臺灣博碩士論文加值系統

由於中國大陸的經濟快速發展，使其成為全球企業的主要海外投資國，促使許多企業逐漸延伸至中國大陸發展投資之趨勢。然而，由於國家體制之轉變，中國大陸具有新興市場的環境不確定性，故若以西方傳統的論點來解釋此現象將有其侷限，近年來，許多學者紛紛應用制度理論來探討新興市場的策略。因此，本研究將整合制度理論與資源基礎理論，探討美容產業在中國大陸的通路結構之演化。本研究採用個案研究法，且美容產業以自然美、歐萊雅與雅芳在大陸的投資最具代表性，故以自然美、歐萊雅與雅芳為個案研究之對象，並藉由理論文獻與個案描述歸納出研究命題。本研究發現：中國大陸當地之制度壓力為高時，美容廠商的通路結構傾向於單一化之形式。而且，公司資源之多寡會影響制度壓力對通路結構之關係。亦即，當制度壓力為中且公司資源為中時，其通路結構則傾向於單一化之形式；當制度壓力為中且公司資源為多時，其通路結構則傾向於多元化之形式；當制度壓力為低且公司資源為中時，其通路結構則傾向於單一化之形式；當制度壓力為低且公司資源為多時，則通路結構會傾向於多元化之形式。

Due to the rapid economic development, China has become the major outward investment country for global enterprises. However, Chinese market possesses the environment uncertain traits of emerging market. The transaction cost and relevant resources in China were then different from the West. Recently, the number of scholars applying institutional theory to analyze the strategies of emerging market was increasing gradually. Therefore, this study integrates institutional theory and resources based theory to explore the channel structure evolution of cosmetology firms in China. Adopting case study method, this research concludes several propositions based on theory and case descriptions. After surveying Natural Beauty, L'oréal and Avon, this research finds that cosmetology firms’ channel structure tend to be single form as the local institutional environmental pressure is high. The corporation resources also will to affect its channel structure. In other words, as the institutional pressure is middle high and the corporation resources is middle abundant, the cosmetology firm’s channel structure tends to be single form. As institutional pressure is middle high and the corporation resource is more abundant, the cosmetology firms’ channel structure tends to be various forms. As institutional pressure becomes lower and the corporation resource is middle abundant, the cosmetology firm’s channel structure tends to be single form. As institutional pressure becomes lower and the corporation resource is more abundant, the cosmetology firm’s channel structure tends to be various forms.

目　次
摘要 i
Abstract ii
誌謝 iii
目次 iv
表次 vi
圖次 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與研究目的 3
第三節 研究範圍 4
第二章 文獻探討 5
第一節 通路結構 5
第二節 制度理論 14
第三節 資源基礎理論 30
第四節 初步命題歸納 37
第三章 研究方法 40
第一節 研究架構 40
第二節 變數定義 41
第三節 研究設計 44
第四節 資料蒐集 51
第五節 信度與效度分析 60
第六節 研究限制 62
第四章 產業分析與個案描述 63
第一節 大陸美容產業分析 63
第二節 個案描述分析 73
第三節 綜合個案分析比較 108
第五章 研究歸納與命題 118
第一節 制度壓力對通路結構的影響 118
第二節 公司資源對通路結構的影響 121
第三節 綜合制度壓力與公司資源對通路結構的影響 124
第六章 結論與管理涵義 128
第一節 結論 128
第二節 管理涵義 129
第三節 後續建議 130
參考文獻 131
一、中文部份 131
二、西文部份 133









表　次
表2.1 制度的三大支柱 17
表2.2 制度的支柱與媒介 21
表2.3 制度化程序之下的制度環境機制 26
表2.4 制度環境機制的操作化概念 27
表2.5 資源基礎文獻彙整 33
表3.1 不同研究策略的相關情境 44
表3.2 個案研究設計元素表 50
表3.3 資料蒐集的來源與蒐集方式 52
表3.4 資料代碼清單 54
表3.5 個案資料庫索引之編碼 55
表3.6 個案資料庫檔案 56
表3.7 本研究在處理信度與效度之作法 61
表4.1 自然美集團之發展歷程 74
表4.2 自然美的制度壓力與回應制度壓力作法之分析 78
表4.3 自然美的制度壓力彙總表 80
表4.4 自然美之公司資源 82
表4.5 歐萊雅集團之發展歷程 84
表4.6 歐萊雅的制度壓力與回應制度壓力作法之分析 93
表4.7 歐萊雅的制度壓力彙總表 95
表4.8 歐萊雅之公司資源 97
表4.9 雅芳集團之發展歷程 99
表4.10 雅芳的制度壓力與回應制度壓力作法之分析 103
表4.11 雅芳的制度壓力彙總表 105
表4.12 雅芳之公司資源 107
表4.13 個案公司的制度壓力與通路結構之分析 110
表4.14 個案之公司資源彙總表 112
表4.15 個案之制度壓力與公司資源對其通路結構演化之綜合表 116
表5.1 初步命題之修改 127
圖　次
圖2.1 通路行銷系統 9
圖3.1 本研究之研究架構 40
圖3.2 個案研究設計的基本類型 46
圖3.3 個案研究的方法 48
圖4.1 歐萊雅集團之四大事業部 86
圖4.2 制度壓力與公司資源對通路結構之影響 117

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