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Title:	產業特質、消費者行為、公司條件和先進者優勢關係之研究--以台灣飲料業、便利商店業和國際觀光旅館業為例
Authors:	程淑莞
Contributors:	吳思華程淑莞
Date:	1990 1989
Issue Date:	2016-05-03 14:10:41 (UTC+8)
Abstract:	論文提要在二、三十年之前，若一公司得以掌握一銷售良好之產品，即可維持長久之生存及利潤賺取，然今日，技術發達一日勝過一日，消費者之需要也不斷在改變之中，以致一新推出上市之產品，旋即可能為另一新產品取代，產品平均生命週期因此不斷地縮短。產品生命週期之不斷縮短意味著新市場機會之不斷產生，眾廠商隨時皆有重新競賽之機會，故進入時機策略之選擇因此愈形重要。故本研究希望能回答以下三問題: 1.哪些產業特質導致－產業或－新生市場區隔之先進者享有競爭優勢。 2.哪些消費者行為將導致－產業或－新生市場區隔之先進者享有競爭優勢? 3.一公司需具備哪些條件始可能成為先進者? 本研究之研究方法乃藉由以往相關文獻之探討，提出一觀念性架構，並觀察台灣之飲料業、便利商店業及國際觀光旅館業，繼而提出相關命題。本研究節果對企業經營者之涵義如下: 1.當一產業有學習效果時，則可採用先進者策略。 2.當一產業之技術外溢性低時，則可採用先進者策略。 3.當技術發展為連續過程時，則可採用先進者策略。 4.若先進者可優先取得輸入因素，且該輸入因素不因時間之過去而被淘汰，則可採用先進者策略。 5.若先進者可優先取得技術，則可採用先進者策略。 6.若先進者得以先佔得地理空間，或得以先佔得產品特性空間且後進者無強大實力時，則可採用先進者策略。 7.若先進者可因廠房及設備之優先投資而獲明顯之規模經濟時，則可採用先進者策略。 8.若消費者轉換品牌之轉移成本大於預期轉換利益時，則可採用先進者策略。 9.若產業中有不確定性之存在，然先進者得以影響其解決方向時，則可採用先進者策略;若無法影響之，則採後進者策略較佳。 10.若消費者具有品牌惰性或品牌忠誠度時，則可採用先進者策略。 11.若消費者之風險規避程度高時，則可採用先進者策略。 12.若消費者在使用過程中產生被教育之現象，則可採用先進者策略。 13.若先進者得以掌握策略性質源，則可採用先進者策略。以上為企業是否採行先進者策略之參考原則，另就成為先進者必需具備之條件，詳列於下: 1.未按鎖定於一套固定資產。 2.未有「拒絕打擊、破壞既有產品線」之現象。 3.組織未有「僵化、缺乏彈性」之現象。 4.具有前瞻性之技術。 5.具有高度市場概念化能力。 6.具有純熟之產品製程發展技巧。 7.具有追求創新之文化。 8.高階經理人具有創新之風格。 9.採行彈性之組織設計。 10.R&D或行銷研究部門佔公司中重要地位。 11.具有強大之基本經營能力。 12.風險規避程度低。 13.強調新生市場開拓利益甚於公司總體產品利益。
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Description:	碩士國立政治大學企業管理學系
Source URI:	http://thesis.lib.nccu.edu.tw/record/#B2002005231
Data Type:	thesis
Appears in Collections:	[Department of Business Administation] Theses

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