臺灣博碩士論文加值系統

　　本研究主要在討論於價格破壞情境下，零售廠商的因應策略。因為近年來，由於經濟的不景氣，市場競爭的白熱化，導致零售業者以價格破壞的降價策略吸引消費者，以刺激購買力，也因此打破了業者彼此間降價促銷的常規，打亂了市場競爭的型態。
　　所以本研究從組織資源與品牌知覺去架構四個研究假說如下：
一、當組織資源雄厚，而消費者品牌知覺清晰時，廠商將會使用價值抵抗策略來因應市場的價格破壞。
二、當組織資源雄厚，而消費者品牌知覺模糊時，廠商將會使用淨空市場策略來因應市場的價格破壞。
三、當組織資源缺乏，而消費者品牌知覺清晰時，廠商將會使用市場轉進策略來因應市場的價格破壞。
四、當組織資源缺乏，而消費者品牌知覺模糊時，廠商將會使用價格追隨策略來因應市場的價格破壞。

　　接著以針對台灣連鎖暨加盟協會的有效會員作為問卷調查的對象。並採用SPSS統計軟體作檢定。經過統計分析驗証後得出以「價值抵抗策略」獲得完全支持，而「市場淨空策略」則獲得部份支持，其餘的「市場轉進策略」及「價格追隨策略」兩個策略在執行組織績效上並沒有顯著的相關性。
　　因此最後建議廠商採用價值抵抗策略時，應採取快速的導入新的產品或新的服務以更替不具競爭力的舊產品及服務。而且要採用價值提昇計劃來提昇產品的附加價值。

　　This research studies the strategy of retailers in a price destruction situation. The recent economic recession has given rise to much severe competition, compelling retailers to drop sales price in order to attract consumers to return and consequently, to stimulate the weak buying power. This kind of price drops is not the price discounts commonly used by corporations. It is in fact a price destruction strategy with profound affects on the market.

　　This research constructs four hypotheses based on two factors─organizational resources and consumer brand identity. The four hypotheses are as follows:
1.When the organization’s resources are plentiful and consumer brand identity is high, the company will use the “Value Defense Strategy” to react to the price destruction within the market.
2.When the organization’s resources are plentiful and consumer brand identity is low, the company will use the “Market Clearance Strategy” to react to the price destruction in the market.
3.When the organization’s resources are low, and consumer brand identity is high, the company will use the “Market Transfer Strategy” to react to the price destruction in the market.
4.When the organization’s resources are low, and consumer brand identity is low, the company will use the “Tag-along-price Strategy” to react to the price destruction in the market.

　　The targets of this research are the members of the TCFA (Taiwan Chain Stores and Franchise Association). SPSS is used to analyze the data. The analysis fully supports hypothesis 1 — “Value Defense Strategy” and partially supports hypothesis 2 —“Market Clearance Strategy”. However, neither “Market Transfer Strategy” nor “Tag-along-price Strategy” seems to have direct relationship with the performance of the organization.

　　Finally, if the “Value Defense Strategy” is chosen to respond to the price destruction in the market, the research suggests that the company should rapidly introduce new products/services to replace outdated and non-competitive ones. Furthermore, it should implement plans for increasing the value and added-value of products/services.

目 錄

中文提要　 i
英文提要 iii
誌謝 v
目錄 vi　
表目錄 viii　
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2
　　第三節　研究範圍3
第四節 研究步驟與流程11　　
第二章 文獻探討13
　　第一節　前言13
　　第二節 資源基礎理論15
第三節 品牌知覺及其重要性27
第四節 價格競爭之因應策略39
第五節 研究架構的推導46
第三章 研究設計52
　　第一節　變數的操作性定義52
第二節 問卷內容54
第三節 資料蒐集與分析方法59
第四節 研究工具之信度檢定63
第四章 研究結果65
第一節 價格破壞策略之分析65
第二節 商之組織規模與其消費者品牌知覺間之關係分析69
第三節 資源規模與品牌知覺下廠商對應之策略假說與績效間的關係81
第五章 結論與建議83
　　第一節 研究假設之驗証84
第二節 研究結論85
第三節 建議86
第四節 研究限制90
參考文獻 93
附錄一103
附錄二105
附錄三106
附錄四106

表目錄

表1-1 民國88年至90年經濟指標2
表1-2　連鎖店之定義5
表1-3　連鎖體系之商店數目限制6
表2-1 資源相關名詞18
表2-2　策略性資源的內涵22
表2-3　績效指標相關研究彙整27
表2-4 品牌資產的定義29
表2-5　關於品牌資產的品牌知識構念之衡量方式35
表2-6 品牌資產的衡量指標37
表3-1 資源規模的衡量56
表3-2 品牌知覺的衡量57
表3-3 因應價格破壞情境下所採行的策略58
表3-4 績效指標59
表3-5 再測信度的相關分析表64
表4-1　因應價格破壞情境下採行策略之因素分析67
表4-2 組織資源規模之集群中心的差異性分析70
表4-3 組織之消費者品牌知覺的集群中心的差異性分析71
表4-4 廠商組織資源規模與消費者品牌知覺兩構面為基礎之樣本廠商的策略分群72
表4-5 組織資源缺乏且品牌知覺模糊群廠商之樣本特性描述74
表4-6 組織資源雄厚而品牌知覺清晰群廠商之樣本特性描述76
表4-7 組織資源缺乏而品牌知覺清晰群廠商之樣本特性描述78
表4-8 組織資源雄厚而品牌知覺模糊群廠商之樣本特性描述80
表4-9　廠商對應之策略假說與績效的相關分析82

圖目錄

圖1-1　垂直行銷系統8
圖1-2　研究步驟流程12
圖2-1 傳統SWOT分析、資源基礎模式與產業吸引力模式之關係16
圖2-2　品牌知識的結構33
圖2-3 因應競爭者降價的價格反應方案44
圖2-4 價格破壞回應策略矩陣49
圖3-1 本研究抽樣流程圖60
圖3-2 檢視研究架構之資料分析方法61
圖4-1 價格破壞回應策略矩陣68

中文部分1.司徒達賢，1995，資源基礎理論與企業競爭優勢關係之探討，行政院國家科學委員會專題研究計劃成果報告。2.司徒達賢，1995，策略管理，遠流出版公司，台北。3.李增鴻，2002，比值不比價，突破雜誌，第一九四期，頁70~72，九月。4.林俊裕，1996，資源基礎觀之組織分析與經營績效之關係- 以國內資訊電子業為例，國立台灣工業技術學院管理技術研究所企業管理學程。5.林晉寬，1994，從資源基礎論探討資源特性與成長策略之關係，國立政治大學企業管理研究所博士論文。6.林群盛，1996，連鎖經營產業之營運性關鍵成功因素及競爭優勢分析-台灣連鎖餐飲業之實證，國立台灣大學商學研究所碩士論文。7.邱皓政，2002，社會與行為科學的量化研究與統計分析，初版四刷，五南圖書，台北。8.吳思華，「第三章-資源說」，2000，策略九說-策略思考的本質，城邦文化，台北。9.吳思華，「第六章-統治說」，2000，策略九說-策略思考的本質，城邦文化，台北。10.吳坤安，1997，台灣資訊電子業組織核心資源、競爭優勢與經營績效之實證研究，國立台灣大學國際企業研究所碩士論文。11.張冰，2001，「突破市場困境，應讓顧客常在我心」，突破雜誌，第一九六期，頁72~75，十一月。12.陳振隧，1996，顧客基礎的品牌權益衡量與建議之研究，國立政治大學企業管理研究所博士論文。 13.陳振隧和洪順慶，民國八十八年冬季號，消費者品牌權益衡量量表之建構-顧客基礎觀點，中山管理評論：第七卷第四期，頁：1175-1199。14.陳建霖，1998，促銷對品牌權益影響之研究，國立雲林科技大學企業管理研究所碩士論文。15.彭家賢，1999，顧客基礎品牌權益之研究-交易成本理論觀點，國立政治大學國際貿易學系碩士論文。16.黃俊英，2002，多變量分析，第七版，中國經濟企業研究所，台北。17.劉欣靜，1997，台灣廠商自創品牌之決策過程-以交易成本理論為分析架構，國立政治大學國際貿易學系碩士論文。18.廖芳瑜，2000，連鎖體系之採購規劃與管理-以量販店為例，國立台北大學企業管理研究所碩士論文。19.賴東明，2001，「突破市場困境，應讓顧客常在我心」，突破雜誌，第一九六期，頁70~71，十一月。20.鄭淑婉，2002，「低價風潮襲捲-別讓荷包笑你笨」，統領雜誌，第二0一期，頁10~14，六月。21.盧智芳，陳一姍，2002，「微利時代來了」，天下雜誌，第252期，頁150~161，五月。22. Kotler, 2000 , 行銷管理學，方世榮譯，東華書局，台北。英文部分1.Aaker, D.A. , 1991, Management Brand Equity, New York: The Free Press2.Aaker, D.A., 1989, “Management Assets and Skills: The Key to a Sustainable Competitive Advantage, ” California Management Review, Winter, pp.91-106.3.Aaker, D.A. , 1996, Building Strong Brand, The Free Press, New York.4.Aaker, D. A. and Joachimsthaler, E., 2000, Brand Leadership, The Free Press, New York. 5.Alba, Joseph W. and J. Wesley Hutchinson, 1987, “ Dimensions of Consumer Expertise, ” Journal of Consumer Research, Vol.13, pp.411-454.6.Allison, R.I. and Uhl, K.P., 1964, ”Influence of Beer Brand Identification on Taste Perception,” Journal of Marketing Research, Vol.1, pp.36-9.7.Amit R. and P. J. H. Schoemaker, 1993, “Strategic Assets and Organizational Rent, ” Strategic Management Journal, Vol.14, pp.33-46.8.Barney, J. B., 1986, “Strategic Factor Markets: Expectations, Lucks, and Business Strategy, ” Management Science, vol.42, pp.1231-1241.9.Barney, J. B., 1991, “ Firm Resources and Sustained Competitive Advantage, ” Journal of Management, vol.17, pp.99-120.10.Batra, R., Lehmaiin. D.R. & Singh, D., 1993, “The Brand Personality Component of Brand Goodwill: Some Antecedents and consequeces. In D.A. Aaker and A.L. Biel, Eds, brand Equity and Advertising, 1993, pp.83-96, NJ: Lawrence Eribaum, Hilisdate Associates.11.Berman, B. and Joel R.E. ,1989, Retail Management: A Strategic Approach, Macmillan Publishing Co., New York.12.Bert McCammon, Robert F. Lusch, Deborah S. Coykendall, and James M. Kenderdine, 1989, Wholesaling in Transition (Norman: University of Oklahoma, College of Business Administration). 13.Bonner, P. Greg and Nelson, R. ,1985, “Product Attributes and Perceived Quality: Foods, ” In: J. Jacoby and J.C. Olson, ed., Perceived Quality , Lexington Books.14.Cacioppo, John T. and Richard E.Petty, 1985, “ Central and Peripheral Routes to Advertising Effectiveness: The Moderation Role of Involvement,“ Journal of Marketing Research, Vol10, pp.135-146.15.Carpenter, G.S., Glazer. R., & Nakamoto, K.,1994, Meaningful Brands from Meaningless differentiation: The dependence on irrelevant attributes,” Journal of Marketing research , Vol.31 Iss.3, pp.339-350.16.Carman, J.M. and P.Kenneth, 1973, Marketing: Principles and Methods, 7th ed, Richard D.Irwin, Chicago.17.Charles M. Schaninger, 1981, “Social Class Versus Income Revisited: An Empirical Investigation, ” Journal of Marketing Research, Vol.XVIII, pp.192-208.18.Chandler, A.D., 1992, “Organizational Capabilities and the Economic History of the Industrial Enterprise,“ Journal of Economic Perspectives, Vol.6, pp.79-100, Sum.19.Chatterjee, S. and B. Wernerfelt,1991, “ The Link Between Resources and Type of Diversfication: Theory and Evidence,” Strategic Management Journal, Vol.12, pp.33-48.20.Chang, J.E., 1997, “What a Brand Names: A Symbolic Interactionist Perspective,” Advances in Consumer Research, Vol.24, pp.30821.Chernev, A., 1997, “The Effect of Common Features on Brand Choice: Moderating Role of Attribute Importance,” Journal of Consumer Research, Vol.33, pp.304-311, Mar.22.Coase, R.H. , 1937, The Nature of the Firm, Economica, vol.4, pp.80-98.23.Cobb-Walgren, Cathy J., Cynthia A. Ruble, and Naveen Donthu, 1995, “Brand Equity”, Brand Preference, and Purchase Intent, “ Journal of Advertising, Vol.24, pp.25-40.24.Collins, L.F., 1989, “Everything is true, but in a Different Sense: A New Perspective on Qualitative Research”, Journal of the Market Research Society, Vol.33 Iss.1, pp.31-38.25.Cox, Anthony D and Cox Dena, 1990, “The Role of Retail Price Advertisements in Shaping Store-Price Image, ” Journal of Retailing, Vol.66, pp.428-445.26.Coyne, K.P.,1986, “Sustainable Competitive Advantage: What it is and What it isn’t,” Business Horizons, pp.54-61, Jan/Feb.27.Drucker, P. F,1994, “The Theory of the Business,“ Harvard Business Review, Vol.72, pp.95-104, Sep/Oct.28.Day, George s. and Klein, Saul, 1987, “Cooperative Behavior in Vertical Markets: The Influence of Transaction Costs and Competitive Strategies, “ Review of Marketing, Michael J. Houston, Ltd., American Marketing Association, Chicago, IL., pp.39-66.29.de Chernatony, L. and McWilliam, G., 1989, "The Strategic Implications of Clarifying How Marketers Interpret 'Brands'", Journal of Marketing Management, Vol. 5, pp. 153-71.30.Dodson, Joe A., Alice M. Tybout, and Brian Sternthal, 1978, “ Impact of Deals and Deal Retraction on Brand Switching, ” Journal of Marketing, Vol.15, pp.72-81.31.Farquhar, P.H. , 1990, “Managing Brand Equity, “ Journal of Advertising Research, pp.7-12, Aug./Sep.32.Fiol, C.M., “Managing Culture as a Competitive Resource: An Indentity-Based View of Sustainable Competitive Advantage,” Journal of Management, Vol.17, 1991, pp.191-211.33.Girish Punj and David W. Stweart, 1983, “Cluster Analysis in Marketing Research: Review and Suggestion for Application,” Journal of Marketing Research, pp.134-148.34.Grant, R.M., 1990, “The Nature and Basis of Competitive Advantage: A Dynamic Approach, ” The Tenth Annual Strategic Management Society Conference, Stockholm, pp.1-18, Sep.35.Grant, R.M., 1991, “The Resource-Based Theory of Competitive Advantage: Implication for Strategy Formulation, ” California Management Review, Vol.33, Iss.3, pp.114-135, Spring.36.Hall, R.,1992, “The Strategic Analysis of Intangible Resource,” Strategic Management Journal, Vol.13 Iss.2, pp.135-144, Feb.37.Hall, R., 1993, “ A Framework Linking Intangible Resources and Capabilities to Sustainable Competitive Advantage,” Strategic Management Journal, Vol.14, pp.607-618.38.Hayes,R.H., S.C. Wheelwright and K.B. Clark, Dynamic Manufacturing: Creating the Learning Organization, Free Press, New York,1998.39.Hitt, M.A. and R.D. Ireland, “Corporate Distinctive Competence, Strategy, Industry and Performance,” Strategic Management Journal, Vol.6,1985, pp.273-293.40.Hunt, Shelby D., 1997,” Evolutionary economics, endogenous growth models, and resource-advantage theory,” Eastern Economic Journal, pp. 425-439, Fall.41.Jacoby, J., & Olson., J.C.,1970, An Attitude Model of Brand Loyalty Conceptual Underpinnings and Instrumentation Research . In J. Jacoby and R.W. Chestnut, Eds., 1978, Brand Loyalty: Measurement and Management, 99.1-32. New York: John Wiley & Sons.42.Jones, John Phillip, 1986, What’s in a Name? Advertising and the Concept of Brands, Lexington, MA: Lexington Books.43.Keller, K. L., 1993, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, “ Journal of Marketing, Vol.57, pp.1-22, Jan.44.Kotler, P. , 2000, Marketing Management.45.Kotler, P., & Ang, S. H., 1996, Marketing Management: An Asian Perspective, Singapore: Prentice Hall.46.Krishnan, H. S., 1996, “Characteristics of Memory Association: A Consumer-based Brand Equity Perspective,” International Journal of Research in Marketing, vol.13, pp.389-405.47.Lado,A.A., N.G. Boyd and P.Wright, 1992, “A Competency-Based Model of Sustainable Competitive Advantage: Toward a Conceptual Integration,” Journal of Management, Vol.18 Iss.1,pp.77-91, Mar.48.Langer, J., 1997, “What Consumers Wish Brand Managers Knew,” Advertising Research, Vol.37 Iss.6, pp.60-65.49.Leonard-Barton, D., “Cor Capabilities and Core Rigidities: A Paradox in Managing New Product Development,” Strategic Management Journal, Vol.13, 1992, pp.111-125.50.Levy, M. and B. A. Weitz, 1998, Retailing Management, 3rd Ed, Irwin/McGraw-Hill, New York.51.Low, G. S. and Lamb C. W., 2000, “The measurement and dimensionality of Brand Association,” The Journal of Product and Brand Management, pp.350-370.52.Mahoney,J.T. and J.R. Pandian, 1992, “The Resource-Based View Within the Conversation of Strategic Management,” Strategic Management Journal, Vol.13, , pp.363-380.53.McCracken,G.D.,1993, The Value of the Brand: AN Anthropological Perspective. In D.A. Aaker and A.L. Eds., 1993, Brand Equity and Advertising, NJ: Lawrence Erlbaum Associaates, Hillsdle.54.Palepu, K. , 1985, “Diversification Strategy, Performance and the Entropy Measure, ” Strategic Management Journal, Vol.6, pp.239-255.55.Park, C. Whan, Bernard J. Jaworski, and Deborah J. MacInnis, 1986, “Strategic Brand Concept-Image Management, “ Journal of Marketing, Vol.50, pp.621-35.56.Park, C.W., Lawson, R., & Milberg , S., 1989, “Memory Structure of Brand Name,” Advances in Consumer Research, Vol.16, pp.726-731.57.Pavitt, K., 1991, “Key Characteristics of the Large Innovating Firm”, British Journal of Management, Vol.2, pp.41-50.58.Penrose, E.T. ,1959, The Theory of the Growth of the Firm, John Wiley, New York.59.Peteraf, N. A. , 1993, “The Cornerstones of Competitive Advantage: A Resource-based View, ” Strategic Management Journal, Vol.14 Iss.3, pp.179-191, Mar.60.Pierre Chandon, Brian Wansink, and Gilles Laurent, 2000, “A benefit congruency framework of sales promotion effectiveness,” Journal of Marketing, Vol.64, pp. 65-81, October. 61.Porter, M.E. ,1980, Competitive Strategy, The Free Press, New York.62.Porter, M.E. , 1991, “Towards A Dynamic Theory of Strategy, ” Strategic Management Journal, Vpl.12, pp.95-117.63.Prahalad, C. K., and G. Hamel,1990, “The Core Competence of the Corporation,” Harvard Business Review, Vol.68 Iss.3, May/Jun,pp.79-91.64.Raghubir, P., & Corfman, K., “When do price promotions affect pretrial brand evaluations? ” Journal of Marketing Research, Vol.36, pp.211-222, May.65.Randall, G., 1997, Do Your Own Market Research, New York: The Free Press.66.Rao,A.R., & Monroe, K.B, 1989,” The effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review,” Journal of Marketing Research, Vol.XXVI, pp.351-7, Aug.67.Reimann, B.C.,1982, “Organizational Competence as a Predictor of Long Run Survival and Growth,” Academy of Management Journal, Vol.25 , pp.323-334.68.Richard C. Hoffamn and John F. Preble,1991, “Franchising : Selecting a Strategy of Rapid Growth, “ Long Range Planning , Vol.24, pp.74-85.69.Selznick, P.M., 1990, The Fifth Discipline: The Art and Practice of the Learning Organization, Doubleday.70.Srivastava, Rajendra and Allan d. Shocker, 1991, “ Brand Equity: A Perspective on Its Meaning and Measurement, ” Graduate School of Business, University of Texas at Austin.71.Snow, C.C. and L.G. Hrebiniak,1980, “Strategy ,Distinctive Competence and Organizational Performance,” Administrative Science Quarterly, Vol.25, pp.317-335.72.Stoner, C. R., 1987, ”Distinctive Competence and Competitive Advantage,” Journal of Small Business Management, Vol.25, pp.33-39, Apr.73.Tampoe, M. , 1994, “Exploiting the Core Competences of your Organization, ” Long Range Planning , Vol.27 No.4, pp.66-77, Aug.74.Thomas T. Nagle and Reed K. Holden, 1995, The Strategy and Tactics of Pricing, 2nd, Prentice-Hall, Inc., New Jersey, pp.142-143.75.Tilles,S., 1963, “How to Evaluate Corporate Strategy,” Harvard Business Review, pp.112-121, Jul/Aug.76.Tomer, J.F., 1987, Organizational Capital: The Path to Higher Productivity and Well-being, New York: Praeger.77.Ulrich, D. and D. Lake, 1990, Organizational Capability: Competing From the Inside Out, John Wiley & Sons Publishing.78.Ulrich,D. and D. Lake, 1991, “Organizational Capability: Creating Competitive Advantage,” Academy of Management Executive, Vol.5, pp.77-92, Feb.79.Varadarajan, P.R., 1987, “Product Diversity and Firm Profitability, ” Strategic Management Journal, Vol 3, pp.359-369.80.Venkatraman, N. and Vasudevan Ramonujam, 1986, “Measurement of Business Performance on Strategy Research: A Comparison of Approach, ” Academy of Management Review, Vol.11, pp.801-814. 81.Verdin P.J. and Williamson J.R., 1992, Core Competence, Competitive Advantage and Industry Structure, Mimeo, INSEAD, November.82.Wernerfelt, B., 1989, “From Critical Resources to Corporate Strategy,” Journal of General Management, Vol.14, pp.4-12.83.Woo C.Y. and Willard G., 1983, “Performance Representation in Business Policy Research: Discussion and Recommendation, ” Paper Presented at the Zsrd Annual Nation Meeting of the Academy of Management, Dollas.