- 學位論文
探討台灣汽車產業競爭策略之研究 -紅海策略與藍海策略
The Research of Discussing the Competitive Strategy of Taiwan Vehicle Industry -Red Ocean Strategy and Blue Ocean Strategy.
摘要
競爭策略發展將近30年之久，其中又以Porter(1980)所提出之競爭策略為主軸，而後又有資源基礎理論之論點。近年來藍海策略之概念亦廣受注目。然而這些理論各有其不同之論點甚至是相互對立。故本論文以蔡展維(2005)之研究結果中的兩大競爭理論學派，一為定位學派，二為資源學派並結合Kim & Mauborgne(2005)所提出之藍海策略為理論依據。其中定位學派與資源學派兩者被視為互相對立，而兩大學派所構成之紅海策略又與藍海策略形成對立。本論文以產業分析及個案研究之方式來探討目前台灣汽車產業使用競爭策略之現況與L品牌如何運用藍海策略成功進入台灣汽車市場，重新檢視兩大學派與紅海藍海間之對立關係是否存在。最後再利用此三種不同競爭策略之實證結果修正藍海策略之理論架構，並提出更貼近實務應用之藍海策略模型。 本論文從實證得知三點結論，(1)競爭策略之結論:透過策略群組分析可發現產業內廠商對於競爭範疇之分佈情形並可從中發現藍海市場，且策略群組間會形成壁壘之效果但群組與群組間會相互整併，而Porter所提出之定派學派之理論是成立的。(2)藍海策略之結論:本論文結合兩大競爭策略學派並搭配原有之藍海策略理論，重新修正藍海策略大致可發分成四個階段-形成、擬定、實施與發展(3)理論整合之結論:兩大競爭策略學派並非對立之關係而是可以形成互補之效果，而紅海策略與藍海策略也非為對立而是順序性之關係。
並列摘要
Competitive Strategy has developed for nearly thirty years, and the one brought up by Porter (1980) is the main. Afterwards, the point of Resource-Base View appears and the concept of Blue Ocean Strategy also grabs much attention in recent years. However, there are different arguments among these theories and they are even against each other. Therefore, this paper is based on the two competitive strategy approaches in the findings of Tsai(2005). One is position approach, and the other is resource approach which is combined with the theory basis of blue ocean strategy by Kim & Mauborgne (2005). Position approach and resource approach are considered opposite while red ocean strategy and blue ocean strategy constructed by these two remarkable approaches are in confronting positions too. Hence, this paper applies to the methods of industrial analysis and case study to probe into the present situation of how competitive Strategy works in Taiwan vehicle industry and how brand “L “successfully enters Taiwan vehicle market by blue ocean strategy, additionally, it also re-inspects whether there is the opposition relation between the two approaches and the strategies of red ocean and blue ocean or not. Last, the paper would make use of the real diagnosis result of these three different competitive strategies to modify the theory construction of blue ocean strategy and propose a model of blue ocean strategy which can be more close to practice application.