動態能力與制度環境對行銷通路演化之影響

本研究旨在探討動態能力與制度環境對通路結構演化的影響。為了比較兩岸的制度環境，本研究以汽車產業為探討對象。因為汽車產業所影響的關聯產業相當深廣，其發展往往牽動著一國的經濟發展，所以是一個較受管制的產業。就理論發展而言，過去動態能力多為觀念性或橫斷面研究。故本研究以個案研究法，選擇中華與裕隆兩家企業做為研究對象。在資料蒐集的部分，為了提升研究之信、效度，本研究應用三角檢定法建立多重證據來源。經由個案比較分析發現，制度環境的壓力與有利情況會影響廠商的行銷通路結構。此外，動態能力對制度環境與通路結構具有調節效果，企業擁有較強的動態能力時，就可以順利地整合、建立及重新配置組織內、外部過去所累積的資產與能力，並因應制度環境的改變，順利建立內部化與關係緊密的通路結構。總之，本研究建議企業赴大陸投資時，必須先建立、累積、與調整自身的資源與能力，才能建立足以因應制度環境變化的適當通路結構。

The purpose of this research is to explore the influence of dynamic capabilities and institutional environment on channel structure evolution. To compare the institutional environment of both China and Taiwan， this research selected motor industry as observing object. Because the motor industry affects abundant relating industries and plays the key role in a country’s economic development， it has been a highly control industry. After literature reviewing， this research found that most studies relating to dynamic capabilities were conceptual or cross sectional researches. This research applied case study method to explore the cases of China motor and Yu-Lon motor. In order to improve research validity and reliability， this study adopted triangulation principle that emphasizes establishing multiple source of evidence during the data gathering process. According to the comparative analysis of cases， this study found that pressure and favorable degree of institutional environment will affect the construction of marketing channel. This study also found that there are moderating effects of dynamic capabilities on the relationship between institutional environment and marketing channel structure. The stronger the dynamic capabilities that firms have， the more likely the firms integrate， establish， and reconfigure their abilities and resources to accumulate further resources. And then firms intend to adopt marketing channel structure with higher internalization and tighter channel members relationship. In summary， this research suggests that firms should establish， accumulate， and adjust their resources and abilities to cope with institutional environment changes and to establish the proper marketing channels.