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題名 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
作者 程淑莞
貢獻者 吳思華
程淑莞
日期 1990
1989
上傳時間 3-May-2016 14:10:41 (UTC+8)
摘要 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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描述 碩士
國立政治大學
企業管理學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002005231
資料類型 thesis
dc.contributor.advisor 吳思華zh_TW
dc.contributor.author (Authors) 程淑莞zh_TW
dc.creator (作者) 程淑莞zh_TW
dc.date (日期) 1990en_US
dc.date (日期) 1989en_US
dc.date.accessioned 3-May-2016 14:10:41 (UTC+8)-
dc.date.available 3-May-2016 14:10:41 (UTC+8)-
dc.date.issued (上傳時間) 3-May-2016 14:10:41 (UTC+8)-
dc.identifier (Other Identifiers) B2002005231en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/90026-
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.abstract (摘要) 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。		zh_TW
dc.description.tableofcontents 目錄
第一章緒論………1
第一節研究動機………1
第二節研究問題………1
第三節研究限制………2
第四節全文架構………2
第二章理論基礎與文獻探討………4
第一節「進入時機策略」之定義與探討………4
第二節與先進者優勢有關之產業特質………8
第三節與先進者優勢有關之消費者行為探討………14
第四節「進入時機策略」有關之公司條件………18
第五節結語………20
第三章研究方法………24
第一節觀念架構………24
第二節研究方法………25
第三節資料蒐集與分析………26
第四章台灣飲料業………28
第一節飲料業介紹………28
第二節黑松公司個案………54
第三節金車公司個案………70
第五章便利商店業………82
第一節便利商店業介紹………82
第三節統一超商個案………95
第三節安賓起商個案………114
第六章國際觀光旅館案………117
第一節國際觀光旅館業………117
第二節國賓大飯店個案………132
第三節福華大飯店個案………143
第七章研究發現………147
第一節各產業之先進者優勢探討………147
第二節各產業與先進者優勢有關產業特質之表現程度………148
第三節各產業之關鍵性成功因素………155
第四節各產業先進者優勢之來源及結合結果………157
第五節成為成功先進者之公司條件………159
第八軍命題發展………163
第一節命題發展架構………163
第二節命題發展………164
第九章結論與建議………188
第一節結論………188
第二節研究結論對企業經營者之涵義………193
第三節未來研究方向之建議………194
附錄………196

附表目次
表2-1影響先進者優勢之因素及其影響方向-………22
表4-1台灣飲料市場之主要產品類別………29
表4-2白汽水之品牌及上市時間………30
表4-3沙士品牌及上市時間………32
表4-4可樂品牌及上市時間………34
表4-5加味汽水品牌及上市時間………35
表4-6果汁品牌及上市時間………36
表4-7咖啡品牌及上市時間………37
表4-8運動飲料發展階段………39
表4-9運動飲料品牌及上市時間………40
表4-10纖維飲料品牌及上市時間………41
表4-11飲料包裝材料之推出時間………44
表4-12台灣飲料市場結構………46
表4-13白汽水之近年市佔率………46
表4-14沙士之近年市佔率………47
表4-15可樂之近年市佔率………48
表4-16加味汽水之近年市佔率………49
表4-17果汁之近年市佔率………50
表4-18罐裝咖啡之近年市佔率………51
表4-19運動飲料之近年市佔率………52
表4-20黑松之銷售額及市佔率………63
表4-21各飲料廠商76、77二年之市佔率………63
表4-22黑松產品上市時間表………64
表4-23黑松產品別佔總業額比例………65
表4-24金車之產品線及其推出年度………75
表4-25金車麥根沙士之市佔率………79
表4-26伯朗咖啡之市佔率………79
表5-1連鎖便利商店成立時間、店數、投資企業及國外合作對象………88
表5-2統一超商歷年營業額………96
表5-3統一起商與統一麵包加盟條件比較………105
表6-1國際觀光旅館業者之營業收入及其排名(73年-77年) ………124
表6-2各國際觀光旅館之成立時間………125
表6-3七十七年各國際觀光旅館之房間數及主要客源………127
表6-4七十七年各國際觀光館館之各國旅客所佔比率統計………128
表6-5有關五星級國際觀光大飯店投資計劃表………129
表6-6國賓大飯店轉投資事業概況………135
表6-7國賓大飯店最近五年度從業員工人數………137
表6-8國賓大飯店最近五年度主要服務項目之銷售值………139
表6-9七十七年度以日籍旅客為主要客源之國際觀光旅館名稱及日籍旅客人數佔該旅館服務人次之比率………140
表6-10各國際觀光旅館之服務價格………141
表7-1各產業之優勢別………148
表7-2各產業與先進者優勢有關產業特質之表現程度………154
表7-3與先進者優勢相關因素在各產業之關鍵性………156
表7-4各產業先進者優勢來源及綜合結果………158
表7-5金車統一起商成為成功先進者之配合條件………162

附圖目次
圖3-1本研究之觀念架構圖………24
圖4-1黑松公司組織圖………55
圖4-2黑松公司通路圖………60
圖4-3金車公司組織圖………76
圖4-4金車銷售系統圖………77
圖5-1統一超商組織圖………107
圖6-1國賓大飯店組織圖………136
圖8-1命題發展觀念架構圖………163		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002005231en_US
dc.title (題名) 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zh_TW
dc.type (資料類型) thesisen_US
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