遠離或靠近你的競爭者?使用重力模型決定商店位置選擇

Abstract

競爭策略觀點認為接近競爭者會增加組織間競爭，但群聚內組織也可能互利共生，產生的經濟外部性，可以增進組織的生產效率與提高消費需求。因此，進不進入群聚兩難?本研究探討的不同品牌商店其獲得的群聚效應是否會有所差異，並透過品牌相似度與群聚質量兩構面，形成四種情境探討不同情境下，在群聚中誰從中獲得群聚效應的經濟外部性，誰獲得群聚效應的不經濟外部性，藉此提出不同的區位策略給不同的廠商。 過去關於群聚效應的衡量相當缺乏，本研究導入物理學中重力模式，衡量單一店家與商家群聚對於消費者的吸引力，我們預期較大規模，高品牌價值的商家將可以吸引更多消費者的目光。並藉此模型測量群聚質量，再透過以消費者與群聚中心距離平方呈反比，計算出群聚吸引力，以此衡量群聚效應的指標。 本研究以2011台北市與新北市高級進口車經銷商做為本研究對象，探討的不同品牌商店其獲得的群聚效應是否會有所差異。實證結果發現:1.小品牌或不知名廠商可以選擇靠近知名廠商之區位選擇，提升顧客訪店數。2. 品牌價值中等廠商，無論與競爭者相似與否，遠離競爭者可以獲得較高的效益。3. 品牌價值最大的廠商，無論身處何處都可以享受單一家店吸引力或群聚效應，但在群聚當中可以獲得最大收益。由於本研究資料屬於橫斷面資料，無法觀察到經銷商退出該區域情況及進入順序效果，未來研究可透過縱斷面資料加以分析。

The literature on generic competition strategy states that proximity is often synonymous with competition; however, spatial clustering attracts more customers to visit and purchase. This paper aims to identify who gains more from spatial clustering if the economies of agglomeration exist; conversely, who loses more if the diseconomies of agglomeration exist. It proposes a new approach to measure the attractiveness of individual stores and agglomeration effects by using gravity model. Based on the gravity model from physics, authors propose a new approach to measure the attractiveness of individual stores; furthermore, this approach also provide a new way to measure spatial cluster intensity that we term agglomeration mass. Our empirical setting is the population of car dealers selling in Taipei during 2010. The empirical results show that: (1)Unknown stores or low brand value stores will benefit from locating near their competitors. (2)Medium brand value stores, regardless of the similarity between brands, stay away from the competitors can get higher benefits. (3)The largest brand value stores, wherever they are located, can enjoy the attractiveness of a single store or agglomeration effects, however, in the spatial cluster can gain maximum benefit. Given the data limitations, we were unable to observe the dropout data and order-of-entry effects which might influence results. Therefore, researchers are encouraged to research further.