策略聯盟夥伴選擇準則之研究－以我國銀行業為例

Strategic Alliance of Members’ Criteria : Case of Banking Industry

曾怡慈(Yi-Tzu Tseng)

指導教授 ： 林亭汝

國立交通大學/管理學院/科技管理研究所/碩士(2011年)

https://doi.org/10.6842/NCTU.2011.00285

摘要

策略聯盟是企業時常運用的策略，而選擇正確的策略聯盟夥伴是整個聯盟關鍵成功因素，因此本研究主要探討策略聯盟夥伴選擇準則，且本研究欲探討與回答下列幾項問題：
1、公司決定同業策略聯盟潛在夥伴時，是否有自己的評判準則？若有，請問評判準則為何？
2、公司決定異業策略聯盟潛在夥伴時，是否有自己的評判準則？若有，請問評判準則為何？
3、公司在選擇同業或異業潛在夥伴時，所依據的評估流程為何？評估流程與本研究流程是否有出入？
本研究由研究架構之設計，至文獻探討與資料蒐集，及結構與非結構之深度訪談與問卷調查，整理歸納出一些重要準則，以其作為日後相關議題探討或機制建立之參考及進一步研究之基礎，並提高企業進行策略聯盟之成效。主要研究結果歸納如下：
1、同業策略聯盟之Business Criteria：整體財務狀況、品牌吸引力或商譽、市場因素(市場占有率、產品市場熟悉度)等三個準則。
2、異業聯盟之Business Criteria：市場因素(市場占有率、產品市場熟悉度)、品牌吸引力或商譽、整體財務狀況。
3、同業策略聯盟之Institutional Criteria：外部媒體評價、創新成果或其聲望。
4、異業策略聯盟之Institutional Criteria：外部媒體評價、創新結果或其聲望。
透過深度訪談發現，在銀行業同業策略聯盟中還會考量政治法令因素，另外銀行業之評估潛在夥伴準則之作業流程大致上與本研究相符。

關鍵字

策略聯盟 ； 銀行業 ； 聯盟夥伴選擇

並列摘要

Organization usually uses strategic alliance and choosing appropriate partners of strategic alliance is the main key successful factor of making the alliance operates smoothly. An Analysis of Criteria for Strategic Alliance is the main study, then it researches and answers the following questions：
1.When banking industry processes strategic alliance with the same industry, do they have their own criteria? If there are their own criteria, what are these criteria?
2.When banking industry processes strategic alliance with different industry, do they have their own criteria? If there are their own criteria, what are these criteria?
3.What procedure the banking industry depends on when they process the two above strategic alliances? Are they different from the findings of the research?
Through the design of research structure, reference review, data collection, interview with specialist and questionnaire, we get some results. The results can provide some basic references or reinforced effects of strategic alliance for future research. The research’s results are following：
1.Business criteria for strategic alliance of the same industry in terms of importance order: finance condition of organization, brand, and market.
2.Business criteria for strategic alliance of the different industry in terms of importance order：market, brand and finance condition of organization.
3.Institutional criteria for strategic alliance of the same industry in terms of importance order:：comments of external media, innovative work or prestige.
4.Institutional criteria for strategic alliance of the different industry in terms of importance order:：comments of external media, innovative work or prestige.
Through the in-depth interview, we found that there are other added criteria for the banking industry to adopt for choosing their same industry strategic alliance partners in practice, and this is political factor. Besides, the industry’s actual procedures toward selecting their alliance partners are found to be similar to what we found in this research.

並列關鍵字

strategic alliance ； banking Industry ； choosing partners of strategic alliance

參考文獻

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