競合觀點下之價值創造:以大成長城為例

• Main Authors: 李思葦, Li, Ssu-Wei
• Other Authors: 國際企業研究所, 周信輝, Chou, Hsin-Hui
• Format: Thesis
• Language: Chinese; English
• Published: 2014
• Subjects: 大成長城; 商業互動; 競合策略; 價值網; Business interaction; Co-opetition; Dachan; Value net; Avian flu
• Online Access: http://ir.lib.ncku.edu.tw/handle/987654321/142872; http://ir.lib.ncku.edu.tw/bitstream/987654321/142872/-1/index.html

台灣的雞肉產業面對進口雞肉的衝擊、競爭者眾、疫情頻傳等因素，未來的發展十分艱辛，國內電宰業者時常虧損、獲利不穩定，較具規模的電宰廠具有垂直整合實力、通路市場延伸、外力威脅以及上游契養農戶數量減少成為直接或間接影響競合的因素。本研究目的以加深對競合理論的理解，特別是競合的動態面。在此研究目的之下，本研究的主要研究希望透過研究焦點廠商的發展歷程，找出競合關係如何影響其價值創造。針對單一個案企業進行深入訪談，輔以次級資料進行三角驗證。 首先回顧過去的文獻，商業互動觀點以產業內的資源、企業間的關係發展出整個網絡架構，藉以定位企業本身的範圍界線作為拓展能力的依據。競合關係是商業互動的一種，強調在同一時期和同一位企業之間存在競爭和合作關係。同時，競合關係的影響分別以企業與產業來探討，而合作與競爭不必然都是具正式關係，之中又可依資源和競爭合作程度作分類。競爭合作比例不同也各有策略因應。而過去文獻研究，競合理論在網絡之間關係的動態面比較少，質性研究有助於瞭解背後原因。因此，本研究採用Brandenburger和Nalebuff所提出的價值網來分析焦點企業大成長城與其他廠商互動過程的競合發展，在面臨外國進口白肉雞和許多競爭者威脅的情況下，如何利用現有資源和競爭者協商合作、運用上下游供應商及客戶的關係為企業本身帶來更大價值。 研究發現:大成與卜蜂高度競爭、低度合作的關係，而大成與通路商則是高度合作、低度競爭。當價值網提出運用互補性策略將餅作大的觀點，對於白肉雞產業而言，互補性策略如上游的飼料或下游通路延伸，雖可促使消費者對白肉雞的需求增加，但是對企業的實質品牌建立幫助不大。 The industry has been struck by increasingly imported poultry many competitors and avian flu which definitely cause more challenges in future development than before Therefore the research objective deepen the recognition of co-opetition is focus on the dynamic aspect Then discussing how can the relationship of coopetition influence the value creation in the developing process of focal firm Besides the research targets on a single case and also combines secondary information and interviewees’ opinions in triangulation viewpoints Firstly according to the literature review a core company’s boundary bases on its business interaction with other participants including resource exchange or intra-companies’ relationships which is helpful to develop a whole network Furthermore co-opetition is a type of business interaction and it emphasizes that competition and cooperation exist in a dyad relationship simultaneously However there is less literature adopting dynamic aspect of co-opetition theory to discuss a real case before yet qualitative research can explore more background knowledge Consequently I take advantage of the concept of value net proposed by Brandenburger and Nalebuff to analyze the developing process of Dachan Research findings: Dachan and CP are highly competing but lowly cooperating and other sales channels are opposite Value net theory refers to utilize complementary strategies like expansion to upstream or downstream in order to enlarge market pie however the strategy is indeed useful in operating but has limited effect in building brand awareness