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題名:雙佔能源市場環境下供應商和零售商競合與回饋機制
作者:林廷軒
作者(外文):Ting-Syuan Lin
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
指導教授:郭倉義
學位類別:博士
出版日期:2016
主題關鍵詞:能源市場回饋機制競合關係雙佔市場賽局理論Payoff.Energy MarketCoopetitionDuopoly MarketGame Theory
原始連結:連回原系統網址new window
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我國原油需仰賴進口,油價在石油能源管理法規範下,價格制定相對較沒有彈性。在全球經濟不景氣,消費者價格敏感度相對提升的情況下,促銷策略的應用就成為目前我國特殊雙佔車用油品能源市場裡的重要議题。目前兩家不同組成背景的石油公司與各自油品供應體系,在油品消費雙佔市場中存在著既競爭又合作的微妙關係變化是值得討論和了解。
本研究採用賽局理論的邏輯分析方法,針對國內兩大石油公司與所屬加油站在車用油品消費市場的競合型態,進行專家訪談以設計仿真式的促銷策略情境模擬。由靜態賽局到動態賽局的經濟邏輯推導,並以國內石油能源專家們概估後調整的市場報償比值,進行古諾模型演算出不同促銷策略組合,對兩家石油公司的實際報償影響。
本研究發現我國特殊雙佔油品市場結構,兩大石油公司應採短期競爭長期合作的策略搭配。若雙方在競爭時,可運用同位合作代位競爭的方式,即石油公司間相互合作維持利潤,由所配合的加油站做非價格的促銷競爭。不同於傳統直覺式的直接競爭思維,而是在雙方各自不同的群體資源下,在競爭環境中找出合作的契機,以供產、官、學界參酌。
Under the situation, crude oil need to rely on imports from oversea and energy price has been obeying the norms of energy management law, oil pricing are relatively inelastic. In the global economic recession era, the higher consumer price sensitivity affects purchase decision, meanwhile, promotion strategies have been an important issue in the duopoly petroleum retailer market. Currently, this issue of two major petroleum corporations, are battling with different support system, exists coopetition relationship in this market is worth discussing and understanding.
In this study, the logical analysis of Cournot game theory has been applied to analyze the payoff among two major domestic petroleum companies and their’s gas stations in the automobile oil consumption market. Based on the competing patterns, conduct interviews with experts to design for demonstrating the effect of promotion strategy simulation scenarios.
This study found that two major petroleum companies should adopt competition in short-term with coopetition in long-term within the special duopoly market structure. Once the skirmish has ignited between two petroleum companies, the same bits cooperation subrogation competitive situation, competition among gas stations embedded cooperation between petroleum companies, can be used to deal with the struggle in order to benefit eachother. It differs with traditional thinking, direct competition between two companies, but at their respective different groups of resources, identify opportunities of cooperation in a competitive environment, for industry, government, academia deliberate.
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網路:
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台灣中國石油股份有限公司,2016年,http://new.cpc.com.tw/Home/
台塑石化股份有限公司,2016年,http://www.fpcc.com.tw/tc/
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