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題名:遠離或靠近你的競爭者?使用重力模型決定商店位置選擇
作者:楊偉智
作者(外文):Wei-Jhih Yang
校院名稱:臺灣大學
系所名稱:國際企業學研究所
指導教授:任立中
學位類別:博士
出版日期:2012
主題關鍵詞:商家群聚群聚質量群聚效應重力模型區位選擇模型認知距離store clusteragglomeration effectsgravity modellocation choice modelcognitive distance
原始連結:連回原系統網址new window
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競爭策略觀點認為接近競爭者會增加組織間競爭,但群聚內組織也可能互利共生,產生的經濟外部性,可以增進組織的生產效率與提高消費需求。因此,進不進入群聚兩難?本研究探討的不同品牌商店其獲得的群聚效應是否會有所差異,並透過品牌相似度與群聚質量兩構面,形成四種情境探討不同情境下,在群聚中誰從中獲得群聚效應的經濟外部性,誰獲得群聚效應的不經濟外部性,藉此提出不同的區位策略給不同的廠商。
過去關於群聚效應的衡量相當缺乏,本研究導入物理學中重力模式,衡量單一店家與商家群聚對於消費者的吸引力,我們預期較大規模,高品牌價值的商家將可以吸引更多消費者的目光。並藉此模型測量群聚質量,再透過以消費者與群聚中心距離平方呈反比,計算出群聚吸引力,以此衡量群聚效應的指標。
本研究以2011台北市與新北市高級進口車經銷商做為本研究對象,探討的不同品牌商店其獲得的群聚效應是否會有所差異。實證結果發現:1.小品牌或不知名廠商可以選擇靠近知名廠商之區位選擇,提升顧客訪店數。2. 品牌價值中等廠商,無論與競爭者相似與否,遠離競爭者可以獲得較高的效益。3. 品牌價值最大的廠商,無論身處何處都可以享受單一家店吸引力或群聚效應,但在群聚當中可以獲得最大收益。由於本研究資料屬於橫斷面資料,無法觀察到經銷商退出該區域情況及進入順序效果,未來研究可透過縱斷面資料加以分析。
The literature on generic competition strategy states that proximity is often synonymous with competition; however, spatial clustering attracts more customers to visit and purchase. This paper aims to identify who gains more from spatial clustering if the economies of agglomeration exist; conversely, who loses more if the diseconomies of agglomeration exist. It proposes a new approach to measure the attractiveness of individual stores and agglomeration effects by using gravity model.
Based on the gravity model from physics, authors propose a new approach to measure the attractiveness of individual stores; furthermore, this approach also provide a new way to measure spatial cluster intensity that we term agglomeration mass. Our empirical setting is the population of car dealers selling in Taipei during 2010. The empirical results show that: (1)Unknown stores or low brand value stores will benefit from locating near their competitors. (2)Medium brand value stores, regardless of the similarity between brands, stay away from the competitors can get higher benefits. (3)The largest brand value stores, wherever they are located, can enjoy the attractiveness of a single store or agglomeration effects, however, in the spatial cluster can gain maximum benefit. Given the data limitations, we were unable to observe the dropout data and order-of-entry effects which might influence results. Therefore, researchers are encouraged to research further.
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中文

金家禾,周志龍, (2007), 臺灣產業群聚區域差異及中國效應衝擊,地理學報,第四十九期:55-79new window

陳忠仁,張陽隆, (2006), 產業群聚對廠商行為及組織績效影響之研究—以台灣高科技產業為例,中山管理評論 ,第十四卷第二期:315-338new window

詹立宇, (2010), 臺灣產業地理集中水準及其影響要素之研究,地理學報 第五十八期:25-47new window

羅萱,鍾憲瑞, (2010), 群聚效應與廠商績效:產品互補與市場不確定性的調節角色,臺大管理論叢,第21卷第1期:23-46new window


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