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題名:客戶名單最佳保護期間模式
作者:吳桂森
作者(外文):Guey-sen Wu
校院名稱:雲林科技大學
系所名稱:管理研究所博士班
指導教授:耿筠
學位類別:博士
出版日期:2006
主題關鍵詞:客戶名單營業秘密市場結構保護期間customer listtrade secretmarket structureprotection horizon
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近代廠商重視客戶的關係管理,建構獨特客戶關係機制成為經營成功的關鍵以及競爭優勢的來源。廠商建構具有客戶習性、特徵與客戶關係「結構連結」機制之獨特機密資訊,加以合理保護,作為市場競爭優勢,本文稱這些資訊為「客戶名單」。廠商創建客戶名單乃基於利潤考量,創建初期可以獨占市場利潤,但是會引來模仿廠商經由還原工程、獨立複製客戶名單等方式加入市場競爭。客戶名單創建廠商每期都必須付出保護費以確保其秘密,那麼客戶名單值得保護嗎?最佳保護期間多久?相關因素如何影響最佳保護期間?皆值得探究。
本研究的「客戶名單」其商品具差異化價值及邊際價格遞減性質,市場規模固定,廠商以獲得最大利潤為目標,客戶名單被研發成功係機遇性質,模仿廠商於客戶名單建構成功後,其產銷技術、成本與品質和創建廠商相同,形成非合作之寡占市場。本研究推演客戶名單創建廠商於初期獨占市場,之後被模仿廠商以還原或是複製方式加入市場競爭,得到寡占市場時各期的最佳產銷量決策,據以架構客戶名單最佳保護期間之決策模式與其敏感度分析模式。
研究結果得到:客戶名單最佳保護期間與其固定產銷成本、客戶名單保護費、邊際價格遞減率之平方根成反比;與潛在最高價格和邊際產銷成本的差成正比;並且對其商品在市場上的潛在最高價格、邊際價格遞減率、邊際產銷成本、
固定產銷成本、客戶名單保護費、還原工程與獨立複製之模仿平均成功率等參數作敏感度分析,找出保密決策架構下各個參數的範圍以及對於客戶名單最佳保護期間的影響方向。
Marketing has the aim of building long-term, mutually satisfying relations with customer in order to earn and retain their long-term business. Marketing network construction and management is becoming the key to competitive advantage in modern business. Trade secrets must not be disclosed, so a firm has to protect its secrets forever. A customer list is an important kind of trade secret. Competitive firms may develop customer list by reverse engineering or replication then enter this market to share profits so the original creator’s profit is decreased by a more competitive market situation. Firms construct “customer-specific confidential information” which contains special information about the habits, traits and structure bonds of each customer in order to increase competitiveness in the market. In this paper, we describe this information as a “customer list.” Protecting this customer list requires an expense in each period. Therefore, is a customer list worth protecting forever? How to make decisions about customer list create firm for this customer list protection horizon?
The merchandise of this customer list is: the property of the “law of diminishing marginal return” and has a heterogeneous market value, with market scale is fixed in periods and its market structure is a monopoly or oligopoly. The firms in customer list’s market have made the decision to maximize profits.
This study deduces the number of developed customer list from reverse engineering or replication to enter this market and has a Poisson distribution from a pure birth queuing situation. This study bases the above deductions to construct a model of decision-making for customer list optimum protection horizon, analyzes the optimal horizon decisions for protecting such confidential information and makes sensitivity analysis for this model to find the range of parameters and influential directions to protection horizon.
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