策略與企業成長之研究－以統一企業為例

統一企業四十多年來透過不同策略型態的調整以追求成長，其成長過程猶如台灣經濟發展的縮影，值得我們加以探討。本研究透過五個十年來解讀統一企業的發展過程。由於企業成長演化過程具備動態與複雜的特質，不易透過演繹法來假設推論其變數間的因果關係。因此，本研究採用個案研究來探討歸納統一企業五個十年的轉變，如何經由策略調整來促進其成長的理論。歸納結果發現，統一企業透過整合不同程度的策略管理論點包括競爭策略、資源基礎與動態能耐、藍海策略、社會政治環境等概念，以強化統一的「核心能耐」、「顧客價值」、「企業形象」，進而重建其「市場定位」強度，來達到其持續成長的目標。本文最後提出結論、討論以及未來研究建議。

關鍵字

個案研究；資源基礎與動態能耐；藍海策略；企業形象

並列摘要

The Uni-President Enterprises Corp. has developed more than forty years to pursue its growth by applying different styles of strategy as a shadow of Taiwanese economic development making it is worthy of further exploration. This paper develops on five ten-year periods to explore the development process of the Uni-President Enterprises Corp. Due to the possession of dynamic and complex characteristics in the growth process of business, it is difficult via hypothesis to infer cause-and-effect of among variables in deduction. Therefore, this paper adopts the induction method with case study to draw on how to promote growth theory by strategic change and transformation of the five ten-year periods for the Uni-President Enterprises Corp. The results of induction find that Uni-President Enterprises Corp. has integrated the degree of the different strategic management theory, including competitive strategy, resource-based and dynamic competency, blue ocean strategy, and social-politics and environment ideas to reinforce Uni-President's core competency, customer value, and business images, further to reconstruct the strength degree of market position to achieve a sustainable growth objective in Uni-President. Conclusions, discussions, and research suggestions are drawn from this study.