追隨廠商如何回應領導廠商之競爭性行動？多重市場接觸的調節效果

How do Followers Respond to the Leader's Competitive Actions? The Moderating Effect of Multimarket Contact

本研究以動態競爭理論為基礎，透過分析廠商在市場上採取的行銷行動（本文統稱競爭性行動）發起與模仿回應內容，以探討追隨廠商如何回應領導廠商的競爭性行動。此外本文以多重市場接觸為調節變數，並分析追隨廠商模仿回應與市場績效的關係。本研究將台灣連鎖便利商店業4大超商中，統一超商視為領導廠商，全家、萊爾富、OK超商視為追隨廠商作為研究對象，透過結構內容分析法，由知識贏家KMW資料庫蒐集2005年到2011年間，共1,313則新聞資料中的3,449筆行動數目。實證結果發現：(1)當領導廠商採取越多戰術性/策略性行動，追隨廠商也會採取越多戰術性/策略性的模仿作回應；(2)多重市場接觸程度越高時，會弱化領導廠商戰術行動與追隨廠商採取戰術模仿回應的正向關係；(3)追隨廠商採取策略模仿回應時，對其績效有正向關係。

This study devoted to combine marketing activities (hereinafter referred to as competitive actions) of the firm in competitive dynamics for discussing how followers respond to the leader's actions? Furthermore, we also explore the probable influences under the situation of multimarket contact. We take chain convenience stores in Taiwan as the objective industry of this study, regarding 7-ELEVEN as the leading firm, whereas FAMILY MART, HI-LIFE and OK as the following firms. In this study, structured content analysis is adopted and the database of Knowledge Management Winner (KMW) is used. News of the competitive interactions within firms is collected from 2005 to 2011. This study focuses on the relationship between the tactical or strategic actions of the leading firm and the imitative responses of the following firms. According to the results, firstly, the more tactical or strategic actions the leading firm takes, the more imitative reactions the following firms will respond. Secondly, multimarket contact can weaken the relationship between the tactical actions of the leading firm and the tactical reactions of the following firms. Finally, the effect of the strategic reactions of the following firms on the performance is positively significant.