台灣汽車銷售產業競合關係之研究

A Research on Coopetition Relationship of Automobile Sales Industry in Taiwan

陳裕壬(Yu-Aen Chen)

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/cycu201000987

摘要

摘要
台灣汽車市場銷售數量雖未受到全球市場關注，但汽車市場的競爭狀況是非
常的激烈，這幾年來台灣汽車市場年度銷售嚴重衰退，在政府實施貨物稅減徵措
施而引爆一波換車潮，新車銷售量及獲利同步上揚，未來若是沒有任何支援補助
時，新車市場是否又回到過去的低銷售量。因此本研究將探討國產汽車產業的經
營情況，並分析各企業的競爭與合作關係。本研究以國產汽車經銷商體系的價值
網進行分析，以個案公司T 公司為核心的上、中、下游企業之間的關係，並了解
T 公司在價值網的位置與競爭、合作和競合關係，再進一步以三位體作比較複雜
的分析，透過競合情境的個案，了解T 公司在多位體實例中說明競合關係。
本研究採用個案研究法，透過產業資訊、個案公司資訊的收集、電話訪談，
發展觀念架構，挑選個案廠商進行分析，資料整理與情境分析，再將競合關係歸
納整理分類利用垂直與水平軸向的觀點，並透過三位體分析以提出研究討論。
一、垂直軸向的競合關係
本研究價值網垂直軸向的供應商與顧客皆只有一個，而顧客是不特定對象眾
多的參賽者，故在三位體競合關係中較為單純，由供應商到個案公司再至顧客是
屬於大、小、小的情境，T 公司若要在價值網中提升競爭力，就必須表現出更積
極的態度，才能夠永續經營。
二、水平軸向的競合關係
本研究個案公司價值網分析中，三位體情境分類發生的次數也較垂直軸向的
為多，在垂直與水平關係下的競合模式，競合關係都集中在第四象限-水平競爭/
水平合作，競合型態屬於競爭者競爭/互補者合作。
互補者會因情境因素而變為T 公司的競爭者，由於同品牌經銷商為同一個供
應商，但對於不特定的顧客會到處詢價以提升其議價能力，在經銷商競爭的過程
中，同品牌不同地區的經銷商會有三邊協議以追求利益平衡的局部合作。
T 公司與他牌經銷商則是在同質的產品及相同的市場上做價格的競爭，則T
公司必須與其供應商高度的合作，才能與他牌經銷商在相同轄區內競爭。
在個案情境分析中，互補者在價值網中是扮演促進T 公司目標達成及增加營業收入的角色，經由互補者資源或技術的支援，以提供給顧客有幫助的交易契約
的優惠，所以與互補者是相互依賴在共同市場上創造利基。

關鍵字

三位體分析 ； 汽車銷售產業 ； 產業價值鏈 ； 競合關係 ； 價值網

並列摘要

ABSTRACT
Although the sales volume of automobile market of Taiwan has not been really
concerned by the global market, the competition of the automobile market is still
extraordinary strong. The annual sales of Taiwan automobile market is decline
seriously these several years. After the government offered the excise tax reduction
caused a new wave for buying new cars. It raises the auto market sales volume and
increase the profit. When there is not the same support from the government in the
future, whether the new car market gets back to the low sales as the past again.
Hence this research is for studying the domestic automobile industry’s current market
situation, and analyzes the competition and cooperation of every auto enterprise. This
research is analyzed with the value network of the domestic automobile distributor's
system, taking case company T Company as the core, studying the relationship
between the related industries, and understand that T Company’s position in the value
network, competition, cooperation and compete to shut the relation, make a more
complicated triad analysis, through the individual cases of competition and
cooperation to understand the relationship between T company and other related
enterprises.
This research adopts the law of case study, pass collection of industry's
information, case company information, telephone interview, develop idea structure,
select the case manufacturer to analyze, through data processing and circumstances
analysis, and sum up the relationship between competition and cooperation, also
through the three parties analyze in order to conclude the result of this research.
1/The relation in the competition and cooperation, based on vertical axial industries
There is only one supplier and customer of this vertical axial of value network of
research, the customer is not any specified one from numerous entrants, it is
comparatively simple in the relation of shutting that compete in this research,
furthermore, the customer is from the conditions of big, small, little, it shows if T
company is trying to improve their competiveness in the value network, they have to
be more aggressive in attitude, that will create a new state and continue the business of
T company.
2/The relation in the competition and cooperation, based on a horizontal axial.
Under the analysis of this research case company's value network, it is more than
vertical axial too that classify number of times taking place in the triad condition, shut
the way in the vertical competing with the horizontal relation, the relation of
competition and cooperation are concentrated on the fourth quadrant - horizontal
competition / horizontal cooperation jointly, the shutting type attitude is that
competitor's competition / the complementary one cooperates to compete.
The complementary one will turn into a competitor of T Company, due to the
same brand distributors are all have the same supplier, but the uncertain customers will
check the prices with different distributors, collect more information in order to
improve their ability for negotiation on prices. During the competition proceeding
from different distributors, the same brand distributors in different areas will have an
agreement in order to have profit balanced through some cooperation.
When T Company and other brand distributor are competing on prices for the
same quality product and same market, T Company and their suppliers must cooperate
perfectly with each other in order to compete with the distributors of other brand at the
same area.
In analyzing on an individual case, the multi complementary ones in the value
network are playing the roles as helping T company to achieve goals and increase the
sales quantity, via support of resources or the technology, in order to offer the
customers a better deal and more discount. So the inter-depend with the
complementary ones on the same product market are for creating the mutual profits.

並列關鍵字

industry's value chain ； Automobile sale industry ； competing ； value network

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