博碩士論文 etd-0517116-160905 詳細資訊


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姓名 林冠宇(Guan-Yu Lin) 電子郵件信箱 jason67777777@gmail.com
畢業系所 企業管理學系研究所(Business Management)
畢業學位 碩士(Master) 畢業時期 105學年第1學期
論文名稱(中) 快速性消費品產業之經營策略與動態競爭分析
論文名稱(英) Analyses of Business Strategy and Competitive Dynamics in the FMCG Industry
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    紙本論文:5 年後公開 (2022-02-09 公開)

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    摘要(中) 過去有關快速性流動消費性商品(Fast Moving Consumption Goods, FMCG)廠商的研究,多半針對一或兩家公司進行個案探討,並未進行詳盡的廠商比較,更未檢視廠商之間長期的關係動態。因此,本研究除詳細介紹FMCG產業特性外,也根據動態競爭理論,運用鑽石模型成對比較四家公司(Unilever與P&G,及Coca-Cola與PepsiCo)的競爭策略,並透過歷史事件與內容分析法,檢視四家公司歷時超過10年的競爭事件,進行攻擊/回應對偶分析、市場共同性-資源相似性(Market Commonality-Resource Similarity, MC-RS)與競爭地圖分析,以及察覺-動機-能力(Awareness-Motivation-Capability, AMC)分析,期望對FMCG產業進行比較完整的分析,並歸納出廠商間的競爭模式(Pattern)。
      本研究在質化分析方面,發現四個廠商的競爭策略與競爭行動確有實質差異,廠商間的MC-RS競爭地圖也隨時間變動而有所更移。量化分析方面,結果顯示FMCG廠商的配對(matching)回應相當顯著。也就是說,攻擊行動的投入金額愈多時,反擊行動的金額也愈高。當攻擊者採取策略性(strategic)行動時,防禦者也傾向採取策略性行動;採取戰術性(tactical)行動時,亦然。
      本研究應該是國內第一篇系統性地檢視FMCG廠商間長期競爭動態的論文。研究結果除擴大動態競爭研究的範疇,將以往以航空、汽車或金融業為焦點的探討延伸至一般消費品產業外,也藉由廠商間行動規模與型態的配對回應,細緻地彰顯出FMCG產業的競爭激烈程度。本研究在文末也討論了研究意涵與未來研究方向。
    摘要(英) Prior research on the business or marketing strategies of FMCG companies tended to examine the internal management or external customer service without paying attention to the interfirm dynamics. The thesis intends to address this deficit by applying the Diamond Framework to identify the differences of two pairs of companies, namely Unilever vs. P&G & Coca-Cola vs. PepsiCo, with regard to their overall business strategy. To further explicate the interfirm dynamics, the study also employs the competitive dynamics theory and specifically conduct the dyadic Action-Response, MC-RS (Market Commnality-Resource Similarity) mapping and AMC (Awarness-Motivation-Capability) analyses.
     The research data were collected through the historical events and content analysis approaches over a decade. Both qualitative and quantatitive analyses were applied. Based on the qualitative analyses, the research finds that the MC-RS competitive mapping shifted along with time pasessed by. As with the quantative analyses, the results show that, the four FMCG firms tends to use matching competitive moves. More specifically, when a firm launched an irreversible or strategic action, the direct competitor will initiatate responses.  
     This research may be the first study that systematically examines the interfirm competitive dynamics in the FMCG industry from a long-term perspective. The results not only extend the competitive dynamics theory to the examinations of consumer goods, but also reveal the competitive tension in the FMCG industry. Limitations and directions for further research are discussed as well.
    關鍵字(中)
  • 快速性消費品
  • 動態競爭
  • 攻擊/回應對偶分析
  • AMC
  • MC-RS
  • 競爭地圖
  • 關鍵字(英)
  • Competitive Dynamics
  • FMCG
  • Action/Responds analysis
  • MC-RS
  • Competitive Mapping
  • Awareness-Motivation-Capability
  • 論文目次 第一章 緒論 1
    第一節 研究背景與動機 1
    第二節 研究目的 2
    第三節 研究流程 3
    第二章 文獻探討 4
    第一節 快速性流動消費性商品FMCG(Fast Moving Consumer Goods) 4
    第二節 企業經營策略 7
    第三節 動態競爭理論 12
    第四節 五力分析 (Five Forces Analysis) 27
    第三章 研究方法 29
    第一節 研究對象 29
    第二節 資料來源 38
    第三節 研究方法 39
    第四章 產業現況 41
    第一節 FMCG概況 41
    第二節 FMCG之市場特性 43
    第三節 FMCG產業之五力分析 46
    第四節 Unilever與P&G之鑽石模型分析與比較 50
    第五節 Coca-Cola與PepsiCo之鑽石模型分析與比較 58
    第五章 MC-RS與AMC分析 67
    第一節 Unilever與P&G之MC-RS分析 67
    第二節 Unilever與P&G攻擊/回應事件及AMC分析 73
    第三節 Coca-Cola與PepsiCo之MC-RS分析 80
    第四節 攻擊/回應事件與AMC分析 84
    第六章 結論、建議與限制 90
    第一節 研究結論 90
    第二節 研究貢獻 92
    第三節 研究限制與建議 94
    參考文獻 96
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    口試委員
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  • 口試日期 2016-06-27 繳交日期 2017-02-09

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