臺灣博碩士論文加值系統

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，其中廠商間的行動分析更常被提出討論。過去研究探討廠商行動多著重在廠商行動的競爭層面，然而現今廠商採取的行動除了越趨多元外，也更關注廣泛的利害關係人，並非僅是廠商自身利益。因此本研究欲跳脫原有的競爭觀點，將研究延伸至關係層面，探討在多重市場接觸下，當焦點廠商採取有利於多方利害關係人的行動時，是否會降低競爭廠商對其行動的察覺，同時降低競爭廠商採取反擊行動的動機與能力，進而提升焦點廠商的經營績效。
本研究以台灣四大連鎖便利商店(統一超商、全家、萊爾富與OK) 為研究樣本，蒐集2005年至2012年共計8年連鎖便利商店間的行動新聞，並進一步將8年區分為96個月做資料分析。本研究廠商之行動資料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，建立本研究之資料庫。同時，本研究透過以往研究，將行動類型區分為17項行動類型，其中新推產品 (主題式、季節性、一般)、產品改良、預購、新推服務、異業結盟、儲值卡促銷、形象促銷、慈善行銷 (公益形象)、代售票券，這九項行動被歸類為關係型競爭，其餘則被歸類為競爭型行動。
本研究探討在多重市場接觸的情況下，對於焦點廠商採取競爭型行動與關係型競爭這兩種不同行動種類會如何影響，此外，本研究進一步探討當焦點廠商採取這兩種不同行動，會如何影響焦點廠商之績效。實證結果發現：(1) 當多重市場接觸程度越高，會降低廠商採取競爭型行動之次數；(2) 當多重市場接觸程度越高，會降低廠商採取關係型競爭之次數；(3) 當廠商採取競爭型行動，將正向影響廠商營運績效；(4) 當廠商採取關係型競爭，將正向影響廠商營運績效；(5) 廠商採取關係型競爭之績效不會大過於競爭型行動。

Recently, the issue of competitive dynamics becomes a critical issue for the strategic management domain. The analysis of the action among the firms has already been well discussed. In the past, the research about the firm’s action focused on the competitive level of the firms’ actions. However, the actions taken by the firm today are more diversified and concern about stakeholder. Therefore, this research wants to get rid of the original rivalrous view and extends to the relational view, exploring in multimarket contact condition, when the firms take action in favor of multi-stakeholder, whether it will decrease the awareness of the competitors; meanwhile, reduce competitors’ motivations and capabilities to take response, and then enhance the focal firm’s performance.
This research takes top 4 chain convenience stores as the samples in Taiwan, which are 7-ELEVEN, FAMILY MART, HI-LIFE and OK, collects the news related to the actions between these stores from 2005 to 2012, and further divides the news of 8 years into 96 months. Data are reached from Knowledge Management Winner (KMW), which discloses data of convenience stores. Moreover, this research retrieves relative news from KMW, and then employs “structured content analysis” to construct convenience stores’ action database of top 4 chain convenience stores and differentiate actions between 17 types. Among them, nine types are classified as relational competitions and the rest are classified as competitive actions.
This research explores in multimarket contact condition, how to influence the firm to take relational competitions or competitive actions. Besides, this research also explores when the firm takes these two different kinds of actions, how the focal firm’s performance will be affected. The empirical result in this research shows: (1) The higher the degree of MMC, the lower the firm takes competitive actions. (2) The higher the degree of MMC, the lower the firm takes relational competitions. (3) The more the firm takes competitive actions, the better the focal firm’s performance. (4) The more the firm takes relational competitions, the better the focal firm’s performance. (5) The firm takes relational competitions compare with competitive actions, the focal firm’s performance will not be better.

目次
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 4
第三節 研究範圍與產業背景 4
第四節 名詞定義與說明 7
第五節 研究章節安排 8
第二章 文獻回顧與假說推導 9
第一節 多重市場接觸 9
第二節 動態競爭與AMC觀點 10
第三節 假說推導 11
第三章 研究方法 18
第一節 資料與樣本 18
第二節 變數定義與衡量 23
第四章 實證結果與討論 28
第一節 樣本特性分析 28
第二節 實證分析結果 29
第三節 實證結果之討論 35
第五章 結論與建議 43
第一節 研究結論 43
第二節 理論與實務意涵 45
第三節 研究限制與後續研究建議 49
參考書目 50

表目次
表3-1 廠商行動與說明 20
表3-2 行動範例 21
表3-3 行動分類表 24
表4-1 競爭型行動/關係型競爭數目 28
表4-2 Pearson相關係數表 30
表4-3 多重市場接觸與競爭型行動階層迴歸分析表 32
表4-4 多重市場接觸與關係型競爭階層迴歸分析表 33
表4-5 競爭型行動與廠商營業績效階層迴歸分析表 34
表4-6 關係型競爭與廠商營業績效階層迴歸分析表 35
表4-7 研究假說與實證結果 36
表4-8 四大超商市場佔有率(年) 38
表5-1 實證結果彙整 43
表5-2 本研究之理論貢獻 47

圖目次
圖2-1 觀念性研究架構 17

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