台灣冷凍空調產業競合關係之研究 －以家用及小型商用冷氣機產業為例

A Research on Coopetition Relationship of Air Conditioner Industry in Taiwan - Home Appliances and Small Commercial Air Conditioner Industry as an Example

張郁芯(Yu-Hsin Chang)

指導教授 ： 嚴奇峰

中原大學/商學院/企業管理研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000954

摘要

摘要
台灣地處亞熱帶，夏季氣候普遍濕熱，更隨著工商業發達，相對的帶動冷凍空調產業的發展。近20年來全球對環保與節能的議題日益重視，這個百年型的產業仍不斷創新和進步。其中家用及小型商用冷氣機(窗型、分離式、箱型冷氣機)佔所有冷凍空調最大的項目之ㄧ。過去的研究對於台灣家用及小型商用產業價值網中之競合關係未多做著墨，並且未有利用社會網絡的三位體觀點來解釋競爭與合作的交互影響，因而促成本研究之動機。
本研究主要以競合觀點透過價值網（Value-Net）為理論基礎發展垂直與水平關係的四象限之觀念性架構，以S公司為核心做全面性的競合分析，其目的在於深入了解台灣家用及小型商用冷氣機產業之現況；說明以代理商S公司為核心與上、中游廠商，以及與競爭者、互補者間之關係；以S公司之觀點，探討其價值網中參賽者彼此間競爭、合作與競合的情境；並解釋競合情境下存在的垂直或水平關係。此外，本研究以三位體關係說明參賽者的競合，進而衍生至多位體解釋競爭與合作的交互影響關係。
本研究方法以個案的研究方式，透過產業及個案公司的資訊蒐集、半結構化的訪談以及文獻的探討進行研究。研究提出供應鏈的垂直關係主要以「強合作/弱競爭」為主，水平同業之間的關係主要以「強競爭/弱合作」為主之觀點。並以個案公司的觀點，發現以「垂直合作 / 水平競爭」及「水平合作 / 水平競爭」的類型佔較多的比例。因為個案公司處於供應鏈上B2B的中介位置看整個產業，透過個案公司可整合下游的需求取得較有利的地位向上游供應商爭取較多的資源。而透過二位體與三位體以及多位體的情境的分析說明二位體與三位體在價值網裡的關係差異，而在價值網裡只談論二位體的雙邊關係皆未論及第三邊關係，事實上產業存在複雜的三邊競合關係。本研究藉由分析三邊關係能協助企業在此複雜的狀態下做更理性的決策。
建議未來可以價值網其他參賽者為核心探討更多三位體的競合情境及可以透過競合之因果關係發展一系列的命題。

關鍵字

三位體 ； 產業價值鏈 ； 社會網絡 ； 競合策略 ； 價值網

並列摘要

Abstract
Taiwan is located in the subtropical zone, the climate is generally damp and hot in summer, even as the industrial and commercial development, the relative driven refrigeration and air-conditioner industry. Has paid attention to the energy-conserving topic day by day to environmental protection in the whole world in the past 20 years, industry of the type is still innovating and progressing constantly in this century. Home appliances and small commercial air-conditioner (window type, split , box-type air-conditioner) accounted for the largest of all refrigeration and air-conditioner item. The past research don’t dwell a relationship with coopetition in Taiwan home appliances and small commercial air-conditioner industry's Value-Net and did not use of “Triad” views of the social network to explain competition and cooperation , and therefore the motive of cost to study .
This research is penetrates the Value-Net to take S company as the core analysis coopetition integrity , its goal is in-depth understanding of Taiwan home appliances and small commercial air-conditioner industry status; It explain agent S Company as the core and know the relationship with upper and middle manufacturer; With a view of S Company, explore the player in Value-Net the relationship between cooperation、competition and coopetition. And explain the coopetition situations existence of the vertical or horizontal relationship and then through triad explain the relationship between competition and cooperation .
This research made of a case study that through the industry and company's information collection, semi-structured interviews and documentation of research. By the base of value-net, develop the relationship between vertical and horizontal quadrant of the conceptual structure of triad situation analysis and explain many social phenomena.
The research found that the theoretical basis of value-net, the supply chain, mainly in the vertical relationship is based on "strong cooperation / weak competition," the main relationship between the level of the industry is based on "strong competition / weak cooperation". By view of the case company see value –net, found that "vertical cooperation / level of competition" and "level of cooperation / level of competition," account for a higher percentage. Because the case company in the B2B supply chain intermediary position to see the entire industry, The company can obtain a more favorable position through integrate the needs of downstream and get more resources from upstream suppliers. By using dyad ,triad and complete situational analysis shows difference between dyad and triad in value-net , in value-net only mention the relationship of dyad , not to comment trilateral relationship, in fact , there is a complex relationship of triad coopetition. This study tries to analyze the trilateral relations to help companies to do more rational decisions in the complex state .
I suggest that could be the core of the other players of value-net to analyze triad situation and through the causal relationship of coopertition developing of a series of competing propositions in future.

並列關鍵字

Coopetition Strategies ； Triad. ； Value -net ； Value Chain ； Social Networks

參考文獻

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