臺灣博碩士論文加值系統

在面臨全球市場的競爭下，多國企業與競爭者之間在多個不同市場上頻繁地競爭。回顧過去探討多點競爭之研究，學者提出相互容忍概念。相互容忍現象表示同一產業內的競爭廠商在多個不同的市場相遇時，會因為彼此的熟悉性和威懾效果，進而使廠商間競爭強度下降的現象。但是迄今為止，針對相互容忍現象的相關實證結果尚未推出一致的結論。
本研究以策略多樣性觀點和競爭網絡觀點，針對多重市場競爭下的相互容忍假說進行驗證，以動態競爭作為核心概念，並使用 AMC觀點中察覺、動機、能力作為推論的基礎方向。研究產業選定全球前20 大定期貨櫃航商作為研究樣本，資料來源為 Cyber Shipping Guide航運業資料庫，研究期間自 2009 年 1 月至 2014 年 12 月底。總計有3040 個競爭性行動和 2549 個合作性行動，共計 5589 個行動樣本。
本研究之實證結果發現：(1) 焦點廠商的多重市場接觸程度與營運績效表現呈現倒 U 型曲線關係；(2) 焦點廠商的策略多樣性，對於多重市場接觸與績效不存在調節效果；(3) 焦點廠商於競爭網絡中的競爭向外中心性，會對多重市場接觸與績效產生調節效果，高競爭向外中心性會使得兩者間原先倒 U 型曲線轉變成 U 型曲線關係，而低競爭向外中心性會從原先的倒 U 型曲線回復到正向之線性相關，並強化相互容忍效果使得績效上升。
綜合以上所述，本研究同時以策略多樣性與競爭網絡觀點，檢視多國企業在多重市場接觸下之相互容忍現象，以及此現象對績效表現的影響。並將多點競爭研究延伸至國際市場，補足過去文獻較少探討多國企業的研究缺口。另外，本研究提出曲線關係用以觀察相互容忍現象，提供未來學者新的研究思維，並加入關係競爭網絡觀點，提供廠商實務上調整策略之參考依據。

Under the circumstance of global market competition, multinational companies frequently compete with competitors at different markets. The past researches of multi-point competition proposed the concept of mutual forbearance, which represented competitors within the same industry encountered each other at multiple markets and caused the intensity level of competence declined, because of familiarity and the deterrence effect. However, to date the empirical results indicate that there is no consistent conclusion about mutual forbearance.
This research is based on strategic repertoiregy variety and competition network to examine the mutual forbearance circumstance in multimarket contact (MMC). The core concept of this study is dynamic competitive, in view of awareness, motivation and capability as a basis for inference direction. The research sample of this study is chosen from the top 20 firms of global container shipping industry. The data is collected during 2009 to 2014 from Cyber Shipping Guide database with 5,589 total amount of news analysis.
    The empirical finding shows: (1) the relationship between focal firm’s MMC and performance is an inverted U-shaped; (2) focal firm’s strategic repertoiregy variety has no moderating effect to the relationship between focal firm’s MMC and performance; (3) focal firm’s out-degree centrality has moderating effect to the relationship between focal firm’s MMC and performance. The higher the degree of competitive of out-degree centrality, the original inverted U-shaped curve turns into a U-shaped curve relationship; The lower the degree of competitive of out-degree centrality, the original inverted U-shaped curve turns into a positive linear relationship.
    In conclusion, this study is based on repertoiregy variety and competition network to examine the influence of mutual forbearance in MMC, and performance. This studay also fill the gap of previous researches of multipoint competition in multinational corporations (MNCs).

目次
第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的與研究問題 5
第三節 研究範圍 6
第四節 名詞定義與說明 7
第五節 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AMC觀點 9
第二節 多重市場接觸 10
第三節 策略多樣性 12
第四節 競爭網絡 13
第五節 假說推導 14
第六節 研究架構說明 18
第三章 研究方法 19
第一節 研究樣本及資料來源 19
第二節 變數操作性定義及衡量方式 23
第三節 統計分析工具介紹 27
第四章 統計分析與實證結果 29
第一節 樣本資料特性分析 29
第二節 實證結果分析 37
第三節 實證結果之討論 43
第五章　結論與建議 49
第一節 研究結論 49
第二節 理論與實務意涵 52
第三節 研究限制 60
第四節 後續研究方向 62
參考文獻 63

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