台灣自行車產業市場結構、行為與績效之研究

Abstract

本研究以台灣自行車產業為實證對象，以產業經濟理論之S－C－P架構分析台灣自行車產業之市場結構、廠商行為對經營績效之影響。 本研究採用1997年至2005年間共計9年上市上櫃自行車製造公司之資料，以E－view統計軟體，panel data的隨機效果模式來估計廻歸式。實證結果如下： 就台灣自行車產業而言，廠商市場占有率、生產高價位產品策略、當期研發密度與經營績效呈顯著正向關係；而廠商資產規模、行銷密度與經營績效呈顯著負向關係。其中，研發活動對廠商經營績效，具有最主要的影響作用，自行車廠商提高其利潤最主要的方法是加強研發、創新。

This study has Taiwan bicycle manufacturing companies as empirical objects. We use S-C-P structure of industry organization economy theory to analysis the influence of market structure, business conduct on operating performance of Taiwan bicycle industry. This work picks listed companies of bicycle industry as empirical sample. The sampling period is from 1997-2005. We use E-view software, panel data form and random effect approach to verify. The empirical results are as follows: With regard to the Taiwan bicycle industry, the result shows that the market share, the strategy of producing high-priced goods, and present R&D intensity all have significantly positive effect on operating performance. On the other hand, the asset scale of company and promotion intensity all have significantly negative effect on operating performance. In summary, R&D has the main effect on operating performance. To enhance R&D and innovation is the best way for company to increasing their profits.