客製化能力廠商的策略性選擇

Abstract

近年來客製化需求日漸遽增，產生多樣化和客製化的產品及服務，使得議題因應而生。本文建立模型討論一家擁有客製化產品能力的廠商，與另一家沒有客製化產品能力但可以進行廣告投入或藉由市場定位來調整產品特性的廠商，進行市場競爭情況。最後研究發現：當擁有客製化能力的廠商選擇將產品客製化時，將使得以市場定位方式競爭的其他廠商，選擇產品定位使自己更加專業化；具客製化能力的廠商將具有對其他廠商產生利潤降低的潛在影響；以及當其他廠商不同的市場定位的成本係數與廣告投入成本係數的相對大小，如何影響兩家廠商的策略性選擇的情況。

The needs of customization are increasing gradually. It leads to various and customized products and service. The issue “Mass Customization” also comes out for discussion. We use a game-theoretical model to discuss the competition between the firms with and without customization capability. We assume that the firm without customization capability can adjust the product characteristics by inputting advertising or selecting market location. We find out that when the firm with customization capability chooses to customize products, the other firm that selects the market location as competition strategy would make itself more professional. Moreover, the firm with customization capability has the potential effect on decreasing other firms’ profit. We also discuss how the relative size between the cost coefficient of market location and the cost coefficient of advertising input would affect the strategic choice of the two firms.