高度競爭下的市場進入決策：以台北市便利商店為例

Abstract

本論文探討台北市連鎖式便利商店的市場進入決策。研究發現在便利商店的產業裡，相較於多重市場接觸(亦即是否已同時出現在其他市場)的考量，與競爭對手門市的距離對廠商的進入決策有較大的影響。此外，上期競爭對手存在與否，也是廠商是否進入該市場的重要衡量依據。大型連鎖店會進入前一期競爭較激烈的市場，這些市場競爭對手的門市已有一家以上；而小型連鎖店通常不會依據對手的門市數目來決定其進入的決策。最後，利用不同的落後期變數設定，本文發現廠商的進入決策具有一致性。這表示在台北市，便利商店已經是相當成熟的產業了。

In this paper we study entry decisions of the convenience store chains in Taipei. We find that the distance between store pairs is more relevant to firms` entry decisions than the multimarket contact (i.e., firms encounter each other in multiple markets) in this industry. In addition, the presence of a firm`s rivals in the previous period plays an important role in the entry decision. The large convenience store chains are more likely to enter more competitive markets, such as markets consisting of more than one rivals` store. On the other hand, the small chains are indifferent to their rivals` presence when making their entry decisions. Lastly, firms` entry decisions are consistent when different measurements of lagged variables are used. We interpret that the convenience store industry may have reached a stable state in Taipei.