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研究生:吳斯淳
研究生(外文):Ssu-Chun Wu
論文名稱:大量客製化之作法對產品多樣化與競爭優勢之影響
論文名稱(外文):THE IMPACT OF MASS CUSTOMIZATIONPRACTICES ON PRODUCT VARIETY ANDCOMPETITIVE ADVANTAGE
指導教授:葉焜煌
指導教授(外文):Kun-Huang Yeh
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(所)
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:2008
畢業學年度:96
論文頁數:124
中文關鍵詞:大量客製化作法產品多樣化競爭優勢
外文關鍵詞:competitive advantagemass customization practicesproduct variety
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新經濟時代的到來,消費者的偏好變化多樣,引領企業採取產品多樣化的生產策略以於需求多變、競爭激烈的市場中生存下來。然而,產品多樣化雖然能增加企業之彈性優勢,卻可能因而使企業內部活動複雜化,增加產品製造成本及降低產品品質,影響企業整體之競爭優勢。近年來廣受討論的大量客製化,便能夠透過有彈性的製程,在合理的低成本下提供少量多樣的產品或服務,似乎是解決產品多樣化與競爭優勢兩者間取捨的關鍵之一。因此,本研究欲進一步了解大量客製化作法、產品多樣化與競爭優勢之間關係與影響。
本研究對象為台灣3C 產品的製造廠商,經由簡單便利抽樣抽出100 份有效樣本,利用SPSS 14.0 及AMOS 6.0 版之統計套裝軟體進行敘述性統計分析、 信效度分析、階層迴歸分析及進行結構方程模型分析。研究結果發現產品多樣化與大量客製化作法均對競爭優勢有正面影響,而產品多樣化將使組織內部活動更為複雜;相對的,大量客製化作法則有助於簡化組織內部活動。因此,本研究建議採用產品多樣化的企業採行大量客製化作法,將能簡化組織內部活動複雜程度,減少錯誤及重工的可能,且另一方面能夠受益於大量客製化作法對競爭優勢的直接正向影響。
In this changing economic, various consumer preferences have led companies to adopt new strategy to produce a great diversity of product for surviving from this fierce competition. Although product variety would increase flexibility advantage, it might make internal activities more complexity, higher manufacturing costs and less product quality, in turn, less competitive advantage. Mass customization strategy can provide various products or service via flexible procedure at low cost. Thus, mass customization seems like a crucial method to solve the disadvantage of product variety on cost or quality advantage. Therefore, this study focus on the impact of mass customization practices on product variety and competitive advantage.

This study uses domestic 3C product manufacturers as research subjects. By adopting convenience sampling, valid 100 samples were collected. “SPSS for Windows” version 14.0 and AMOS 6.0 statistics analysis software were adopted for conducting descriptive analysis, reliability and validity analysis, hierarchical regression analysis, and structural equation modeling.This study found that both product variety and mass customization practices have significant and positive impacts on competitive advantage. But product variety will make the internal activity more complexity. On the contrary, the practice of mass customization will simplify organization’s internal activity. Therefore, this study suggests that company which adopting increasing product variety strategy should place emphasis on mass customization practices for simpler internal activity and lower opportunity of problems and higher competitive advantage.
CHINESE ABSTRACTi
ENGLISH ABSTRACT ii
ACKNOWLEDGEMENTS iii
CONTENTS iv
TABLESvi
ILLUSTRATIONS vii
CHAPTER 11
INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objectives2
1.3 Research Procedure 2
CHAPTER 24
LITERATURE REVIEW4
2.1 Product Variety 4
2.2 Mass Customization5
2.3 Competitive Advantage 8
2.4 The Impact of Product Variety on Competitive Advantage14
2.5 The Impact of Mass Customization on Product Variety 18
2.6 The Impact of Mass Customization on Competitive Advantage 20
CHAPTER 323
RESEARCH METHODOLOGY23
3.1 Research Framework23
3.2 Research Hypotheses 23
3.3 Measurements of Variables 24
3.4 Research Subjects and Data Collection 28
3.5 Analysis Method29
CHAPTER 431
DATA ANALYSIS 31
4.1. Descriptive Analysis 31
4.2 Results of Reliability and Validity Analysis 33
4.3 Results of Structural Equation Modeling 36
4.4 Hierarchy Regression Analysis 40
4.5 Results of Hypothesis Test 42
4.6 General Discussion and Managerial Implication43
CHAPTER 545
CONCLUSIONS AND SUGGESTIONS45
5.1 Conclusions45
5.2.Suggestions46
5.3 Research Limitations 46
5.4 Future Research Direction 47
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