- 學位論文
競爭決策簡單化、慣性與績效：台灣連鎖便利商店研究
Competitive Simplicity, Competitive Inertia and Performance: A Study of the T.W. Chain Convenience Store Industry
摘要
連鎖加盟體系在我國扮演重要的角色，其中以「便利商店」最具代表性，其開店密度居全球之冠，目前台灣前三大連鎖便利商店分別為統一超商、全家以及萊爾富，且市占率已高達90.15%，主導整個產業的變化。本研究針對台灣前三大連鎖便利商店為樣本，利用觀察成功的連鎖業態，找出一個可以參考且複製的法則，應用在其他連鎖業態中，簡單的模式，加上持續的執行，快速規模經濟並且達到綜效。然而，複製模式下的做法容易產生固化，並且導致最後泡沫化的現象，要如何克服，將是本研究希望找出的最大動機，因此結合競爭動態理論中的競爭決策簡單化與競爭慣性，觀察如何產生良好績效。競爭決策簡單化，是指廠商在競爭行動上趨於集中在某些競爭性決策組合。競爭慣性是廠商在連續的時間過程中，使用相同競爭性行動類型的程度。換言之，廠商越頻繁使用相同的競爭方式，則競爭慣性越高。本研究問題為「廠商在競爭決策簡單化之下所產生的競爭慣性，如何達到良好的績效？」透過結構內容分析法加以驗證。研究結果為在當年度的競爭決策簡單化行為下，當年度的競爭慣性與隨後的績效有正向關係，因此得到相當的支持，並且本研究針對分析的廠商提出符合研究的結果分析與建議，目的於期望可以給予同為連鎖體系的產業提供參考，使台灣連鎖體系更為蓬勃發展。
並列摘要
Chain store system plays a critical part in Taiwan, which can be represented by “the Convenience store” that amount to No.1 in the world, Currently the top 3 chain stores in Taiwan market share up to 90.15%. By sampling 3 successful top 3 convenience stores in Taiwan, this study is to find and copy the rule to other chain store systems. The competition simplicity means firms more concentrate in some competitive repertoires. The competition inertia is firm use the same level of competitive actives type in continual process. In other words, firms more use the same competitive mode in frequently, and then competitive inertia is higher. This study’s question is “How can firm achieve the performance in well after firm competition inertia which generates under the competition simplicity decision?”, and confirm by structured content analysis. The research result is the behavior under competition simplicity decision as the time, competition inertia and follow of the performance has the forward relations.