策略群組與營運績效關係之研究-速食麵產業實證研究

Abstract

本論文所探討的主題為速食麵產業中策略群組與營運績效的關係。策略群 組是指在一個產業內存在著數個群組，其群組間策略行為相同或相近的廠 商；關於營運績效，本論文則以一般較常用的獲利率來做分析。我們經由 八家廠商的32組資料，以因子分析、集群分析、變異數分析與逐步迴歸分 析得到以下的結果：在速食麵產業中有不同的策略群組存在，共可以分為 四個策略群組，群組一為高研發、低廣告的廠商；群組二為多的產品種類 與銷售通路、大的市場佔有率與資本額；群組三為低研發與低廣告的廠商 ；群組四為強廣告的廠商。其次，不同策略群組廠商的營運績效在 7.4 % 的水準下有顯著的差異，對不同策略群組績效有影響的策略變數有所不 同。每個策略變數在不同策略群組間都有顯著的差異，且由所有策略變數 所組成的策略構面在策略群組間也有顯著的差異。此外，我們發現雖然策 略群組間存在移動障礙，但我們還是可以由分析的結果中看到策略群組的 變動。這說明了移動障礙雖然會造成策略群組短期的穩定，但就長期而言 策略群組還是會發生變動。 This thesis reports on a study of a correlation between strategic group and operating performance of Taiwan's instant noodle industry. The main objectives are to prove the existence of strategic groups in the industry, to study the differences in operating performance and strategic behavior among the strategic groups, and to identify strategies influencing the operating performance. This study used Cluster Analysis to analyze the survey data obtained from eigth firms in the industry. The results show that there are four strategic groups present in the industry. The first group is characterized as having a high R&D spending, whereas the second group has a high market share, a great number of distribution outlets. The third group has a low R&D and advertisement spending, and the fourth group has a high advertisement spending. Among these groups, there are significant differences in before-tax earnings. The results also indicate that, although there are mobility barriers present in the industry, some firms did move across the strategic groups, resulting from changed operating strategies in different years.