台灣企業競爭行為之研究

高永昆 ； 楊必立 ； 高孔廉

《管理評論》 9卷 (1990/07) Pp. 5-27

https://doi.org/10.6656/MR.1990.9.CHI.5

摘要

本研究以市場行為為研究重點，而將個別企業之結構與績效合併為企業特性，不予以區分，以實證研究探討企業特性與企業競爭行為之關係，以及分析競爭行為之主要類型、發生原因，對競爭者與購買者產生之影響。本研究之企業特性係以PIMS之市場占有率、投資密集程度、企業規模、和投資報酬率來定義，競爭行為係分成：1.獨占、結合、聯合、妨礙進入之減少競爭行為。2.非價格競爭行為。3.價格競爭行為。4.不公平競爭行為，並建立台灣企業競爭行為類型表。資料分析方法係用卡方檢定、因素分析、以及二因素變異數分析。研究結果發現市場占有率、企業規模、投資密集程度與競爭行為有顯著的相關關係；亦發現企業特性包含市場權力（與市場占有率、規模均正相關，與資本需求（與投資密集程度正相關，而與投資報酬率負相關）二共同因素，由此二因素組成的企業特性類型與競爭行為類型有顯著的相關；顯著影響投資報酬率之影響因素為：1.企業特性類型，2.緊密寡占市場之產業，主要為競爭行為，3.獨占性競爭市場之產業，主要為企業特性類型與競爭行為之互動影響。本研究之競爭行為調查發現，可供制定公平交易法等公共政策之參考。

關鍵字

競爭行為 ； 企業特性 ； 結構 ； 績效 ； 反托拉斯

並列摘要

This study focuses on market conduct by treating market structure and market performance of individual firm as the characteristic of firm. The purposes of this emperical study are trying to disclose the relationship between the characteristic of firm and competitive behavior, to analyze the categories as well as the causes of competitive behavior and its influences on competitors and buyers. The characteristic of firm is defined by market share, investment intensity, firm size, and return on investment which had been defined by PIMS. Competitive behavior is grouped into four categories: 1. restraint of competition, such as monopolization, merger and acquisition, combination, and entry deterrence. 2. nonprice competition, 3. price competition, 4. unfair competition. The business competitive behavior prevailing in Taiwan has thus been grouped accordingly.
The data analysis methods used in this study includes chi-square test, factor analysis, and two- factor ANOVA. The result shows that the competitive behavior is significantly correlated to market share, firm size, and investment intensity. The result also finds that the characteristic of firm is composed of two common factors, one is market power which is positively related to market share and firm size, the other is capital requirement which is postitively related to investment intensity but negatively related to return on investment. The characteristic of firm thus classified into four categories is significantly correlated to the four categories of competitive behavior.
The return on investment is essentially influenced by: 1. the characteristic of firm in both industry, 2. the competitive behavior in retailing industry with tight oligopoly market srructure, 3. the interaction of the competitive behavior and the characteristic of firm in real estate industry with monopolistic competition market structure. These results as well as other findings in this study would be helpful for analyzing antitrust public policies such as Fair Trade Law.

並列關鍵字

Competitive behavior ； Market conduct ； Characteristic of firm ； Market structure ； Marker performance ； Antitrust