台灣幅員狹小，加上近年關稅制度的調整，小排氣量進口車的競爭，國內組車市場已大幅萎縮；但近年倚靠汽車零件出口，整體汽車工業的產值仍穩定提升，零件的出口已成為台灣汽車工業的成長核心；本研究探討的副廠碰撞零件，佔台灣汽車零件出口極為重要的比例，過去因開發廠商品質參差不齊，帶給消費者有品質疑慮，但近年在部分市場持續導入認證產品，如美國的CAPA、歐洲的Thatcham與TÜV認證等，品質已不再是進入市場的瓶頸，保險公司是否採用副廠零件才是關鍵。
本研究探討一副廠碰撞零組件製造商可同時生產認證副廠零件與一般副廠零件銷售至維修通路市場，並與一原廠零件競爭；市場由顧客保險與否與維修通路所區分，不同的副廠零件僅能於限制的通路銷售。本研究考量不同客戶對於零件的消費行為，利用效用函數衡量不同顧客的購賣決策，並探討保險與通路比例改變下，對副廠零件的價格與市佔率的影響。在保險市場開放認證副廠零件的銷售，本研究的目的為副廠零件製造商的利潤最大化，其利潤函數包含各零件定價與成本，因原廠零件主導市場銷售與定價，故參考斯塔克爾伯格模型(Stackelberg Leadership Model)，建構一賽局模型，並於求解各零件價格的過程中，得到副廠零件廠商最佳定價策略。研究發現，當製造商僅供應單一非認證零件時，市佔與利潤受到市場保險比例影響幅度大；同時銷售認證與非認證副廠零件的銷售策略，市場變化對於副廠零件廠商的整體利潤影響較小，可有效因應保險市場變化；此外認證與非認證副廠零件價格差異設定須適當，價格差異設定過大時，雖然市佔率提升，但因非認證副廠零件的利潤差，導致副廠零件廠商的整體利潤大幅下滑。

The certification of auto repair non-genuine parts has been significantly changed the environment of US market since last decade, and the most important thing to promote the changes in is the support from insurance companies. In other countries, we find the renovations in insurance policies are still at early stage and therefore it’s worth to do further study to investigate how it will affect repair market competition. In this study, we discuss how one non-genuine supplier supplies certified and non-certified parts to market and compete with genuine parts. Customers can be divided to insured and non-insured customers. Insured customers repair cars through genuine or independent repair shops while non-insured customers would repair through independent repair shops instead. Due to repair market dominated by genuine parts, this study refers Stackelberg Leadership Model to construct a game model, and hopefully finds out the best strategy of non-genuine supplier of solving competition game problem in the pdrocess. The study found that non-genuine supplier supplies both certified and non-certified parts to the market as the market shares and the profit are slightly affected by the changes in the proportion of insurance. However when non-genuine supplier provides only non-certified parts, the market share and profit are greatly negative impact when the insurance ratio increases. In my further study, the prices difference between certified and non-certified non-genuine parts must be set appropriately due to the fact that a large price gap will cut the profit of non-genuine suppler.

ACEA(2010), The Automotive Industry Pocket Guide 2010

Aras, N., Boyaci, T. & Verter, V.,(2004) “The effect of categorizing returned products
in remanufacturing”. IIE Transactions, 36(4), 319-331.

Atasu, A., Sarvary, M. & Wassenhove, L. N. V.,(2008). “Remanufacturing as a
Marketing Strategy”. Management Science, 54(10), 1731-1746.

Bergenwall, A. L., Chen, C. L. & White, R. E.(2012), TPS's process design in American automotive plants and its effects on the triple bottom line and sustainability, International Journal of Production Economics, 140(1), 374-384

Cachon, G. P. & Olivares, M.(2010), Drivers of Finished-Goods Inventory in the US Automobile Industry, Management Science, 56(1), 202-216

Carlton, D.W.(2009), Competition, Monopoly, and Aftermarket, The Journal of Law, Economics, & Organization, 26(1)

Dasci, A. & Karakul, M.(2009), Two-period dynamic versus fixed-ratio pricing in a capacity constrained duopoly, Europe Journal of Operational Research, 197(3), 945-968

Dong, L., Kouvelis, P. & Tian, Z.(2009), Dynamic Pricing and Inventory Control of Substitute Products, Manufacturing & Service Opertations Management, 11(2), 317-339

Freedman, J.(2010), The U.S. auto industry：American carmakers and the economic crisis, The Rosen Publishing Group, Inc, New Yark, USA.

Fudenberg, D. & Tirole, J.(1991). Game Theory. The MIT Press, Cambridge.

Huang, Jian, Leng, Mingming & Parlar, Mahmut(2013), Demand Functions in Decision Modeling: A Comprehensive Survey and Research Directions, Decision Sciences, 44(3), 557-609

Isely, P. & Roelofs, M. R.(2004), Primary market and aftermarket competition in the bicycle component industry, Applied Economics, 36(18), 2097-2102

Isler, K., & Imhof, H. (2008), A Game Theoretic Model for Airline Revenue Management and Competitive Pricing, Journal of Revenue and Pricing Management , 7(4), 384-396.

Jacobs, F.R. & Chase, R.B.(2011), Operations and Supply Management. McGraw-Hill/Irwin, New York.

Jayaram, J., Vickery, S. & Droge, C.(2008), Relationship building, lean strategy and firm performance: an exploratory study in the automotive supplier industry, International Journal of Production Research, 46(20), 5633-5649

Klastorin, T., & Tsai, W. (2004), New Product Introduction: Timing, Design, and Pricing, Manufacturing & Service Operations Management, 6(4), 302-320.

Korenok, O., Hoffer, G.E. & Millner, E.L.(2010), Non-price determinants of automotive demand Restyling matters most, Journal of Business Research, 63(12), 1282-1289

Kotler, P. & Keller, K. H.(2008), Marketing Management, 13rd ed. Pearson Prentice Hall , Upper Saddle River, NJ.

Kuo, C.W. & Huang, K.L.(2011), Dynamic pricing of limited inventories for multi-generation products, Europe Journal of Operation Research, 217(2), 394-403

Lauga, D. O. & Ofek, E.(2011), Product Positioning in a Two-Dimensional Vertical Differentiation Model: The Role of Quality Costs, Marketing Science, 30(5), 903-923

Liu, Q. & Zhang, D.(2013), Dynamic Pricing Competition with Strategic Customers Under Vertical Product Differentiation, Management Science, 59(1), 84-101

Lus, B. & Muriel, A.(2009), Measuring the Impact of Increased Product Substitution on Pricing and Capacity Decisions Under Linear Demand Models, Production and Operations Management, 18(1), 95-113

Miao, C. H.(2010), Consumer myopia, standardization and aftermarket monopolization, European Economic Review, 54(7), 931-946

Moorthy, K. S. (1988), Product and Price Competition in a Duopoly, Marketing Science, 7(2)141-168.

Muthoo, A. (1999) Bargaining Theory with Applications. Cambridge University Press, Cambridge.

Nash, JF (1950), The bargaining problem, Econometrica, 18 (2), 155-162.

Nash, JF (1951), Non-cooperative games, The Annals of Mathematics, second Series, 54 (2), 286-295.

Sa-ngasoongsong, A., Bukkapatnam, S. T. S., Kim, J., Iyer, P. S. & Suresh, R. P.(2012), Multi-step sales forecasting in automotive industry based on structural relationship identification, International Journal of Production Economics, 140(2), 875-887

Sezen, B., Karakadilar, I. S. & Buyukozkan, G.(2012), Proposition of a model for measuring adherence to lean practics：applied to Turkish automotive part supliers, International Journal of Production Research, 50(14), 3878-3894

Subramoniam, R., Huisingh, D. & Chinnam, R. B.（2009）, Remanufacturing for the automotive aftermarket-strategic factors：literature review and future research needs, Journal of Cleaner Production, 17, 1163-1174

Vinodh, S. & Chinta, S.K.(2011), Leanness assessment using multi-grade fuzzy approach, International Journal of Production Research, 49(2), 431-445

Volling, T., Matzke, A., Grunewald, M. & Spengler, T. S.(2013), Planning of capacities and orders in build-to-order automobile production: A review, European Journal of Operational Research, 224(2), 240-260

Wagner, S.M. & Silveira-Camargos, V.(2011), Decision model for the application of just-in-sequence, International Journal of Production Research, 49(19), 5713-5736

Zhao, W., & Zheng, Y.S. (2000), Optimal Dynamic Pricing for Perishable Assets with Nonhomogeneous Demand, Management Science, 46(3), 375-388.

黃怡君(民101), 產業分析：汽車零件製造業之產業發展, 台灣趨勢研究中心