IC設計公司行銷通路權力之研究—以在美上市M公司為例

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Title:	IC設計公司行銷通路權力之研究—以在美上市M公司為例
Other Titles:	A study on marketing channel power of an US IC design company
Authors:	黃佳琦;Huang, Jackie
Contributors:	淡江大學企業管理學系碩士在職專班洪英正;Hung, Ying-cheng
Keywords:	通路夥伴關係;策略行為;賽局理論;IC 設計公司;Strategic Behavior;Channel Partnerships;Game Theory;IC Design
Date:	2008
Issue Date:	2010-01-11 03:57:41 (UTC+8)
Abstract:	本研究主要以賽局理論分析在美上市IC設計公司與代理商和一線大廠的夥伴與競合關係。IC設計產業呈完全競爭市場的情況下，IC設計公司與代理商和一線大廠的競爭互動過程就如同一場賽局。本研究以兩個過去發生的重要事件作為深度訪談的主軸，本研究屬個案研究，蒐集個案公司資料，對代理商與IC設計公司進行深度訪談，發展出研究架構。推導出命題如下：一、通路關係中代理商會採取何種談判態度，主要會受到其公司策略影響。二、在賽局關係中，某種徵兆如對廠商的抱怨、要求降價或撤換代理商，必然隱含著雙方關係之變化，如介入與競爭角色。三、當均衡關係被破壞時，必然隱含某些參與者之「主動作為」。本研究之結論與給企業的建議如下: 一、企業在通路夥伴關係良好的情況下，除應與買方隨時保持溝通，並應與競爭供應商間有一定的交換訊息管道。二、IC 設計公司擬定策略時，應與大廠組織運作策略和銷售代理商做全面的思考、選擇、推估。 This research applies game theory to probe into the competitive relationship among a US Integrated Circuit (IC) design facility,the factory and two sales agents in Taiwan. Today the IC design industry in Taiwan has become a perfectly competitive market. Competitive situations among IC Design facilities and sales agents seem to be games. This research focuses on two different major incidents that happened to all players. The research discusses channel partnerships, game theory and competitive strategic behaviors. This is a case study collecting case companies’ information after several profound interviews, inducing different theories stated above, building research framework, and finally getting in the following: 1. On channel partnerships, the kind of negotiation attitude the sales agent takes will be influence by the company strategy. 2. By the concept of Game Theory, some propositions such as customer complaints or the customer requests a discount or a different sales agent. This might imply the relationship has changed. 3. When the balance is broken, it might imply the players “including intervention and competition ” Last, this research works out conclusions and recommendations for corporation below: 1. Under positive channel partnerships,all parties should keep communication channels open not only with the factory and but also with the sales agents. 2. The IC design house should listen to the factory and sales agents before they draw up the company strategy.
Appears in Collections:	[Graduate Institute & Department of Business Administration] Thesis

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