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題名 策略性市場訊號模式：預售屋市場的競爭行為
Strategic Market Signaling : the Firm`s Competitive Behavior of the Forward Market of Real Estate
作者 洪湘富
Hung, Shiang-Fu
貢獻者 王秉鈞
Wang, Bing-Jyun
洪湘富
Hung, Shiang-Fu
關鍵詞 市場訊號
競爭策略
競爭行為
Market signaling
Competitive strategy
Competitive behavior
日期 1992
上傳時間 2-May-2016 13:23:54 (UTC+8)
摘要 在企業經營中，策略的制定是重大的決策，而要制定策略則須考慮競爭行為的影響。市場上的資訊可以幫助策略擬定，利用市場訊號來看市場上的資訊與競爭應該可以使得經營者更瞭解競爭的現象。而有關市場訊號的作用並為有共識，因此本研究想利用預售屋為研究對象，探討以下問題：
參考文獻 中文部份:
黃曉芬，1990，住宅市場中民間供給部門的結構--以台北為研究對象，台南:成大都計所未出版碩士論文。
莊玉雯，1982，房屋預售問題之研究，台北:政大地政所未出版碩士論文。
張金鶚，1989，房地產交易制度之研究，內政部營建署。
談克誠，1993年6月，房屋市場月刊。
謝安田(1980)，企業研究方法。台北:水牛出版社。
英文部分
Allison, G.T.(1971),Essence of Decision, Little, Brown, Boston.
Camerer,C.F.(1991),"Does strategy research need game theory?" Strategic Management journal,p137-152.
Chakravarti, D., Mitchell Andrew and Richard Staelin.(1981) "judgment based marketing decision models: problems and possible solutions,"
journal of Marketing,p13-24.
Chen,Ming-jer, Ian C. Macmillan(1992), "Nonresponse and diayed response to cometitive moves: the role of competitor dependence and action irreversibility,"
Academy of Management journal, p539-570.
----,Ken G. Smith & Curtis M. Grimm(1992),"Actoin Characteristics as Predictor of Competitive Responses, "Management Science,p439-455.
Dickson, Peter Reld.(1992),"Toward a general theory of competitive rationality," Journal of Marketing,p69-83.
Dolan, R.J.(1981),"Models of competition: a review of theory and empirical evidence," In B.M . Enis and K.j.Roering, (Eds), Review of Marketing,
American Marketing Association, Chicago, p79-89.
El iashberg,jehoshua, Thomas S.Robertson(1989), "New product preannouncing behavior: a market signaling study," journal of Marketing
Research, p282-292.
EmorY,C.William,Donald R. Cooper(1991),Business Re-search Mehtods, Richard D. Irwin, Inc. , Boston, MA.
Gatignon,H.(1984)"Competition as a moderator of the effect of Advertising on Sales," Journal of Marketing Research, p387-398.
Gerstner,Eitan(1985), "Do higher prices signal higher quality?," Journal of Marketing Research,p209-216.
Harsanyi,john C.(1982), "Subjective probability and the theory of games: comments on Kandane and Larkey`s Paper," Management Science, February 1982, p120-125.
HeiI,oIiver (1989) , "Explaining and predicting competitive reaction: a marketing signaling approach, "Doctoral Dissertation, University of Pennsylvania.
----, Thomas S. Robertson( 1991), "Toward a theory of competitive market signal ing:a research agenda ," Strategic Management Journal, p403-418.
Khlstrom, R.E., Riordan, M.E.(1984),"Advertising as a signal" Journal of Political Economy,p253-279 .
Kreps, David M. ,Robert Wilson(1982), "Sequential Equilibria," Econometrica,p863-894.
- - - - , Robert Wilson ( 1 9 8 2 ) , ,. Reputation and imperfect information, " Journal of Economic Theory, p252-279.
Lev, Baruch(1992),"`Information disclosure strategy," California Management Review, p9-32.
Little, John D., Leonard M. Lodish(l981),Commentary on "Judgment based marketing decision models," Journal of Marketing, p24-30.
Macmillan, lan, Mary L.M,& Gilles V. W.(1985),"competitors` responses to easily imitated new product exploring commercial banking product introductions," Strategic Management Journal, p75-86.
Milgrom, Paul , John Roberts(1982),"Predation, reputation, and enttry deterrance, "Journal of Economic Theory,p280-312.
Monroe, K.B. ,S.M. Petroshius(1981), "Buyers` perceptions of price: an update of the
Kassaujian and T.S. Robertson, eds. Glenview, IL :Scoot, Foresman and Company,p43-45.
Moore, Marian Chapman . (1992), " Signals and choices in a competitive interaction: the role If moves and messages," Management Science, p483-500.
Moorthy, K. Sridhar(1985), "Using game theory to model competition," 10urnal of Marketing Research,p262-282.
Nelson, Phillip(1974), "Advertising as Information Once More" in Issues in Advertising: The Economics of Persuation, David G., Tuerck, ed. Washingtion, DC: American Enterprise Institue.
0lson, J.C.(1977) "Price as an Informational Cue : Effects on Product Evaluations," in Consumer
and Industrial Buying Behavior, A.G. Woodside et al., eds, New York: NorthHolland Publishing Co.p267-286 .
Porter,M.E.(l980),Competitive Strategy, The Free Press, New York.
Radner,R.(1968),"Competitive equilibrium rnder uncertalinty," conometrica,p31-58.
Saloner,G.(1991),"Modeling, Game Theory, and Strategic Management" Strategic Management lournal, pl19-136.
Scherer,F.M.(l980),Industrial Market Structure and Economic Performance, Houghton Mifflin Company,Boston , MA .
Selten, Reinhard(1978),"The chain store paradox, "Theory and Decision,p127-159.
Singer,Alan E., Roderick J. Brodie(1990),"Forecasting competitor`s actons: an evaluation of alternative ways of analyzing business competition, "International Journal of Forecasting,p75-88.
Smith,Ken G.,Curtis M. Grimm(1991),"a Communication Information Model of Competitive Response Timing," Journal of Management ,p5-23.
----,Curtis M. Grimm & Ming-Jer Chen, Martin J. Gannon (1989) "Predictors of response time to competitive strategic actions: preliminary theory and evidence," Journal of Business Research,p245-258 .
----(1974)"Competitive and optimal responses to signals: as analysis of efficiency and
distribution."Journal of Econoiec Theory, p296-332 .
Weigelt, Keith ,Ian Macmillan(1988),"an Interactive strategic analysis," Strategic Management Journal,p27-40.
描述 碩士
國立政治大學
企業管理學系
G80355010
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002004061
資料類型 thesis
dc.contributor.advisor 王秉鈞zh_TW
dc.contributor.advisor Wang, Bing-Jyunen_US
dc.contributor.author (Authors) 洪湘富zh_TW
dc.contributor.author (Authors) Hung, Shiang-Fuen_US
dc.creator (作者) 洪湘富zh_TW
dc.creator (作者) Hung, Shiang-Fuen_US
dc.date (日期) 1992en_US
dc.date.accessioned 2-May-2016 13:23:54 (UTC+8)-
dc.date.available 2-May-2016 13:23:54 (UTC+8)-
dc.date.issued (上傳時間) 2-May-2016 13:23:54 (UTC+8)-
dc.identifier (Other Identifiers) B2002004061en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/89038-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) G80355010zh_TW
dc.description.abstract (摘要) 在企業經營中，策略的制定是重大的決策，而要制定策略則須考慮競爭行為的影響。市場上的資訊可以幫助策略擬定，利用市場訊號來看市場上的資訊與競爭應該可以使得經營者更瞭解競爭的現象。而有關市場訊號的作用並為有共識，因此本研究想利用預售屋為研究對象，探討以下問題：zh_TW
dc.description.tableofcontents 第一章緒論.........1
第一節研究動機與研究背景.........1
第二節研究目的.........4
第三節研究範圍界定.........5
第四節論文結構.........7
第二章文獻探討.........10
第一節市場訊號相關理論.........10
第二節訊號之反應行為.........24
第三節遊戲理論.........31
第三章研究方法.........39
第一節觀念架構.........39
第二節研究方法.........42
第三節研究限制.........43
第四章個案分析.........46
第一節產業特性分析.........46
第二節A公司房屋代銷部門.........51
第三節B建設廣告公司.........65
小結.........72
第五章命題發展.........82
第六節結論與建議.........94
第一節研究結論與發現.........94
第二節對管理者涵意.........95
第三節後續研究建議.........96
參考文獻.........97
附錄一訪問稿整理.........102
第一節A公司房屋代銷部門.........102
第二節B建設廣告公司.........108
附錄二間接一般化命題.........114		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004061en_US
dc.subject (關鍵詞) 市場訊號zh_TW
dc.subject (關鍵詞) 競爭策略zh_TW
dc.subject (關鍵詞) 競爭行為zh_TW
dc.subject (關鍵詞) Market signalingen_US
dc.subject (關鍵詞) Competitive strategyen_US
dc.subject (關鍵詞) Competitive behavioren_US
dc.title (題名) 策略性市場訊號模式：預售屋市場的競爭行為zh_TW
dc.title (題名) Strategic Market Signaling : the Firm`s Competitive Behavior of the Forward Market of Real Estateen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部份:
黃曉芬，1990，住宅市場中民間供給部門的結構--以台北為研究對象，台南:成大都計所未出版碩士論文。
莊玉雯，1982，房屋預售問題之研究，台北:政大地政所未出版碩士論文。
張金鶚，1989，房地產交易制度之研究，內政部營建署。
談克誠，1993年6月，房屋市場月刊。
謝安田(1980)，企業研究方法。台北:水牛出版社。
英文部分
Allison, G.T.(1971),Essence of Decision, Little, Brown, Boston.
Camerer,C.F.(1991),"Does strategy research need game theory?" Strategic Management journal,p137-152.
Chakravarti, D., Mitchell Andrew and Richard Staelin.(1981) "judgment based marketing decision models: problems and possible solutions,"
journal of Marketing,p13-24.
Chen,Ming-jer, Ian C. Macmillan(1992), "Nonresponse and diayed response to cometitive moves: the role of competitor dependence and action irreversibility,"
Academy of Management journal, p539-570.
----,Ken G. Smith & Curtis M. Grimm(1992),"Actoin Characteristics as Predictor of Competitive Responses, "Management Science,p439-455.
Dickson, Peter Reld.(1992),"Toward a general theory of competitive rationality," Journal of Marketing,p69-83.
Dolan, R.J.(1981),"Models of competition: a review of theory and empirical evidence," In B.M . Enis and K.j.Roering, (Eds), Review of Marketing,
American Marketing Association, Chicago, p79-89.
El iashberg,jehoshua, Thomas S.Robertson(1989), "New product preannouncing behavior: a market signaling study," journal of Marketing
Research, p282-292.
EmorY,C.William,Donald R. Cooper(1991),Business Re-search Mehtods, Richard D. Irwin, Inc. , Boston, MA.
Gatignon,H.(1984)"Competition as a moderator of the effect of Advertising on Sales," Journal of Marketing Research, p387-398.
Gerstner,Eitan(1985), "Do higher prices signal higher quality?," Journal of Marketing Research,p209-216.
Harsanyi,john C.(1982), "Subjective probability and the theory of games: comments on Kandane and Larkey`s Paper," Management Science, February 1982, p120-125.
HeiI,oIiver (1989) , "Explaining and predicting competitive reaction: a marketing signaling approach, "Doctoral Dissertation, University of Pennsylvania.
----, Thomas S. Robertson( 1991), "Toward a theory of competitive market signal ing:a research agenda ," Strategic Management Journal, p403-418.
Khlstrom, R.E., Riordan, M.E.(1984),"Advertising as a signal" Journal of Political Economy,p253-279 .
Kreps, David M. ,Robert Wilson(1982), "Sequential Equilibria," Econometrica,p863-894.
- - - - , Robert Wilson ( 1 9 8 2 ) , ,. Reputation and imperfect information, " Journal of Economic Theory, p252-279.
Lev, Baruch(1992),"`Information disclosure strategy," California Management Review, p9-32.
Little, John D., Leonard M. Lodish(l981),Commentary on "Judgment based marketing decision models," Journal of Marketing, p24-30.
Macmillan, lan, Mary L.M,& Gilles V. W.(1985),"competitors` responses to easily imitated new product exploring commercial banking product introductions," Strategic Management Journal, p75-86.
Milgrom, Paul , John Roberts(1982),"Predation, reputation, and enttry deterrance, "Journal of Economic Theory,p280-312.
Monroe, K.B. ,S.M. Petroshius(1981), "Buyers` perceptions of price: an update of the
Kassaujian and T.S. Robertson, eds. Glenview, IL :Scoot, Foresman and Company,p43-45.
Moore, Marian Chapman . (1992), " Signals and choices in a competitive interaction: the role If moves and messages," Management Science, p483-500.
Moorthy, K. Sridhar(1985), "Using game theory to model competition," 10urnal of Marketing Research,p262-282.
Nelson, Phillip(1974), "Advertising as Information Once More" in Issues in Advertising: The Economics of Persuation, David G., Tuerck, ed. Washingtion, DC: American Enterprise Institue.
0lson, J.C.(1977) "Price as an Informational Cue : Effects on Product Evaluations," in Consumer
and Industrial Buying Behavior, A.G. Woodside et al., eds, New York: NorthHolland Publishing Co.p267-286 .
Porter,M.E.(l980),Competitive Strategy, The Free Press, New York.
Radner,R.(1968),"Competitive equilibrium rnder uncertalinty," conometrica,p31-58.
Saloner,G.(1991),"Modeling, Game Theory, and Strategic Management" Strategic Management lournal, pl19-136.
Scherer,F.M.(l980),Industrial Market Structure and Economic Performance, Houghton Mifflin Company,Boston , MA .
Selten, Reinhard(1978),"The chain store paradox, "Theory and Decision,p127-159.
Singer,Alan E., Roderick J. Brodie(1990),"Forecasting competitor`s actons: an evaluation of alternative ways of analyzing business competition, "International Journal of Forecasting,p75-88.
Smith,Ken G.,Curtis M. Grimm(1991),"a Communication Information Model of Competitive Response Timing," Journal of Management ,p5-23.
----,Curtis M. Grimm & Ming-Jer Chen, Martin J. Gannon (1989) "Predictors of response time to competitive strategic actions: preliminary theory and evidence," Journal of Business Research,p245-258 .
----(1974)"Competitive and optimal responses to signals: as analysis of efficiency and
distribution."Journal of Econoiec Theory, p296-332 .
Weigelt, Keith ,Ian Macmillan(1988),"an Interactive strategic analysis," Strategic Management Journal,p27-40.		zh_TW