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研究生:林永權
研究生(外文):Yung-Chuan Lin
論文名稱:產業生命週期演變下企業經營策略之研究:汽車產業之實證探索
論文名稱(外文):Strategic Analysis under Industry Life Cycle Evolution:Empirical Study on Automobile Industry
指導教授:侯嘉政侯嘉政引用關係
指導教授(外文):Jia-Jeng Hou
學位類別:博士
校院名稱:國立嘉義大學
系所名稱:企業管理學系
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
畢業學年度:102
語文別:中文
論文頁數:281
中文關鍵詞:產業生命週期汽車產業企業經營策略模糊分析網路程序法矩陣實驗室
外文關鍵詞:Industry Life CycleAutomobiles industryBusiness Management StrategiesFuzzy Analytical Network ProcessFANPMatlab
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  • 被引用被引用:14
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本研究以台灣區汽車相關之電動車產業、零組件產業、整車製造產業及銷售通路產業做為研究對象,此四項產業為台灣汽車代表性產業,以二十年成長率為基期利用幾何平均數法劃分不同產業生命週期,各界定為導入期、成長期、成熟期和衰退期;本研究透過FMCDM與FANP分析方法,對專家進行決策方案評選優先順序之調查,期經由產業資料與個案研究觀察、產業發展的環境特性與組織條件、經營策略的互動架構,藉以描述不同生命週期產業環境特性下企業經營策略的決策模式,並分析其策略間關聯矩陣權重,歸納具體決策準則指標構面以了解台灣汽車產業在產業生命週期演變下的經營策略。
研究結果顯示:整體汽車業在6項策略面向中以產品策略最重視,顯示汽車消費者除了重視產品品質、性能、價格等基本需求之外,如何在整個消費活動中獲得最大的滿意程度,已逐漸成為其整車製造產業最終決策的準則;在35項決策準則中以組織能耐及產品線延伸和多角化做為主要策略考量;在4項方案選擇策略上偏反射性策略,顯然整體汽車產業在策略制定上未能顯示其具有一致性的產品市場導向,通常較產品市場其它競爭者不具侵略性,其風險也較低,沒有能力適當回應產業變化,常在環境壓力下被迫作出回應。導入期與成熟期重視企業能耐策略,在核心職能或核心能耐項目上,整體之綜效為組織創造附加價值,且能在競爭中勝出,其核心能力的開發與增強來自於組織內部的集體學習;成長期重視創新策略,此產業創新的正當性是可以被管理與操控的,可以協助組織達到績效目的;衰退期以通路策略做為首要決策,通路配銷系統為一需花時間建立,且不易改變的外部資源,它與重要的內部資源如製造、研發工程等具有同等的重要性。行銷通路中各種行銷中間商之組成之所以存在的最大原因,在於其能有效的提供各種行銷功能,以聯繫生產者與消費者間的供需區隔。
研究結果也發現,在相同產業性質下,因南北競爭環境差異其決策思維亦有不同,業者宜藉由資源的整合運用達成某項工作並創造競爭上的優勢,盤點產業資源對照企業能耐而制定企業經營策略。

This dissertation aims to analyze the strategic operation in the pace of industry life cycle of automotive industry in Taiwan Area. Four primary sub-industries are studied in a 20-year interval of entering, growing, matured, and declining four stages. FMCDM and FANP are applied to elicit the strategic decision priority from the interview with industrial experts. By means of industry information collection, studied cases observation, context by environmental characteristics and organizational factors, propose an interactive structure of operational strategies to present a strategic decision making model under each industry life cycle. This study also analyze the Relational Matrix among strategies, try to find the strategic decision making criteria under varied industry life cycle, and answer the questions of what operational strategies adoption in Taiwanese automotive industry.

The result shows the product-mix strategy is the most critical one among all six strategic aspects, reveals in addition to fundamental needs such as quality, function, and price, how to delight customers during the entire purchasing service, has became a mandatory standard among all auto makers; the organization core competence and products diversification are two priorities in 35 strategic decision criteria; intuitive reaction is the preferable action within 4 strategic options, tells product-mix strategy is not adopted commonly in the entire industries, also describes players incline to a less-competition, low-risk action, and passively react when facing external threat They prefer core-competence strategy under entering/matured stages, which organization learning enhances competitiveness and performance; innovation management to create value is adopted under growing stage; and finally prefer strengthening sales channel when industry goes declining stage. The sales agency, usually needs a long-year to develop, play an important role in bridging a full-scope service between makers and consumers.

Interestingly, the result also shows a geographic gap in strategy selection even under the same industry, they integrate core competences with available resources to create competition advantage, and make their own strategies.


目 錄
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究問題 3
第三節 研究目的 3
第四節 論文結構與研究流程 4
第二章 汽車產業分析 5
第一節 全球汽車產業總覽 5
第二節 台灣汽車產業現況 7
第三節 大陸汽車產業現況 14
第四節 汽車產業價值鏈與產業生命週期之關聯 16
第五節 台灣汽車產業生命週期 20
第六節 台灣汽車產業面臨的問題 22
第三章 文獻探討 28
第一節 產業生命週期 28
第二節 組織生命週期與經營策略關係 38
第三節 企業環境動態與經營策略 45
第四節 競爭策略與經營策略關係 49
第五節 通路策略 53
第六節 產品策略 59
第七節 企業能耐 68
第八節 創新策略 80
第九節 決策方案選擇策略 96
第四章 研究方法 99
第一節 研究架構 99
第二節 問卷設計 109
第三節 研究對象 112
第四節 問卷調查 113
第五節 分析方法 114
第五章 研究結果與分析 121
第一節 產業專家FANP策略準則內部從屬關聯矩陣權重分析 123
第二節 導入期--電動車產業權重與風險態度分析 136
第三節 成長期--零組件產業權重與風險態度分析 144
第四節 成熟期--整車製造產業權重與風險態度分析 152
第五節 衰退期--銷售通路產業權重與風險態度分析 161
第六節 整體汽車產業權重與風險態度分析 170
第六章 結論與建議 182
第一節 結論 182
第二節 建議 186
第三節 研究貢獻 189
第四節 研究限制 190
第五節 後續研究方向 191
參考文獻 192
附錄一 模糊多評準決策(FMCDM) 215
附錄二 專家效度問卷 224
附錄三 準則建議與修正 225
附錄四 專家訪談名單 228
附錄五 專家效度問卷意見調查表整理 229
附錄六 策略面關聯特徵值問卷調查表 231
附錄七 產業生命週期演變下企業經營策略之研究問卷調查表 238



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