後進者網絡關係與市場發展-以汽車貸款業A公司為例

Latecomer’s Network Relationship and Market Development-Case studies of Automobile Loan Industry in Company A

江國泰(KUO TAI CHIANG)

指導教授 ： 蔡文鈞

中原大學/商學院/企業管理研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700584

摘要

任何一個企業所擁有的資源有限，在現今競爭激烈的環境中，一定要能審時度勢、盱衡全局，藉由整體思維有效運用資源，採取適當的策略作為，勾勒發展藍圖。過去關於後進者在新興市場發展的進入策略一直為學者研究的焦點，而大部分論述後進者優勢，仍以技術、成本、人力、資源、創新等因素為改變市場取得競爭優勢的關鍵因素。本研究主要探討後進者以網絡關係建立與管理回應先進者優勢，順利邁入市場發展。在研究設計發方面，本研究採個案研究法，並以台灣汽車貸款產業之A公司為研究對象。

基於上述，研究結果顯示：(1)網絡關係是後進者市場發展的重要途徑，企業可透過個人網絡與組織網絡在信任-承諾的基礎下，迅速累積社會資本。(2)網絡關係等同夥伴關係，且以夥伴關係來舖陳競爭優勢，並從邊陲地帶及第二渠道建立網絡成員，規避先進者既有優勢網絡。且利用先進者在位者惰性及覺察程度不高，進而整合網絡成員間利益分配，制定適當管理機制形成互信互賴的夥伴關係。(3)網絡關係可運用提供服務解決網絡成員問題、扮演資源角色的系統化解決方案、升級共創商業利潤三個層次來影響市場發展。其中建立核心能耐並透過破壞性創新與互補性資產的充分結合，讓利基市場多元化，進而佔有市場。

關鍵字

後進者 ； 網絡關係 ； 信任 ； 邊陲 ； 破壞性創新 ； 互補性資產

並列摘要

Due to the resources owned by enterprises is limited, they must be able, within current fiercely competitive environment, to size the situation and balance the entire scenario so that they can, through overall deliberation and thinking, make the effective use of resources employ suitable measures of actions, and delineate the blueprint of development. In the past, the entry strategy with later comer to the development of emerging markets has always been the focus of study by scholars, while most of the discussions regarding the advantages owned by later comers hold primarily with technology, cost, labor force, resource, and innovation and other factors, which should act as the crucial factors that change the market to vie over with competition edge. However, this study would mainly investigate how later comers make use of the establishment of network relationship and management in responding to the edge owned by first mover so that they could have strive into the market successfully. In terms of research and design, this study utilizes case study, whereas company A of automobile loan industry in Taiwan is chosen as its subject of research.

Based on the aforementioned description, study results have indicated: 1. network relationship is an important way for later coming for market development, and enterprise can, via personal as well as organizational network under trust-commitment foundation, quickly accumulate social capital. 2. Network relationship is tantamount to partnership relationship, which can, from border area and the establishment of second-channel, build up network members, avoiding existing network advantage enjoyed by first mover. Furthermore, later comer can, also, utilize sluggishness and rather not intense awareness of first mover, integrate interest distribution among its network members, and regulate suitable management mechanism so as to formulate partnership relationship of mutual trust and reliance. 3. Network relationship can make use of service provision to resolve problem among network member, play the system of resource role to resolve alternative, upgrade and jointly create commercial profits three respective levels to influence market development. Among all of them, late comer can build up core competence and combine, in full, the destructive innovation and complementary assets to render the niche market diversified, thus taking up the market share.

並列關鍵字

later comer ； network relationship ； trust ； border ； destructive innovative ； complementary assets

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