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系統識別號 U0026-2907202013445100
論文名稱(中文) 價格與交期競爭下雙佔廠商之競合策略
論文名稱(英文) Co-opetition on pricing and lead-time decisions in a duopoly
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系碩士在職專班
系所名稱(英) Department of Industrial and Information Management (on the job class)
學年度 108
學期 2
出版年 109
研究生(中文) 黃榆婷
研究生(英文) Yu-Ting Huang
學號 R37061189
學位類別 碩士
語文別 中文
論文頁數 65頁
口試委員 指導教授-吳政翰
口試委員-張巍勳
口試委員-陳盈彥
中文關鍵字 價格與交期  雙佔競爭  競合策略  半導體封測產業 
英文關鍵字 Pricing and lead-time  Duopoly  Co-opetition  Semiconductor assembly and testing services 
學科別分類
中文摘要 半導體封裝與測試產業在市場趨於成熟之時期,企業之間會透過併購方式來減少成本與研發費用,並達到更好的規模經濟。在此階段封測技術日漸成熟,生產品質高良率已是基本條件,而面對電子產品生命週期越來越短,客戶經常性的提出急件需求並要求縮短交期。在急件的考量上,會同意提高價格來滿足縮短交期之需求;非急件之訂單考量還是以價格為主,希望在一般交期水準下價格越低越好。因此客戶對於訂單配置的考量會著重於交期與價格兩因素上。
本研究探討的模型架構成員為一間半導體封測總公司,與旗下兩間規模相當、產品相同、相互競爭的子公司。在此架構下,本研究探討三種情境並依各自情境建構模型:第一種情境為子公司在價格與交期兩項因素考量下相互競爭,追求各自公司利潤最大化之決策,建構「分散模式」之模型;第二種情境為追求總公司利潤最大化之決策,建構「集權模式」之模型;第三種情境為總公司發展出一套合作機制,讓子公司在同一市場競爭之外,依照總公司制定之機制發展出合作關係,目標子公司各自利潤大於分權模式、總公司利潤趨近於集權模式,建構「合作模式」之模型。再將三種模型推導出均衡價格與交期,並對其決策變數、利潤與參數進行解析與敏感度分析,最後使用分析結果,來探討子公司與總公司在參數變化下所選擇之策略。
本研究結果顯示,「分散模式」下,可決定交期之子公司會大幅縮短交期,交期沒有優勢的子公司則會採取價格競爭,激烈競爭之下使得此模式的獲利最低;「集權模式」為三種模式中總利潤最高,因為兩家子公司皆大幅提升價格並且不採取交期競爭;「合作模式」與集權模式相同,大幅提升兩家子公司之價格使得子公司各自利潤皆大於分散模式,與集權模式不同在於採取交期競爭,使得獲利略低於集權模式。合作模式可配合客戶縮短交期,盡速出貨讓客戶取得商機,損失些微之利潤來提高服務水準,與客戶維持長期合作關係,使子公司、總公司與客戶達到三贏。
英文摘要 In this research, we consider the competition of a duopoly of two subsidiaries that are controlled by a parent company. This study proposes three models to analyze the decision of pricing and lead time, and objective of maximizing profits. The first model is “Decentralized model”, two subsidiaries compete with each other and objective of respective profits maximization. The second model is “Centralized model”, two subsidiaries compete with each other and objective of parent company’s profits maximization. The third model is “Coordinated model”, two subsidiaries not only compete with each other but also cooperate with a kind of mechanism it is developed by this research, and follow the concept of Co-opetition to objective of subsidiaries and parent company’s profits maximization for the goal of win-win.

The numerical analysis revealed that two subsidiaries under “Decentralized model” faces fierce competition of lead time and pricing. For “Centralized model”, parent company can reach higher and stable profits without the competition between two subsidiaries. “Coordinated model” is suitable for the situation that customer need to shorten the delivery time, and company was willing to reduce a bit of profits and improve service standards for forging a long-term collaboration.
論文目次 中文摘要 I
EXTENDED ABSTRACT II
誌謝 V
目錄 VI
表目錄 VIII
圖目錄 IX
1 第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程與架構 3
2 第二章 文獻探討 6
2.1 價格與交期制定 6
2.2 雙佔競爭 7
2.3 競合策略 9
2.4 小結 11
3 第三章 模型建構與發展 13
3.1 研究情境描述 13
3.2 假設與限制 14
3.3 模型符號定義 14
3.4 模型建構與說明 15
3.4.1 分散模式(Decentralized model) 15
3.4.2 集權模式(Centralized model) 17
3.4.3 合作模式(Coordinated model) 18
4 第四章 性質分析 22
4.1 三種模型的獲利與決策分析 22
4.1.1 基礎參數值設定 22
4.1.2 分散模式的獲利與決策分析 24
4.1.3 集權模式的獲利與決策分析 30
4.1.4 合作模式的獲利與決策分析 36
4.2 三種模型的獲利比較 41
4.2.1 交期敏感度變化下的獲利比較 41
4.2.2 價格敏感度變化下的獲利比較 44
4.2.3 縮短交期所產生成本之變化下的獲利比較 46
4.3 合作模式的機制組合分析 49
4.3.1 ρ與 κ 的性質分析 49
4.3.2 ρ與 κ 的獲利分析 52
5 第五章 結論 55
5.1 結論 55
5.2 未來研究方向 56
參考文獻 57
6 附錄一:參數變動影響利潤趨勢圖 59
7 附錄二:Ρ與Κ組合表 61

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