- 學位論文
超額利潤的易仿產品之賽局行為分析─以印表機市場為例
The Game Behavior Analysis of Supernormal Profit-making and Easy-copied Products: A Printer Market Case Study
摘要
印表機市場一直是寡占市場，過去HP、 Epson為主的寡占廠商也一直採取「印表機便宜，補充墨水、碳粉匣昂貴」的策略，賺取高額超額利潤，然而近年來，其超額利潤卻不斷下滑，此矛盾現象亦引發了本文研究動機。 本研究分析當產品具有超額利潤、獲利對市占率敏感度高、易仿製等特性時，市場中廠商的行為對市場的影響，並加入過往研究較少探討的山寨市場和其影響力，提出超額利潤的易仿產品之賽局行為分析模型，包含四個循環與均衡狀態。四個循環為已開發市場中的完全競爭市場、獨占市場、寡占市場與山寨市場進入已開發市場的循環；均衡狀態則有兩個可能的來源，分別是已開發市場或山寨市場形成的完全競爭市場。 研究結果指出，當寡占廠商面臨已開發市場中的廠商時，有很大的機會可以繼續保持其地位，但如果讓山寨市場崛起，因其不遵守商業規範，用破壞式創新的方式販賣低價的補充墨水、碳粉匣，則會嚴重威脅寡占廠商的超額利潤與市場地位，最後日益壯大的山寨廠商會取代原寡占廠商，成為新的寡占廠商，並進入已開發市場與其他廠商競爭，同時也開始遵守商業規範，此時印表機市場的超額利潤已比原先的少很多。而下一波山寨廠商會再次出現，重複相同的循環，直到超額利潤消失，進入完全競爭市場才會停止。
並列摘要
The printer market has always been an oligopolistic market. In the past, the oligopoly firms like HP, Epson use the same strategy: “Lower price of printer, Higher price of cartridge and toner”, and earn supernormal profit. However, the supernormal profit of printer market fell down dramatically recently. To explain the phenomenon, the thesis presented a game behavior analysis model of supernormal profit-making and easy-copied market with the effect of Shan-Jhai market. There are four cycles and one equilibrium state in the model. The four cycles includes perfect competitive market, monopolistic market, oligopolistic market of well-developed market and the entry of Shan-Jhai market into well-developed market, and the equilibrium state comes from the perfect competitive market of Shan-Jhai market or well-developed market. The research results shows that the oligopoly firms are likely to maintain their supernormal profit and market position while facing competitors form well-developed market. Nevertheless, when the Shan-Jhai market rises abruptly and sells the cartridges and toners in a way of inobservant commercial rules and disruptive innovation, the oligopoly firms might lose their supernormal profit and market position in a short time. After the Shan-Jhai firms grow bigger and bigger and dominate the printer market, they will enter the developed market and follow the commercial rules. At this moment, the supernormal profit of printer market will decrease largely. Next, the new Shan-Jhai firms will pop out and repeat the cycle until there is no supernormal profit in the perfectly competitive print market.