雖然許多文獻都在探討企業執行雙元策略對於績效影響狀況，但是少有論及雙元策略是否能運用在綜合零售業如何以幫助提高績效。本研究以利用型策略、探索型策略與兩者同時使用下所形成的雙元策略為研究主題，探討三者對台灣綜合零售業的績效影響。本研究透過五個綜合零售企業（即家樂福、大潤發、愛買、7-ELEVEN 與全家）為研究樣本，實證結果發現：(1) 長期時，綜合零售業執行利用型策略情況越明顯，愈對績效有正向影響；(2)同樣地長期執行探索型策略，也有助於績效成長。(3)但長期時，綜合零售業執行雙元策略無法對績效有顯著關係。

While a number of literature has indicated the positive effect of ambidextrous strategy on firm performance, there were few researches looking at this effect for retailing industry. The paper seeks to test exploration、exploitation and ambidextrous strategy by examining how they can influence performance in Taiwanese retailing companies. Based on a sample of five retailers, we find evidence that (1) In the long run, the more use of exploitation strategy, the more firm performance is achieved. (2) It is also helpful for retailers to execute more exploration strategy to achieve higher performance in the long run. (3) However, the effect of ambidextrous strategies on firm performance is not significant for retailing in the long run.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
第一章緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 研究流程 3
第二章 文獻探討 5
第一節 綜合零售業 5
第二節 資源基礎觀點 8
第三節 雙元策略 10
第四節 雙元策略與企業績效 13
第三章　研究方法 18
第一節 資料來源 18
第二節 樣本選取 18
第三節 變數定義與衡量 19
第四章　研究結果 21
第一節 信度 21
第二節 樣本結構 22
第三節 長期利用型、探索型與雙元策略對於績效的影響 26
第五章　討論與未來研究建議 29
第一節 研究討論 29
第二節 研究貢獻 32
第三節 研究限制與後續研究方向 32
參考文獻 34

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1. 流通快訊 ,2007年至2011年,603期至677期

二、 網站
1. 中華徵信所
http://www.credit.com.tw/CreditOnline/
2013年2月5日擷取
2. 行政院主計總處
http://www.dgbas.gov.tw/mp.asp?mp=1
2013年2月5日擷取
3. 經濟部統計處
http://www.moea.gov.tw/Mns/dos/home/Home.aspx
2013年2月5日擷取
4. 公開資訊觀測站
http://mops.twse.com.tw/mops/web/index
2013年4月2日擷取
5. 台灣新聞智慧網
http://tnswft.infolinker.com.tw/helpindex01a.html
2013年3月18日至3月25日擷取
6. 全文報紙資料庫
http://udndata.com.ezproxy.lis.nsysu.edu.tw:8080/library/
2013年3月18日至3月25日擷取

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