市場佔有率、成長率與獲利率相關性之多變量分析－以新竹科學園區廠商爲例

A Multivariate Analysis of the Relationship among Market Share, Growth and Profitability-The Case of the Science-Based Industrial Park

朱博湧(Po-Young Chu) ； 曾國雄(Gwo-Hshiung Tzeng) ； 鄧美貞(Mei-Jane Teng) ； 邱英雄(Hero Chiu)

《中山管理評論》 12卷3期 (2004/09) Pp. 507-533

https://doi.org/10.6160/2004.09.03

摘要

早期行銷策略探討中，認為企業的市場佔有率愈大則獲利率會愈佳或營收成長率愈大則獲利率愈高。但是本研究針對新竹科學園區內180家廠商的經營績效變數作相關性之多變量分析。結果顯示，市場佔有率、營收成長率與獲利率之間並未呈現顯著正相關，換言之，市場佔有率愈大或營收成長率愈大，企業的獲利率未必同步增加。反之，本研究顯示，營業利潤以及資源投入與市場佔有率具有顯著正相關，此意涵本研究分析的企業，有追求總利潤最大而非獲利率最大的傾向，並透過資源投入與市場佔有率的擴大以獲取總利潤的增加，除此之外，資本生產力與勞動生產力表現較佳的群組，營業利潤與市場佔有率表現亦較佳。

關鍵字

市場佔有率 ； 市場成長率 ； 獲利率 ； 績效評估

並列摘要

Market share was a main strategic approach of management in the era of product-centric. Firms expanded their market shares and increased their sales to maximize their profits. However, this pattern of management was no more successful in the past decade. This study conducts a multivariate analysis of interrelationship between various indices of management performance based on a sample of 180 firms located in the Science-based Industrial Park in Taiwan. The results reveal that neither market share nor sale growth is significantly correlated with profit rates. Therefore, firms with large market share and high sale growth do not have the advantage of increasing-return-to-scale. In contrast, firms operating profits increase with market shares, implying that firms' goal is to maxing operating profits instead of profit rates.

並列關鍵字

Management performance ； Market share ； Profitability ； Sales growth

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