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系統識別號 U0026-0207201917595300
論文名稱(中文) 售後服務市場中製造商藉由授權策略與第三方業者競爭之研究
論文名稱(英文) Research on the competition between the manufacturer and the third-party using the authorization strategy in the after-sales market
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系
系所名稱(英) Department of Industrial and Information Management
學年度 107
學期 2
出版年 108
研究生(中文) 朱珮慈
研究生(英文) Pei-Tzu Chu
學號 R36061136
學位類別 碩士
語文別 中文
論文頁數 103頁
口試委員 指導教授-謝中奇
口試委員-張秀雲
口試委員-張裕清
中文關鍵字 售後服務  市場競爭  維修  維修時間  授權策略 
英文關鍵字 after-sales  market competition  repair  repair time  authorization strategy 
學科別分類
中文摘要 隨著產品越來越同質化,企業在服務上增加差異性是常見的競爭手法,因此除了提供產品外,企業也試圖為消費者提供更好的售前與售後服務以增加自身的競爭優勢,其中,售後服務被視為與消費者建立良好關係的重要因素之一,產品維修所帶來的利潤更是不容小覷。近年來,隨著第三方業者的崛起,使得售後服務市場競爭日趨激烈,每一家第三方業者均提供差異化價格與服務,並藉由原產品的知名度來吸引消費者,進而與製造商分食市場,因此,為了因應第三方業者的威脅,製造商設置授權維修中心與其抗衡並藉機增加市場佔有率與提高利潤。本研究便以此為出發點,假設製造商透過授權策略設置授權維修中心,並將授權策略分為部分授權策略和完全授權策略,二者在維修能力上存在差異。綜合以上,本研究欲建立數學模型來探討售後服務市場的競爭情形,並討論企業在面對市場上異質性消費者時的產品維修定價策略,以及對市場需求和獲利的變化。

研究結果顯示,以製造商的角度而言,應先評估設置授權維修中心是否能得到更高的獲利後,再決定是否採取授權策略,而當消費者對第三方業者的偏好程度高或第三方業者的產品維修時間提升時,並不會影響製造商的決策。但當產品具輕微失效狀態的機率提升、消費者愈趨重視產品維修時間或製造商與授權維修中心的產品維修時間增加時,第三方業者的競爭優勢增加,製造商應透過授權策略以與其競爭可得較高獲利。
英文摘要 In the after-sales market, third-parties that engage in product repair grow rapidly, and compete directly with the manufacturer’s product repair. Therefore, in this thesis we consider that the manufacturer works with an authorized repair center based on the authorization strategy to increase the market share. Two categories of the authorization strategy are considered: partial authorization and full authorization. The difference between two strategies is in their ability to repair failed products. The market demand model is based on consumer utility theory, which depends on the consumers’ valuation, repair price, and repair time. We develop three game-theory models to analyze the competition in the after-sales market, find the equilibrium prices, and royalty fee. The numerical results show that the manufacturer prefers the partial authorization strategy, and there is a threshold value of the parameters that causes the manufacturer to change its pricing decision. Furthermore, we conduct sensitivity analysis to show the impacts of changing the parameters on the equilibrium results, and derive the managerial insights.
論文目次 摘要 I
Extended Abstract II
誌謝 V
目錄 VI
表目錄 VIII
圖目錄 IX
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 3
1.4 研究流程 3
1.5 研究架構 5
第二章 文獻探討 6
2.1 售後服務 6
2.2 市場競爭 9
2.3 授權策略 12
2.4消費者效用函式 14
2.5小結 16
第三章 模式建構與發展 18
3.1研究情境描述 18
3.2模型一:市場上存有原廠與第三方維修中心 23
3.3模型二:市場中存有授權維修中心與第三方維修中心(部分授權) 30
3.4模型三:市場中存有授權維修中心與第三方維修中心(完全授權) 40
3.5小結 51
第四章 數值分析與敏感度分析 53
4.1 參數設定與求解 53
4.2 產品具輕微失效狀態的機率之敏感度分析 56
4.3 價值折扣因子之敏感度分析 62
4.4 將時間轉換成價格的轉換係數之敏感度分析 68
4.5 原廠的維修時間之敏感度分析 73
4.6 授權維修中心的維修時間之敏感度分析 77
4.7 第三方維修中心的維修時間之敏感度分析 82
4.8 小結 88
4.9 延伸討論 90
第五章 結論 92
參考文獻 95
附錄:合作模型 101

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