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研究生:簡群禎
研究生(外文):Chun-Chen Chien
論文名稱:正副廠品牌競爭:通路合作下之最適零售商品牌定位
論文名稱(外文):Name Brand and Generic brand Competition:The OptimalPosition for Store Brand under Channel’s CooperationStrategy
指導教授:周雍強周雍強引用關係
指導教授(外文):Yon-Chun Chou
口試委員:江行全許錫美洪一薰
口試委員(外文):Bernard C. JiangHsi-Mei HsuI-Hsuan Hong
口試日期:2014-07-09
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:工業工程學研究所
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:75
中文關鍵詞:副廠品牌零售商品牌產品定位策略品牌競爭
外文關鍵詞:Generic BrandStore BrandPosition StrategyBrand Competition
相關次數:
  • 被引用被引用:1
  • 點閱點閱:199
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
近年來代工產業正面臨微利時代,許多中小廠商紛紛轉向建立自有品牌,又
稱副廠品牌(Generic Brand),以力求轉型,企圖與領導廠商之正廠品牌(Name Brand)來相互競爭。過去正廠通常被顧客定位為高品質、高價位的品牌,而副廠則被認定為品質略低,價格略低的產品,而近年來隨著副廠的品質、服務水準日漸提升,副廠產品逐漸在市場上被顧客重視,但由於正廠擁有強勢且穩固的市場地位,副廠品牌發展不易,難以與之直接競爭。然而在此同時,近來許多零售商興起了一股自有品牌的風氣,相繼利用自身的通路優勢與低價策略來發展零售商品牌(Store Brand),企圖爭取產品市場的利潤空間,因此副廠正好可利用此機會介入,藉由與零售商合作來發展零售商品牌,以此獲取更多利潤來與正廠競爭。
因此本研究將探討副廠的競爭策略,副廠將與零售商聯手合作來發展零售商
品牌,幫其進行生產與產品定位。首先我們將依此建立正副廠品牌競爭的需求模型,在進一步建構出零售商品牌最佳化定位模型,以證明在某些情況下副廠與零售商合作策略的可行性並分析所帶來之效益。
經過分析後證實副廠與零售商在一些市場環境下合作,可達到雙贏的結果。
當GB 與SB 市場力量小時,副廠應採取SB 差異化定位來避免通路上的競爭;而當GB 與SB 市場力量大且SB 力量大於GB 時,SB 應採取模仿NB 並與GB 定位的差異策略。

Recently, the advantage of original equipment manufacturers won’t exist anymore.Therefore, many manufacturers try to keep their manufacture and develop their private
brands at the same time in order to find a way for surviving and compete with Name Brand. Name brand products are usually positioned with a high-quality and high-price value, while Generic Brand products are set with lower prices with lower quality.However, even the quality and the service level of generic brand products have been improving recently so that generic brand products are getting more valuable to customers, but it’s still hard to compete with name brand directly. At the same time,many retailers try to use their powerful channel to develop their own brand (Store Brand), attempt to share market profit margins. Therefore, generic brands can take these chances to compete with name brand more advantageous.
Therefore, this paper discusses the competitive strategy of generic brand. We assumed that generic brand will cooperate with retailer to develop store brand, help its
production and product positioning. According to these assumptions, first we will construct a base demand model for name brand and generic brand. Second, an optimization program is constructed for optimizing store brand’s position strategy to show the feasibility of cooperation strategy.
After analysis, we prove that the cooperation of generic brand and retailer can achieve win-win situation. When SB and GB are in weak market power, SB has to adopt a differentiation positioning strategy. When SB and GB are in stronger market power and SB is stronger than GB, SB has to adopt an NB imitation and GB differentiation positioning strategy.

目錄
致謝 i
摘要 ii
ABSTRACT iii
目錄 iv
圖目錄 vi
表目錄 viii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 問題分析與定義 3
1.3 研究目的 5
1.4 論文架構 6
第二章 文獻回顧 7
2.1 副廠品牌 7
2.1.1 副廠品牌定位 9
2.1.2 副廠品牌之需求函數 14
2.2 零售商品牌 15
2.2.1 零售商角度 16
2.2.2 製造商的應變策略 26
2.2.3 消費者的評價、購買行為、動機 29
第三章 副廠品牌競爭模型 33
3.1 正廠與副廠品牌競爭之基礎模型 33
3.1.1 模型假設 34
3.1.2 需求函數設定與模型推導 35
3.2 合作策略之品牌競爭模型 42
3.2.1 模型假設 43
3.2.2 需求函數設定與模型推導 44
3.2.3 合作策略之可行性 49
3.2.4 SB最佳化定位模型 53
第四章 品牌競爭環境之情境分析 55
4.1 SB與GB為等市場力量 55
4.2 SB與GB為非對等市場力量 60
4.2 市場情境對副廠決策影響 66
第五章 結論與建議 68
5.1 研究結果 68
5.2 未來研究建議 70
參考文獻 71


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