垂直整合廠商與非對稱垂直整合之差異化策略模型

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Title:	垂直整合廠商與非對稱垂直整合之差異化策略模型
Other Titles:	The Study of Vertically Integrated Firms and Differentiation Strategy of Asymmetric Integration
Authors:	楊惠鈞 YANG,HUI-JUN
Contributors:	謝登隆 HSIEH,TENG-LUNG 國際經營與貿易學系
Keywords:	垂直整合;創新;非對稱垂直整合;產品差異化 Vertical integration;Innovation;Asymmetric integration;Product differentiation
Date:	2016
Issue Date:	2017-07-17T03:24:38Z (UTC)
Abstract:	本文建立於古諾模型之下，並且參考Buehler & Schmutzler(2008)之數學模型，欲探討非對稱垂直整合情況: 市場存在兩家上游廠商與兩家下游廠商，當其中一方廠商，進行垂直整合並採取採取製程創新，即製造成本下降策略，而非對稱垂直整合廠商採取產品創新，即產品差異化策略，當市場規模、消費者偏好改變對企業所造成影響，在經模型推倒演算過後，得此結論如下:(1) 當市場規模擴大，垂直整合廠商D1與非垂直整合廠商D2之產量、價格、利潤皆會增加，而垂直整合廠商D1產量、利潤增加幅度大於非垂直整合廠商D2，D2價格增加幅度會大於D1。(2) 當消費者偏好改變，非垂直整合廠商D2之價格、利潤、研發投入皆會增加，D1價格、利潤、研發投入皆減少。 (3) 當市場規模與消費者偏好同時改變，非垂直整合廠商D2廠商產量、價格、利潤皆會增加，並將投入更多研發費用進行產品創新，而垂直整合廠商D1產量、價格、利潤皆會，並將減少對製程創新研發的投入。 Analyzing a linear Cournot model , this paper examines a theoretical model of two upstream firms and two downstream firms. Vertically integrated firms invest into cost-reducing R&D, and under asymmetric integration, downstream firm differentiate a product by innovation. We discuss how market expansion and consumer preference change impact the firms. By extanding the model from Buehler & Schmutzler(2008), we establish the following key results: (i) When market expansion, both of firms will increase the production. And vertical-integrated firm increases more than the other. (ii) When consumer preferences increase, non vertical-integrated firm will increases own investment, and decreases vertical-integrated firm investment. (iii) When both of market expansion and consumer preferences change, non vertical-integrated firm will increases own investment, and decreases vertical-integrated firm investment. We argue that these findings generalize beyond the linear Cournot model under reasonable assumptions.
Appears in Collections:	[Department of International Business ] Master's Theses

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