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博碩士論文 etd-0124113-232023 詳細資訊
Title page for etd-0124113-232023
論文名稱
Title
以資源基礎觀點看後進者優勢 以7-ELEVEN與全家便利商店為例
How Do Late-Movers Create Their Own Competitive Advantages: A Resource-Based View, The Case of 7-ELEVEN and FamilyMart in Taiwan.
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
102
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2012-06-21
繳交日期
Date of Submission
2013-01-24
關鍵字
Keywords
資源基礎、後進者優勢
Late-Mover Advantages, Resource-Based Theory
統計
Statistics
本論文已被瀏覽 5917 次,被下載 668
The thesis/dissertation has been browsed 5917 times, has been downloaded 668 times.
中文摘要
企業進入市場的時機是企業是否具有競爭優勢的重要因素,在恰當的時機進
入一個市場常常是公司經營成功的關鍵。過去學者大多鼓吹企業應該愈早進入市
場愈好,以便享受所謂的「先進者優勢」;然而近幾年來陸續有研究發現,許多績
效表現良好的企業,反而是較遲進入市場的企業,且績效表現比先進者還優異,
與之前學者對後進企業的假設與研究發現明顯不同。
本研究以資源基礎理論出發,探討台灣便利商店的兩大龍頭:7-ELEVEN 與
全家便利商店本身具有之核心資源,再經由進入時點所產生的先進者與後進者的
相關優劣勢,探討這兩家企業是如何建構其競爭優勢,又全家便利商店是如何以
後進者之姿,在台灣便利商店產業這種成熟又穩定的市場脫穎而出,以期能為台
灣的企業帶來一些思考。
經過產業背景的整理及個案資料的分析之後,本研究提出以下幾點重要發
現︰
(一) 便利商店產業存在先進者與後進者優勢,但進入時點的先後不是決定成功與
否的唯一因素。
(二) 除了店舖區位的選擇外,持續的創新是便利商店產業的一個重要成功因素。
(三) 便利商店的產品替代程度很高,因此即使先進者先建立起消費者偏好,後進
者在模仿策略中,若能差異化產品也能產生競爭優勢。
(四) 市場導向競爭性行動在短時間內難以被競爭者回應,是享有準獨佔優勢是很
重要的課題。
Abstract
The timing of market entry of the enterprise is an important factor whether it has
competitive advantage or not. To enter the market at the adequent time is often the key
to success. In the past, studies on timing of entry have asserted that early entrants could
help to build lasting competitive advantages, which is so called the “first-mover
advantages”. However, in recent studies, they have proved that some late movers could
also perform quite well, or even better than those early movers in the market.
In this paper, we based on RBV theory, to discuss the core resources of the two
leading convenience stores in Taiwan: 7-ELEVEN and FamilyMart. Then we want to
interpret the late-mover and first-movers’ advantages and disadvantages, and find out
how they build their competitive advantages. Finally, we want to explore that how the
FamilyMart to stand out in this mature and stable market.
After organize the industrial background and analysis of case data, we proposes the
following important findings:
(1) There are first-mover advantages and late-mover advantages in the convenience
store industry, but they are not the only factor to become success.
(2) In addition to the choice of store location, continuous innovation is a critical
success factor in the convenience store industry.
(3) There is high product substitution in convenience store, so even if the first-mover
established the consumer preferences, the late-mover can also have a competitive
advantage by differentiated products in Imitation strategy.
(4) The market-oriented competitive action is difficult to competitors to respond in a
short time, so it is a very important issueof exclusive advantage.
目次 Table of Contents
第一章、緒論 .................................................................................................................. 1
第一節、研究背景與動機 ...................................................................................... 1
第二節、研究目的 .................................................................................................. 3
第三節、研究流程 .................................................................................................. 4
第二章、文獻探討 .......................................................................................................... 5
第一節、資源基礎理論 .......................................................................................... 5
第二節、進入時點探討 ........................................................................................ 10
第三節、先進者優勢與後進者優勢 .................................................................... 13
第三章、研究設計 ........................................................................................................ 22
第一節、概念性研究架構 .................................................................................... 22
第二節、研究方法 ................................................................................................ 23
第三節、研究限制 ................................................................................................ 25
第四章、產業背景分析 ................................................................................................ 26
第一節、零售業定義 ............................................................................................ 26
第二節、現今市場規模概況 ................................................................................ 36
第五章、個案分析 ........................................................................................................ 39
第一節、7-ELEVEN─台灣便利商店之先進者 ................................................. 39
第二節、全家便利商店─台灣便利商店之後進者 ............................................ 48
第三節、策略活動比較 ........................................................................................ 57
第四節、先進者與後進者之競爭優勢討論 ........................................................ 81
第六章、研究發現與結論 ............................................................................................ 85
第一節、研究發現 ................................................................................................ 85
第二節、研究結論 ................................................................................................ 88
參考文獻 ........................................................................................................................ 89
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三、參考網站:
1. 統一超商官方網站,http://www.7-11.com.tw/。
2. 全家便利商店官方網站,http://www.family.com.tw/Marketing/index.aspx。
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