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系統識別號 U0026-1102201812284900
論文名稱(中文) 探究市場形塑之過程: 一個探索性個案
論文名稱(英文) An investigation into a market-shaping process: An exploratory case study
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 106
學期 1
出版年 107
研究生(中文) 林伊涵
研究生(英文) I-Han Lin
學號 R07044628
學位類別 碩士
語文別 中文
論文頁數 61頁
口試委員 口試委員-方士杰
指導教授-周信輝
口試委員-李慶芳
中文關鍵字 IMP互動與網絡觀點  市場可塑性  市場形塑  質性研究 
英文關鍵字 IMP perspective  market plasticity  market shaping  qualitative research 
學科別分類
中文摘要 在這外部環境日益變動且競爭激烈的環境下,企業已沒有一套長久可行的經營模式,也無法只是單純的買賣交易關係。因此除了做出市場區隔及改變營運模式外,連結自身內外部的資源和能力也成了企業的競爭優勢。然而,當環境大幅度改變時,資源基礎理論因太著重於審視企業本身的內部資源,較少關於跨界資源的討論,反而會忽略外在資源對於策略的影響性。
因此,IMP互動與網絡觀點隨之而生,強調在企業網絡下的活動參與者(actor)、資源(resource)和活動(activity)之間相互作用的關係,以及延伸發展出來的內容,透過內外部資源與活動及研究互動過程,制定出符合環境變動的策略,創造組織在產業內的持續性競爭優勢。
然而,過往關於市場可塑性的研究,多以學者談論理論概念以及文獻回顧的方式來對「市場」及「市場可塑性」定義做解釋,除了在研究類型上較缺乏實證方面的探究外,有關「市場型塑過程」這方面的概念,幾乎沒有文獻去探討。
本研究透過質性研究的單一個案研究法,以IMP互動與網絡觀點概念為主,輔以市場可塑性的理論觀點,將個案公司在每段成長階段中,各種資源間的互動關係做一描述,並歸納出形塑成市場所需具備的資源要件,探究新創事業的發展過程中,企業如何運用內外部資源間的互動網絡關係,形塑出產品的新市場。另外,也期望有助於提升IMP互動與網絡觀點在實證研究方面的廣度。
研究分析結果發現,企業在不同的發展階段,除強化本身核心資源外,為因應外部環境變化,藉由重新配置組織資源的調節能力,適當整合內外部資源作互動,以維持長期競爭優勢並促進創新發展。此外,商業模式的瞬息萬變,互動關係也從單純的買賣雙方交易,演變成以個案公司為核心,透過資源與活動發展出相關活動者間緊密的互動關係,其關係變化視雙方甚至是多方的相互互動程度,如此的改變也使得個案公司與其客戶或是相關活動者間由「單純交易關係」、「策略夥伴關係」進而走向「全面整合關係」。
英文摘要 In the past, previous research on market plasticity, most scholars interprets and defines “market” and “market plasticity” in forms of theoretical concepts and literature reviews. There is limited literature on the concept of “market plasticity process”.
This research, supplemented by the theory of market plasticity, is conducted using a single case study method, which takes on a qualitative research approach to investigate the IMP perspective. The case company in review is examined at each stage of growth to characterize the interaction between various resources in order to summarize the resources required to shape the markets. Hopefully, it will help improve the breadth of IMP perspective in terms of empirical research.
The results of the research and analysis show that in addition to strengthening their own core resources, enterprises are able to maintain the long-term competitive advantage and promote innovation and development , by re-allocating the regulatory capacity of organizational resources in response to changes in the external environment at different stages of development. In addition, the ever-changing business model has also evolved from simple trades between buyers and sellers into close interactions between relevant actors in the case company through resources and activities. The relationship between them changes depending on whether the two parties or even multiple parties interact with each other. The change in the degree of interaction also makes the case company and its clients or related actors move from “purely transactional relationship” and “strategic partnership” to “fully integrated relationship”.
論文目次 摘要 I
ABSTRACT III
誌謝 VI
目錄 VII
表目錄 VIII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 2
第三節 研究內容與流程 3
第二章 文獻回顧 4
第一節 IMP互動與網絡觀點 4
第二節 市場及市場可塑性 12
第三章 研究方法 17
第一節 質性研究法 17
第二節 個案研究 18
第三節 資料來源 21
第四節 資料分析 23
第四章 個案發現 24
第一節 萌芽期:辣椒餅乾的誕生 24
第二節 成長期:網路市場的崛起 26
第三節 茁壯期:品牌建立與企業經營 28
第五章 理論意涵與結論 39
第一節 研究討論與發現 39
第二節 理論意涵與實務建議 47
第三節 研究限制與未來方向 50
參考文獻 51
附錄 60
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