動態競爭與產品創新對營運績效之探討－以台灣高級豪華進口車為例

The Study of the Dynamic Competitive and Product Innovation on Operating Performance: An Example of the Imported Luxury Cars in Taiwan

張佑宗(Yu-Chung Chang)

指導教授 ： 陳悅琴

朝陽科技大學/管理學院/企業管理系/碩士(2013年)

摘要

隨著國內經濟朝向M型化社會發展、貧富差距日益明顯之下，豪華進口車之消費需求日益增加。台灣豪華進口車市場長期以來由德國雙B(M-Benz、BMW)主導市場領先的地位，而後則有Audi及Lexus等知名品牌相互競爭，各品牌為了搶奪豪華汽車市場這塊大餅，增加自身的銷售量，造就競爭廠商之間的競爭互動十分多元。有鑑於此，本研究主要探討台灣高級豪華進口車市場動態競爭與產品創新對營運績效之影響，從中了解近十年來豪華進口車廠商間競爭情形。本研究採個案研究法，蒐集四家高級豪華進口車品牌2001年至2012年近11年間的相關新聞建置資料庫，再以次級資料法作為研究分析分法。研究結果發現，焦點廠商發表的車款與競爭廠商的車款在競爭市場中同屬一個產品級距以及攻擊到共同競爭市場的情況下，就會引起競爭廠商也發表相同級距的車款做為直接回應；焦點廠商發表的車款與競爭廠商的車款在競爭市場中為不同產品級距以及產品線不足的情況下，競爭廠商則會以車款降價來做為間接回應；焦點廠商發表的攻擊行動中在面臨企業內部改組以及不會影響到競爭廠商的情況下，競爭過程中競爭廠商則會選擇不予回應。本研究透過動態競爭的思維，將有助於企業在動態的競爭環境中勝出。

關鍵字

動態競爭 ； 豪華進口車 ； 營運績效 ； 產品創新

並列摘要

The consumer demand for imported luxury vehicles has increased as Taiwan’s economy develops in the direction of an M-shaped society and a widening economic disparity. For many years, the imported luxury-vehicle market in Taiwan has been dominated by the “German double B” (Mercedes-Benz and BMW), followed by famous brands, such as Audi and Lexus. To compete for a bigger portion of the luxury-vehicle market, brands have been increasing sale volumes, thereby creating diverse competitive interactions among manufacturers. Therefore, this study primarily discusses the influence of dynamic competition and product innovation on operational performance in the imported luxury-vehicle market in Taiwan to explain the competitive circumstances among the manufacturers of imported luxury vehicles over the last decade. This research conducted a case study and established a database containing 11 years of news data (2001-2012) regarding 4 imported luxury-vehicle brands, and a secondary data approach was applied for analysis. The results indicated that when the vehicle models released by focal firms and competing manufacturers were in the same product range in a competitive market or when they attacked the same competitive market, the competing manufacturers released vehicle models that were in the same range as a direct response. If the vehicle models released by focal firms and competing manufacturers were in different product ranges or the manufacturers lacked product lines, the manufacturers lowered the prices of their vehicle models as an indirect response. Finally, if the competing manufacturers were undergoing internal reorganization when the focal firms attacked or if the interests of competing manufacturers were unaffected by such attacks, the competing manufacturers refrained from responding. This study used a dynamic competition perspective, which can assist firms with succeeding in a dynamically competitive environment.

並列關鍵字

Operating Performance ； Luxury Imported Cars ； Competitive Dynamics ； Product Innovation

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