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研究生: 陳冠雅
Chen, Guan-Ya
論文名稱: 在競合關係下探討價格與服務水準之決策研究
An Exploratory Study on Pricing and Service Level Strategies under Co-opetition
指導教授: 謝中奇
Hsieh, Chung-Chi
學位類別: 碩士
Master
系所名稱: 管理學院 - 工業與資訊管理學系
Department of Industrial and Information Management
論文出版年: 2015
畢業學年度: 103
語文別: 中文
論文頁數: 63
中文關鍵詞: 價格與服務競爭競合關係利潤分享賽局理論製程外包
外文關鍵詞: Price and service competition, Co-opetition, Profit sharing, Game theory, Process outsourcing
相關次數: 點閱:138下載:12
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  • 本研究探討在市場下雙寡佔公司面對下游顧客之互動關係,因此建構一個符合現況之數學模型,模型採用賽局理論的依序行動賽局進行決策求解,共分為兩個模式分析與比較,模式一是兩間公司透過價格與服務水準進行完全競爭,模式二為兩間公司透過價格與服務水準進行競合互動。其一公司 (公司1) 為了達到增加利潤與市場需求的目的,在模式二採用製程外包與競爭公司 (公司2) 合作,彼此協議簽訂利潤分享合約共享利潤,並且制定最佳外包價格,在此最佳外包價格下兩間公司之總和利潤最大,因此所獲得之利潤分享值最大,雙方形成雙贏局面,但兩間公司於模式二之終端產品仍舊維持市場上的競爭關係。
    本研究由模型證實在模式二的情況下,公司1製程全外包給公司2會有最大利益產生,且經數值分析發現兩間公司於模式二之獲利會大於模式一。參數敏感度分析的結果發現當公司1服務水準效率係數下降時服務水準與價格決策的影響皆上升,反而對公司2之服務水準與價格決策的影響皆下降。本研究亦發現兩間公司採用模式二之參數變動範圍,在價格敏感度與服務水準敏感度合理範圍變動內,兩間公司皆會採用模式二,以及當公司1製程成本介於低價位到高價位時與公司2製程成本低於中價位時,兩間公司採用模式二,但若其中一方製程成本變化不在此範圍內,則模式二的情況可能會不成立。

    Pricing and service level are two crucial factors to get success in today’s competitive markets. This research is discussing about an interaction of two companies when they face the down-stream vendors. In order to solve this equilibrium problem, we suggested two game-theoretic models: model I - analyzing two corporations under the perfect competition through price and service level, and model II - analyzing two companies under the co-opetition through the price and service level. And the co-opetition in model II is that firm 1 outsources part of its process to firm 2 and they share the maximum profit by signing the “profit sharing” contract to attain the “win-win” situation. Notice that, the products of two firms are still competing with each other in the market.

    This research found that firm 1 shall outsource the total process to firm 2 in model II. The numerical analysis, revealed that the profits for two firms in model II is greater than the profits in model I under certain conditions.

    目錄 摘要 i Extended Abstract ii 誌謝 v 表目錄 ix 圖目錄 x 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 2 第三節 研究流程 3 第四節 研究架構 4 第二章 文獻探討 5 第一節 價格與服務競爭 5 第二節 競合關係 8 2.2.1 競合關係的由來與定義 8 2.2.2 競合關係的應用 9 第三節 賽局理論 10 第四節 利潤分享合約 12 第五節 小結 14 第三章 模型建構與發展 15 第一節 模式環境 15 3.1.1 模式假設 16 3.1.2 符號定義 16 第二節 需求函式建立 18 第三節 模式一:兩間公司之完全競爭 20 第四節 模式二:兩間公司之競合 23 3.4.1 制定外包比例 29 3.4.2 利潤分享合約 31 第五節 小結 33 第四章 數值分析與敏感度分析 34 第一節 參數設定 34 第二節 最佳外包價格 之分析 35 第三節 兩模式獲利、市場需求比較以及敏感度範圍 38 第四節 公司1前段製程成本 之敏感度分析 41 4.4.1 對價格的影響 41 4.4.2 對服務水準的影響 41 4.4.3 對利潤的影響 42 第五節 公司2前段製程成本 之敏感度分析 43 4.5.1 對價格的影響 44 4.5.2 對服務水準的影響 44 4.5.3 對利潤的影響 45 第六節 服務水準投資效率係數 之敏感度分析 46 4.6.1 對服務水準的影響 47 4.6.2 對價格的影響 47 4.6.3 對利潤的影響 48 第七節 價格敏感度 之敏感度分析 49 4.7.1 對價格的影響 49 4.7.2 對服務水準的影響 50 4.7.3 對利潤的影響 51 第八節 服務水準敏感度 之敏感度分析 51 4.8.1 對價格的影響 52 4.8.2 對服務水準的影響 52 4.8.3 對利潤的影響 53 第九節 小結 54 第五章 結論與未來研究方向 57 第一節 結論 57 第一節 未來研究方向 59 參考文獻 60

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