後進廠商網絡回應策略-網絡間競合與治理機制觀點

Response Strategy of Latecomer’s Network: The Perspective of Coopetition between Networks and Governance Mechanism

郭詠諭(Yung-Yu Kuo)

中原大學/商學院/企業管理研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200507

摘要

過去關於廠商在新興市場發展或市場進入策略一直為學者研究之焦點，尤其針對後進廠商市場進入策略之探討，經實證研究指出，包含後進廠商利用製程創新、重塑價值鏈、連結先進廠商等（Mathews, 2002; Finney, Lueg & Campbell, 2008; Wu & Wei, 2010; Go´ mez & Mai´cas, 2011；李仁芳、高鴻翔，2011）。本研究主要探討後進廠商如何回應先進廠商優勢，成功進入市場。在研究設計方面，本研究採個案研究法，並以台灣機車產業為研究對象。
基於上述，研究結果顯示：（1）後進廠商網絡可運用與先進廠商網絡的高互補合作策略，降低先進廠商網絡之競爭察覺程度、攻擊動機，並提高合作察覺程度及合作動機，避免先進廠商網絡之競爭行動，以獲得生存空間與發展機會。（2）後進廠商網絡創立初期，採行之治理機制，包括內部員工創業、知識匯集與分享與共同決策。（3）後進廠商網絡治理機制會隨時間變化，初期採信任導向的治理機制，中期兼採信任與契約導向的治理機制，後期兼採信任、契約與權力導向的治理機制。（4）後進廠商網絡透過與先進廠商網絡的競爭策略，建立買者轉換成本、提高品牌知名度、營運利潤率及較佳競爭地點的優勢。（5）後進廠商網絡透過與先進廠商網絡的合作策略，獲得品牌搭便車效果、建立買者轉換成本及獲得關鍵產品與技術。

關鍵字

後進廠商 ； 治理機制 ； AMC觀點 ； 回應策略 ； 網絡間競合

並列摘要

Previous research has focused on the development in emerging market or entry strategy of, especially the entry strategies of late-comer, including process innovation, reshaping the value chain and linking to first-mover (Mathews, 2002; Finney, Lueg & Campbell, 2008; Wu & Wei, 2010; Go´ mez & Mai´cas, 2011；Lee & Kao，2011). In this study, we explores how the last-mover responses to first-mover’s advantage. Qualitative research is adopted, and research target is motorcycle industry in Taiwan.
Five findings of this study are shown. First, late-comer’s network uses the complementary cooperation strategy to reduce the competitive awareness and motivation, and promote the cooperation awareness and motivation to avoid the competitive actions from first-mover’s network. Second, governance mechanism of late-mover’s network in early stage is internal entrepreneurships, integration and sharing of knowledge, and making decision together. Third, governance mechanism of late-comer’s network changes during the development of network, while trust-oriented governance is used at beginning; trust and contract-oriented is used at the midterm; trust, contract and authority-oriented is used at later period. Fourth, the late-comer’s network uses the competitive strategy to acquire advantages, including increasing switching cost of buyers, promoting the brand awareness, operating profit and gaining better competitive location. Fifth, the late-comer’s network uses the cooperation strategy to acquire advantages, including free-rider effect of brand, increasing switching cost of buyers, and obtaining the key product and technology.

並列關鍵字

Governance Mechanism ； AMC Perspective. ； Coopetition between Networks ； Response Strategy ； Late-Comer

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