以交易成本專屬性探討台灣通訊經銷產業

Explore the Communication Franchisee Industry in Taiwan by Specificity of Transaction Cost Theory

鄧明宗(Ming-Tsung Teng)

指導教授 ： 曲祉寧

中原大學/商學院/企業管理研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000997

摘要

依據交易成本經濟學認為，當交易雙方無資產專屬性時，雙方的相互依賴度就會降低，此時內部的交易成本將會高於市場的交易成本，最後交由外部(市場)交易；而當交易雙方存在專屬性資產時，常會衍生出挾持的問題存在。觀察前幾年台灣通訊產業發現，過去的文獻認為，經銷商因通路廠商提供的服務與措施，使經銷商無須投入專屬性資產，而傾向自營，即不願意被挾持。但從近三年的資料發現，經銷商加盟通路商的數量卻呈現顯著的成長，經銷商反而願意被通路商挾持。因此，本研究以通路商擔任多邊平台管理者的角色，探討造成與顧客群之間合作關係改變的原因為何?
依據我們的研究分析推論出以下結論: (1)平台經營者為使平台經營更有效率，通常會選擇與特定一邊顧客群合作並補貼，以維持既有市場，並從另一邊顧客群收費，其合作之顧客群規模同時也會影響平台規模大小(2) 毛利周轉率的情況下，通路商投入的各種專屬性資產，使得經銷商偏好加盟。

關鍵字

多邊平台 ； 交易成本經濟學 ； 資產專屬性

並列摘要

According to the Transaction Cost Economics, when the transaction of both sides don’t have asset specificity, the two sides will reduce the degree of interdependence, then the cost will be higher than the internal transaction costs of market transactions, and finally by the external (market) transactions; and When the transaction exists between specific assets, often they will have the holdup problems. Taiwan's communications industry observed a few years ago found in the literature that the distributors offer the services and measures make the dealers don’t want to offer specificity assets, while the tendency to self-employed. But nearly three years, they found that the numbers of dealers have joined the distributor showed significant growth, distributors want to be kidnapped. Therefore, this study as a multilateral platform for distributors role of the manager to explore the cause and the relationship between the changes in customer base, the reasons?
According to our analysis to infer the following conclusions: (1) platform operators to operate the platform more efficient, often choose a particular customer group of the side and subsidies to maintain existing markets and customer base charges from the other side, the size depend on the customer co-operation platform also will affect the size (2) Gross turnover of the case, the channel's contribution of various forms of property assets, making dealers prefer to join.

並列關鍵字

Asset Specificity ； Transaction Cost Economics ； Multilateral Platforms

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