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研究生:呂家慧
研究生(外文):Chia-Hui Lu
論文名稱:具整合投資需要的智權元件供應商通路夥伴選擇
論文名稱(外文):Partner Selection Based on Integration Investment for a Proprietary Component Supplier
指導教授:周雍強周雍強引用關係
口試委員:陳慧敏洪一薰黃奎隆
口試日期:2015-07-16
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:2015
畢業學年度:103
語文別:中文
論文頁數:101
中文關鍵詞:智權元件要素品牌品牌聯合夥伴選擇整合投資雙占市場決策樹
外文關鍵詞:Proprietary ComponentIngredient BrandingCo-brandingPartner SelectionIntegration InvestmentDuopoly MarketDecision Tree
相關次數:
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台灣產業以代工製造為主,擁有技術與成本等製程優勢,部分代工廠商雖已累積相當程度的智財權,卻仍受品牌廠商的牽制與面臨價格競爭,若欲改變現今的困境,則代工廠商須從供給端走向需求端,朝要素品牌發展,機會相較終端品牌大。當代工廠商累積智財權後,此時稱為元件供應商,若欲成為要素品牌,會先面臨宿主產品的選擇問題。
本文從智權元件供應商之觀點,探討這個夥伴選擇問題以及其分析方法。本文以一家元件供應商對應到兩家差異化產品廠商的三元結構為供應鏈模式,首先探討元件供應商是否能經由整合投資的策略,改變市場既有均衡及潛在市場規模而順利切入下游產品市場。在確定供應商有運作的空間後,進一步分析夥伴選擇的問題。
本研究藉由情境分析,並透過決策樹的建構與廠商間的動態賽局,歸納出各子集合下兩產品廠商的反應,並予以擬定元件供應商之對策。最終證明若智權元件供應商欲快速讓終端市場認識該品牌,則對於元件供應商而言,同時與兩間廠商合作將是最好的策略,又從元件供應商的對策表可以發現,僅在品質差異程度和價格彈性皆小時,元件供應商要同時與兩廠商進行合作,其他則是先與強的廠商合作,此符合實際情形。另外,合作順序不等於遊說順序,多數情況下,強的廠商主動與元件供應商合作,此時供應商僅需遊說弱的廠商。


Contract manufacturer is the main industry in Taiwan’s manufacture industries. Even though having technical and cost advantages, being in charge of the brand manufacturers and facing price competition. The chance for the contract manufacturer to build up an ingredient brand is easier than a product brand. After getting the intellectual property rights, contract manufacturer as component suppliers, may face the issue of selecting host products.
Based on the triadic supply chain configuration with one component supplier and two product manufacturers, this study first discusses if the component supplier could change the market equilibrium and increase the potential market size. Then the study
analyzes the partner selection problem in next step.
By numerical analysis, we can build up the decision tree and figure out the relationship between the manufacturers’ strategy game and the supplier’s countermeasure. This paper has proven that the best strategy for the supplier is to collaborate with two manufactures. Several results are obtained. First, the degree of quality difference is the determinant factor. Second, the order of the cooperation does not mean the order of the persuading. This paper concludes that the strong manufacturer would take the initiative to cooperate in most cases, so the supplier only
need to persuade the weak manufacturer.


口試委員會審定書 #
誌謝 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 1
1.2研究問題分析 3
1.3研究目的 7
第二章 文獻回顧 8
2.1夥伴關係與智權元件 8
2.1.1 夥伴關係 8
2.1.2 夥伴選擇 9
2.1.3 智權元件 12
2.2需求函數 15
2.2.1需求函數分類 15
2.2.2產品品質 18
2.2.3價格和品質的模型 19
2.3品牌聯合 22
2.3.1品牌聯盟定義與分類 22
2.3.2品牌聯合的效益 25
2.3.3要素品牌 27
2.4決策樹演算法 35
第三章 元件供應商與雙占市場均衡 39
3.1 下游兩廠商之競爭基礎模型 39
3.1.1 模型假設與符號定義 39
3.1.2 需求函數設定 40
3.1.3基礎模型分析與討論 43
3.2元件供應商切入之市場均衡 44
3.2.1模型假設 46
3.2.2需求函數設定 47
3.3競爭模型之因子分析 53
3.3.1投資單價(g) 53
3.3.2價格彈性(B) 54
3.3.3品質彈性(r) 55
3.3.4品質差異程度(ka-kb) 57
3.3.5小結 58
3.4 策略分析比較 59
3.4.1外溢效果 59
3.4.2 策略二和策略三之比較 61
第四章 元件供應商之夥伴選擇 69
4.1 三策略比較 69
4.2 決策樹建立 72
4.3 元件供應商的行動 76
4.4 決策樹的敏感度分析 87
第五章 結論 90
參考文獻 91
附錄一 需求函數(較為一般性) 98
附錄二 情境設計(B為絕對的形式) 101




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