以視覺化工具分析台灣產業策略及特性

Abstract

基於產業的特質，不同產業使用不同經營策略帶來的營運效果應不一致。此外，在產業內部裡可能因為有分上下游或其他因素，產業內也有一定的差異性。本研究基於Porter (1980)的企業競爭策略理論，探討台灣產業及企業的策略選擇和績效的相關性。本研究以台灣的上市、上櫃公司做為樣本，並剔除金融業，樣本期間為2010年至2020年。本研究將營業收入作為衡量市場及企業規模的指標，並將毛利率作為議價能力的高低；我們利用這兩個變數來探討各產業及公司的營運策略及特性。此外，本研究使用市值來觀察市場的重要性，並使用ROA觀察營運效率。最後，我們使用氣泡圖作為視覺化工具來協助我們的研究。實證結果發現，台灣不同的產業具有相異的特性。不同產業及公司使用的策略不盡相同，策略對其營運效率及市場重要性的影響也具差異。

Based on the different characteristics of industries, the results of business strategies applied by different industries should be inconsistent. In addition, there may be differences within the industry due to different stages in the industry chain or some other factors. This study is based on Porter's (1980) theory of generic strategies to explore the correlation between strategic choices and the performance of Taiwanese industries and firms. The sample includes Taiwanese listed and OTC companies from 2010 to 2020 and excludes the financial industry. This thesis uses operating income as a measure of the markets and enterprises’ size, and uses gross margin as the level of bargaining power; we use these two variables to explore the strategies and characteristics of various industries and companies. Further, the study uses market capitalization to observe market importance and ROA to observe operational efficiency. Lastly, the study uses bubble charts as a visualization tool to assist the research. The empirical results show that different industries in Taiwan have different characteristics. Different industries (companies) use different strategies, and strategies also have different effects on their efficiency and market importance.