動態性策略分析模型之研究-某孕嬰童用品公司為例

The research of a dynamic strategies analysis model -a case study of a baby products company

楊欲富(YU-FU YANG)

指導教授 ： 鍾任琴 ； 嚴國慶

朝陽科技大學/管理學院/台灣產業策略發展博士學位學程/博士(2013年)

摘要

論 文 摘 要
台灣產業面對全球產業結構的調整與重新建構，將接受非常嚴苛的考驗，在激烈的超競爭環境之下，有些企業迷失了方向感，甚至在產業價值鏈中的定位，產生模糊不清的狀態。長期觀察台灣產業的演進過程，發現競爭策略的發展與企業主的企圖心及未來策略發展方向，決定了企業未來的命運。因此企業如何有效應用企業資源及能耐，擬定最佳優勢競爭策略，在競爭市場中取得持續性策略競爭的優勢，引導企業不斷成長與茁壯，此為本研究之主要動機。
本研究提出動態性策略分析模式，以回應動盪不安的內外環境條件及競爭者的變化，並以產業定位、企業資源、企業能耐、動態能力及顧客需求等五構面為分析基礎。進行一、分析企業在產業價值鏈中的最佳產業定位；二、分析企業內外部資源，整合具備獨特性、價值性、稀少性及不易替代性之核心資源，透過組織運作的經驗與執行，形成企業獨具的核心資源能力；三、分析企業整合核心資源能力所形成具備持續性、穩定性、集合性及獨特性的企業核心能耐；四、分析企業整合、建立和重新配置核心能耐，以回應快速變動環境的動態能力；五、分析企業顧客對企業所提供的產品、服務、管理、價值及功能等的需求，充分掌握顧客購買需求。本研究藉由五構面分析，以確認企業所擁有的企業實質優勢及企業顧客購買需求。此外並以「企業實質優勢」與「企業顧客購買需求」為兩軸面，建構企業競爭優勢策略矩陣。透過意圖策略與突現策略的競爭優勢差異矩陣評量分析，適時提出應變的動態性策略作為。因此本研究架構具備較客觀的資訊及完整規劃流程的分析模式，企業藉由分析評量的過程，將可充分了解企業的實質競爭能力及掌握顧客購買需求，得能快速回應變動的局勢。
本研究主要貢獻為提出一套具備結構性及周延性的動態競爭優勢策略分析模式，具備創新、動態及客觀性，打破傳統靜態及主觀性的策略思考模式。同時本模式具有能驗證、比對、應變、實務及回饋性，能有效、快速回應環境變化，並經過企業實務操作與驗證，且被肯定與認同之具有實質效益性的動態策略分析模式，可做為企業擬定競爭優勢策略的最佳工具，提供企業實務運作所使用。
本研究以一家全球市占率頗具規模之孕嬰童用品公司為例，在面對競爭對手突發性的降價策略的時候，進行動態性競爭優勢策略分析的實證研究，並提出對應之可行策略。

關鍵詞：企業資源、企業能耐、動態能力、意圖策略、突現策略。

關鍵字

突現策略 ； 意圖策略 ； 企業資源 ； 企業能耐 ； 動態能力

並列摘要

English Abstract
In the last decade, industries in Taiwan faced the extremely challenging since the industries structure has been changed and reconstructed globally. Enterprises had lost the market direction and position due to the relatively competition and lead to the ambiguous situation. A long term observation of the enterprises in Taiwan shows that the development of the competitive advantage strategies and the attempts of the leader will decide the future destiny of the enterprise. The key point is that the enterprise should efficiently integrate the resources and capabilities, and draw up the best competitive advantage strategies to gain the sustainable predominance.
In this research, we proposed a new dynamic model of analyzing competitive advantage strategy to deal with the quick variation of competitors and industry situation. The investigation was based on the industry positioning, industry resources and capabilities, industry competence, dynamic capabilities, and customer''s requirement. The best industry position can be obtained through the evaluation of industrial value chain. By analyzing and investigating the total resources of the enterprise, they can integrate their unique features into core resources which has the distinction of valuable, scarcity and irreplaceable. Besides, they can be enhanced through repeatedly and cumulatively execution. The learning and integrating ability of analyzing the core resources of the enterprise will lead to a cumulative, stable and unique style which can help build the industry competence. The dynamic capabilities might include the analyzing, integrating and reallocating of the industry competence, which help to react since the global circumstances changed quickly. In addition, the analysis of whether the customers feel satisfied or not can be revealed in the requirement of products, services, management, value and functionality. According to the analysis of five dimensions, it is required to confirm that the enterprise holds the substantial advantages and meet the customers’ requirement to construct the strategy matrix of competitive superiority. Through the analysis assessment matrix of intended strategy and emergent strategy, the enterprise can react with the appropriate dynamic strategy models. Hence, the proposed model consist objective information and complete analysis model of process planning, which can help the enterprise to react quickly according to the substantial competitive of the enterprise and the real requirement of the customers.
The main contribution of this research includes a structural and comprehensive dynamic competitive advantage strategy analysis model, which provide the innovative, dynamic and objectivity, which can help conquer the statistical and subjective strategy model of traditional static state thinking. Besides, the proposed model consist the properties of can be verified, be compared, be reacted, practical and feedback. With these properties, enterprise can react quickly and effectively to the variation of industry situation by using the proposed asserted and substantive dynamic analysis model, which the enterprise can operate and verify physically. It can also the best tools which can be used to resist the competitor in the practical operation.
In this research, a company mainly produced baby accessories, which has relatively high market occupancy globally, is chosen as the case of an empirical research. We apply the proposed dynamic competitive advantage strategy and the analyzing model on the company to evaluate and verify the proposed scheme. We also provide strategies to come up against the exploded price cut strategy of the competitors, respectively.

Keywords: Industry Resource, Industry Competence, Dynamic Capability, Intended Strategy, Emergent Strategy.

並列關鍵字

Dynamic Capability ； Industry Resource ； Emergent Strategy ； Intended Strategy ； Industry Competence

參考文獻

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