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  • 學位論文

產品策略與通路策略配合對經營績效關係之研究-以兩岸軟體產業為例

The Product Strategy and Channel Strategy Linkage with Operation Performance-An Exploratory Study of Software Industry Between Taiwan Strait

指導教授 : 呂鴻德 張光正
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摘要


論文摘要 本研究旨在探討產品策略與通路策略配合對經營績效之影響,以往研究僅針對臺灣的資訊產業或軟體產業相關關鍵因素進行研究,尚無兩岸間的實證發現或研究,而產品策略及通路策略構面眾說紛紜,因此本研究以產品集中多角化型及產品水平多角化型來區別產品策略類型,以整合式通路及獨立式通路來劃分通路策略類型,嘗試以此觀點來進行兩岸的軟體產業之實證研究。 經相關文獻探討,建構本研究之研究架構,探討產品策略與通路策略及其配合之類型對經營績效之影響,並以兩岸為區域變數考量,以驗證對經營績效之影響程度。在實證研究方面,針對臺灣上、市櫃的四家軟體公司及中國滬深A股的四家軟體公司進行深入訪談實證研究,所獲得之重要結果: 1.在相同通路策略類型下,產品策略類型之產品水平多角化型比產品集中多角化型在經營績效有較佳績效表現。 2.在相同產品策略類型下,通路策略類型之整合型通路比獨立型通路在經營績效有較佳績效表現。 3.產品策略類型與通路策略類型的四種不同配合策略類型對經營績效上,有部份差異;採水平整合型較集中整合型在經營績效上,有較佳表現、採水平獨立型較集中獨立型在經營績效上,有較佳表現採集中整合型較集中獨立型在經營績效上,無顯著差異、採水平整合型較水平獨立型在經營績效上,有部份差異、採集中整合型較水平獨立型在經營績效上,無顯著差異、採水平整合型較集中獨立型在經營績效上,有較佳表現。 4.在兩岸地理區域因素的影響下,相同的產品策略類型對經營績效的影響有差異。 5.在兩岸地理區域因素的影響下,相同的通路策略類型對經營績效的影響有差異。 6.在兩岸地理區域因素的影響下,相同的產品策略類型與通路策略類型的四種不同配合策略其經營績效上有差異。

並列摘要


Abstracts The objective of this research is mainly to discuss the affect of product strategy and passageway strategy matching on economic performance. In the past, the research has only been carried out by aiming at the related key elements of Taiwan’s information industry and software industry, which does not include cross strait discovery of evidence or research. The opinions are widely divided on aspects of product strategy and passageway strategy. For this reason, this research has divided category of product strategy into multi-angle style of product focus and multi-angle style of product level, which uses passageway of the integrated style of and passageway of the independent style to differentiate passageway strategy categories. Consequently, this viewpoint was attempted to proceed with the evident research for cross strait software industry. Through the related literary discussion, the framework of this research was established, in order to study product strategy and passageway strategy with the affect that its matching categories have on the business performance. Moreover, the cross strait regional variance was taken into consideration to verify the affecting level of the business performance. In the area of evident research, in depth interview evident research has been conducted on four software companies on the market of Taiwan, and four software companies of China Hushen Stock, which the important result was obtained as followed: 1. Under the same category of passageway strategy, in the area of the business performance for the product strategy categories, multi-angle style of product level has better performance than the multi-angle style of product focus. 2. Under the same category of product strategy, in the area of business performance for the passageway strategy category, passageway of the integrated style has better performance than the passageway of the independent style. 3. There is partial difference in the four different matching strategy categories of product strategy category and passageway strategy category on the business performance; level integrated style has better business performance when comparing to focus integrated style. Level independent style has better business performance when comparing to focus independent style. However, comparing focus integrated style with focus independent style in business performance, it has no apparent difference, but when comparing level integrated style with level independent style in business performance, it has partial difference. When comparing focus integrated style with level independent style in business performance, it has apparent difference. Moreover, level integrated style in comparing to focus independent style, it has better business performance. 4. Under the affect of the regional element geographically between cross straits, there is difference in the affect for the same business strategy categories on business performance. 5. Under the affect of the regional element geographically between cross straits, there is difference in the affect for the same passageway strategy categories on business performance. 6. Under the affect of the regional element geographically between cross straits, there is difference in the four types of different matching strategies for the same product strategy category and passageway strategy category on the business performance.

參考文獻


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