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題名 客製化能力廠商的策略性選擇
The Strategic Choice of the Firm with Customization Capability作者 詹書寧
Chan, Shu Ning貢獻者 王智賢
詹書寧
Chan, Shu Ning關鍵詞 客製化
廣告
市場定位
Hotelling
子賽局完全均衡
Customization
Advertising
Market Location
Hotelling
Subgame Perfect Nash Equilibrium日期 2013 上傳時間 1-Jul-2014 12:19:25 (UTC+8) 摘要 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.參考文獻 1. Bloch, F. and D. Manceau, (1999), “Persuasive Advertising in Hotelling`s Model of Product Differentiation,” International Journal of Industrial Organization, 17:4, 557-574.2. Cengiz, E., H. Ayyildiz, and B. Er, (2007), “Effects of Image and Advertising Efficiency on Customer Loyalty and Antecedents of Loyalty: Turkish Banks Sample,” Banks and Bank Systems, 2:1, 56-78.3. Chung, C. W., H. T. Chen, and C. Y. Lin, (2012), “A Study of Brand Perception, Advertising Effectiveness and Relationship Quality on Purchase Intention,” Journal of Data Analysis, 7:5, 137-157.4. d’Aspremont, C., J. Gabszewicz, and J. -F. Thisse, (1979), “On Hotelling’s Stability in Competition,” Econometrica, 47:5, 1145-1151.5. Irmen, A. and J.-F. Thisse, (1996), “Competition in Multi-characteristics Spaces: Hotelling was Almost Right,” C.E.P.R. Discussion Papers: 1446.6. Loginova, O. (2010), “Brand Familiarity and Product Knowledge in Customization,” International Journal of Economic Theory, 6:3, 297-309.7. Loginova, O. (2012), “Competitive Effects of Mass Customization,” Review of Marketing Science, 10:1, 1-32.8. Johnson, J. P. (2013), “Targeted Advertising and Advertising Avoidance,” RAND Journal of Economics, 44:1, 128-44.9. Syam, N. B., R. Ranran, and D. H. James, (2005), “Customized Products: A Competitive Analysis,” Marketing Science, 24:4, 569-84.10. Xia, N. and S. Rajagopalan, (2009), “Standard vs. Custom Products: Variety, Lead Time, and Price Competition,” Marketing Science, 28:5, 887-900. 描述 碩士
國立政治大學
財政研究所
101255007
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101255007 資料類型 thesis dc.contributor.advisor 王智賢 zh_TW dc.contributor.author (Authors) 詹書寧 zh_TW dc.contributor.author (Authors) Chan, Shu Ning en_US dc.creator (作者) 詹書寧 zh_TW dc.creator (作者) Chan, Shu Ning en_US dc.date (日期) 2013 en_US dc.date.accessioned 1-Jul-2014 12:19:25 (UTC+8) - dc.date.available 1-Jul-2014 12:19:25 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2014 12:19:25 (UTC+8) - dc.identifier (Other Identifiers) G0101255007 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67176 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 財政研究所 zh_TW dc.description (描述) 101255007 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 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。 zh_TW dc.description.abstract (摘要) 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. en_US dc.description.tableofcontents 1.Introduction 42.The Model 6 2.1 Situation 1: Firm chooses not to customize products, firm chooses to adjust market location to compete with. 7 2.2 Situation 2: Firm chooses not to customize products, firm chooses to advertise its products to compete with. 8 2.3 Situation 3: Firm chooses to customize products, firm chooses to adjust market location to compete with. 9 2.4 Situation 4: Firm chooses to customize products, firm chooses to advertise its products to compete with. 103.Equilibrium: the second and the third stage. 12 3.1 Situation 1 12 3.2 Situation 2 13 3.3 Situation 3 14 3.4 Situation 4 164.Equilibrium: the first stage. 18【Proposition 1】 20【Proposition 2】 20【Proposition 3】 23【Corollary 1】 255.Conclusion 26References 28 zh_TW dc.format.extent 304337 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101255007 en_US dc.subject (關鍵詞) 客製化 zh_TW dc.subject (關鍵詞) 廣告 zh_TW dc.subject (關鍵詞) 市場定位 zh_TW dc.subject (關鍵詞) Hotelling zh_TW dc.subject (關鍵詞) 子賽局完全均衡 zh_TW dc.subject (關鍵詞) Customization en_US dc.subject (關鍵詞) Advertising en_US dc.subject (關鍵詞) Market Location en_US dc.subject (關鍵詞) Hotelling en_US dc.subject (關鍵詞) Subgame Perfect Nash Equilibrium en_US dc.title (題名) 客製化能力廠商的策略性選擇 zh_TW dc.title (題名) The Strategic Choice of the Firm with Customization Capability en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 1. Bloch, F. and D. Manceau, (1999), “Persuasive Advertising in Hotelling`s Model of Product Differentiation,” International Journal of Industrial Organization, 17:4, 557-574.2. Cengiz, E., H. Ayyildiz, and B. Er, (2007), “Effects of Image and Advertising Efficiency on Customer Loyalty and Antecedents of Loyalty: Turkish Banks Sample,” Banks and Bank Systems, 2:1, 56-78.3. Chung, C. W., H. T. Chen, and C. Y. Lin, (2012), “A Study of Brand Perception, Advertising Effectiveness and Relationship Quality on Purchase Intention,” Journal of Data Analysis, 7:5, 137-157.4. d’Aspremont, C., J. Gabszewicz, and J. -F. Thisse, (1979), “On Hotelling’s Stability in Competition,” Econometrica, 47:5, 1145-1151.5. Irmen, A. and J.-F. Thisse, (1996), “Competition in Multi-characteristics Spaces: Hotelling was Almost Right,” C.E.P.R. Discussion Papers: 1446.6. Loginova, O. (2010), “Brand Familiarity and Product Knowledge in Customization,” International Journal of Economic Theory, 6:3, 297-309.7. Loginova, O. (2012), “Competitive Effects of Mass Customization,” Review of Marketing Science, 10:1, 1-32.8. Johnson, J. P. (2013), “Targeted Advertising and Advertising Avoidance,” RAND Journal of Economics, 44:1, 128-44.9. Syam, N. B., R. Ranran, and D. H. James, (2005), “Customized Products: A Competitive Analysis,” Marketing Science, 24:4, 569-84.10. Xia, N. and S. Rajagopalan, (2009), “Standard vs. Custom Products: Variety, Lead Time, and Price Competition,” Marketing Science, 28:5, 887-900. zh_TW
