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標題: | 智權元件供應商以產品差異化原則探討通路夥伴選擇決策 Partner Selection Strategy Based on Product Differentiation for a Proprietary Component Supplier |
作者: | Chiung-Wen Yeh 葉瓊雯 |
指導教授: | 周雍強(Yon-Chun Chou) |
關鍵字: | 智權元件,要素品牌,品牌聯合,夥伴選擇,產品差異化,雙占市場,定價策略, proprietary component,ingredient branding,co-branding,partner selection,product differentiation,duopoly market,pricing strategy, |
出版年 : | 2014 |
學位: | 碩士 |
摘要: | 本研究以智權元件供應商為主要的研究對象,通常其保有專利所有權或智慧財產權,得以搶得先機進入市場。因智權元件的專業技術或獨創專利是極具競爭力的優勢,若能善加利用,正確評估市場情勢並採用適當的決策,便有機會成功發展要素品牌,而打出品牌就如同保證了產品的高品質與高價值,智權元件供應商便將可獲得市場與利潤分配之主導權,以高度競爭力獨占市場。
供應商下游存在兩間製造廠商,生產之兩產品間存在二維之垂直差異化,彼此相互競爭搶占市場,因激烈的競爭關係,雙方皆持積極態度欲與智權元件供應商建立合作關係,利用此智權元件資源,開發出更為優質的最終產品以吸引末端顧客。智權元件供應商擁有決定下游合作夥伴的權力,本研究以智權元件供應商的觀點,探討如何選擇最佳下游通路夥伴,並以產品差異化原則突顯智權元件的價值,若智權元件供應商能做出適當的選擇,將可以最大化自身利潤,甚至拉開兩產品間之差異化程度以減緩兩家下游製造商之間的激烈競爭。 最終兩製造商之策略將取決於供應商之定價模式,本研究透過供應商定價之數值情境分析,討論供應商定價與兩製造商策略賽局均衡之關係,進而擬定供應商最適定價與其最終之下游合作夥伴,最終證明智權元件供應商最佳之下游通路夥伴選擇決策應為鎖定雙占廠商中較為強勢者,並使定價盡可能貼近其臨界之最高願付價格,另外評估於雙占市場於最終均衡態下之競爭情勢變化。 From the perspective of the proprietary component suppliers, with the patents or the intellectual property rights, the proprietary component suppliers usually have competitive strengths, and have the chance to build up the ingredient brands. Strong brand name is usually seemed as high quality and competitive market power, and the proprietary component supplier with strong brand name would have the decision power for profit sharing and supply chain structure. There are two downstream manufacturers for the proprietary component supplier, each of them produces a product with two kinds of important vertical attributes, and these two products compete with each other by vertical differentiation. Both of them are willing to cooperate with the supplier, in order to adopt the proprietary component in their own product, and to attract more customers. The proprietary component supplier has the right to decide which one to cooperate with, and the problem the supplier faced with is, how to evaluate the benefits and market competitive situation, to select a better partner, and at the same time, find the best pricing method, to ensure the profit maximization. The strategies taken by the manufacturers are depending on how the supplier prices the proprietary component. By numerical analysis, we figure out the relationship between the pricing and the manufacturers’ strategy game, then result in a best strategy for the supplier to price and select the downstream partner. The final Nash Equilibrium of two manufactures’ strategies and market competition situation will then be affected by the final decision of the proprietary component supplier. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/57321 |
全文授權: | 有償授權 |
顯示於系所單位: | 工業工程學研究所 |
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