion has extracted out four criteria which are named “capability of asset”, “capability of organization operation”, “capability of service contact”, “capability of rivalry”. Besides, content analysis construct out future decade most possible three scenarios, too. 1.internationalise trend, 2.merge, to open up new store, occupy ideal location, 3.wholesale store is linked in communities. Fuzzy Delphi method forecasts the time when the scenarios happen, the conclusion of the scenarios happen when 94 year, 94.75year and 95.5year in order. According to three scenarios and present position, to adjust some criteria of competition under different scenarios. From fuzzy weight scores and fuzzy performance scores, this research draws up three strategic suggestions, there are “holding original position”, “reposition, and enforce capabilities”, “reduce resources waste”.
This research contribution includes below several points:
一、A Model Of Fuzzy Dynamic Positioning Strategy, it is able to apply in the other industries, just adopting the processes of research.
二、In grounded research section, there are combine in in-depth interview and content analysis. Those two methods can improve precisian in case study, on the other side, grounded research methods are able to apply in the qualitative when information is not enough.
三、Fuzzy synthetic decision assists position, to compare fuzzy weight score and fuzzy performance score is belonging to cross section analysis.
四、Fuzzy Delphi method exactly forecasts when the scenarios happen, from present performance score to future scenarios’ weight score, this step can adjust resource deploy which belong to longitudinal section analysis.
五、In business contributions, this research develops a evaluation framework competition advantage through grounded in the wholesale store industry in Taiwan. The framework is not from literature review, so it has referent values in practice. The businessman of wholesale industry can adjust resources, capabilities and strategies as soon as possible to achieve sustained position.
目 錄
第一章緒論
第一節研究背景與動機……………………………………………1
第二節研究目的……………………………………………………2
第三節研究內容與研究流程………………………………………3

第二章文獻探討
第一節動態策略與定位觀點……………………………………7
第二節資源基礎理論與競爭優勢……………………………..17
第三節紮根理論與內容分析法………………………………..27
第四節模糊理論………………………………………………..32
第三章研究方法與模式發展程序
第一節動態定位策略模式之概念……………………………..38
第二節紮根研究發展程序…………………………………..…39
第三節競爭優勢模糊綜合評估指數之建構…………………..43
第四節Ishikawa, et al.模糊德菲法建構流程…………………..47
第四章實證分析與應用
第一節實證分析流程…………………………………………..49
第二節問卷設計與調查………………………………………..50
第三節競爭優勢評估準則選取………………………………..56
第四節量販產業競爭優勢現況評估…………………………..68
第五節量販產業未來景象分析………………………………..91
第六節量販產業動態定位策略分析…………………………104

第五章結論與建議
第一節研究結論…………………………………………………113
第二節策略管理意涵……………………………………………118
第三節研究貢獻…………………………………………………120
第四節對後續研究者的建議……………………………………122
參考文獻
中文參考文獻…………………………………………………………123
英文參考文獻…………………………………………………………125
附錄一 深度訪談問卷…………………………………………………………137
附錄二 競爭優勢模糊綜合評估問卷…………………………………………141
附錄三 未來景象訪談問卷……………………………………………………147
附錄四 未來競爭優勢模糊評估問卷…………………………………………148
附錄五 Ishikawa模糊景象問卷………………………………………………151
附錄六 各景象下準則適合度分析流程整理…………………………………151
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