台灣地區機車業競爭態勢、經營行為與市場績效關聯性之研究：兼論對公平交易法之政策涵義

The Market Structure, Conduct and Performance of the Taiwan Motorcycle Industry: Policy Implications Related to Fair-Trade Law

劉祥熹(Hsiang-Hsi Liu) ； 汪俊傑(Chun-Jieh Wan)

《中山管理評論》 13卷2期 (2005/06) Pp. 349-388

摘要

本研究旨在應用產業組織分析法檢視台灣地區機車工業之市場競爭態勢、行為特性與市場績效，其中該產業運作涉及公平交易法之政策涵義亦一併討論。
市場結構與廠商行為如何影響該產業的運作過程與經營績效及其涉及公平交易法之內含均為本文研究之主要題旨。分析過程包括下列步驟：(1)以市場佔有率、市場集中度與產品差異化等要素認定該產業之市場競爭狀態，(2)討論影響該產業市場行為有關的變數，包括：訂價與通路決策、廣告、契約代理、超產能與技術創新行為等，(3)評估產業運作之市場績效，(4)解釋該產業運作所涉及公平交易法之適用性與政策啟示。
研究結果指出，市場結構或市場力量對該產業中廠商間的競爭狀態、經營行為特性及機車業整體市場績效有相當的影響，其中該產業營運中市場集中度所引申「獨佔」之認定，超產能、排他性契約代理、約定轉售價格及廣告等行為，若涉及公平交易法之相關規定均可能受致該法之規範。因此，為促該產業有效競爭與經營績效之提昇，產業中廠商間的經營策略必須考量其所涉及公平交易法之內含而作動態調整；此外，政府相關政策的搭配有時亦需考量，才能促使產業有效運作。

關鍵字

市場結構 ； 市場行為 ； 市場績效 ； 公平交易法

並列摘要

The purpose of this study is to apply the theory of industrial organization to examine the competitive nature, business conduct characteristics and market performance of Taiwan motorcycle industry. The policy implications of Fair-trade Law regarding to the operation of this industry are also discussed.
How market structure and market conduct affecting the market processes as well as operational performance under the operation of motorcycle industry are main issues in this study. The procedure of this analysis consists of three steps: 1. Identifying market characteristics of the industry by using the index of market share, concentration ratio, product differentiation, etc.; 2. Discussions of market conduct variables including pricing, marketing channel decision-making, behaviors of advertising, franchise agreement, excess capacity and technological innovation; 3. Analyzing the market performance on this industry; 4. Explaining the involvement of Fair-Trade Law to the operation of this industry.
The analytical results have indicated that the market power or market imperfection would affect not only the behaviors of competing firms but also the performance of the entire market. Market concentration ratio related to the identification of monopoly position, barrier of excess capacity, behaviors of exclusive dealing with franchise agreement, resale price maintenance, advertising which involved in the context of Fair-trade Law might be regulated. Therefore, to achieve the effective competition and to improve the operational performance of this industry, it first needs adjustments of business management strategies, otherwise, government policies should be involved.

並列關鍵字

Market structure ； Market conduct ； Market performance ； Fair-Trade Law