中國消費市場先行者優勢之研究─以汽車市場為例 ─

A Study on the First-Mover Advantages in the China Domestic Consumer Market ─A case Study of the Car Market─

山口太郎(Taro Yamaguchi)

指導教授 ： 蔡錫勲

淡江大學/國際研究學院/中國大陸研究所碩士班/碩士(2005年)

https://doi.org/10.6846/TKU.2005.00695

摘要

本論文是以中國消費市場內的外資企業之先行者優勢(first-mover advantages)為研究對象。而本論文的焦點放在中國消費市場中的自用車市場。因為中國自用車市場是外資企業以先行者（first-mover）身份進入中國市場，但是到現在（2004年）還能維持最高市場占有率的唯一例子。而本論文的研究課題為以下2點。
1.「屬於先行者的Volkswagen，從進入中國市場後，直到現在都還能維持市場最高占有率的原因是什麼？」
2.「後進入外資企業今後能夠贏過先行進入的外資企業，逆轉市場局勢嗎？」以及「中國企業是否能像在其他產業一樣，打敗外資贏得市場呢？」
利用先行者優勢與產業組織論（Industrial Organization）之理論，分析了以上的課題，得到的結論為下。
1. Volkswagen的成功因素幾乎都是來自中國市場的特異性。
2. 加盟WTO後，中國市場的特異性將逐漸消失，使得VW的優勢正在減弱中。因此後進入外資在不久的將來很有可能可以取代VW的地位。
3. 由於自用車產業的產品組裝模組化很困難，因此中國企業想要勝過外資企業贏得市場的可能性非常地低。

關鍵字

先行者之優勢 ； 外資企業 ； 中國消費市場 ； 汽車市場

並列摘要

This thesis aims to study the first-mover-advantages of foreign-affiliated companies in Chinese consumer market. In Chinese consumer market, car market is especially focused. The reason is that it is the only case for first-mover of foreign companies to have been keeping the highest share in the market since entry till 2004. Therefore, the main purpose of this thesis is in order to examine two points listed below. (1) What are the factors which Volkswagen, first mover, maintained the highest market share since entry till now? (2) In the future, whether or not foreign-affiliated companies which enter the market late have a possibility to beat those which have already entered the market. Appling first-mover-advantages and Industrial Organization theories, following results are retrieved.
1. Most of the factors which Volkswagen could make success are rooted from idiosyncrasies Chinese market.
2. After China entered the WTO, the idiosyncrasies of Chinese market are disappearing, and the advantages of Volkswagen become less. Therefore, what the chance that foreign capital entering market late would beat Volkswagen is exceptionally feasible from now.
3. It is difficult for car industries to modulate their product assembly; therefore, it is hardly feasible for Chinese companies to beat foreign-affiliated companies.

並列關鍵字

First-mover advantages ； Foreign-affiliated ； China consumer market ； Car market company

參考文獻

小林喜一郎(1999)《經營戰略的理論與應用》

・Bain, J. S. (1968) “Industrial Organization, 2nd ed.”, John Wiley and Sons.

・Dierickx, I., and Cool. K., (1989)”Asset Stock Accumulation and Sustainability of Competitive Advantage,” MS,35, pp. 1504-1514.

・Grant, R. M., (1991) “The Resource-based Theory of Competitive Advantage: Implications for Strategy Formulations,” CMR, Spring, pp. 114-135.

・Liberman, M.B, and Montgomery, D.B,(1988) “First-Mover Advantages”, Strategic Management Journal, Vol.9, pp. 41-58.