國道客運業策略群組與營運績效之相關性分析

CORRELATIONAL ANALYSIS BETWEEN STRATEGIC GROUPS AND OPERATIONAL PERFORMANCE IN SCHEDULED BUS SERVICE ON NATIONAL FREEWAY

本研究以策略群組的觀念及技術，分析國道客運公司的策略型態，並探討各策略群組及營運績效之關係。經回顧策略群組之相關文獻，並考量國道客運業之產業特性，本研究擬定16項策略傾向變數及7項營運績效指標，針對國內21家客運公司進行問卷調查。經應用因素分析法將所回收樣本資料萃取出5個策略構面，並以集群分析法區隔出國道客運業的6個策略群組，而這些群組在不同策略構面上存在顯著差異。分析結果顯示，不同國道客運業策略群組間營運績效確實存在差異，且採取適當的策略定位者會導致較佳的績效結果。

This study applied Strategic Groups theory and technique to analyze the strategic patterns in scheduled bus service on national freeway. We aimed to investigate the relationship between strategic groups and operational performance. By considering the characteristics of bus service and reviewing related literatures of strategic groups, we selected sixteen strategic variables and seven operational performance variables. We investigated 21 bus companies by using questionnaire survey. This study extracted them to five strategic dimensions by applying factor analysis. Then we used these five strategic dimensions to cluster the 21 firms into six groups. We found significant differences among strategic groups in overall strategic dimensions. The results indicated significant differences of operational performance among different strategic groups. Also, the firms which identified a suitable strategic positioning, induced better operational performance.