競爭策略與訂價策略配合對新產品績效影響之研究--以產品專利類型為分析

Strategic Fit of Competition Strategy and Pricing Strategy with New Product Performance for Patent Type

沈玉瑛(Yu-Ying Shen)

指導教授 ： 呂鴻德 ； 耿筠

中原大學/商學院/企業管理研究所/碩士(2001年)

https://doi.org/10.6840/cycu200100426

摘要

論文摘要
由於二十一世紀為知識經濟之時代，具有研發能力的廠商，通常較具備長青企業之特徵，故各大小廠商不但開始重視研發能力，也為保衛自身研發的權益，而越發重視本身所擁有之智慧財產權，並且將智慧財產權當作一個公司的優勢或是競爭手段。但是智慧財產權除了研發成本外，其本身亦需要維護的成本，本研究之主旨在探討，廠商在擬定競爭策略與訂價策略時，專利的有無是否會造成其在市場及公司的影響。
本研究在競爭策略方面採用Porter的差異化、集中化及低成本策略；至於訂價方面的策略則採用Kolter的滲透策略與吸脂策略，以高科技廠商中於五年內具有新產品上市的廠商為主要之研究對象。利用結構性問卷進行資料蒐集，資料分析應用因素分析、集群分析、單因子及雙因子變異數分析等統計方法整理後，歸納出實證結論如下：
1、 不同之競爭策略與訂價策略分別對於新產品績效上會造成顯著的影響性。其中廠商若採取集中化策略者，其主客觀及市場佔有率之新產品績效較高；採取低成本策略則是在主觀績效較高，而差異化策略的新產品績效皆為集中化及低成本之間。
2、 在訂價策略方面：制訂吸脂策略的廠商在於利潤貢獻度上較滲透策略廠商高；但滲透策略的廠商則在新產品績效之主客觀績效上獲得較高之滿足；而此兩個策略在市場佔有率上並無明顯差異。
3、 不同的策略配合會影響新產品在利潤貢獻度、市場佔有率、整體績效方面的績效。
4、 產品是否具有專利，在策略配合上對於新產品績效無顯著影響，這是由於目前環境對於智慧財產的保護不構成熟，侵權案件時有所聽聞，造成產品是否具有專利無法在市場上提供產品完整保護
關鍵字：競爭策略、訂價策略、策略配合、專利產品、新產品績效

關鍵字

競爭策略、訂價策略、策略配合、專利產品、新產品績效

並列摘要

ABSTRCT
In twenty-one century, knowledge brings greatful economic growth and makes profits. Firms, which have ability of research and development often survive longer in today’s market. So all firms take it serious to have intelligence properties and take it as defense or competitive means to their research and development results. Intelligence properties expenses include not only R&D cost but also the maintaining themselves cost. This thesis shows when to formulate competition and pricing strategies if having patent contributes to their product performance.
In this thesis, I adopt Porter’s competition view of differentiation, focus and cost leadership strategies to distinguish the competition strategies among firms, and adopting Kolter’s pricing view of shimming and penetration pricing strategies. I surveyed the firms which have new products in fives years. The data is collected by structural questionery, used factor analysis, cluster analysis, one way and two way ANOVA and statistical analysis, etc.. After analying the data, the conclusion are summarized as following:
1. Different competition and pricing strategies influence new product performance. With focus strategy, firms have higher total performance and marker share, while other firms with cost leadership strategy will have higher subjective and objective total performance for new product. The performance of firms with differentiation strategy is between focus and cost leadership.
2. Firms with skimming strategy have higher profit contribution rate than those with penetration strategy. With penetration strategy, firms have higher subjective and objective performance. They are no difference in market share.
3. Firms with different strategic fits have different new product performance in profit contribution, market share and total performance.
4. Weather product with patent or not, different strategic fits make similar new product performance. At present, the protect to intelligence property is not good enough. Therefore sometimes torts happened, that means patent can't provide perfect protection to the product in the market.

Keywords: competition strategy, pricing strategy, strategic fit, patent, new product performance

並列關鍵字

strategic fit ； competition strategy ； pricing strategy ； new product performance ； patent

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