消費者品牌偏好下研發廠商與代工廠商之行為決策模型

The effects of consumer's brand preferences on behavioral strategies by R&D firms and OEM firms.

李駿忠(Chun-Chung Li)

指導教授 ： 賴錦璋

淡江大學/商學院/國際貿易學系國際企業學碩士班/碩士(2006年)

https://doi.org/10.6846/TKU.2006.00241

摘要

傳統上以研發為主要動能的經濟成長模型，產出的成長率通常用來代表經濟成長率，然而研發出新世代的產品，雖然在市場會剌激廣大消費者的購買慾望而促進銷售量，但在勞力密集的製造業與知識密集的產業之中，常常能發現到，高銷售量的產業並不等同於高利潤的產業，相反的，高單價的產品，銷售量雖不高的情形下，卻往往能夠創造驚人佳績，甚至高出製造業許多，這是有別於過往模型中，產量即是產值、產量即是收益。另一方面這些知識密集的廠商，大部份都不自已從事生產，而是授權代工廠商製造加工其產品設計，而後在市場上打著自已的名號銷售到市場上，所以可以說賣的是設計上的概念，也是消費者對本身廠商的信任，而這樣不從事實體的製造，而假代工廠之手，實為品牌銷售的一大課題。本研究的目的，將探討在研發為主的經濟成長模型中加入「品牌」這項變數、產品供應體系中加入代工廠角色之後，廠商在三方面的投入，包括品牌建立、研究發展的支出上、產品研發門檻，也就是以研發專案的施行困難度，三方面探討市場上廠商的競爭程度，進而得出對產出成長率之影響，以得出在各種資源投入情況下兩類型廠商之最適化策略。
根據本研究的模型分析結果，不再像以往的經濟模型一般，研發就代表一切的結果，廠商不再只是一昧地在研發上求得領先才能在市場上生存與領先，而是必須視對手的策略而定，特別是品牌投入對於廠商競爭家數與產量的影響更是大於研發投入。不只在投入方面，也會因代工廠商與品牌廠商在品牌知名度上的差異而有所不同。而廠商對於三方面的資源投入方面，研發與品牌投入的增加使產品策略走向產量不多的高價位路線；而在研發難度的設定上，代工廠在科技研發應採策略替代以期能加速轉型的進程。

關鍵字

代工廠商 ； 品牌效益 ； 品牌差距

並列摘要

R&D economic growth model traditionally regards output growth rate as the indication of economic growth rate. However, a new product in labor intensive or technology intensive industries to become available in the market may obviously shows that higher output of the product does not always make big money. What this paper really concern is the value of the output which related to the unit price of the products sold by the firms. Brand effect triggers the result described above. It’s quite an important factor which moves up the value of a product in the market while getting popular. For this reason, the variable “Brand Effect” is considered in this paper to analyze the effects of “Brand Marketing.” Also, two kinds of firms are set in the model of this paper, R&D firm and OEM (Original Equipment Manufacturer). R&D firm is also called “Brand Firm” which is in charge of designing the blue print of the products without manufacturing. Noteworthily, technology intensive firms mostly offer the blueprints and grant OEM firms the right to manufacture the products. In addition to manufacture for brand firm, OEM firm in this paper also have its own brand in the market, but market share is less than the brand firm due to unpopularity. Hence OEM firm in this paper plays dual roles.

The purpose of this paper is to analyze the effects of “market competition” and “output growth rate” influenced by three major resources put in by firms. The resources are “R&D expenditure”, “Marketing expenditure”, and “the degree of R&D difficulty.”

　　The results of numerical study show that unlike the most tradition economic growth model, R&D is scarcely the only way out that helps the leap of the economic growth take place, also depends on brand effect which makes the product get more famous. Moreover, budget more money on R&D or Marketing both brings higher brand effect of the product, and then mark up higher price to the market. But fewer products may be manufactured to result in rarity due to the strategy or inefficiency of the manufacturer’s capacity. The research also shows that OEM firm is advised to take alternative strategy on “the degree of R&D difficulty” to accelerate the step of becoming a brand firm.

並列關鍵字

OEM firm ； Brand Effect ； the difference of fame

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