近來，許多的大型零售通路商陸續推出代工品牌與全國品牌競爭。當全國品牌製造商為零售通路商製造代工品牌商品時，是否會對於本身的全國品牌商品銷售量產生威脅，或與零售通路商共同合作，達到共同經營同類型商品市場的益處。
過去有許多探討全國品牌製造商兼營其它代工品牌的研究，但多數在探討電子與半導體產業。而在近幾年，國人對於身體保健的觀念越來越重視，造成國內生技業的蓬勃發展，因此在此行業中也面臨到全國品牌兼營代工品牌的問題。以往在討論全國品牌與代工品牌關係中，大多數在探討全國品牌與代工品牌之間的影響，如價格、促銷活動、或是市場佔有率的影響，但未提及全國品牌與代工品牌銷售量之間的消長關係。
因此本研究主要透過時間序列來探討全國品牌銷售量及代工品牌銷售量之間的競合關係，並以短期及長期的影響來分析。若全國品牌與代工品牌彼此是處於競爭狀態，則全國品牌就該考慮只經營自有產品；反之，全國品牌與代工品牌處於互助狀態，對全國品牌製造商而言，生產代工品牌會是另一個創造利潤的選擇。

Recently, many large-scale retail sales channel companies promote the private brand to compete with national brand one after another. While national brand manufacturer private brand products for the retail sales channel business, they need to consider whether the private brand products would reduce their sales market or benefit from the pooling of interests with retail sales channel business from the market.
There were discussions regarding to many national brand manufacturer concurrently run the private brand products, and most of them focus on the electronics and semiconductor industries. Recently people pay attention to the health care concept a lot, and lead to the development of biotech industry. Therefore, the biotech industry also encountered the same challenge of national brand run the private products. In the discussion between the relationships of national brand with private brands, it usually focuses on the influence on the prices, promotion, and market shares but has not mentioned to the sales volume fluctuations.
This research focuses on the sales volume fluctuation between national brand and private brand in the time series and analyzes the competition relationship in both long-term and short-term influences. If the national brand and private brand compete with each other, the national brand should operate ordnance bench mark otherwise, the national brand and private brand benefit from the cooperation the operation of private brand could be a good chance to generate profits.

摘要 I
Abstract II
目 錄 V
表目錄 III
圖目錄 IV
第一章 序論 8
第二章 文獻探討 11
第一節 品牌與代工 11
第二節 代工品牌演進及接受品牌代工之動機 13
第三節 零售商委託代工品牌之動機 17
第四節 影響銷售量之因素 19
第五節 保健食品與乳酸菌產品特色 26
第三章 時間序列研究方法 30
第一節 時間序列模型 30
第二節 時間序列模型的建立 34
第三節 向量自我迴歸模型(VAR) 43
第四節 衝擊反應(Impulse Response Function) 46
第四章 時間序列模型 48
第一節 分析過程 48
第二節 研究範圍 52
第三節 資料來源 54
第五章 結果分析 56
第六章 結論與建議 63
第一節 研究結果 63
第二節 後續研究建議 63
參考文獻 65

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