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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/81455
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/81455


    Title: 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
    Authors: 陳人豪
    Chen, Jen Hao
    Contributors: 黃國峯
    Huang, Kuo Feng
    陳人豪
    Chen, Jen Hao
    Keywords: 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
    Date: 2014
    Issue Date: 2016-03-01 10:25:33 (UTC+8)
    Abstract: 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。
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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
    Description: 碩士
    國立政治大學
    企業管理學系
    101355035
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101355035
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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