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研究生:廖悅秀
研究生(外文):Liao, Yueh-hsiu
論文名稱:由資源優勢與環境評估探討兩岸觀賞魚業之經營策略
論文名稱(外文):Comparing Business Strategy of Ornamental Fish Industry in Taiwan and Mainland China – A Resource Advantaged and Environmental Evaluation Approach
指導教授:廖世義廖世義引用關係
指導教授(外文):Liaw, Shu-yi
學位類別:碩士
校院名稱:國立屏東科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:107
中文關鍵詞:觀賞魚業資源基礎理論環境評估經營策略
外文關鍵詞:Ornamental FishResource-based TheoryEnvironmental EvaluationBusiness Strategy
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本研究旨在找出觀賞魚業經營之關鍵資源因素,了解業者內部資源之優劣勢,並探討不同資源型態廠商對兩岸總體環境與產業環境資源滿意度之差異,以提供業者經營管理與投資發展策略之參考。本研究結果顯示(1)觀賞魚業者自認為內部資源之優勢在:觀賞魚養、繁殖技術的經驗、開發新品種的能力和提供品質穩定且符合客戶需求等條件上。而觀賞魚業者自認為優勢資源構面則包含:外部資訊、創新學習、飼養成本、專業穩定性、關係網絡及顧客導向等六項。其中高獲利率的廠商較注重創新學習、飼養成本及專業穩定性之資源構面。(2)從管理及技術資源之強度將廠商分為四種資源型態,可供廠商了解本身之資源優勢的定位與改善的方向。(3)本研究再依據各資源型態廠商之內、外部資源強度的差異,提出經營策略矩陣,各集群型態的廠商可了解本身在內部資源、總體環境及產業環境之定位,作為階段性經營改善及投資發展策略的參考。本研究結論希望可加強兩岸產、官、學界對此產業之了解與重視,相信對未來兩岸產業間之合作與資源整合應有相當之貢獻。
This study is designed to identify the determinative resource factors for the operation of the ornamental fish industry, to understand the advantages and disadvantages of the operator’s internal resources and to explore the discrepancy of satisfaction of manufacturers of different resource types about the overall environment and the industry environment resources across the Strait for the operator’s reference in operation and management as well as the strategies of investment and development. The results of this study indicate that (1) the operators of the ornamental fish industry esteem that the advantages of internal resources rest with: such conditions as experience in culture and breeding skills of the decorative fish, the ability for developing new species, stability of the provided quality and compliance with the customer’s needs. Moreover the factors of advantageous resources that the ornamental fish industry operators deem by themselves include: six items such as external information, innovatory learning, feeding costs, professional stability, relation network and customer orientation. The manufacturers with high profit rate put much more focus on such resource factors as innovatory learning, feeding costs and professional stability; (2) in terms of strength of management and technique resources, the manufacturers are classified into four types of resource, which can facilitate them to have a clear picture of the relocation of their own resource advantages and the directions for improvement; (3) this study further maps out the management strategy matrix in accordance with the difference of the internal and external resource strength of each manufacturer of resource type. The manufacturers of each group and type can understand the position of their own internal resources, the overall environment and the industry surroundings for their reference of stage-by-stage improvement of management and strategy of investment development. In conclusion, it is hoped from this study that more understanding and emphasis can be reinforced on this industry by the fields of enterprise, government and scholars across the Strait. We believe it will make considerable contributions to the cooperation and resource integration between the enterprises across the Strait.
目 錄
中文摘要………………………………………………………………..ⅰ
英文摘要………………………………………………………………..ⅱ
誌 謝………………………………………………………………..ⅲ
目錄……………………………………………………………………..ⅳ
圖表目錄………………………………………………………………..ⅶ
表目錄…………………………………………………………………..ⅷ
第壹章 緒論………………………………………………………...1
第一節 研究背景與動機…………………………………………...3
第二節 研究目的…………………………………………………...4
第三節 研究範圍與研究對象……………………………………...4
第四節 研究流程…………………………………………………...6
第貳章 理論基礎與文獻探討……………………………………...9
第一節 台灣觀賞魚業之產業背景…………………….….......12
第二節 資源相關理讑……………………………………………...20
第三節 環境評估……………………………………………..…….28
第四節 經營策略…………………..…………………………..….30
第參章 研究方法與設計…………………………………………...35
第一節 研究架構與假設……….………………………………....36
第二節 問卷設計與變數衡量…………………………………..….39
第三節 分析方法………………………………………………..….42
第四節 信度與效度……………………………………………..….44
第五節 樣本屬性與分佈情形…………………………………..….46
第肆章 資料分析與討論…………………………………………….48
第一節 觀賞魚業之經營重點與績效……………………..……….48

一、兩岸企業經營概況……………………………………….... ...48
二、經營重點策略型態……………………………………….... ...50
三、經營策略型態對績效的影響…………………………..….. ...51
第二節 觀賞魚業之優勢資源……………………………..……….54
一、內部資源構面的要項………………………………………......54
二、優勢資源構面………………………………………………......56
三、企業屬性與優勢資源構面之關係…………………………......60
四、經營重點策略與優勢資源構面之關係……………………......62
五、企業內部資源定位…………………………………………......63
第三節 兩岸觀賞魚業經營環境比較……………………………...67
一、兩岸經營環境之滿意度……………………………………......67
二、兩岸經營環境之比較………………………………………......71
三、資源型態廠商與兩岸經營環境之關係……………………......74
四、資源型態廠商之內部資源優勢與經營環境之定位………......76
五、經營策略矩陣分析…………………………………………......78
第伍章 結論與建議……………………………………………………81
第一節 研究結論……………………………………………….....81
第二節 對觀賞魚業者之建議………………………………….....83
第三節 研究限制…………………………………………………...85
第四節 對後續研究之建議………………………………………...86
參考文獻………………………………………………………………..87
附錄一:問卷內容………………………………………………......98
附錄二:企業內部資源相關矩陣……………………………….....102
附錄三:台灣總體環境相關矩陣………………….………………… 103
附錄四:台灣產業環境相關矩陣……………………………...…..104
附錄五:大陸總體環境相關矩陣……………………………….....105
附錄六:大陸產業環境相關矩陣…………………………………...106

圖目錄
圖1-1:本研究流程圖…………………………………………………..7
圖2-1:環境資源與策略關係圖……………………………………….10
圖2-2:內外部環境之策略層級……………………………………….11
圖2-3:台灣觀賞魚場分佈圖………………………………………….13
圖2-4:台灣觀賞魚進出口貿易額…………………………………….14
圖2-5:大陸觀賞魚分佈圖…………………………………………….16
圖2-6:觀賞魚產業附加價值鏈……………………………………….18
圖2-7:觀賞魚產業價值鏈活動分析………………………………….19
圖2-8:核心能力的結構……………………………………………….25
圖3-1:本研究概念圖………………………………………………….35
圖3-2:本研究分析架構圖…………………………………………….37
圖4-1:經營重點策略分群圖………………………………………….51
圖4-2:企業內部資源因素構面圖…………………………………….59
圖4-3:廠商資源型態之散佈圖…………..………………………….64
圖4-4:資源型態之散佈圖分析圖…………………………………….66
圖4-5:資源型態廠商群心散佈圖…………………………………….78
圖4-6:經營策略矩陣…………………..…………………………….80

表目錄
表2-1 :資源分類表…………………………………………………….22
表2-2 :策略的定義…………………………………………………….30
表3-1 :本研究問卷的信度係數表…………………………………….45
表3-2 :企業基本屬性的分佈情形…………………………………….47
表4-1 :業者經營投資現況…………………………………………….50
表4-2 :經營重點策略變數分析表…………………………………….51
表4-3 :經營策略型態廠商集群摘要表……………………………….53
表4-4 :企業內部資源變數彙整表………………….…………………55
表4-5 :KMO與Bartlett’s檢定.……………………………………56
表4-6 :優勢資源構面因素摘要表…………………………………….58
表4-7 :企業屬性與優勢資源構面變異數分析摘要表……………….60
表4-8 :營業額對專業穩定導向構面之變異數分析摘要表………….61
表4-9 :獲利率對創新學習導向構面之變異數分析摘要表………….61
表4-10:獲利率對飼養成本導向構面之變異數分析摘要表………….62
表4-11:經營重點策略對優勢資源構面之集群分析摘要表………….63
表4-12:企業內部管理及技術資源變數彙整表……………………….64
表4-13:各集群績效摘要表…………………………………………….65
表4-14:總體環境變數彙整表………………………………………….68
表4-15:產業環境變數彙整表………………………………………….69
表4-16:業者對兩岸總體環境滿意度之比較………………………….71
表4-17:業者對兩岸產業環境滿意度之比較………………………….72
表4-18:資源型態廠商對兩岸總體環境資源分析表………………….74
表4-19:資源型態廠商對兩岸總體環境變異數分析表……………….75
表4-20:資源型態廠商對兩岸產業環境資源分析表………………….75
表4-21:資源型態廠商對兩岸產業環境變異數分析表……………….76
表4-22:資源型態廠商分群摘要表…………………………………….77
表4-23:研究假設及結果彙整表……………………………………….79
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