大量客製化能力之研究: 前置因素與對企業競爭優勢之影響

The Study of Mass Customization Capability: Antecedents and the Effects on Competitive Advantage

羅兆凱(Tsao-Kai Lo)

指導教授 ： 陳家祥

元智大學/管理學院/企業管理學系/碩士(2006年)

摘要

市場導向的競爭及資訊時代的來臨使得市場條件及顧客需求瞬息萬變，無任何企業能夠長期擁有競爭優勢。傳統大量生產之單一樣式之商品已無法滿足挑剔的顧客，而實施大量客製化做法為廠商於合理成本下滿足多元需求之重要選項之一。然而具備滿足多元需求之能力卻無法跟上變化的腳步則依然無法抓住市場中稍縱即逝之新機會。企業敏捷性使供應鏈達成高度整合，敏銳偵測新機會並運用供應鏈夥伴互補之能力對於新機會作出即時回應。而一企業之大量客製化生產能力及敏捷性全仰賴企業傑出之基礎能力。而本研究之宗旨即在於探討企業能力是否對於企業大量客製化能力及企業敏捷性造成影響，進而影響其競爭優勢。

經本研究對於企業能力、大量客製化能力、敏捷性及競爭優勢之相關文獻探討，對於其間之關聯性進行初步了解。於過程中發現，企業能力中之協同能力、製造能力及資訊技術能力可能對於企業之大量客製化能力及敏捷性產生正向關聯，而大量客製化能力及企業敏捷性對於企業競爭優勢也有正向關聯的可能性。因此，本研究以企業能力之協同能力、製造能力及資訊技術能力為自變數，大量客製化能力及企業敏捷性為中介變數，企業競爭優勢為應變數建構一模型假說。

以SPSS對於抽取之樣本進行分析，進而發現本研究假設之關聯皆具有正向關聯性，表示企業對於其協同能力、製造能力及資訊技術能力進行增強將進而提升其大量客製化能力及企業敏捷性，最終達成競爭優勢。而本研究同時也發現受測樣本之國內資訊電子產業普遍已具備精良之生產能力，但於策略層面之協同合作則仍為不足，建議其可加強合作深度達成資源共享及合作綜效。

關鍵字

大量客製化 ； 企業能力 ； 企業敏捷性 ； 企業競爭優勢

並列摘要

The raising of market-driven competition and information technology adoption make market conditions and customers’ needs change instantly. Customers cannot be satisfied with mass producing products anymore, and mass customization producing becomes one of the alternatives to firms producing variety products in reasonable cost structure. The ability to fulfill variety customers’ needs is not sufficient to catch the new opportunities if firms cannot sense the changes. The agility makes the supply chain highly integrated and sense changes rapidly. It also enables the firms exchanging knowledge and abilities that they need instantly through the integrated network to exploit the new opportunities. And a firm’s performance on mass customization capability and agility are all depending on its fundamental capabilities. The main purpose of our research is to explore if a firm’s capabilities have effect on its mass customization capability and agility, further, on its competitive advantage.

According to the studying the relative materials to mass customization, agility, and competitive advantage, we found that the collaboration capability, the manufacturing capability, and the IT capability of a firm may have positive effect on its mass customization capability and agility. And it is also possible that a firm’s mass customization capability and agility have positive effect on its competitive advantage. Thus, we propose a correlative model including firm capabilities as independent variables, mass customization capability and agility as intermediate variables, and firm competitive advantage as dependent variable.

After the analysis of the sample data, we found that most of the hypothesis we proposed are sustained in our research. It means that the enhancement of a firm’s collaboration capability, manufacturing capability, and IT capability can enrich its mass customization capability and agility, further to acquire competitive advantage. Generally, we think that the firms in the IT industry in Taiwan have outstanding performance on manufacturing, but they should still work on the partners’ collaboration in strategic level. We suggest that firms can deepen the collaboration level to achieve resources sharing and collaboration synergy.

並列關鍵字

mass customization ； firm capabilities ； agility ； firm competitive advantage

參考文獻

1. 台灣地區2005年版TOP5000企業電子名錄。中華徵信所企業股份有限公司

96. Schumpeter, J.A. Capitalism, Socialism, and Democracy (3rd ed.), Harper & Row, New York, 1950.

1. Aaker, D. A., Managing Assets and Skills: The Key to A Sustainable Competitive Advantage, California Management Review, 31(2), 1989, pp.99-106.

3. Amit, R., and Zott, C. "Value Creation in E-Business," Strategic Management Journal (22), 2001, pp. 493-520.

4. Anderson, W., Marketing Efficiency and the Principle of Postponement, Cost and Profit Outlook. September, 1950, pp.15-18.