競合策略意指採取與競爭者既競爭又合作的策略，藉以提升公司顧客績效及財務績效為目的。過去的研究大多探討企業之間與部門之間的競合策略，本研究則著重於探討銀行分行或產品銷售部門內(本研究定義銀行分行為產品銷售部門)所採取競合策略之研究，試圖對銀行分行之經營管理與增進銀行績效提出建議。本研究對象為台灣地區銀行業，利用The Banker雜誌排名前15家商業銀行為抽樣框架，利用問卷方式，針對每家銀行分行之兩位資訊提供者，包括銀行分行之經理及業務主管，蒐集與競合策略有關之問卷資料進行階層迴歸分析。本研究回收有效樣本數109份，包括109家分行及218位行員，研究結果發現：1.銀行分行內部同時發生合作能力與合作強度對顧客績效具正面影響力；2.銀行分行內部同時發生競爭、合作能力與合作強度對市場學習具正面影響力；3.在市場學習中介效果下，促使銀行分行內部發生競爭與合作能力對顧客績效具正面影響力；4.在市場學習中介效果下，促使銀行分行內部同時發生合作強度與合作能力對顧客績效具正面影響力；5.市場學習對顧客績效及財務績效具正面影響力。

Coopetition is defined as the joint occurrence of competition and cooperation toward your competitor, thus achieving the goal of enhancing the customer and financial performance of a company. Past research tended to view the inter-corporate relationships or inter-departmental relations within a firm. This research focuses on the coopetition adopted within banking branches or sales departments to provide decision-making guidance for managing the bank branches and for enhancing the bank performance. Sampling frame is all branches of the top fifteen commercial banks as suggested by The Banker magazine. Two informants, including the branch managers and sales chiefs, from every branch were chosen to complete survey. Hierarchical regression analyses were conducted on the survey results related to the coopetition. The research collected 109 effective samples, including 109 branches and 218 bank workers. The result shows as follows: 1.The joint occurrence of cooperative ability and cooperative intensity within a branch has a positive impact on the customer performance. 2. The joint occurrence of competition, cooperative ability, and cooperative intensity within a branch has a positive effect on market learning. 3. Market learning mediates the influence of the joint occurrence of cooperative ability and competition within a branch has a positive effect on the customer performance. 4. Market learning mediates the influence of the joint occurrence of cooperative intensity and cooperative ability within a branch has a positive effect on the customer performance. 5. Market learning has a positive effect on the customer and financial performance.

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