第六章 結論與建議
第三節 研究限制
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第三節 研究限制
一、本研究之研究限制
本研究以質化的方式使用內容分析法進行探索性研究，研究範圍具有跨產業 的特質，研究過程中雖力求嚴謹，但仍有以下研究限制。
(一)本研究在分析上的前提假設是通路商與品牌商的競爭行為是互相支援的，且 主要由品牌商發起。此部分在設計上理應同步討論品牌商的競爭行為以及通 路商的競爭行為，然而若採用內容分析法分析此研究，上下游的競爭行為次 數跟頻繁度會有極大的落差，依據台灣食品品牌商的常態，新品的推動大多 是一年一支產品，且時間多落在暑假尖峰，而其他策略型的競爭行為所需的 觀察年限更長，廠商也不易隨意擴廠，因此造成資料上的取得不易。因此本 研究在執行上採用實地觀察法，從下游往上游看，此資料蒐集方法雖然相對 客觀，但由於未有訪談各品牌或通路的高層，必須經由研究者的推論了解競 爭行為背後的邏輯，無法針對公司的真實想法與觀測結果相互呼應，進而無 法探究其真實因果關係，故可能不能全面性了解品牌與通路的真實互動行 為。
(二)本研究的命題為品牌商競爭行為與通路商競爭行為相互影響，在此命題下，
通路商跟品牌商有無母子關係，應會對結論造成影響，但由於台灣的通路商 的產業背景，因此沒有獨立的通路品牌，故此層面並未分析；除此之外，由 於無通路的品牌商品項較不齊全，且在各通路上架的情況不一，也是影響結 果的可能限制。
(三)本研究的研究觀測時間只為期四個月，且關注對象僅有促銷折扣，由於時間 過短，在本研究所探討的行為較偏向一般的價格戰術性競爭行為，而未探討 到較大規模的組織層面的策略性競爭行為，可能無法全面性的代表通路及品 牌商的競爭行為。
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(四)本研究的品類只限於飲品類，雖然飲品類對本研究探討的品牌公司具有相當 高程度的重要性，但仍不能完全的解釋其策略上的布局及全面的考量公司的 競爭想法。
(五)由於本研究所實地蒐集的樣本為折扣事件，本研究為求一致性，以相似的角 度去編碼與詮釋這些事件，而這些事件無論是在編碼上或是在詮釋上背後都 有更多的可能性，礙於研究設計並無法兼具所有觀點。
第四節 後續研究建議
一、對後續研究之建議
如同前述，本研究針對品牌商與通路商之間的競爭行為影響作一初步探討，
但由於台灣相關文獻中，較少有針對此一議題之研究，且未有資源對所有提及的 產業做深入的訪談，希望後續研究者可以針對這些建議，更完整地探討此一研究 議題。
(一)訪談品牌商與通路商
本研究試圖以相關蒐集資訊透過研究者的解讀與詮釋，對通路商及品牌商不 同的角度背後的動機及競爭關係做闡述與比較；然而受限於時間及與主題關係，
無法大量的約訪相關從業人員，因此將來若後續研究者擁有相關人脈資源，建議 訪談通路商與品牌商之雙方人員，以便更全面性地深入瞭解品牌商與通路商之間 的競爭行為的相互影響。
(二)加入沒有通路的品牌商探討
礙於研究的構想設計與初衷，本研究對其他知名品牌商的討論篇幅並不多，
但若能增加此一變項當作對照組，勢必能讓研究的豐富性提升，也讓整個研究的 嚴謹度及可信度更高。
(三)加入時間因素探討
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在動態競爭相關研究中，一項很重要的變數便是回應時間差，若後續研究者 的研究時間足夠，蒐集足夠的樣本數時，可以加入時間因素在品牌商競爭與通路 商競爭之間的關係影響作探討，將會使研究的豐富性提升，且將能更完整呈現動 態競爭將之運用在實證觀察。
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