以資源依賴理論探討海外通路-以無敵科技韓國市場為例

Exploring overseas channel strategy from the perspective of Resource Dependence View - The Case of Besta in Korea

黃耀正(Yao-Cheng Huang)

指導教授 ： 謝明慧

國立臺灣大學/管理學院/國際企業學研究所/碩士(2012年)

https://doi.org/10.6342/NTU.2012.02335

摘要

企業的成長策略多受關鍵性資源、流程、能力等因素之影響。這些要素塑造了特定企業之獨特競爭優勢，企業透過持續投入資金成本維繫自身之資源，同時也積極取得所需掌握之外部關鍵性資源。

上述的過程即為資源(能耐)基礎觀點 (Resource-Based View, RBV)以及資源依賴觀點(Resource Dependency View, RDV)所探討的範疇。資源基礎觀點認為企業的核心競爭力源自於企業所掌握之特定性資源；資源依賴理論認為，企業在競爭與發展的同時，需要向外取得企業尚未掌握之資源，並探討企業如何透過各種手段以降低對特定資源的依賴程度。資源基礎理論從企業的內部至外部，制定策略邏輯；資源依賴理論則是以相反向，發展策略邏輯。

近年來，商業環境日益複雜，非僅限於母國市場的行銷通路；海外市場的擴張也面臨相當嚴峻之挑戰。消費品零售通路的確保，對於銷量的穩定性影響重大。因此企業在擴展海外通路的同時，需要一套完善的策略邏輯制定機制，此機制的建立有助於降低企業海外通路策略發展的阻礙，並有效提升成功率。

由於中小企業的資源限制，導致進入海外市場的難度提升，因此取得當地市場的資源為一降低市場進入門檻與經營難度的手段；本研究透過個案分析的研究方法，以無敵科技在韓國之海外通路發展為研究主題，並以RBV、RDV兩種觀點切入，檢視個案公司在韓國通路策略發展歷程。

關鍵字

海外通路策略 ； 資源基礎觀點 ； 資源依賴觀點 ； 通路關係

並列摘要

Key resources, key process, key capabilities have a lot to do with the growth strategy of enterprises. These factors form the special competences of the company. The companies will keep investing in the key resources own by themselves; also try their best effort to get the valuable resources from the outside of the companies.

The situations described above are the Resource-Based of view, Resource dependency view, which point out the strategic logic for the enterprises, compete in different industries.

Resource-Based of view mention that the key competences come from specific resource own by the companies and Resource dependency view consider the corporations need to acquire the valuable resource from the outside of them. And the companies also try to reduce the cost of getting resources from the counterparts. The first one is a strategic logic from inside to outside; the other is a strategic logic from outside to inside. They are complementary logic thinking. And they are also adapted to lots of enterprises as the strategic planning tools.

Recent years, not only do more and more companies face the challenges to build a right channel strategy in home market but also in oversea. The most important thing is that the companies should make sure of the channels which can sell their products. The companies which have the problems of planning channel strategy may need one mechanism to guide them toward the right direction and form a strategy efficiently.

The study combines two viewpoints of the strategic planning, using them to analyze the product life cycle of the target company, which entered Korea market on late 1990s. And the study also wants to find out the steps for corporations face with the same problem with the target company using to come out their own channel strategy.

Key words: Channel strategy, Resource-Based view, Resource dependency view, Channel relationship

並列關鍵字

Channel strategy ； Resource-Based view ； Resource dependency view ； Channel relationship

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