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研究生:余健隆
研究生(外文):Chien Lung Yu
論文名稱:電子零件通路商的競合策略-以K公司為例
指導教授:林子銘林子銘引用關係
指導教授(外文):Tzu-Min Lin
學位類別:碩士
校院名稱:國立中央大學
系所名稱:高階主管企管碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:77
中文關鍵詞:通路商動態能力競合策略
外文關鍵詞:ChannelDynamic CapabilitiesCo-opetition Strategy
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全球電子產業供應鏈,上、中、下游之配合及相互依存度,環環相扣。從供應商到通路商,從通路商到製造廠,通路商扮演著極重要的雙重角色。本研究之研究者為一被動元件通路商,創業至今已有十餘年。希望將自己的創業前後歷程進行回顧,探討電子零件通路商的經營策略。
本研究採個案研究法,將創業者的成長歷程以錄音方式記錄並整理成文字檔,以動態能力和競合賽局的觀點進行分析。歸納出通路商想在競爭環境中建立自我的價值,應善用組織的資源,建立對自己有利的賽局。與競爭對手之間應採取競合策略,對客戶應採取不同於傳統的削價競爭策略,而是以服務為本,提高客戶的附加價值,並藉此建立進入障礙與轉換成本。

Among the global supply chain, companies depend on their upstream and downstream enterprises to live. Merchandises transferred from suppliers to manufacturers, the channels play an extremely important role. The researcher of this research has started a electronic parts channel company for more than ten years. This research is to review the entrepreneurial history and to research the running strategy of a electronic parts company.
This research implies the case study method. The data was collected by recording and then input to the computer. The data was analyzed through the dynamic capabilities and the co-opetition theories. This research indicates that a channel company should set up a game that is vintage to itself. Use the resources of the organization effectively. Do not set a price war to the rivals. Be a service-oriented and customer-oriented enterprise to rise the added value of customer and build the entry barrier and switching cost.

中文摘要 I
ABSTRACT II
致 謝 III
目錄 V
圖目錄 VII
表目錄 VIII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 2
第二章 文獻探討 3
第一節 產業環境 5
一、價值鏈(Value Chain) 5
二、價值網(Value Net, Value Web) 7
三、全球價值鏈(Global Value Chain) 9
四、需求鏈(Demand Chain) 17
第二節 企業競爭優勢 20
一、資源基礎說(Resource-Based View) 20
二、動態能力(Dynamic Capabilities) 21
三、顧客價值 27
第三章 研究模式與研究方法 30
第一節 研究模式 30
第二節 研究方法 30
第四章 資料分析 32
第一節 個案說明 32
一、個案公司簡介 32
二、創業前的人生歷程 36
三、K公司的經營策略 40
第二節 資料分析 46
第五章 結論與建議 52
第一節 研究結論 52
第二節 討論與建議 54
參考文獻 55
中文部分 55
英文部分 55
網站部分 59


圖目錄
圖2-1 微笑曲線 3
圖2-2 IPHONE的價值分配 4
圖2-3 IPAD的價值分配 4
圖2-4 價值鏈 6
圖2-5 產業價值鏈系統 7
圖2-6 價值網模型 7
圖2-7 需求鏈管理架構 19
圖2-8 資源基礎說 20
圖2-9 價格訂定策略 29
圖3-1 研究模式 30
圖4-1 K公司歷年營收成長 35
(註:本圖之縱軸為等比級數) 35
圖4-2 客戶、K公司與供應商間的關係示意 46
圖5-1 傳統通路商營運模式 53
圖5-2 K營運模式 53
圖A-1 台北總部辦公室一隅 61
圖A-2 台北總部辦公室一隅 62
圖A-3 辦公室窗外景色 62
圖A-4 K公司積極參加展會 63
圖A-5 員工訓練實況 63
圖A-6 台北總部倉庫 64
圖A-7 繼電器示意圖 64


表目錄
表2-1 需求鏈管理說明 17
表4-1 K公司歷年營運狀況 34
表4-2 K公司近五年產品銷售比例 35
表4-3 K公司近五年台灣與中國大陸銷售比例 36
表4-4 K公司的動態能力分析摘要 48
表4-5 K公司的賽局基本要素分析摘要 51


中文部分
1. 余雅文(2003)。企業動態能力之探究與衡量。國立嘉義大學管理研究所碩士論文。
2. 常百豪(2007)。台灣量販店之競爭分析-依好市多之觀點。國立中山大學企業管理學系碩士論文。
3. 施振榮(1996)。再造宏碁: 開創, 成長與挑戰。遠見天下文化出版股份有限公司。
4. 楊友仁(2007)。產業網絡之領域化與組織治理的對話:以PC產業台商跨界生產網絡為例。建築與城鄉研究學報(14),15-30。
5. 鄭宇芝(2009)。中科效應?台中機械工業地域動態價值鏈分析。國立臺灣師範大學地理學系碩士論文。
英文部分
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17. Kraemer, K., Linden, G., & Dedrick, J. (2011). Capturing value in Global Networks: Apple’s iPad and iPhone. University of California, Irvine, University of California, Berkeley, y Syracuse University, NY. http://pcic. merage. uci. edu/papers/2011/value_iPad_iPhone. pdf. Consultado el, 15.
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19. Li, F., & Whalley, J. (2002). Deconstruction of the telecommunications industry: from value chains to value networks. Telecommunications Policy,26(9), 451-472.
20. Mahoney, J. T., & Pandian, J. R. (1992). The resource‐based view within the conversation of strategic management. Strategic management journal, 13(5), 363-380.
21. Meng, X. (2012). The effect of relationship management on project performance in construction. International journal of project management, 30(2), 188-198.
22. Nalebuff, B. J., & Brandenburger, A. M. (1995). The right game: use game theory to shape strategy. Harvard Business Review, 73(4), 57-71.
23. Peppard, J., & Rylander, A. (2006). From value chain to value network:: Insights for mobile operators. European Management Journal, 24(2), 128-141.
24. Porter, M. E. (1985). Competitive strategy: Creating and sustaining superior performance. New York: The free.
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27. Rumelt, R. P., Schendel, D., & Teece, D. J. (Eds.). (1994). Fundamental issues in strategy: A research agenda. Harvard Business Press.
28. Salem Khalifa, A. (2004). Customer value: a review of recent literature and an integrative configuration. Management decision, 42(5), 645-666.
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網站部分
1. Adams, Isaiah(2014), How to Shift From a Cost-Plus to a Value-Based Pricing Strategy, Retrieved April 4, 2015, from: http://blog.optimizationgroup.com/how-to-shift-from-a-cost-plus-to-a-value-based-pricing-strategy
2. Baldwin, Richard E., 21st Century Regionalism: Filling the Gap between 21st Century Trade and 20th Century Trade Rules (April 2011). Available at SSRN: orhttp://dx.doi.org/10.2139/ssrn.1869845
3. Baldwin, Richard E., Global Supply Chains: Why They Emerged, Why They Matter, and Where They are Going (August 2012). CEPR Discussion Paper No. DP9103. Available at SSRN:http://ssrn.com/abstract=2153484
4. de Backer, Koen and Miroudot, S., Mapping Global Value Chains (May 13, 2014). ECB Working Paper No. 1677. Available at SSRN: http://ssrn.com/abstract=2436411
5. Worstall, T. (2011, December 24). China Makes Almost Nothing Out of Apple's iPads and iPhones. Forbes. Retrieved April 4, 2015, from: http://www.forbes.com/sites/timworstall/2011/12/24/china-makes-almost-nothing-out-of-apples-ipads-and-i/.

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