廠商在多重市場接觸下，競爭者行動如何影響其新產品上市速度與績效的關係？

How Competitors' Actions Affect the Relationship between New Product Launch Speed and Firm Performance in Multimarket Contact?

本研究主要結合多重市場接觸與動態競爭之概念，並藉由行銷領域中創新產品的觀念，更深入探討廠商採取競爭行動背後的意涵。透過台灣四大連鎖便利商店（即統一超商、全家、萊爾富與OK）為研究樣本，自「知識贏家」(KMW) 網路新聞資料庫蒐集2005年至2012 年，共計8 年連鎖便利商店間的競爭新聞，並進一步將8 年區分成96 個月，運用結構內容分析法 (Structured Content Analysis) 擷取連鎖便利商店1,666 則新聞加以分析。實證結果發現：(1) 當焦點廠商的多重市場接觸程度愈高時，其採取新產品上市速度會愈慢；(2) 當新產品上市速度愈快，愈有利於焦點廠商的績效表現；以及 (3) 當競爭者行動數目愈多時，會強化多重市場接觸程度與新產品上市速度之負向關係。

This study aims to combine the concept of multimarket contact with competitive dynamics and proposes the conception of a new product in the marketing domain. It further aims to examine the implication behind the competitive actions of firms. The top four Taiwanese chain convenience stores, namely, 7-ELEVEN, Family Mart, Hi-Life, and OK, are used as the samples, and the news related to competitive interactions among these companies in 2005 to 2012 are collected. News articles from the past eight years are further separated into 96 months. Data are obtained from the Knowledge Management Winner (KMW) database. Moreover, this study employs structured content analysis to construct the competitive action database of the top four chain convenience stores relative to their competitive actions. Finally, 1,666 news articles are retrieved. Empirical results indicate that (1) a negative relationship exists between the degree of multimarket contact and new product launch speed, (2) a positive relationship exists between new product launch speed and firm performance, and (3) the number of competitor actions can strengthen the negative relationship between the degree of multimarket contact and new product launch speed.