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題名:主要競爭者與次要競爭者之競爭回應分析
作者:林育賢 引用關係
作者(外文):Yu-Hsien Lin
校院名稱:國立臺北大學
系所名稱:企業管理學系
指導教授:陳宥杉
學位類別:博士
出版日期:2015
主題關鍵詞:競爭策略競爭回應數目競爭回應速度績效Competitive StrategyNumber of ResponsesSpeed of ResponsesPerformance
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本研究的主要目的在探討主要/次要競爭者的競爭回應數目與競爭回應速度,對於行動者績效的影響情形,以掌握手機產業未來趨勢,提供營運策略佈局的參考。其次,探討主要/次要競爭者的競爭回應數目與競爭回應速度對於行動者績效的負向影響程度,是否受行動者所採取的成本策略或差異化策略所影響。
首先,本研究使用問卷調查法收集動態競爭中企業的績效,並且收集競爭者競爭回應數目/速度對行動者績效的影響,這在過去的研究文獻中未曾見過。第二,本研究參考Chen and Miller (1994)的競爭回應速度與數目架構,但是使用問卷研究法收集資料,並且使用Czepiel and Kerin (2011)測量競爭行動所使用的問卷研究法作為參考的方式,使用問卷調查法來收集資料。
本研究嘗試整合Porter (1980)的一般策略,和動態競爭的觀點來結合運作,以手機品牌公司觀察對手、通路業者觀察手機品牌公司產品線、消費者觀察手機品牌公司產品線等三種獨立樣本逐一分析,兼採手機品牌公司內部經理人的觀點,提供四種不同的看法。從整合到細膩的逐一樣本分析,對動態競爭的理論和對偶分析的研究方式提供了全面性的理論意涵。第二,本研究以全面性的觀點,利用問卷調查法與對偶分析方法,提供了一個創新而極具價值性的衡量方法,對於學術在企業動態競爭與對偶分析的研究上提供了一個新穎的架構,本研究運用問卷調查與兩種編碼方式做為衡量指標,提供了對偶分析整合性以及個別性的看法。
本研究發現,首先競爭者回應數目/速度會負向地影響行動者績效,不論主要競爭者或次要競爭者皆是如此。主要競爭者競爭回應數目/速度對行動者績效的負向影響檢驗中;第一種編碼有部分公司的驗證獲得支持;第二種編碼中假說2a、2b大多未獲支持。其次,研究發現,行動者採取差異化策略可以避開次要競爭者對行動者績效的負向影響。
關鍵字:競爭策略、競爭回應數目、競爭回應速度、績效
The purpose of this study is to examine how secondary competitors differ in their competitive behaviors from their primary rivals in an industry and explored the implications of differences for performance. Get to know the future trend of the cell phone industry, and provide a composite picture of the strategic position. Secondly, to to determine whether the relationship between the number and the speed of responses of primary/secondary competitors and actor's performance affects by the value of actor's strategy.
First, this study uses questionnaires to collect firm performance in dynamic competition, and to collect the number and the speed of responses of primary/secondary competitors and actor's performance, which is rarely used in the literature. Second, this study refers to Chen and Miller (1994) to develop the construct, but refers to Czepiel and Kerin (2011) to collect data by questionnaires.
This study attempts to integrate the general strategy from Porter (1980), and competitive dynamics perspective. The model offers four different views of the data: a cell phone manager self observation view, a cell phone manager observation view, a 3c distributors view, a consumer view, and a comprehensive view. Specifically, this study integrates dynamic competitive perspective and a firm-dyad-level construct to make a substantial contribution. The data were analyzed using descriptive statistics and SEM. This study explaines these views one by one, and provides a comprehensive view of theoretical implications. Second, this study provides comprehensive perspective by using questionnaires and dyad analysis, which is highly innovative valuable evolution. There are two kinds of coding where a structured method of creating programs is used. Integrated analysis and individual perspective are included in in this article.
The results are as follows: First, the authors discovered that the number and the speed of responses are negatively related to actor's performance. Furthermore, this study finds that the differentiation strategy is effective for companies who want to avoid negative effects from secondary competitors.
Keywords: Competitive Strategy; Number of Responses; Speed of Responses; Performance.
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