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題名 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
作者 陳人豪
Chen, Jen Hao
貢獻者 黃國峯
Huang, Kuo Feng
陳人豪
Chen, Jen Hao
關鍵詞 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
日期 2014
上傳時間 1-Mar-2016 10:25:33 (UTC+8)
摘要 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。
參考文獻 中文期刊、書籍

王石番，1989。傳播內容分析法-理論與實證。台北：幼獅文化出版
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朱文儀、陳建男(譯)，2012。Jones,G.R.、 Hill C.W.L.著，策略管理　第十版。台北：華泰文化出版。第44-53頁。
阮文孟，2013。品牌策略、品牌信任、品牌忠誠度與品牌權益之研究-以台灣紅酒市場實證。國立臺北科技大學經營管理系碩士班論文。
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喬有慶、蕭櫓、黃俊儒、廖仲威，2012。廠商採取市場導向行為會有較佳的績效嗎？動態競爭觀點。臺大管理論叢22:2，第27-58頁。
楊開煌，1998。中共研究中的內容分析法及其爭議與反省。東亞季刊20:2，第28頁。
廖順章，2008。上、下游廠商動態競爭與合作關係之探討：台灣3C連鎖通路業實證研究。逢甲大學科技管理研究所碩士論文。
廖聖賢，2005。台灣進口車的競爭優勢策略研究-以個案公司之利基市場為例，國立中央大學管理學院高階主管企管碩士班碩士論文。
熊瑞梅，2009。團體與組織。收錄於王振寰、瞿海源編。社會學與臺灣社會III 版。台北：巨流出版。第51-74頁。
熊瑞梅，2011。轉型 民國81-90 年。收錄於王振寰、溫肇東編。百年企業．產業百年 臺灣企業發展史。台北，巨流出版。第228-266頁
鄭聖亭，2002。品牌權益對消費者偏好與資訊搜尋之影響－化妝水之個案研究，國立中興大學行銷學系碩士班碩士論文。



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網址與報章雜誌


光泉企業官方網站 http://www.kuangchuan.com/
全家官方網站 　 http://www.family.com.tw/
味全公司官方網站 http://www.weichuan.com.tw/
統一企業官方網站 http://www.uni-president.com.tw/
統一超商官方網站 http://www.7-11.com.tw/
萊爾富官方網站　　http://www.hilife.com.tw/
黃淑麗，1985。統一超級商店 為什成功。經濟日報，5 月27 日。
經濟部統計處，2014，102年綜合商品零售業營業額連2年站穩兆元產業，2014年1月29日，取自經濟部統計處網站https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=20&html=1&menu_id=10198&bull_id=922
描述 碩士
國立政治大學
企業管理學系
101355035
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101355035
資料類型 thesis
dc.contributor.advisor 黃國峯zh_TW
dc.contributor.advisor Huang, Kuo Fengen_US
dc.contributor.author (Authors) 陳人豪zh_TW
dc.contributor.author (Authors) Chen, Jen Haoen_US
dc.creator (作者) 陳人豪zh_TW
dc.creator (作者) Chen, Jen Haoen_US
dc.date (日期) 2014en_US
dc.date.accessioned 1-Mar-2016 10:25:33 (UTC+8)-
dc.date.available 1-Mar-2016 10:25:33 (UTC+8)-
dc.date.issued (上傳時間) 1-Mar-2016 10:25:33 (UTC+8)-
dc.identifier (Other Identifiers) G0101355035en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/81455-
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) 101355035zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.tableofcontents 致謝詞 I
摘要 II

第一章 緒論 1

第一節 研究背景與動機 1
第二節 研究目的與研究問題 3
第三節 研究範圍與步驟 4

第二章 文獻回顧 6

第一節 早期競爭研究 6
第二節 動態競爭 11
第三節 多點競爭 18
第四節 台灣產業的競爭研究 21

第三章 研究方法 23

第一節 內容分析法 23
第二節 研究設計 25

第四章 個案分析 32

第一節 個案產業簡介 32
第二節 個案公司簡介 38

第五章 研究分析與討論 49

第一節 研究分析 49
第二節 研究發現 79

第六章 結論與建議 97

第一節 結論 97
第二節 管理意涵 99
第三節 研究限制 102
第四節 後續研究建議 103		zh_TW
dc.format.extent 1632478 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101355035en_US
dc.subject (關鍵詞) 動態競爭zh_TW
dc.subject (關鍵詞) 多點競爭zh_TW
dc.subject (關鍵詞) 便利商店zh_TW
dc.subject (關鍵詞) 飲品市場zh_TW
dc.subject (關鍵詞) 內容分析法zh_TW
dc.subject (關鍵詞) Dynamic Competitiveen_US
dc.subject (關鍵詞) Multi-Point Competitionen_US
dc.subject (關鍵詞) CVSen_US
dc.subject (關鍵詞) Drinks Marketen_US
dc.subject (關鍵詞) Content Analysisen_US
dc.title (題名) 品牌商競爭行為與通路商競爭行為相互影響之研究zh_TW
dc.title (題名) The interactive relationship between brand owners` competitive behaviors and retailers` competitive behaviorsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文期刊、書籍

王石番，1989。傳播內容分析法-理論與實證。台北：幼獅文化出版
全家超商(2010)，全家超商2010年年報。
朱文儀、陳建男(譯)，2012。Jones,G.R.、 Hill C.W.L.著，策略管理　第十版。台北：華泰文化出版。第44-53頁。
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網址與報章雜誌


光泉企業官方網站 http://www.kuangchuan.com/
全家官方網站 　 http://www.family.com.tw/
味全公司官方網站 http://www.weichuan.com.tw/
統一企業官方網站 http://www.uni-president.com.tw/
統一超商官方網站 http://www.7-11.com.tw/
萊爾富官方網站　　http://www.hilife.com.tw/
黃淑麗，1985。統一超級商店 為什成功。經濟日報，5 月27 日。
經濟部統計處，2014，102年綜合商品零售業營業額連2年站穩兆元產業，2014年1月29日，取自經濟部統計處網站https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=20&html=1&menu_id=10198&bull_id=922		zh_TW