賽局理論在行銷通之應用─以大陸台商製鞋業為例

The Application of Game Theoly in Distribution Channel-using Taiwanese Shoes Industry in Mainland China as an Example

楊明璧(Mirng-Bih Yang) ； 邴傑民(Jei-Ming Pin) ； 周敬正(Jin-Jeng Geo)

《企業管理學報》 48期 (2000/12) Pp. 1-26

摘要

過去學者在討論通路的問題時，大多是以通路成員的組織結構作為討論的方向。而賽局理論對組織結構的分析有著獨特的看法，並且能夠對一些組織的現象提出合理的解釋。因此本研究試著應用賽局理論中子賽局理論均衡觀念，藉由寡占市場中雙邊獨佔的情況，進一步探討台商製鞋業在中國大陸行銷通路的問題。本研究用通路結構與通路權力兩個構面對通路的型態作分類，並依此分類作分析。在不同的通路結構（獨家經銷與共同經銷），當中。我們可以發現通路成員在通路上所獲致的利潤完全與其在市場上的力量（即通路權力）有正向關係。而在不同的通路權力（製造商領導與零售商領導），當中，我們可以發現在製造商領導的通路上較受到潛在市場變動效果與產品同質性的影響。但對不同的通路結構而言，其效果則是相同。這也可以說明，廠商在通路的發展上其通路結構的影響要比權力方面來的大。

關鍵字

通路 ； 賽局理論 ； 製鞋業 ； 大陸台商

並列摘要

Over the years, the problems of distribution channel being studied are usually dealt with the terms of organizational problems. Among those methodologies that are used to solve organizational problems, game theory is the most unique one in that it would be able to propose reasonable interpretation of different phenomenon. Consequently, this study is intended to make use of sub-game theory balance concept through two sided monopoly within monopoly-market situation to further investigate channel problems of the Taiwan shoes manufacturing enterprise in Mainland China market. This research study categorizes distribution channel by applying two distinct dimensions, namely, channel structure and channel power. At channel structure dimension, which can further divided into single agent and multiple agents, it is generally found that there is positive correlation between the profit earned and power possessed in the channel. While at the channel power dimension, which can further divided into manufacturer-dominant and retailer-dominant, we found that manufacturer-dominant channel is more likely to be affected by market fluctuation and product similarity. But for different channel structure, the effect is the same. This might tell us that the channel structure dimension affects the development of distribution channel more than does the channel power dimension.

並列關鍵字

Distribution channal ； Game theory ； Shoes industry ； Taiwan enterprise in Mainland China