政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/81455

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/81455

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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/81455

Title:	品牌商競爭行為與通路商競爭行為相互影響之研究 The interactive relationship between brand owners` competitive behaviors and retailers` competitive behaviors
Authors:	陳人豪 Chen, Jen Hao
Contributors:	黃國峯 Huang, Kuo Feng 陳人豪 Chen, Jen Hao
Keywords:	動態競爭多點競爭便利商店飲品市場內容分析法 Dynamic Competitive Multi-Point Competition CVS Drinks Market Content Analysis
Date:	2014
Issue Date:	2016-03-01 10:25:33 (UTC+8)
Abstract:	便利商店自1979年由統一企業引進台灣，經過三十餘年的發展，目前為一寡占市場，市占率由連鎖超商體系的統一超商(7-ELEVEN)、全家便利商店、萊爾富超商及來來(OK)便利商店占據了將近九成九的市占率，而台灣的便利商店有其特有的產業生態，即現今便利商店中較具規模的品牌，都與上游的品牌商具有相當緊密的連結。而這樣的產業現況，讓台灣食品品牌商與便利商店之間略有體系對抗的意味存在，若將品牌商與通路之間視為一個整體，假設通路商為品牌商的點，其競爭行為即為「多點競爭」。無論對上游的品牌商或是下游的通路商，這種形式的緊密連結使其競爭合作關係的可能性與複雜度也比在單一產業中競爭來的複雜且多元許多。　　本研究將品牌商與通路商視為一體，觀察其：(1)上下游相互協助的狀況是否存在；(2)上下游規模是否影響其競爭策略的擬定；(3)相互容忍的現況是否存在，採用田野調查法收集資料後，透過內容分析法中質性研究的方式，並且以動態競爭的觀點，對台灣便利商店與品牌商之間的特殊結構做分析，並將資料利用不同的觀點解讀，試圖探究其兩者之間的競爭行為是否具有相互影響的現象，並配合現有的客觀資料，嘗試說明便利商店與品牌商之間的互動關係與成因，也嘗試用品牌與通路規模當作分析的變項，驗證其是否為影響便利商店與品牌商競爭行為間的因子。　　而結果也與預期相似，(1)品牌商及通路商有相互協助的現象存在。(2)上下游的規模也確實影響其策略的制定，品牌規模越大，越容易作為協助促銷的對象；通路規模越大，也越容易作為推廣品牌的點。(3)多點競爭的相互容忍現象存在於此產業相當多的品類當中，尤其是寡占的品類市場。
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Description:	碩士國立政治大學企業管理學系 101355035
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0101355035
Data Type:	thesis
Appears in Collections:	[Department of Business Administation] Theses

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