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研究生:郭倡佑
研究生(外文):Chang-Yu Kuo
論文名稱:策略多樣性與廠商績效之關聯性-市場導向競爭行動、競爭者創新能力及競爭者競爭強度為調節效果
論文名稱(外文):The Relationship between Strategic Variety and Firm’s Performance-The Moderating Effects of Market-Orientation Competitive Action, Competitor''s Innovation Capacity and Competitor''s Intensity of Competition
指導教授:喬友慶喬友慶引用關係
口試委員:官志亮鄭耿翔
口試日期:2016-05-27
學位類別:碩士
校院名稱:國立中興大學
系所名稱:企業管理學系所
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:2016
畢業學年度:104
語文別:中文
論文頁數:73
中文關鍵詞:動態競爭AMC 觀點策略多樣性市場導向競爭行動創新能力競爭強度
外文關鍵詞:competitive dynamicsAMCstrategic varietymarket-orientation competitive actioninnovation capacityintensity of competition
相關次數:
  • 被引用被引用:1
  • 點閱點閱:339
  • 評分評分:
  • 下載下載:71
  • 收藏至我的研究室書目清單書目收藏:1
近年來,動態競爭已經成為策略管理領域中相當重要的研究主題,其中廠商的競爭分析更是常被提出來討論。然而,過去研究探討廠商的競爭行動多從策略型與戰術型競爭行動分類出發,無法全面細緻探討行動背後的動機。因此,本研究以策略多樣性的觀念出發,透過廠商競爭行動類型的多寡討論對其績效表現之影響,並且進一步以察覺、動機及能力(awareness-motivation-capability, AMC) 觀點探討行動背後的意涵。
本研究以台灣4 大連鎖便利商店(統一超、全家、萊爾富與OK) 為研究樣本,蒐集2004年至2012年共計9年連鎖便利商店間的競爭行動新聞,並進一步將9年區分成108個月做資料分析。本研究廠商之競爭性行動蒐集自知識贏家網路新聞資料庫,並運用結構內容分析法(structured content analysis) 擷取連鎖便利商店相關新聞,以建立本研究資料庫。此外,本研究並透過以往研究,將競爭行動區分成17 項行動種類。討論焦點廠商每個月所使用的競爭行動類型數量與績效表現之關係。
過去研究多探討廠商使用的競爭行動數目與廠商績效間的關係,然而,較少研究探討競爭行動類型對廠商績效是否有正向影響。是故,本研究以動態競爭研究裡察覺、動機與能力的觀點,探討策略性多樣性是否會影響到焦點廠商績效。此外,本研究進一步探討市場導向競爭性行動、競爭者創新能力,以及競爭者競爭強度對策略多樣性競爭行動與廠商績效之調節效果。實證結果發現:(1) 策略多樣性對廠商績效呈現正向關係;(2) 市場導向競爭行動會強化策略多樣性競爭行動與廠商績效的正向關係;(3) 競爭者創新能力會弱化策略多樣性競爭行動與廠商績效的正向關係;(4) 競爭者競爭強度會弱化策略多樣性競爭行動與廠商績效的正向關係。


第一章緒論 1
第一節研究背景與動機 1
第二節研究問題與目的 3
第三節研究範圍與產業背景 4
第四節論文章節安排 8
第二章文獻回顧與假說推導 9
第一節動態競爭與察覺-動機-能力 (AMC) 觀點 9
第二節策略多樣性 10
第三節假說推導 11
第三章研究方法 19
第一節資料與樣本 19
第二節變數定義與衡量 25
第四章實證結果與討論 30
第一節樣本分析特性 30
第二節實證分析結果 35
第三節實證結果之討論 39
第五章結論與建議 46
第一節研究結論 46
第二節理論與實務意涵 48
第三節研究限制與後續研究建議 52
參考文獻 54
附件一四大連鎖便利商店使用競爭行動種類表 65


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