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研究生:王兆祥
研究生(外文):Chao-Hsiang Wang
論文名稱:製造商與通路商策略行動賽局運用分析之研究
論文名稱(外文):A case study of manufacturer and channel relationship by strategic moves in game theory
指導教授:陳欣得陳欣得引用關係
指導教授(外文):Hsin-De Chen
學位類別:碩士
校院名稱:靜宜大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2005/05/
畢業學年度:93
語文別:中文
論文頁數:63
中文關鍵詞:賽局理論策略行動通路商製造商
外文關鍵詞:Strategic movesGame theorymanufacturerchannel
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本文藉由參與觀察法做一個案研究。透過SWOT分析紙尿褲製造商和超市通路商的客觀條件,連結在議價談判過程中,雙方可能運用之策略行動,最後推導出共同協議結果。研究結論如下:

1. 從製造商與通路商的策略行動賽局發現,握有較多優勢的一方,在威脅、保證、承諾的運用上,也擁有先行權,可以控制賽局遊戲裡的談判方向。
2. 製造商與通路商相互依存,且雙方權力結構不均,影響策略行動的運用。
3. 雙方分別保有個別理性且期待雙贏局面是通路商和製造商最終接受決策的主因。
4. 製造商和通路商策略的推演互動,與策略行動賽局的理論模式相符。

最後,於文末提出相關研究建議和未來可行之研究方向,以供參考。
This research is expected to do a case study through participant observation. It is relevant to their strategic moves in bargaining process that analyzing the objective conditions of diaper manufacturer and market channel in SWOT;in the end, inferring the common bargaining result. Some conclusions are found as follows.

1. In the strategic moves of manufacturer and channel, the one who owns more superiority over the other usually could control these whole negotiating affairs. Besides, the superior gains right of way on applying threat, commitment and promise.
2. Both manufacturer and channel are reliant on each other closely, but their power structure is one-sided, which influences the using of strategic moves.
3. The main reason that a final resolution was made is both of them keeping individual rationality and looking forward to win-win situation.
4. The interaction of manufacturer and channel corresponds to the model of strategic moves theory.

Finally, the study brings up some relevant suggestions and directions for future research.
第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究流程與架構 3

第二章 文獻探討 6
第一節 行銷通路 6
第二節 通路權利 10
第三節 通路配合度 12
第四節 代理理論 17
第五節 議價與策略行動賽局理論 23
第六節 小結 29

第三章 製造商與通路商之形成與發展 30
第一節 M國際企業股份有限公司 30
第二節 C股份有限公司 35
第三節 小結 39

第四章 製造商與通路商談判策略行動之分析 41
第一節 雙方談判內容與立場分析 41
第二節 內外部環境與談判可能性推導 46
第三節 雙方策略行動運用之分析 50

第五章 結論與建議 54
第一節 研究結論 54
第二節 研究限制與建議 56

參考文獻 57


表目錄
表2-1 信任的定義 13
表2-2 代理理論中對通路控制的研究結果 22

表3-1 紙尿褲廠商及品牌一覽表 31
表3-2 90年度C公司所營業務之主要內容及營業比重 36
表3-3 1996-2000連鎖量販店、超市、便利商店家數增加率 37


表4-1 製造商與通路商談判程序表列 42
表4-2 雙方談判代表 44


圖目錄

圖1-1 研究流程 4
圖1-2 研究架構 5

圖2-1 關係行銷之關鍵中介變數模型(KMV model) 16
圖2-2 對稱議價賽局圖 25

圖4-1 製造商與通路商立場移動示意圖 43
圖4-2 製造商與通路商內外部環境及談判可能性推導圖 48
圖4-3 通路商與製造商合作賽局 49
圖4-4 談判流程分析圖 50
圖4-5 通路商與製造商賽局報酬矩陣圖 51
圖4-6 通路商與製造商威脅策略報酬矩陣圖 52
圖4-7 通路商的承諾策略報酬矩陣圖 53
壹、中文部分
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吳建穎,「製造商權力對通路合作與衝突影響之研究 –以進口醫療器材業為例」,碩士論文,銘傳大學管理學院高階經理,民91
邱柏善,「台港航權談判之研究--以二階談判架構分析」,碩士論文,國立中興大學國際政治研究所,91


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