This study has Taiwan bicycle manufacturing companies as empirical objects. We use S-C-P structure of industry organization economy theory to analysis the influence of market structure, business conduct on operating performance of Taiwan bicycle industry. This work picks listed companies of bicycle industry as empirical sample. The sampling period is from 1997-2005. We use E-view software, panel data form and random effect approach to verify. The empirical results are as follows: With regard to the Taiwan bicycle industry, the result shows that the market share, the strategy of producing high-priced goods, and present R&D intensity all have significantly positive effect on operating performance. On the other hand, the asset scale of company and promotion intensity all have significantly negative effect on operating performance. In summary, R&D has the main effect on operating performance. To enhance R&D and innovation is the best way for company to increasing their profits.
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