| 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.
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