摘要
鑑於非價格競爭產業之品牌別價格多存在僵便現象，則欲進行其市場競爭性或產品替代性分析時，必須藉重其他能反映市場變動之價格以外的數量資料。本文以國內香菸市場爲例，利用76年－81年香菸各品牌之市場占有率月資料，採用Rothschild，Swann and Taghavi (1991)之主成分分析法，認定香菸品牌間之替代性；唯在方法論之應用上，我們引介特徵價格變數取代原模型中之市場價格變數，再據以推導其與市場占有率變化之關係。實證結果發現：台灣香菸品牌間具有替代性，這些替代關係不但發生在國產菸品牌之間，亦存在於洋菸各品牌間，可見國內香菸市場可以分割爲一個以上的次市場；進而，我們亦發現，部分國產菸品牌與特定洋菸品牌之間具有替代傾向，雖然其替代程度不及國產菸品牌間（或洋菸品牌間）之替代。
關鍵字
無資料並列摘要
Once nonprice strategies serve as the main tool for competition and the price rigidity exists, the quantity data such as market shares instead of price data may be employed for the analysis of product substitutability. Following the technique developed by Rothschild, Swann and Taghavi (1991), this study revised their model by introducing the hedonic price instead of the market price variable, then applied the principal component analysis based on the correlations in the market shares of different brands for Taiwan cigarette industry. Results of this study indicate that: there exists significant brand substitutability within the group of domestic cigarettes, this is also true for the group of imported cigarettes. Furthermore, a weaker substitution is observed between some domestic brands and imported brands.