由新產品進入策略與行銷組合策略探討企業競爭優勢的創造與持續--以台灣與中國MBA在職專班學生電腦行銷模擬資料為例

Abstract

新產品進入策略是企業經營的關鍵問題之一。企業投資大量資源尋找並推出新產品，目的是為了找尋能讓企業永續經營的新引擎。本研究從先行者優勢以及行銷組合來探討新產品成功推出的策略為何。以台灣某國立大學管理學院碩士在職專班MBA學生以及中國某管理學院碩士在職專班MBA學生執行電腦行銷模擬環境的資料，從產生先行者優勢的三個構面：進入順序、成功順序與成功前期數，以及維持先行者優勢的三個構面：通路策略、定價策略以及行銷經費策略來探討MBA學生的新產品進入策略，並比較兩校學生策略與績效的異同。雖然在七個研究的假設檢定中，僅有兩個假設得到顯著的結果，但是藉著觀察模擬環境的結果，仍然可以得到以下推論：第一、單純的進入順序不足以解釋先行者優勢。第二、本研究的結果顯示，先行者優勢的來源在於達成經濟規模的速度。第三、台灣學生的特色在先做強再做大、策略靈活、經營非常有彈性，中國學生的特色在於先做大再做強、期望獨占市場、產能一步到位，顯示台灣高度競爭的產業結構環境下培育的學生與中國在計劃經濟思維與世界工廠環境下所培育的學生，在推出新產品時，策略上確實有相當大的差異。

A key subject of business management is new product entry strategy. Firms invest huge resources to develop new product and expect it can be the driver to help firms to be evergreen. This study examines the success factors of new product entry strategy from the aspects of first-mover advantage and marketing mix by investigating the data from a computer based marketing operation strategy simulation which is executed by part-time MBA students from a Taiwanese national university and a Chinese management school. This study explores the strategy of new product entry and compares the difference of the strategy between the two schools by examining the factors of the source of first-mover advantage, including entry order, success order, periods prior to the success, channel strategy, pricing strategy and marketing expense strategy. Although there are only two of the seven hypotheses are significant, we still can deduce the following inferences by investigating the simulation result. First of all, entry order is not sufficient to explain the first-mover advantage. Second, this study shows the speed to achieve the scale of economics is the source of first-mover advantage. Third, Taiwanese students do strong then do big. Their strategy and management are flexible. Chinese students do big then do strong. They would like to take the whole market so build up the capacity in one time. There are differences of the new product entry strategy between the Taiwanese students, who come from a highly competitive business environment, and Chinese students, who come form a environment with planed economy and world factories.