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題名：代工廠自創品牌動態競合策略探討
作者：李山
校院名稱：國立政治大學
系所名稱：企業管理研究所
指導教授：司徒達賢
彭朱如
學位類別：博士
出版日期：2012
主題關鍵詞：代工廠；自創品牌；競合策略；動態競爭
原始連結：連回原系統網址new window
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廠商間的行動與回應是競爭的基石 (Chen and MacMillan, 1992; Chen and Miller, 1994; Smith, Grimm, Chen, and Gannon, 1989)。行動是廠商分析競爭環境後，所得出競爭優勢的一種展現；行動也是分析競爭者後，針對所預期競爭對手反應，在擬定之替代性方案中所做的選擇的實踐。 動態競爭理論對競爭互動的討論已略有共識 (Chen and MacMillan, 1992; Chen, 1996)，但其研究標的多為市場中競爭者之間的攻擊與反擊，對於以合作模式所萌發的廠商間關係，究竟是如何在合作關係之上發展出競爭，學術的研究仍在逐步累積之中 (Chen, 2002; 2008; Brandenburger and Nalebuff, 1996; Peng and Bourne, 2009; Peng, Pike, Yang, and Roos, 2012)。
本論文主張，代工廠自創品牌時與品牌商的競爭互動即是一套套合作與競爭的策略組合，廠商的決策與行動反映了廠商所偵測到的環境變化與所自我評估的能耐水平，並納入競合思維，而推測彼此之競合互動的模式時則可以賽局理論為依據(Camerer, 1991; Brandenburger and Nalebuff, 1995; 1996; Day and Reibstein, 1997; Chen, 2008)。
本研究探討之研究問題包括: (一) 究竟代工廠在什麼情況下會考慮進行垂直整合來自創品牌？(二) 代工廠決定自創品牌後，其自創品牌的競合策略行動與考量為何?
本研究的研究設計採Eisenhardt (1989) 之歸納性個案研究法，選取的個案公司為10家名列台灣20大國際品牌之廠商，資料蒐集來自多重來源之初級與次級資料，包含與企業主與高階管理者之面對面訪談，以及網站資訊、報章報導、公司簡介與年報財報等等。本研究的分析單位是廠商自創品牌的決策及自創品牌的行動與回應。
針對研究問題一，本論文發現對自創品牌之代工廠來說，產業環境中的變化會使得代工廠改變其目標內涵與目標水準。產業環境可歸納出兩個子構面，一個是自創品牌的壓力，另一個是自創品牌的誘因。誘因與壓力的交互影響決定了代工廠自創品牌的意願；其中自創品牌的誘因對自創品牌的意願影響程度較高。
針對研究問題二，本論文發現代工廠自創品牌行動的作法是根據大環境，代工廠與品牌商的矛盾，代工廠自身的能力、價值觀，以及品牌商的價值觀，以築高品牌商回應障礙為目標去反向推導出適當的自創品牌行動。在不同的產業環境與廠商關係之下，代工廠商會以不同行動與路徑來組合動態競合策略，以求取組織間競爭與合作的平衡。
Action and response is the capstone of inter-organizational competition (Chen and MacMillan, 1992; Chen and Miller, 1994; Smith, Grimm, Chen, and Gannon, 1989)。Action manifests a firm’s competitive advantage that is derived from in-depth scanning and analysis of the environment; action also realizes the decision that derived among strategic alternatives and analysis of competitors ‘response. In the last few decades, competitive dynamic researchers have made some insightful discussion about action and response in inter-organization competition (Chen and MacMillan, 1992; Chen, 1996). However, the majority of the aforementioned researches focus on action and response among competitors; the study of inter-organization relationship among vertical value chain, or any other cooperative governance mode, is still mildly increasing and called for (Chen, 2002; 2008; Brandenburger and Nalebuff, 1996; Peng and Bourne, 2009; Peng, Pike, Yang, and Roos, 2012).
This study submits that the competitive interactions between contract manufacturer and brand owner can be depicted as an array of combinations of competition and cooperation. The action and response that a firm chooses to take reflect firm’s thought on the change in the environment and the competency in the firm. Basing on game theory, this study incorporates the concept of competition-cooperative to infer and identify the possible interaction modes in a vertical relationship, particularly in the setting of cross-border contract manufacturing (Camerer, 1991; Brandenburger and Nalebuff, 1995; 1996; Day and Reibstein, 1997; Chen, 2008).
This study aims to extend the discussion on competition and cooperation in a vertical relationship. In essence, two research questions are investigated. First, responding to the pressure and opportunity in the operating environment, what are the environmental and capability conditions that motivate a contract manufacturer to consider building own brand? Second, what are the own-brand building contract manufacturer’s concerns and modes underlying each competitive-cooperative action and reaction?
In order to explore the nature of the strategic thinking behind contract manufacturer’s decision, this study employs a multiple-case design (Eisenhardt, 1989). Ten contract manufacturing firms, shortlisted from the list of Taiwan top 20 international enterprises, are selected for field studies. Data are collected from multiple sources, ranging from primary data and secondary data, via conducting interview with executive and reviewing through company websites, newspaper, company document, and published financial reports. In this thesis, the focus is the strategic thinking underlying the action and response of contract manufacturer who decides to go build own brand.
This study discovers that the change in the environment leads the firm to alter the corporate objective and level of it. There are at least two analytic dimensions behind the strategic decision for a contract manufacturer to build own brand, one is the cost pressure existing in the inter-firm transaction; the other is the opportunity in the market. The interaction between transaction cost pressure and market opportunity impacts contract manufacturers’ level of willingness to build own brand. In this study, we find that market opportunity demonstrates a greater impact on contract manufacturer’s willingness to build own brand.
Furthermore, this study discovers that contract manufacturers pave their way of brand building based on the analysis of action and response. An action is determined by identifying change in the environment, anticipating level of conflict in the vertical relationship, and gauging the level of competency and value held by transaction partners in a vertical relationship. Additionally, this study discovers that contract manufacturer formulates a dynamic co-optition strategy that employ an array of action and response as well as a variety of paths on the way to build own brand, with the intension to further strike a good balance between the inter-organizational competition and cooperation.
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