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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/69169


    Title: 通路進入策略---一個比較策略聯盟、通路合資、通路獨資、通路市場交易的模型
    Other Titles: Channel Entry Strategy---A Model Comparing Strategic Alliance, Joint Venture, Full Ownership and Arm`s Length Transaction
    Authors: 江永裕;邱志聖
    Contributors: 金融系
    Keywords: 交易成本;通路購併;通路結構;合資;通路進入;策略聯盟
    Transaction cost;Channel acquisition;Channel structure;Joint venture;Channel enter;Strategic alliance
    Date: 1999
    Issue Date: 2014-08-21 17:34:59 (UTC+8)
    Abstract: 本研究建立一數理模型分析下面各項相關因素如何影響產品生產者以何種方式進入下游通路。我們分析三種不同進入下游通路,將產品透過市場交易的方式交由經銷商銷售、併購既存的行銷通路及自行建立全新行銷通路。我們分析各種方式的交易成本如何交替影響廠商的決策。主要的因素可以交易成本的觀念來涵蓋。第一個因素為上游廠商在其產品市場的優勢。當此項優勢愈大,產品的生產者愈有能力降低市場交易的成本,其他的方式就相對地不具吸引力。當產品生產者在產品市場或在與通路商的議價能力不足時,市場交易的模式被採用的可能性便減少。同樣地,當併購的交易成本很高或自行建立通路的成本很高時,都會影響廠商採用併購或自己來的意願。另外,自行建立後,廠商進入狀況的速度(即本研究的.alpha.、.beta.)也會影響廠商採用其他方式的意願。主要結論可由分析三個臨界值的大小關係得知:.PI./sub arm/, .PI./sub arm/(2.PHI.-1),.PI./sub arm/2(.PHI.-1)。隨後我們利用廠商訪談的資料,來驗證數理模型的主要結論;模型的發現和實際影響廠商決策的機制具有相當的一致性。
    There are several distribution structures a producer can choose when entering a market. The producer can establish and fully own a distribution system (greenfield investment), merge an existing system, or simply sell its product through current general distributors (arm`s length transaction). Different distribution structures carry different distribution and transaction costs. A firm needs to consider the total cost of the distribution system under different scenarios to develop an efficient distribution system. The first objective of this study is to develop a general model to explain the conditions under which each alternative is chosen. We fully work out the ranges of different parameter values for each alternative to be adopted. All these parameters are used to capture transaction costs of each alternative. Several case studies are conducted to supplement the theoretic model.
    Relation: 行政院國家科學委員會
    計畫編號NSC88-2416-H004-033
    Data Type: report
    Appears in Collections:[金融學系] 國科會研究計畫

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