在動態競爭環境下，資訊科技不動斷創新求變的時代，國內汽車產業也從傳統邁向節能減碳的電動車，汽車不斷創新發展，未來更進一步無人車，持續推陳出新，使國內汽車廠商之間的競爭也越來越激烈，對廠商本身及未來發展影響很大。本研究以動態競爭理論觀點，討論國內汽車廠商間激烈的競爭行為與策略，進而探討廠商間競爭互動行動類型彼此互動的影響關係及各廠商競爭行動數目相關性。本研究以國內上市汽車公司裕隆，中華、和泰、裕日車上市廠商為主要研究對象，以台灣新聞智慧網資料庫，自2009年至2018年共計10年，蒐集裕隆、中華、和泰、裕日車等上市公司相關之競爭互動新聞，並進一步採用結構內容分析法針對這十年來的競爭性行動新聞，以年為單位進行資料分析。本研究實證結果發現，裕隆是集中(環保油電混合車行銷活動)程度為最高，而和泰是集中(新車促銷)程度為最低。中華是主導程度(新車促銷活動)為最高。四家廠商中行動類型次數最多的是和泰，最常使用的行動類型為新車發表活動、促銷活動、漲價/降價促銷活動。

In the dynamic competitive environment, the era of information technology is constantly changing and innovation, the domestic automobile industry has also moved from the traditional to the energy-saving and carbon-reducing electric vehicles. The automobile continues to innovate and develop, and in the future, the unmanned vehicles will continue to be introduced, and the domestic automobile manufacturers will continue to make innovations. The competition between the two is also becoming more and more fierce, which has a great impact on the manufacturers themselves and the future development. Based on the theory of dynamic competition theory, this study discusses the fierce competition behaviors and strategies among domestic automakers, and then explores the relationship between the types of competitive interactions between firms and the number of competitive actions among firms. This study is based on the domestic listed auto companies Yulon Motor Co., Ltd, CMC, HOTAI MOTOR, and YNM.com, with the Taiwan News Wisdom Network database, from 2009 to 2018 for a total of 10 years, collecting Yulon Motor Co., Ltd, CMC, HOTAI MOTOR and YNM, The competitive interactive news related to listed companies such as Yuri, and further use the structural content analysis method to analyze the competitive action news of the past ten years, and analyze the data on a yearly basis. The empirical results of this study found that Yulon Motor Co., Ltd was the most concentrated (green-fuel hybrid vehicle marketing activity) and the lowest level of HOTAI MOTOR concentration (new car promotion). CMC is the dominant (new car promotion) for the highest level. The most frequently used types of the four manufacturers are Hetai. The most common types of actions are new car announcements, promotions, price increases/price reduction promotions.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
表目錄 viii
圖目錄 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第三節 研究流程 4
第二章 文獻探討 5
第一節 動態競爭 5
第二節 台灣汽車產業發展概況 .15
第三章 研究方法 25
第一節 資料來源 25
第二節 樣本選取 30
第三節 變數定義 31
第四章 競爭行動數目結果 32
第一節 競爭特性分析-競爭性行動數目 32
第二節 競爭決策的簡化 34
第三節 行動複雜程度 41
第四節 競爭性行動類型與各廠商行動數目相關性 43
第五章 結論與討論 59
第一節 研究結論 59
第二節 研究限制與未來研究方向討論 61
參考文獻 62
一、中文參考文獻 62
二、英文參考文獻 63
三、網站資料 65

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三、網站資料
工研院IEK(2018/05)，ieknet.iek.org.tw/。
台灣新聞智慧網http://tnsw.infolinker.com.tw.ezproxy.lis.nsysu.edu.tw:8080/cgi-bin2/Libo.cgi