委託與受託製造廠商間競合關係之研究

A Study on the Co-optitive Relationship between Buyer and Manufacturer

陳鏡堯(Jeam-Yaue Chen)

《經營管理論叢》 2卷1期 (2006/06) Pp. 29-45

https://doi.org/10.6872/OMR.200606_2(1).0002

摘要

競爭是商場的本質，合作是加強競爭力的手段。企業為了提高競爭力，而與其他企業進行策略合作；委託與受託製造，成為近年來產業界流行的做法。企業的經營以獲利為天職，因此在分工合作、價值創造的過程中，委託與受託廠商間的互動，往往存在著「既競爭、又合作」微妙而又耐人尋味的所謂「競合關係」。本研究以競合關係為主題，採個案分析法，透過有關競爭與合作理論之探討，發展以企業背景、經營策略、價值鏈活動、合作效益等四大構面為主的訪談問卷；針對國內有採用委託製造模式的品牌飲料業者進行訪談，並導出重要的命題。緣此，本研究發展出包括：廠商因素、合作模式及高層之經營理念等方面的命題，並以這些命題推導出包括「發揮合作效益的四個有效做法」及「造成競爭關係提昇的四個關鍵因素」。並據此建議：在實務操作上，宜慎選合作夥伴，以注重社會形象，並與本公司在經營策略上差異較大的廠商為對象，避免合作帶來競爭的威脅，掌握互補原則，善用本身與合作對象的專長。「學習外溢」本屬正常現象，不必過於侷限及提防，也不要有太多的不利於合作的小動作。合約的規範，不足以有效防止合作夥伴的走私；雙方高層的承諾與良性的互動可以培養良好合作氣氛，促進合作效益。總之，企業間的合作「硬體」的結合與「軟體」的配合，不可偏廢；換言之，經濟的誘因與社會誠信都很重要。

關鍵字

競合關係 ； 委託 ； 受託 ； 製造商

並列摘要

Competition is the nature of market; however, cooperation between firms is good way to increase competitivenes for both sides. In order to increase their competitiveness, more and more firms are teaming up and forming stragtegic alliances. The cooperation between buyer and manufacturer has become very popular recently. Profit-making is the main purpose of any firm. Therefore, looking at the cooperation and creation of value chain of many industries, we find the interaction between buyer and manufacturer to be very interesting and intriguing. We call such kinf of inter-firm relationship of ＂competition and cooperation at the same time.＂ Co-optition.＂ The study is focused on the topic of ＂co-optition,＂ using case study and related theories to develop an interview questionnaire。The questionnaire centers around four dimensions namely, ＂Corporate Background,＂ ＂Management Strategy,＂ ＂Value Chain Activity,＂ and ＂Benefits Resulting from Cooperation＂ We interviewed mainly leading branded drink marketers or buyers who contract manufacturers to produce for them in Taiwan. Resulting from the interviews, the resrarch further develops three fields of hypotheses: (1) Firm Specific Factor, (2) Cooperation Pattern and (3) Other Factors. Then, these hypotheses will lead to 4 effective practices of ＂Benefits Gained from cooperation＂ and 4 key factors of ＂Intensifying competition.＂ The research concludes: Firms need to choose their cooperation partners caerfully to maintain their images. Partners of different corporate and managerment strategies are preferred as firms in this situation can complement each other with their expertise and avoid competition. In the process of cooperation, firms tend to imitate and copy from each other This is normal and firms should not worry and overreact. Restrictions made by contracts are usually not effective to prevent learning spillover or copying. Commitments and good interactions at high-level managers of both sides are essential to ensure such cooperation efforts. To sum up, the compatibility of the ＂hardware＂ and ＂software＂ cooperation between firms is important, so are the economic incentives offered and mutual trust built-in achieving the aim of profit-making through the co-optition practice.

並列關鍵字

Co-optition ； competition ； cooperation ； Manufacturer