論文摘要 本研究旨在探討知覺環境不確定性(perceived environment uncertainty , PEU)、競爭策略、產品策略對於經營績效之影響。核心概念是建立在「環境-策略-結構-績效」的基礎上,亦即提出知覺環境不確定、競爭策略以及產品策略影響企業經營績效的整合性架構,進而再進一步釐清知覺環境的不確定性程度是否會造成廠商採取何種競爭策略與產品策略差異,進而影響其經營績效的表現。 本研究採用個案研究法,以台灣消費性電子產品廠商中手機與數位相機廠商為研究對象,針對較具規模、具代表性的業者包括大霸電子、天瀚科技、華碩電腦、明基電通、普立爾科技與華寶通訊等六家進行了解,在深度訪談後經由次級資料分析與個案匯整後,發展出相關命題。本研究結果發現: 1. 消費性電子產品廠商知覺環境不確定性對其經營績效有影響。知覺環境不確定性低的消費性電子產品廠商比起知覺環境不確定性高的廠商,可能有較高之經營績效。 2. 消費性電子產品廠商知覺環境不確定性對其競爭策略類型有影響。當消費性電子產品廠商知覺環境不確定性高時,廠商較可能會採取的競爭策略類型為差異化策略。 3. 消費性電子產品廠商知覺環境不確定性對其產品策略類型無影響。 4. 消費性電子廠商競爭策略類型對其經營績效有影響。消費性電子廠商採取競爭策略類型中的成本領導策略廠商比採取差異化策略廠商,可能有較高之經營績效。 5. 消費性電子廠商產品策略類型對其經營績效有影響。消費性電子廠商採取產品策略類型中的水平產品延伸型策略廠商比採取單一產品集中型策略廠商,可能有較高之經營績效。 6. 競爭策略類型與產品策略類型的四種不同配合策略類型中,以低成本水平產品延伸型經營績效最佳,差異化單一產品集中型經營績效最差。
ABSTRACT The purpose of this research is to investigate the influences of perceived environmental uncertainty (PEU), competition strategy, and product strategy on business performance. The major conception of this research is building on those foundation of “environment-strategy-structure-performance”, then we propose the integrated framework for the influences of perceived environmental uncertainty, competition strategy and product strategy on business performance, After that, we further distinguish whether the degree of perceived environmental uncertainty will cause manufacturer to adopt what kind of competition strategy and different product strategy, that mightinfluence their business performance. This research use Mobile Phone and Digital Camera Industries as an example, and is based on the principle of the individual case study method, then we choose six established and representative company, DBTEL Incorporated, AIPTEK International, ASUSTeK Computer, BenQ corporation, Premier Image Technology, Compal Communications. After interviewing, we use secondary data analysis and Integrate with individual case. It leads to the following points: 1. There is a significant influence of Consumer Electronics Industry’s perceived environmental uncertainty on business performance. 2. There is a significant influence of Consumer Electronics Industry’s perceived environmental uncertainty on competition strategy. 3. There is no significant influence of Consumer Electronics Industry’s perceived environmental uncertainty on product strategy. 4. There is a significant influence of Consumer Electronics Industry’s competition strategy typology on business performance. 5. There is a significant influence of Consumer Electronics Industry’s product strategy typology on product strategy. 6. The four different type of strategy between competition strategy and product strategy, there are the best business performance on cost leadership horizontal product extend strategy, and there are the worst business performance on differentiation single product focus strategy.