臺灣博碩士論文加值系統

本研究的目的即在探討有效的供應鏈管理實務，並有效識別在互動式玩具供應鏈中，理論與實務的差異。所採用的研究方法，係針對互動式玩具廠商作問卷調查統計，並對具有代表性的互動式玩具廠商作質化的半結構性深入訪談。本研究發現了互動式玩具產業供應鏈的特色，其中涵蓋了零售商與製造商的供應鏈管理(Supply Chain Management, SCM)實務。並發現目前大部分的互動式玩具零售商與製造商皆很少利用先進的高科技(例如在其供應鏈中應用射頻識別技術(RFID)與資訊分享平臺(Information Sharing Platform)機制，且其在執行目前供應鏈的步調宛如牛步。
本研究根據研究問題，就1.互動式玩具廠商對問卷調查量表的認同度；2.互動式玩具廠商之成功關鍵模式；3.台北、香港與廣州兩岸三地之互動式玩具廠商，對問卷的認同度是否會存在顯著差異，總共三個問題所歸納的業者質化訪談，比對量化問卷調查結果的推論，發現其與量化問卷調查的結果之間的一致性相當高，並且發現本研究八大構面可透過因素分析之資料濃縮技術，精簡成競爭策略構面與整合式策略構面，可作為互動式玩具業者擬定國際行銷策略的重要參考指標，從而確認本研究實証結果的推論。

This paper includes a longitudinal and in-depth case study during the past year in an international interactive toy manufacturer, which includes qualitative semi-structured interviews and questionnaire with main interactive toy manufacturer and retailers attending the Taipei, Hong Kong and Kwan Chou 2007 interactive toy fairs.
This paper discovers that the volatile and the seasonal characteristics of the supply chain management practice in the interactive toy industry. This paper discovers that the dealer and the manufacturer rarely use the RFID technology and the mechanism of the information sharing platform, so this paper initialized the supply chain mechanism of 「Collaborative Planning，Forecasting and Replenishment , CPFR」.
This paper use the data reduction technology of factor analysis to reduce the eight dimensions of the questionnaire to two dimensions:competitive strategy and integrative strategy to be the important reference of interactive toy industry..
This paper based on the three research problem compares the results of the inferential and quantitative census with the inductive and qualitative interview, and discover that the above two results are highly consistent and confirms the inference of the results.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v

內容目錄　．．．．．．．．．．．．．．．．．．．．． 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　　研究目的與問題．．．．．．．．．．．． 2
　　第三節　　研究範圍．．．．．．．．．．．．．．． 4
　　第四節　　研究限制．．．．．．．．．．．．．．． 5
　　第五節　　名詞解釋．．．．．．．．．．．．．．． 5
　　第六節　　研究流程．．．．．．．．．．．．．．． 9
第二章　　文獻探討．．．．．．．．．．．．．．．．． 10
　　第一節　　產業競爭五力分析與衍生性策略分析．．． 10
　　第二節　　互動式玩具產業的整體大環境因素．．．． 14
　　第三節　　國際行銷組合策略．．．．．．．．．．． 15
　　第四節　　互動式玩具廠商國際行銷之探討．．．．． 17
　　第五節　　互動式玩具產業的結構．．．．．．．．． 21
　　第六節　　互動式玩具廠商產業供應鏈．．．．．．． 22
　　第七節　　廠商對顧客的需求預測機制．．．．．．． 24
　　第八節　　成功打造全球整合型企業．．．．．．．． 28
　　第九節　　垂直分工與水平分工．．．．．．．．．． 31
　　第十節　　產品生命週期．．．．．．．．．．．．． 33
第三章　　研究方法．．．．．．．．．．．．．．．．． 37
　　第一節　　研究架構．．．．．．．．．．．．．．． 37
　　第二節　　研究假設．．．．．．．．．．．．．．． 38
　　第三節　　樣本與資料蒐集．．．．．．．．．．．． 39
　　第四節　　效度與信度之分析．．．．．．．．．．． 40
　　第五節　　資料分析方法．．．．．．．．．．．．． 57
第四章　　結果與討論．．．．．．．．．．．．．．．． 59
　　第一節　　樣本資料分析．．．．．．．．．．．．． 59
　　第二節　　互動式玩具廠商對問卷調查量表認同度之反
　　　　　　　應情形．．．．．．．．．．．．．．．． 59
　　第三節　　互動式玩具廠商之潛在性綜合因素結構之間
　　　　　　　的相關性．．．．．．．．．．．．．．． 64
　　第四節　　兩岸三地之互動式玩具廠商對各構面之差異
　　　　　　　化分析．．．．．．．．．．．．．．．． 67
　　第五節　　業者質化訪談．．．．．．．．．．．．． 68
　　第六節　　研究結果．．．．．．．．．．．．．．． 71
第五章　　結論與建議．．．．．．．．．．．．．．．． 73
　　第一節　　結論．．．．．．．．．．．．．．．．． 73
　　第二節　　建議．．．．．．．．．．．．．．．．． 76
　　第三節　　後續研究之建議．．．．．．．．．．．． 77
參考文獻　．．．．．．．．．．．．．．．．．．．． 79
附錄A　　「互動式玩具廠商國際行銷策略」問卷調查前測
　　　　　量表．．．．．．．．．．．．．．．．．．． 92
附錄B　　互動式玩具廠商業者訪談內容紀錄．．．．．． 97
附錄C　　問卷資料統計分析．．．．．．．．．．．．． 100

表目錄
表 2- 1 M化導入分析的效能．．．．．．．．．．．．． 18
表 3- 1 「互動式玩具廠商國際行銷策略」項目分析表．． 44
表 3- 2 問卷後測量表各個因素(構面)之內容．．．．．．． 48
表 3- 3 問卷正式後測量表因素構面矩陣表．．．．．．． 51
表 3- 4 問卷正式後測量表，各分量與總量表之信度．．． 56
表 3- 5 問卷正式後測量表，各分量表之間的相關係數．． 57
表 4- 1 受試者對問卷調查正式後測量表認同度之反應情形
優先順序．．．．．．．．．．．．．．．．．． 60
表 4- 2 受試者在八大構面的反應情形．．．．．．．．． 63
表 4- 3 頻率分析表．．．．．．．．．．．．．．．．． 64
表 4- 4 轉軸之後的因素矩陣．．．．．．．．．．．．． 66
表 4- 5 兩岸三地廠商在八大構面認同度單因子變異數分析
表．．．．．．．．．．．．．．．．．．．．． 67
表 C-1 相關．．．．．．．．．．．．．．．．．．．． 100
表 C-2 獨立樣本檢定．．．．．．．．．．．．．．．． 105

圖目錄
圖 1- 1 研究流程圖．．．．．．．．．．．．．．．．．． 9
圖 2- 1 導致產業競爭的五力分析．．．．．．．．．．．． 11
圖 2- 2 三種衍生性策略．．．．．．．．．．．．．．．． 13
圖 2- 3 供應鏈的基本模型．．．．．．．．．．．．．．． 20
圖 2- 4 資料品質與整合端．．．．．．．．．．．．．．． 25
圖 2- 5 垂直分工與水平分工．．．．．．．．．．．．．． 33
圖 2- 6 產品生命週期(PLC)與技術生命週期(TLC)策略．．． 35
圖 3- 1 研究架構圖．．．．．．．．．．．．．．．．．． 38
圖 3- 2 量表信度與效度之建構流程．．．．．．．．．．． 41
圖 4- 1 共同因素．．．．．．．．．．．．．．．．．．． 65

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