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題名：價格定位、促銷方式對市場佔有率與獲利率關係之研究--國內三大產業之實證研究
書刊名：中山管理評論
作者：吳志正 引用關係／吳萬益 引用關係／張淑昭
作者(外文)：Wu, Jyh-jeng／Wu, Wann-yih／Chang, Su-chao
出版日期：1996
卷期：4:1
頁次：頁89-112
主題關鍵詞：價格定位；促銷方式；市場佔有率；獲利率；Price position；Promotion strategy；Market share；Profitability；PIMS
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:9
  • 點閱點閱:85
　　本研究嘗試著對本國企業對於價格定位、及各種促銷方式對於市場佔有率、獲利率的關係及重要程度做一清楚的釐清，並且對於我國企業市場佔有率與獲利率之間關係做跨產業之驗證。 　　研究結果顯示，就國內民生工業、基本王業、及服務業進行比較時，在價格定位上，各產業有顯著之差異。而在促銷方式上，對於廣告支出相對水準、廣告費用比率、銷售促進相對水準、銷售促進比例，皆有顯著之差異，但在人員銷售相對水準、及交際公關相對水準上並無差異。 　　在市場佔有率及護利率之關係上，研究顯示服務業之價格及促銷方式對其市場佔有率有一定之影響，但是市場佔有率及獲利率之間，卻不存在顯著之關係，故本研究之結果似不主持Buzzell, Gale, and Sultan(1975)所提市場佔有率及獲利率為正向之關係。但在經營績效之分群上，本研究將績效視為情境變數，由價格定位、促銷方式之特性來推論企業所採之策略，並與Miles and Snow(1978)之研究做一比較，結果顯示與過去研究一致，因此推論績致可視策略之情境變數。
　　This study attempts to identify the importance and the interrelationships among priceposition, promotion strategy, market share, and profitability. In the comparisons of relevantresearch variables among consumer industry, manufacturing industry and service industry, the results indicated that there appeared to have significant differences on price levels,advertising expenditure, ratio of advertising expenditure, sales promotion expenditure, andratio of sales promotion among industries. But it did not appear to have significant differencesamong industries for personal selling and public; relationship expenditure.For the relationships between market share and profitability, the results showed thatprice level and promotion styles had important impacts on the market share of service industry.But market share did not show any significant influence on profitability. At this point,this study does not support the research results proposed by Buzzell, Gale and Sultan(1975). For business performance, this research took performance as a contingency variable toverify its influences on firms pricing and promotion strategies. The results converged to thoseof Miles and Snow's study. Therefore, We concluded that performance may be a contingencyvariable.
期刊論文
1.Hambrick, D. C.、Schecter, S. M.(1983)。Turnaround Strategies for Mature Industrial-Product Business Units。Academy of Management Journal，26(2)，231-248。  new window
2.Schoeffler, S. S.、Buzzell, R. D.、Heany, D. F.(1974)。Impact of Strategic Planning on Profit Performance。Harvard Business Review，52(2)，137-145。  new window
3.Jacobson, R.、Aaker, D. A.(1985)。Is Market Share all that it's Cracked Up to be?。Journal of Marketing Science，49(4)，11-22。  new window
4.Hambrick, Donald C.(1983)。An empirical typology of mature industrial-product environments。Academy of Management Journal，26(2)，213-230。  new window
5.Bass, Frank M.、Cattin, Phillippe、Wittink, Dick(1978)。Firm Effects and Industry Effects in the Analysis of Market Structure and Profitability。Journal of Marketing Research，15，3-10。  new window
6.Ginsberg, Ari、Venkatraman, N.(1985)。Contingency Perspectives of Organizational Strategy: A Critical Review of the Empirical Research。Academy of Management Review，10(3)，421-434。  new window
7.Day, G. S.(1977)。Diagnosing the Product Portfolio。Journal of Marketing，41，29-38。  new window
8.Buzzell, R. D.、Gale, B. T.、Sultan, R. G. M.(1975)。Market Share: A Key to Profitability。Harvard Business Review，53(1)，97-106。  new window
9.Shetty, Y. K.(1979)。New look at corporate goals。California Management Review，22，71-79。  new window
10.Gale, B. T.、Branch, B. S.(1982)。Concentration Versus Market Share: Which Determines Performance and Why Does It Matter?。Antitrust Bulletin，27，83-106。  new window
11.Miller, A.、Dess, G. G.(1993)。Assessing Porter's (1980) model in terms of its generalizability, accuracy and simplicity。Journal of Management Studies，30(4)，553-585。  new window
12.Miller, D.(1987)。The Structure and Environmental Correlations of Business Strategy。Strategic Management Journal，8，55-77。  new window
13.Anderson, E.(1988)。Strategy Implications of Darwinian Economics for Selling Efficiency and Choice of Integrate or Independent Salesforces。Management Science，34，599-618。  new window
14.Assmus, G. J. Farley、Lehmann, D. R.(19840200)。How Advertising Affects Sales: Meta-Analysis of Econometric Results。Journal of Marketing Research，21，65-74。  new window
15.Buzzell, R. D.、Wiersema, F. D.(1981)。Modeling Changes in Market Share : A Cross-Sectional Analysis。Strategic Management Journal，2，27-42。  new window
16.Chussil, M. J.(1991)。Does Market Share Really Matter?。Planning Review，19，31-37。  new window
17.Cynthia, F.、Robert, H. E.(1990)。Impact of International Marketing Strategies on Performance in Diverse Global Markets。Journal of Business Research，20，249-262。  new window
18.Gale, B. T.(1980)。Can More Capital Buy More Productivity?。Harvard Business Review，58，78-86。  new window
19.Gale, B. T.、Branch, B. S.(1981)。Cash Flow Analysis: More Important than Ever。Harvard Business Review，59，131-136。  new window
20.Gatignon, H.、Hanssens, D. M.(1987)。Modeling Marketing Interaction With, Application to Salesforce Effectiveness。Journal of Marketing Research，24，247-257。  new window
21.Hall, G.(1987)。When Does Market-Share Matter?。Journal of Economic Studies，14，41-54。  new window
22.Hambrick, D. C.、Macmillan, I. C.、Day, D. L.(1982)。Strategic Attributes and Performance in the BCG Matrix-A PIMS-Base Analysis of Industrial Product Businesses。Academy of Management Journal，25，161-168。  new window
23.Mancke, R. B.(1974)。Causes of Interfirm Profitability Differences: A New Interpretation of the Evidence。Quarterly Journal of Economics，88，181-193。  new window
24.Mancke, R. B.(1977)。Interfirm Profitability Differences: Reply。Quarterly Journal of Economics，91，677-680。  new window
25.Porter, M. E.(1976)。Please Note the Location of Nearest Exit: Exit Barriers and Planning。California Management Review，19，21-33。  new window
26.Ramanujam, V.、Venkatraman, N.(1984)。An Inventory and Critique of Strategy Research Using the PIMS Database。Academy of Management Review，9，138-151。  new window
27.Ravenscraft, D. J.(1983)。Structure-Profit Relationship at the Line of Business and Industry Level。The Review of Economics and Statistics，65，22-31。  new window
28.Szymanski, D. M.、Bharadwaj, S. G.、Varadarajan, P. R.(1993)。Standardization verus Adaptation of International Marking Strategy:An Empirical Investigation。Journal of Marketing，57，1-17。  new window
29.Tellis, G. J.(1988)。The Price Elaticity of Selective Demand: A Meta--Analysis of Econometric Models of Sales。Journal of Marketing Research，25，331-341。  new window
30.Hambrick, D. C.(1983)。Some Tests of the Effectiveness and Functional Attributes of Miles and Snow's Strategic Types。Academy of Management Journal，26(1)，5-26。  new window
31.McDaniel, Stephen W.、Kolari, James W.(19871000)。Marketing Strategy Implications of the Miles and Snow Strategic Typology。Journal of Marketing，51(4)，19-30。  new window
會議論文
1.Anderson, C. R.、Zeithaml, C. P.(1981)。Stage of Product Life Cycle as a Determinant of Business Strategy: An Empirical Test Using PIMS Data。Academy of Management Meeting。San Diego。  new window
2.Rumelt, R. P.、Wensley, R.(1981)。In Search of the Market Share Effect。Academy of Management，2-6。  new window
學位論文
1.莫海鳴(1988)。臺灣水泥業經營策略與經營績效之相關研究：PIMS分析法之實證應用(碩士論文)。淡江大學。  延伸查詢new window
2.張重昭(1985)。產業環境、技術特性經營策略、管理制度與績效關係之研究(博士論文)。國立政治大學。new window  延伸查詢new window
3.高永昆(1990)。臺灣企業競爭行為之研究--建築業與百貨業實證研究(博士論文)。國立政治大學。new window  延伸查詢new window
4.張英哲(1980)。廣告投資與商品知名度、市場佔有率之關係--台北地區因徑分析實例研究(碩士論文)。國立政治大學。  延伸查詢new window
5.陳麗卿(1984)。策略規劃對利潤之影響--PIMS方法(碩士論文)。大同工學院。  延伸查詢new window
6.Ramanujam, V.(1984)。Environmental Context, Organizational Context, Strategy, and Corporate Turnaround: An Empirical Investigation(博士論文)。University of Pittsburg。  new window
圖書
1.中華徵信所(19930600)。臺灣地區大型企業排名。中華徵信所企業股份有限公司。  延伸查詢new window
2.Scherer, F. M.(1980)。Industrial Market Structure and Economic Performance。Chicago, Illinois：Rand McNally College Publishing。  new window
3.Buzzell, Robert D.、Gale, Bradley T.(1987)。The PIMS Principles: Linking Strategies to Performance。New York：The Free Press。  new window
4.Buzzell, R. D.、Churchill, G. A. Jr.(1991)。Marketing Research: Methodological Foundations。Dryden Press。  new window
5.Hair, J. F. Jr.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1994)。Multivariate Data Analysis with Readings。N. Y.：MacMillian Publishing Co.。  new window
6.Henderson, J. M.、Quandt, R. E.(1980)。Microeconomics Theory: A Mathematical Approach。New York：McGraw-Hill, Inc.。  new window
7.Fiedler, Fred E.(1967)。A Theory of Leadership Effectiveness。New York：McGraw-Hill。  new window
8.Miles, Raymond E.、Snow, Charles C.(1978)。Organizational Strategy, Structure, and Process。McGraw-Hill。  new window
9.Porter, Michael E.(1980)。Competitive Strategy。New York：The Free Press。  new window
圖書論文
1.Monroe, K. B.、Krishnan, R.(1984)。Effects of Price on Subjective Product Evaluations。Perceived Quality: How Consumers View Merchandise。Lexington, MA：Lexington Books。  new window
2.Schoeffler, S. S.(1977)。Cross-sectional study of Strategy, Structure, and Performance: Aspects of the PIMS program。Strategy+Structure = performance。Bloominton, IND.：Indiana University Press。  new window
 
 
 
 
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