綜合零售業市場競爭策略之分析

Study on the Competitive Strategy of General Retail Industry

10.30065/JCER.201203.0001

趙永祥(Yuang-Shiang Chao)

資源基礎理論 ； 競爭優勢 ； 競爭策略 ； 綜合零售業 ； Resource-based theory ； Competitive Advantages ； Competitive Strategy ； General Retail Industry

華人經濟研究

10卷1期（2012 / 03 / 01）

1 - 27

繁體中文

如何建立企業持久性的競爭優勢來源已成為當今綜合零售業競爭策略的主要研究範疇，由資源基礎理論觀點可知一個企業的持久性競爭優勢是建立在其資源及獨特的競爭能力之上。依據資源基礎理論主張，認為企業或廠商可以藉由其內部資源、與能力的累積及培養，以形成長期且持續性的競爭優勢。資源及能力為公司長期策略的基礎而且組織的內部資源及能力提供公司市場競爭策略的基本方向，透過資源及能力的取得與應用可為公司獲利能力的根本。因此，資源及核心能力可作為公司長期策略基礎與策略性思考重點，以創造穩健獲利的企業績效成長。

How to build enterprise persistent source of competitive advantage has become a major field of study in today's integrated general retail industry. This research mainly analyze the competitive strategy of the of general retail industry in Taiwan. Following the resource base theory, we analyze several strategies as well as its competitive strategy management. The findings show that with well brand creation and maintenance strategies to form itself a core resource and its performance came from competitive strategy with having a core competence. How companies in the current highly competitive era, more competitors have to take threats and opportunities into consideration. Competitive strategy developed to reflect on the core strategy is an important issue to be considered and how to sustain competitive advantage would. Therefore, resources and core competencies had to be used as the basis of long-term strategic thinking and strategic focus in order to create stable profit growth of business.