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題名 如何解決專屬資產雙面刃問題-以玩具遊戲產業為例
作者 范姜千惠
貢獻者 邱志聖
范姜千惠
關鍵詞 專屬資產雙面刃
資產專屬性
專屬資產
玩具遊戲產業
日期 2015
上傳時間 17-Aug-2015 14:06:43 (UTC+8)
摘要 學者邱志聖(2014)在策略行銷4C理論中，提出買者專屬陷入成本對廠商來說有雙面刃的問題：廠商一方面希望顧客能夠投入更多專屬資產，讓顧客為了保有專屬資產價值而維持與廠商的交換關係，提升顧客行為忠誠度；但另一方面，若顧客在交換前已知覺專屬陷入成本很高，將降低顧客交換意願。

而在過去文獻中對於此議題未有學術研究成果，因此本研究在四大類專屬資產當中選擇雙面刃問題較重要的產品相關、品牌相關專屬資產，利用歷史研究法，探討芭比(Barbie)、樂高(Lego)、PlayStation、神魔之塔此四個案公司最初如何讓顧客在交換前知覺到專屬陷入成本很低，以解決面臨的專屬資產雙面刃問題、增加顧客購買意願，讓廠商與顧客建立交換關係後可以讓顧客投入專屬資產。

本研究最後歸納個案公司解決各專屬資產雙面刃問題的方法，針對遊戲玩具廠商提出解決雙面刃問題的管理建議：(1)特有使用知識專屬資產：不限制初學者使用方法、藉由行銷曝光提早瞭解使用知識、承襲先進者對顧客建立的使用知識；(2)特有軟硬體專屬資產：增加軟硬體擴充選擇性、贈送部分軟硬體專屬資產、鬆綁不同系列產品間的擴充規格；(3)心理層面認同專屬資產：將時代既有價值觀轉移至產品上、與其他品牌合作延伸其心理意義、將品牌活動包裝為一般性活動；(4)特有無形社會壓力專屬資產：以陌生朋友(遊戲其他玩家)代替現實朋友、遊戲須設計單人玩法且不限制遊戲人數。
參考文獻 英文部分：
1. Allhoff, F., & Baumgardner, J. (2011). Fashion-philosophy for everyone: thinking with style (Vol. 52). J. Wolfendale, & J. Kennett (Eds.). John Wiley & Sons.
2. De Vita, G., Tekaya, A., & Wang, C. L. (2011). The many faces of asset specificity: a critical review of key theoretical perspectives. International Journal of Management Reviews, 13(4), 329-348.
3. Erramilli, M. K., & Rao, C. P. (1993). Service firms` international entry-mode choice: A modified transaction-cost analysis approach. The Journal of Marketing, 19-38.
4. Lohtia, R., Brooks, C. M., & Krapfel, R. E. (1994). What constitutes a transaction-specific asset?: An examination of the dimensions and types. Journal of Business Research, 30(3), 261-270.
5. Lyons, B. R. (1995). Specific investment, economies of scale, and the make-or-buy decision: A test of transaction cost theory. Journal of Economic Behavior & Organization, 26(3), 431-443.
6. Masten, S. E., Meehan, J. W., & Snyder, E. A. (1991). The costs of organization. Journal of Law, Economics, & Organization, 1-25.
7. Varaste, C. (1999). Face of the American Dream: Barbie Doll, 1959-1971. Hobby House Press.
8. Wiggins, S. N. (1991). The economics of the firm and contracts: a selective survey. Journal of Institutional and Theoretical Economics (JITE)/Zeitschrift für die gesamte Staatswissenschaft, 603-661.
9. Williamson, O. E. (1981). The economics of organization: The transaction cost approach. American journal of sociology, 548-577.
10. Williamson, O. E. (1983). Credible commitments: Using hostages to support exchange. The American Economic Review, 519-540.
11. Williamson, O. E. (1985). The economic institutions of capitalism: Firms.Markets, Relational Contracting, New York.
12. Williamson, O. E. (1988). The logic of economic organization. Journal of Law, Economics, & Organization, 65-93.
13. Williamson, O. E. (1991). Comparative economic organization: The analysis of discrete structural alternatives. Administrative science quarterly,269-296.
14. Yin, R. K. (1994). Case study research: Design and methods . Thousands Oaks. International Educational and Professional Publisher.


中文部分：
1. 邱志聖(2014).策略行銷分析-架構與實務應用(四版),台北市：智勝文化
2. 張紹勳(2004).研究方法(三版),台中市：滄海書局
3. 梁定彭(2012).資訊管理理論,新北市：前程文化
4. 奥利弗.E.威廉姆森(2002).資本主義經濟制度,北京：商務印書館.
5. 管倖生(2007).設計研究方法(二版),新北市：全華圖書


網路部分：
1. Bricklink, “Category Tree,” (accessed June 30, 2015), [available at http://www.bricklink.com/catalogTree.asp?itemType=P].
2. Grace(2014), “樂高做對五件事，讓老玩具公司起死還生！,” (accessed June 30, 2015), [available at http://yahoo-emarketing.tumblr.com/post/120436104756/%E6%A8%82%E9%AB%98%E5%81%9A%E5%B0%8D%E4%BA%94%E4%BB%B6%E4%BA%8B%E8%AE%93%E8%80%81%E7%8E%A9%E5%85%B7%E5%85%AC%E5%8F%B8%E8%B5%B7%E6%AD%BB%E9%82%84%E7%94%9F].
3. Justin Haywald (2014), “Advantage PS4: Why Sony is winning the console war,” (accessed June 1, 2015), [available at http://www.gamespot.com/articles/advantage-ps4-why-sony-is-winning-the-console-war/1100-6418034/].
4. LEGO, “LEGO club,” (accessed June 30, 2015), [available at http://www.lego.com/en-us/club/member#!sp=0!].
5. Librick, “樂高迷的小字典！各種樂高專門用語解說 (上),” (accessed June 30, 2015), [available at https://tw.librick.com/site/content?id=172].
6. Lila Spitz, “HISTORY OF THE DOLL,” (accessed June 30, 2015), [available at http://www.barbieproject.lilab2014.com/history-of-the-doll/].
7. MFA STUDY, “Lego Theme Intro 樂高系列介紹（1）,” (accessed June 30, 2015), [available at http://prattflora.com/mfastudy/?p=26890].
8. Nathan Lyle(2013), “LEGO City 2014 Set Images,” (accessed June 8, 2015), [available at http://brickultra.com/lego-city-2014-set-images/].
9. Olivia B. Waxman (2014), “The 13 Most Influential Toys of All Time,” (accessed June 1, 2015), [available at http://time.com/3089384/influential-toys/].
10. Ruby Lai (2013), “《神魔之塔》6大經營策略成功抓準忠實玩家,” (accessed June 8, 2015), [available at http://www.mofang.com.tw/INnews/10000054-10000017-1.html].
11. Sony Computer Entertainment, “PS one™ Manuals,” (accessed June 8, 2015), [available at http://us.playstation.com/support/manuals/ps1/].
12. SUZANNE, “Barbie Booklets 1959 & 1960,” (accessed June 30, 2015), [available at http://blog.fashion-doll-guide.com/barbie-booklets-1959-1960/].
13. The Advertising Archives, “1970s Lego magazine advertisement,” (accessed June 8, 2015), [available at http://www.advertisingarchives.co.uk/detail/7946/1/Magazine-Advert/Lego-Toys/1970s].
14. Todd Bishop (2015), “New stats: Sony PlayStation wins holiday console battle, despite Microsoft’s Xbox One price cut,” (accessed June 1, 2015), [available at http://www.geekwire.com/2015/new-stats-playstation-wins-global-holiday-console-battle-despite-xbox-one-price-cut/].
15. YouTube, “(1958) LEGO `Wir bauen eine Stadt` commercial [Germany],” (accessed June 8, 2015), [available at https://www.youtube.com/watch?v=lscspMwg1Hk].
16. YouTube, “1955 Lego System Commercial,” (accessed June 8, 2015), [available at https://www.youtube.com/watch?v=0aGLzfZ3HJU].
17. YouTube, “1959 First EVER Barbie Commercial,” (accessed June 8, 2015), [available at https://www.youtube.com/watch?v=9hhjjhYGQtY&list=PLBAA88CD13EE02749&index=1].
18. YouTube, “1960s Barbie & Ken Little Theatre Commercial,” (accessed June 8, 2015), [available at https://www.youtube.com/watch?v=j8wXJboiqww&list=PLBAA88CD13EE02749&index=6].
19. YouTube, “1960s Dream House Commercial,” (accessed June 8, 2015), [available at https://www.youtube.com/watch?v=DF_NX-127MU&index=10&list=PLBAA88CD13EE02749].
20. YouTube, “80`s Lego Commercial Castle Collection,” (accessed June 8, 2015), [available at https://www.youtube.com/watch?v=fqE78PXzkqY].
21. YouTube, “BARBIE`S DREAM HOUSE COMMERCIAL 1962,” (accessed June 8, 2015), [available at https://www.youtube.com/watch?v=GygWkwk2E3Q&index=12&list=PLBAA88CD13EE02749].
22. YouTube, “LEGO Lord Of The Rings commercial,” (accessed June 8, 2015), [available at https://www.youtube.com/watch?v=UtyqEeprwJQ].
23. YouTube, “Vintage Old Lego Building Blocks Commercial,” (accessed June 8, 2015), [available at https://www.youtube.com/watch?v=ihsLhHcF_t0].
24. 小治, “PlayStation玩家的經典回憶！華山園區「 PlayStation 20週年紀念特展」12/20起免費看,” (accessed June 30, 2015), [available at http://www.techbang.com/posts/21562-scet-during-qualifying-playstation-20-anniversary-exhibition-week-you-read-ps-history-center].
25. 艾梵希, “臨摹世界名畫，樂高也來摻一腳，快來猜猜看?! ,” (accessed June 30, 2015), [available at http://www.unknose.com/article/74].
26. 神魔之塔, “神魔之塔Facebook官方粉絲團,” (accessed June 30, 2015), [available at https://www.facebook.com/tos.zh?fref=ts].
27. 神魔之塔官網, “《神魔之塔》公會任務『奔月之約』,” (accessed June 8, 2015), [available at http://www.towerofsaviors.com/zh/archives/6656].
28. 神魔之塔官網, “神魔之塔格鬥X演唱會,” (accessed June 8, 2015), [available at http://zh.toscxc.com/concert_day1].
29. 翁書婷 (2014), “神魔之塔創辦人：創業就像高空彈跳，等到不害怕就不用跳了,” (accessed June 8, 2015), [available at http://www.managertoday.com.tw/articles/view/44967].
30. 維基百科, “2014年美國週末票房冠軍,” (accessed June 30, 2015), [available at https://zh.wikipedia.org/wiki/2014%E5%B9%B4%E7%BE%8E%E5%9C%8B%E9%80%B1%E6%9C%AB%E7%A5%A8%E6%88%BF%E5%86%A0%E8%BB%8D].
31. 維基百科, “Playstation,” (accessed June 30, 2015), [available at https://zh.wikipedia.org/wiki/PlayStation].
32. 維基百科, “Sega Saturn,” (accessed June 30, 2015), [available at https://commons.wikimedia.org/wiki/File:Sega-Saturn-Console-Set-Mk2.jpg?uselang=zh-tw].
33. 維基百科, “超級任天堂,” (accessed June 30, 2015), [available at https://zh.wikipedia.org/wiki/%E8%B6%85%E7%B4%9A%E4%BB%BB%E5%A4%A9%E5%A0%82].
34. 麗王網購, “Lego樂高積木 囚犯運輸車,” (accessed June 30, 2015), [available at http://www.toyking.com.tw/shop/main2.asp?itemno=Lego_60043-115469].
描述 碩士
國立政治大學
國際經營與貿易研究所
102351019
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102351019
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.author (Authors) 范姜千惠zh_TW
dc.creator (作者) 范姜千惠zh_TW
dc.date (日期) 2015en_US
dc.date.accessioned 17-Aug-2015 14:06:43 (UTC+8)-
dc.date.available 17-Aug-2015 14:06:43 (UTC+8)-
dc.date.issued (上傳時間) 17-Aug-2015 14:06:43 (UTC+8)-
dc.identifier (Other Identifiers) G0102351019en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/77548-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 102351019zh_TW
dc.description.abstract (摘要) 學者邱志聖(2014)在策略行銷4C理論中，提出買者專屬陷入成本對廠商來說有雙面刃的問題：廠商一方面希望顧客能夠投入更多專屬資產，讓顧客為了保有專屬資產價值而維持與廠商的交換關係，提升顧客行為忠誠度；但另一方面，若顧客在交換前已知覺專屬陷入成本很高，將降低顧客交換意願。

而在過去文獻中對於此議題未有學術研究成果，因此本研究在四大類專屬資產當中選擇雙面刃問題較重要的產品相關、品牌相關專屬資產，利用歷史研究法，探討芭比(Barbie)、樂高(Lego)、PlayStation、神魔之塔此四個案公司最初如何讓顧客在交換前知覺到專屬陷入成本很低，以解決面臨的專屬資產雙面刃問題、增加顧客購買意願，讓廠商與顧客建立交換關係後可以讓顧客投入專屬資產。

本研究最後歸納個案公司解決各專屬資產雙面刃問題的方法，針對遊戲玩具廠商提出解決雙面刃問題的管理建議：(1)特有使用知識專屬資產：不限制初學者使用方法、藉由行銷曝光提早瞭解使用知識、承襲先進者對顧客建立的使用知識；(2)特有軟硬體專屬資產：增加軟硬體擴充選擇性、贈送部分軟硬體專屬資產、鬆綁不同系列產品間的擴充規格；(3)心理層面認同專屬資產：將時代既有價值觀轉移至產品上、與其他品牌合作延伸其心理意義、將品牌活動包裝為一般性活動；(4)特有無形社會壓力專屬資產：以陌生朋友(遊戲其他玩家)代替現實朋友、遊戲須設計單人玩法且不限制遊戲人數。		zh_TW
dc.description.tableofcontents 第一章 緒論…………………………………………………………………………1
第一節 研究動機………………………………………………………1
第二節 研究目的與問題…………………………………………2
第三節 研究流程………………………………………………………3
第二章 文獻探討……………………………………………………………………4
第一節 資產專屬性 …………………………………………………4
第二節 策略行銷4C理論……………………………………………7
第三節 專屬資產雙面刃……………………………………………15
第三章 研究方法 …………………………………………………………………17
第一節 研究性質…………………………………………………………17
第二節 研究對象…………………………………………………………18
第三節 研究架構…………………………………………………………24
第四章 研究發現 …………………………………………………………………25
第一節 芭比(Barbie)………………………………………………25
第二節 樂高(Lego)……………………………………………………34
第三節 PlayStation ………………………………………………42
第四節 神魔之塔……………………………………………………………48
第五章 結論與建議 ………………………………………………………………56
第一節 研究結論……………………………………………………………56
第二節 研究限制……………………………………………………………58
第三節 管理意涵……………………………………………………………59
第四節 未來研究建議……………………………………………………62
參考資料 ………………………………………………………………………………………………63		zh_TW
dc.format.extent 2303046 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102351019en_US
dc.subject (關鍵詞) 專屬資產雙面刃zh_TW
dc.subject (關鍵詞) 資產專屬性zh_TW
dc.subject (關鍵詞) 專屬資產zh_TW
dc.subject (關鍵詞) 玩具遊戲產業zh_TW
dc.title (題名) 如何解決專屬資產雙面刃問題-以玩具遊戲產業為例zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 英文部分：
1. Allhoff, F., & Baumgardner, J. (2011). Fashion-philosophy for everyone: thinking with style (Vol. 52). J. Wolfendale, & J. Kennett (Eds.). John Wiley & Sons.
2. De Vita, G., Tekaya, A., & Wang, C. L. (2011). The many faces of asset specificity: a critical review of key theoretical perspectives. International Journal of Management Reviews, 13(4), 329-348.
3. Erramilli, M. K., & Rao, C. P. (1993). Service firms` international entry-mode choice: A modified transaction-cost analysis approach. The Journal of Marketing, 19-38.
4. Lohtia, R., Brooks, C. M., & Krapfel, R. E. (1994). What constitutes a transaction-specific asset?: An examination of the dimensions and types. Journal of Business Research, 30(3), 261-270.
5. Lyons, B. R. (1995). Specific investment, economies of scale, and the make-or-buy decision: A test of transaction cost theory. Journal of Economic Behavior & Organization, 26(3), 431-443.
6. Masten, S. E., Meehan, J. W., & Snyder, E. A. (1991). The costs of organization. Journal of Law, Economics, & Organization, 1-25.
7. Varaste, C. (1999). Face of the American Dream: Barbie Doll, 1959-1971. Hobby House Press.
8. Wiggins, S. N. (1991). The economics of the firm and contracts: a selective survey. Journal of Institutional and Theoretical Economics (JITE)/Zeitschrift für die gesamte Staatswissenschaft, 603-661.
9. Williamson, O. E. (1981). The economics of organization: The transaction cost approach. American journal of sociology, 548-577.
10. Williamson, O. E. (1983). Credible commitments: Using hostages to support exchange. The American Economic Review, 519-540.
11. Williamson, O. E. (1985). The economic institutions of capitalism: Firms.Markets, Relational Contracting, New York.
12. Williamson, O. E. (1988). The logic of economic organization. Journal of Law, Economics, & Organization, 65-93.
13. Williamson, O. E. (1991). Comparative economic organization: The analysis of discrete structural alternatives. Administrative science quarterly,269-296.
14. Yin, R. K. (1994). Case study research: Design and methods . Thousands Oaks. International Educational and Professional Publisher.


中文部分：
1. 邱志聖(2014).策略行銷分析-架構與實務應用(四版),台北市：智勝文化
2. 張紹勳(2004).研究方法(三版),台中市：滄海書局
3. 梁定彭(2012).資訊管理理論,新北市：前程文化
4. 奥利弗.E.威廉姆森(2002).資本主義經濟制度,北京：商務印書館.
5. 管倖生(2007).設計研究方法(二版),新北市：全華圖書


網路部分：
1. Bricklink, “Category Tree,” (accessed June 30, 2015), [available at http://www.bricklink.com/catalogTree.asp?itemType=P].
2. Grace(2014), “樂高做對五件事，讓老玩具公司起死還生！,” (accessed June 30, 2015), [available at http://yahoo-emarketing.tumblr.com/post/120436104756/%E6%A8%82%E9%AB%98%E5%81%9A%E5%B0%8D%E4%BA%94%E4%BB%B6%E4%BA%8B%E8%AE%93%E8%80%81%E7%8E%A9%E5%85%B7%E5%85%AC%E5%8F%B8%E8%B5%B7%E6%AD%BB%E9%82%84%E7%94%9F].
3. Justin Haywald (2014), “Advantage PS4: Why Sony is winning the console war,” (accessed June 1, 2015), [available at http://www.gamespot.com/articles/advantage-ps4-why-sony-is-winning-the-console-war/1100-6418034/].
4. LEGO, “LEGO club,” (accessed June 30, 2015), [available at http://www.lego.com/en-us/club/member#!sp=0!].
5. Librick, “樂高迷的小字典！各種樂高專門用語解說 (上),” (accessed June 30, 2015), [available at https://tw.librick.com/site/content?id=172].
6. Lila Spitz, “HISTORY OF THE DOLL,” (accessed June 30, 2015), [available at http://www.barbieproject.lilab2014.com/history-of-the-doll/].
7. MFA STUDY, “Lego Theme Intro 樂高系列介紹（1）,” (accessed June 30, 2015), [available at http://prattflora.com/mfastudy/?p=26890].
8. Nathan Lyle(2013), “LEGO City 2014 Set Images,” (accessed June 8, 2015), [available at http://brickultra.com/lego-city-2014-set-images/].
9. Olivia B. Waxman (2014), “The 13 Most Influential Toys of All Time,” (accessed June 1, 2015), [available at http://time.com/3089384/influential-toys/].
10. Ruby Lai (2013), “《神魔之塔》6大經營策略成功抓準忠實玩家,” (accessed June 8, 2015), [available at http://www.mofang.com.tw/INnews/10000054-10000017-1.html].
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12. SUZANNE, “Barbie Booklets 1959 & 1960,” (accessed June 30, 2015), [available at http://blog.fashion-doll-guide.com/barbie-booklets-1959-1960/].
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