用賽局理論分析電子零組件通路商爭取產品代理權時的技術支援服務策略

Abstract

過去數十年來，電子產業的蓬勃發展促成了電子零組件通路代理商在整體電子零組件供應鏈的重要性，提供「專業性技術支援服務」成了通路代理商一項重要的經營策略，和對供應鏈不可或缺的附加價值。本研究應用賽局理論的分析，希望能夠在越來越重視企業核心能力，及建立競爭優勢的經營環境中，探討通路代理商有關提供「專業性技術支援服務」的最佳策略選擇。 藉由同時(靜態)賽局的模型，以爭取產品代理權的代理商和授與代理權的原廠為參賽者，提供「專業性」或「一般性」技術支援服務，設定「產品獲利率」和「客戶群的分配」為代理商和原廠的策略，探討代理商有關提供「專業性技術支援服務」的賽局均衡，同時分析影響均衡的各種因素，以提供通路代理產業具有參考價值的決策依據。 本研究的理論分析結論指出，原廠和通路代理商在對產品整體市場需求量有一致的認定下，透過彼此可以掌握的策略的適度運用，往往能夠創造雙贏的局面，對整體產業發揮更大貢獻。

Over the past few decades，the rapid development of the electronics industry contributed to the electronic component distributor in the overall importance of the supply chain。To provide「professional technical support services」 has become an important IT distributor business strategy，and integral part of the supply chain added value。In this study，with increasing emphasis on core competencies and building competitive advantage under the business environment，apply the analysis of game theory to explore the best strategic choice to the provision of component distributor' 「professional technical support services」。 Under the simultaneous (static) model of game theory，the analysis takes distributors who secure dealership and vendor who grants power of franchise as participants of the game。 Providing professional or general technical support services and making the strategies of 「Product profitability」 and 「allocation of customers base 」 for vendor and distributors are used to analyze the equilibrium of the provision of 「professional technical support services」 from distributors。At the same time， analyze the various factors affecting the equilibrium and provide a reference value for decision making to the industry of distributors。 Theoretical analysis concluded that vendor and distributors identified under a consistent in the overall market demand for the products，through moderate use of each other's strategy，it can often create a win-win situation and make a greater contribution to the overall industry。