在動態競爭理論基礎下，資源轉向策略對公司績效的影響-以E航空和C航空為例

本研究以動態競爭理論為核心基礎，從資源轉向策略的角度，來分析在多重市場接觸下，從事商業競爭的廠商，使用攻擊、偽裝、謀略等競爭行為，與績效表現的相關性。研究對象為國內上市，且具規模的國籍航空公司之E航空和C航空，分析數據為2009年到2018年共10年間的新聞事件紀錄，參考這10年間的新聞事件中的訊息揭露，整理出兩方在競爭過程當中的行動以及相對應的反應作為數據資料庫。並以增加飛行架次為直接攻擊行為，航線為競爭場域，座位數為資源，座位總數為競爭強度，載客人數為市場利益，最後以座位總數與載客人數之比率產出替代變數載客率為績效表現。本研究發現：（1）資源轉向策略中的攻擊策略行動會發生在長程航線，並且與績效表現有正相關。（2）資源轉向策略中的偽裝策略行動在短程航線上是有效用的，並且與績效表現有正相關。（3）資源轉向策略中的謀略策略行動在短程航線上的效用，高於在長程航線上，並且與績效表現有正相關。本研究結果對於企業決策者，如何在現有的資源與績效成果上，以一個可能雙贏的面向，去使用資源轉向策略行動，來制定公司的營運方針與目標，具有參考價值。最後，依照本研究的發現與結論，可以對於未來相關研究者提出幾點建議以供參考。

關鍵字

動態競爭；資源轉向策略；攻擊；偽裝；謀略

並列摘要

This study is based on the competitive dynamic theory to analysis the correlation between competitive behavior and performance using the action of thrust, feint and gambit among competitors in the multi-market contact which from the resource diversion strategies angle. The research objects, E Airlines and C Airlines, which are domestic listed and having large scale. The analysis is based on a record of news events over a period of 10 years from 2009 to 2018, and the database is from the news events to sort out the actions and responses in the competition process. And the increased number of the flight refers to a direct attack, the routes that refers to the competitive field, the number of seats refers to the new sources, the total number of seats refers to competitive intensity, the number of passengers refers to the market benefit, finally, the ratio of the total number of seats to the number of passengers that outputs an alternative variable as a passenger load factor that refers to the performance. This study found that: (1) The thrust action of the resource diversion strategies was occurring in the long-haul routes and had positive correlation with the performance. (2) The feint action of the resource diversion strategies was working on the short-haul routes and had positive correlation with the performance. (3) The gambit action of the resource diversion strategies was working on the short-haul routes more than the long-haul routes and had positive correlation with the performance. This result is shown a valuable reference for the decision makers using resource diversion strategies upon the existing resources and performance to devise the company's operational policy and goal from a win -win situation way. In the end, based on the above statements, recommendations for future research's reference.