本研究以競合行為之非零和賽局(Non-zero-sum Games)分析IC原廠與通路商的競合關係，引用通路管理文獻Stern and El-Ansary(1972) 通路權力的定義、Morgan and Hunt (1994)提出關係行銷之模式，為理論基礎。由於現今IC通路市場在呈現完全競爭的情況下，IC原廠與通路商的既競爭又合作的互動過程就如同一場賽局。本研究選取兩個事件對通路商與IC原廠進行深度訪談，發展出研究架構。推出主要命題如下： 命題一: IC通路中原來之通路商會因為穩定之寡佔市場面臨破壞 與新的潛在進入者之產生而採取合作之關係 命題二: IC通路商之間合作關係之建立在於可以滿足彼此之間的欠 缺、需求與互補而形成互賴關係，並將促使往「雙贏」的 方向發展。 命題三: IC通路關係中持續保有合作空間的廠商，其生存能力將更 為強盛並擁有較佳的發展優勢。 命題四: IC通路中屬於通用料之零組件，只有掌握關鍵人際關係 後，報價才會俱有較大之競爭力。 結論: IC通路夥伴關係應從長遠利益思考，勿落入「輸贏」或「雙 輸」的情境中，唯有以創造共同之利益為出發點，方能共榮 共存形成「雙贏」 In this study, the nonzero-sum game theory of co-opetitive behaviors is introduced for the competitive relationship between the original IC manufacturers and distributors, while the definition of channel power proposed by Stern and El-Ansary (1972) and the relationship marketing model proposed by Morgan and Hunt (1994) are brought in as theoretical bases. As today’s IC channel market is in a state of total competition, the competitive and yet cooperative interactions between IC manufacturers and distributors are like a game. Two events, for which distributors and IC manufacturers are interviewed in depth, and are selected for the construction of research framework. The following proposituons come up: Proposituon 1: The agents in the IC distribution channels will start a cooperative relationship due to possible destruction of market monopoly and entry of potential new entrants. Proposituon 2: The cooperation between IC distributors is based on the satisfaction with what one another lacks, what one another needs and what one can provide for one another, thus leading to the dependence on one another as well as a driving force to urge them going in the “win-win” direction. Proposituon 3: Those who continuously maintain a room for cooperation in IC distribution channels tend to have stronger survivability and better advantage for development. Proposituon 4: For parts and components that are common materials in IC distribution channels, the price quotes become more competitive only if there is a tighter relationship with some key persons. Conclusion: An IC channel partnership should aim for the future. Do not position yourself in a “lose-win” or “lose-lose” dilemma. A “win-win” situation only occurs when every partner starts to think for long term.