由於台灣的內需市場小，註定了本土企業成長過程中角逐國際市場的命運，在過去也因為他們的努力而打造出台灣的經濟奇蹟。然而隨著國內外市場需求的改變、台灣社會發展的階段演進以及國際情勢的變遷，本土企業面臨前所未有的成長瓶頸，再加上先進國家的集團擴張或開發中國家的新企業崛起，形成了本土企業的嚴峻挑戰。 以廣告產業為例，歐美集團不斷併購競爭者並且壟斷媒體資源，威脅著包含台灣在內的各地廣告廠商。然而，日本的博報堂DY有著結合當地不同規模廣告相關企業之全新競合與營運模式，為彼此的轉型成長刻畫出一線生機。 本研究以博報堂DY作為個案，探討組織轉型策略與計畫，以及商業模式之創新。其透過重新設計的組織架構與資源整合管理系統，打造出有效的競合模式並激發集團的廣告與行銷創意能量，轉型為完整行銷解決方案公司；2009年與2014年兩個為期五年的中期商業計畫，提升關鍵媒體資源的整合管理能力，同時藉由策略單位不斷進行併購與策略結盟以獲取新興數位科技之應用技術與開發能力，補足日本廣告公司長久以來在數位廣告與行銷上的缺失。 根據個案分析創新轉型計畫整理出以下結論：刪減成本未必是組織復甦的首要步驟、定義核心能力以競爭激勵創新以合作創造價值、靈活變換合作模式以設計出最適合客戶的解決方案、組織變革的成功經驗能引發合作契機導致加乘轉型效果、適時調整商業模式要素方能幫助企業永續發展。 本研究期望幫助本土企業彼此轉型合作，打造競爭優勢、開創永續未來。

京都大学 / 0048 / 新制・課程博士 / 博士(生命科学) / 甲第22811号 / 生博第445号 / 新制||生||59(附属図書館) / 京都大学大学院生命科学研究科高次生命科学専攻 / (主査)教授 井垣 達吏, 教授 上村 匡, 教授 原田 浩 / 学位規則第4条第1項該当 / Doctor of Philosophy in Life Sciences / Kyoto University / DFAM

為了共同面對來自中國大陸廠商的價格競爭壓力，台灣自行車業的兩大領導廠商──巨大與美利達，以朝向高值化的共同目標籌組了競爭者間的合作體系。然而，競爭者雙方以合作為前提下，競合關係下的動態性以及廠商間的競爭性行動呈現何種面貌？又，如何應用策略矩陣分析法更細緻地分析，在競合關係中廠商間的競爭行為？ 本研究結合動態競爭的對偶層次分析及策略矩陣分析法，以策略點為分析基礎，更細緻地展開處於合作情境下的兩家競爭廠商，如何在歐洲自行車市場佈局競爭性行動。根據結構內容分析兩家廠商2006至2016 年間的新聞事件後發現，在合作的前提下，兩家廠商分別在競爭性行動的時間軸、地理涵蓋範圍、價值單元以及策略點皆進行具差異性的佈局，呈現多樣化的競爭內涵。 本研究除擴展競合情境下的動態競爭研究外，亦藉由策略矩陣分析法豐富化廠商間可分析的競爭行為，並探討資源條件不同的廠商間，其競爭行為如何佈局的實質細節。本研究對於廠商如何在競合關係中發起競爭性行動，提供了實務性的指引與參考。 / To present a united front against the stress of price-cutting competition from Mainland China, Taiwan’s two leaders in the bicycle industry, Giant and Merida, established an inter-firm cooperation system between competitors in order to achieve the common goal of delivering high-valued product. However, under the premise of cooperation agreement between two competing leaders, what is the dynamicity in co-opetition and the inter-firm competitive action under the real scenario? And, how can we apply the strategic matrix analysis to inter-firm rivalry on competitive behvior involved in co-opetition relationship? This study combines dyadic analysis from competitive dynamics with strategic matrix analysis to investigate the two research questions addressed above. By using the “strategic point” as the analytical basis, this study examines two competing leaders under cooperation agreement and extracts their competitive actions in European bicycle market with structured content analysis. Building on the results from the analysis of the news between 2006 and 2016, two competing leaders separately differentiate and conduct their competitive action deployments on four dimensions, which are time-axis, geographical coverage, value unit, and strategic point. Therefore, this study reveals the various contents of two competing leaders in the cooperation-competition. More than contributing to the research field of competitive dynamics in co-opetition, this study enriches the analyzability of inter-firm competitive behaviors by conducting strategic matrix analysis. It provides the details about how the firms compete with each other with different resource endowments. This study broadens our view of the competitive dynamics in co-opetition and introduces practical guidelines on initiating competitive action to the firms in co-opetition relationship.

供應商的群聚效果提供台灣印刷電路板產業在東華南相當多的優勢，但是近年來面對工資與環保成本上升，紅色供應鏈的崛起，台灣廠商遭受極大經營壓力。本文欲探討PCB供應鏈是否會繼續往低工資與低土地遷移。另外，本研究亦以A公司做個案分析探討，打破產業群聚的迷思，並非一定要在產業群聚裡，才能有經營績效。本研究在分析大陸及東南亞PCB產業的發現，韓國的通訊板目前正往越南慢慢形成一個新的PCB產業聚落，而汽車板目前在泰國慢慢形成一個汽車板聚落，PCB台商基於大陸市場崛起，正積極鎖定3C市場，並無遷移大陸現象。 本文建議A公司基於競合關係，應該與PCB大廠策略聯盟已取得穩定的轉單來源，同時為了搶奪汽車板與醫療儀器板，A公司的技術部門應該積極布局，業務部門則需打進入新汽車與醫療器材等供應鏈以拓展公司新的客源。

近十年來，外商直接投資成為促使全球經濟加速整合的主要媒介。各個國家、地區或生產部門因為擁有不同的自然條件、資源環境及生產傳統等因素而存在不同的勞動生產力水平及其他生產要素條件，資本也就受到各地生產條件相異的影響而出現流動，以尋求市場利基與生產要素的最適組合，達到利潤最大化的目的。 1981年上海開始引進外資以來，港滬即出現了相當程度的經濟連結，並建立起聯繫機制。但是，一方面內外在不斷變動的經濟及政治環境對此一聯繫關係一直有相當程度的影響，另一方面新建立的經濟連結也對彼此原有的經濟及社會結構產生許多正面或負面的、直接或間接的、長期或短暫的影響及挑戰，進而促使發展程度不同的兩地建構出特定的協作模式。 本論文係就港資在上海的投資結構、經濟聯繫、經濟發展影響及經濟競合等方面進行分析評估，並在資料上與台灣作一綜合探討，以提出對台灣的意涵與影響作為政府或廠商訂定政策之參考，並從宏觀的角度檢視上海（中國大陸）、香港及台灣等地所建構的動態經濟關聯體系。 由研究成果可知，自1981年至2000年間，港資投入上海的資金結構在「量」與「質」上呈現四個階段的變化，而每一階段的轉換皆與引資政策鬆綁、政治環境之穩定度、經濟走向及全球經濟景氣等因素密切相關。上海在各個階段的引資策略作用下，製造業中的優勢產業已經開始進行轉換，技術含量較高的產業成為工業發展的主力。香港也由於工業大量外移至中國大陸進行生產活動，而積極轉向發展第三產業，並未出現「脫離工業化」（即所謂的「產業空洞化」）後的系統性經濟衰退現象。 此外，上海與香港經濟關係的發展，在市場機制的驅使及政府積極規劃下，已經逐步朝向「整合」的方向前進。在經濟整合的發展趨勢中，香港與上海的經濟合作及競爭是同時存在的，不同時期及不同產業則分別展現出不同的競合模式。 另一方面，香港不論是在投資、貿易，甚或是政治方面，也扮演了台灣與上海（中國大陸）之間的中介角色。香港、台灣與中國大陸在彼此的競爭與合作之下，亦逐漸發展出各自的策略佈局，在國際經濟建制的規範下，未來更是可能發展出經濟整合的契機。

數位內容是政府推動「兩兆雙星」的明星產業之一，其中數位出版與典藏即屬其八大領域之一，具有發展知識經濟的指標意義。政府投入十多年來，業界對於市場潛力仍抱持觀望態度。直到2007年數位出版產業出現革命性之創新商業模式:亞馬遜網路書店(Amazon)推出整合內容、服務、與通訊之電子書專屬閱讀器Kindel，其熱銷佳績，引起各界矚目，亦證明了「閱讀，確實能成為產品之基礎」。 在網際網路與數位化的衝擊下，出版產業價值鏈由於數位內容的大量湧現，使得整個產業需要進行架構性的轉型。除了出版業者遭遇數位化轉型壓力，數位出版產業亦加入不少新成員:如網路作家、行動通訊業者、資訊硬體廠商等…臺灣具有生機勃發的出版產業與厚實的科技研發技術，在數位出版領域之發展可謂兼備軟硬實力。但在公私部門陸續投入之下，目前仍未出現成熟之商業模式，亦不見殺手級產品之應用。在此情勢中，同異業之間的合縱連橫，以及對上下游的策略布局，成為未來數位出版產業發展之重要因素。因此本研究之核心問題為數位出版產業中關鍵參與者之間的互動關係，以及個別對於現況之回應程度。在研究架構方面，則以競合理論(Brandenburgeran & Nalebuff, 1996)為主體，從核心企業、顧客、供應商、互補者、競爭者五大角色切入，探究個別業者的策略佈局與動態互動關係。輔以體驗經濟(Pine & Gilmore,1998)中經濟價值遞進的階段性模型，以文獻分析與個案訪談之方法推論出數位出版產業衍變趨勢。本研究結論可歸納為四: 1. 數位出版價值鏈縮短，廠商組成與分工發生質變。如終端閱讀載體業者與電信業者新加入數位出版產業競局；數位內容營運業者成為重要中間商，通路影響力逐漸展現。遭受轉型壓力之上游內容供應業者現階段應採取「雙軌並行」策略。 2. 就產業現況而言，以互補性資源為基礎的小眾異業結盟現象為發展主軸。「創造價值的本質是合作，爭取價值的本質是競爭」則可總結數位出版產業存在之複雜互動關係。 3. 數位出版產業技術融合的結果擴大產業「範圍」，而「參賽者」與「附加價值」為業界普遍使用於改變產業競局之元素。 4. 各類出版品將依其內容性質往核心持續演化出相異之數位表現型式，整體發展趨勢朝向實體紙本之互補品演進，預測數位出版產業將走向虛實整合的體驗經濟。 / Digital content, including digital publishing and archives, is one of the stars in "Two Trillion Twin Stars” industries. Development of digital content industry is in significance of knowledge-based economy. Although government has promoted for more than a decade, the market potential of digital content was unclear and industry players were cautious until the success of Amazon’s “Kindle”. In 2007, Amazon Bookstore launched the revolutionary eBook reader “Kindle” by creating a new business model that brings contents, services, and transmission together. The success of Kindle not only arouses attention from other market players but also proved the feasibility of e-reader products. Under the impact of digitization, the value chain and structure of publishing industry has transformed due to the emergence of large amount of digital content. Content Providers, such as traditional publishers, have experienced much pressure from the digital transition. In addition, new players such as Information Technology & Communication and IT hardware manufacturers have become involved into the industry. The publishing industry in Taiwan has a growing vitality and solid scientific and technological strength, which makes it an ideal environment for the development of digital publishing industry. However, since the business model is not mature and no killer application has emerged yet, the alliances between different parties and interactions of upstream and downstream become key factors of future development of Taiwan’s digital content industry. The core issue of the study is the interaction between key players in digital publishing industry and their evolution status. This study uses Co-Opetition Theory (Brandenburgeran & Nalebuff, 1996) as theoretical framework and analyzes five dimensions of Taiwan’s digital publishing industry. Additionally, Experience Economy Theory (Pine & Gilmore, 1998) is used as reference to forecast the trend of the industry. The purpose of this research is to analyze the layout strategy and dynamic inter-relationship of digital publishing firms by utilizing literature analysis, case study, and deeply interviews. Conclusions of this study can be summarized as following: 1. The value chain of digital publishing has been shortened and the role of market players and their business division have been redefined. For Instance, new players such as Ebook readers’ manufactures and ITC companies are emerging in digital publishing industry, and the influences of integrators and sales channel have been greatly arisen. Therefore, content providers are suggested to take “dual track” strategy to cope with incoming transition pressure. 2. In terms of current situation, the cross-industry alliances are mainly based on complementary resources. To best describe the complex interaction in the digital industry, The complex interaction of the digital industry can be generally described in one sentence, “Cooperation is to create value, while competition is to grasp the value.” 3. The results of technology integration have broadened the scope of digital publishing industry, and "Participants" and "added-value" are elements that can be used to change the competition posture. 4. Digital publication will keep evolving according to their content type, and the trend is toward to make it the complementary goods of paper publications. Moreover, by integrating digital and physical publication, digital publishing industry can be predicted to evolve toward experience economy.

隨著體驗經濟時代的來臨，顧客越來越重視“服務體驗”，而服務體驗過程中必由服務提供者與顧客之間彼此互動所構成，因此設計一個難忘的互動回憶則成為研究的目的。然而，具有品牌力量與資源豐富的高能力服務提供者，往往在進行服務互動中面臨以下的難題：1) 標準化的流程無法彈性地識別各個顧客的心理需求；2) 成本考量難以管控不同顧客間高變異的期望；3) 在一定市場佔有率之下持續挖掘潛在顧客。再加上服務互動過程中，服務提供者與顧客存在既瓜分利益又共創服務價值的競爭合作關係。有鑑於此，本研究透過顧客的心理感受，即顧客期望與情緒兩方面來探討，並採用競合理論設計一系統化動態調整演算法，協助服務提供者找出最能吸引並滿足顧客的服務元件，進而創造整個服務生態環境的最大效益。實驗方法主要以會展服務為例，利用實作系統與問卷調查數值模擬服務互動結果，發現顧客的心理需求與價值不僅能被確認，更能按照管控的趨勢滿足顧客期望，同時為高能力服務提供者提升競爭力，形成彼此愉悅又精緻的服務體驗。綜合以上的研究問題、方法、實驗與貢獻，未來若能將本研究競合理論服務互動設計方法應用於展場活動上進行實地研究，藉由回饋修正方法內參數設定以期適用任一服務產業，為服務科學之應用提供發展方向。 / The importance of customer satisfaction and customer loyalty has attracted increasing attention as both the concerns of service quality and consumer behavior in service-related industry. Today with an emerging experience economy, customers increasingly desire neither goods nor services but sensation-filled experiences that engage them in a personal and memorable way. However, service providers with high competence (e.g. good branding, large resources) are being confronted with difficulties like: 1) recognizing customers’ psychological sentiments within the mental changeability of customers 2) managing high variation of expectations 3) surmounting potential customers’ discovery. Therefore, this study proposes a research method which based on coopetition theories to make high competence service providers (HCSPs) optimize customer attraction within a cooperative/competitive relationship in order to accomplish customer satisfaction/loyalty. From the experiment results which take the exhibition application to simulate a service ecosystem, customers’ psychological sentiments can be managed toward the trend in enhancing expectations together with fulfilling their demands. Therefore, our major research contributions is assisting HCSPs to design personalized and flexible interactions rather than standardized service by using systematical coopetition based interaction design method. Accordingly, HCSPs are easily enriched their competitiveness through managing customer expectations and pleasuring customer mentality in an experienced service journey. At last, the designed system grounded on the extensions to expectation and coopetition theories has shown its intended contributions with the positive simulation evaluation results in the exhibition application domain and could be a step ahead to demonstrate the system’s values in the future field test validation.

第一章 緒論 第一節 研究動機 第二節 研究方法 第三節 研究範圍 第二章 損失填補原則與多數保險 第一節 損失填補原則之意義 第二節 損失填補原則之適用範圍 第一項 由保險契約本質以觀 第三章 保險競合與多數保險之比較 第一節 保險競合相關學說與特點 第一項 保險競合國內相關學說 第二項 保險競合學說之特點 第四章 我國複保險制度與多數保險 第一節 我國複保險構成要件之探討 第一項 規範主體與保險利益歸屬主體 一、保險利歸屬主體為被保險人 第五章 多數保險與損失分攤原則 第一節 損失分攤原則之意義與要件 第一項 損失分攤原則之意義 第二項 損失分攤原則之要件 第六章 結論與建議 第一節 結論 第一項 保險競合與多數保險 一、保險競合之規範範圍 <EOD>

本文研究重點在台灣航空票務市場上的銷售通路分析，利用國外市場包括已開發國家美國、日本市場在這領域的趨勢發展，來和台灣國內的市場現況作比較分析；而大陸市場以（上海為主）的引用，則是著眼在兩岸直航業務正大力發展，市場潛力和影響力都有無限可能，因此也特別收集資料作為比較參考的目標之一。也由於票務市場的銷售通路多元發展、多管齊發，在總結歸納下依同業（B2B）和直客（B2C）來作區隔。因二者的通路業務在市場上仍有部份重疊衝突的地方，可透過理論模式的導入分析，清楚得知。特別介紹 E航國內前三大代理批售旅行社在市場通路上的開發建構情況與實際業績佔比的消長比較，都深受各家業者在市場策略的制定和經營重心的支配。 研究中主要以票務銷售的市場通路經營為核心。因此首先利用STP模式來作市場區隔和產品定位，輔以AIETA模式說明，再透過4P+4C的銷售工具和邏輯作奧援解析，清楚明白B2B2C的通路生態鏈的異同之處。利用垂直銜接和水平整合作互補，提高效益的同時，也能降低成本，不論是業者或消費者都能達到多贏策略。在文中又以競合策略理論論述三批售商在通路經營上的轉型歷程所面臨的狀況，雖能研究之前的業績消長和影響因素，但仍需要時間驗證優勝劣敗，端賴往後決策者的經營智慧和執行力。最後再以策略管理中的產業矩陣模式分析，在產業環境中產品通路與營運範疇的公司競爭力，透過SWOT分類出弱勢和威脅落點的策略型態，作最後的總檢視，也將全文研究作一對應結論。希望能更清楚現行的市場通路競爭力不足之處，也可明白未來努力改進強化的方向！ 可以發覺到任何通路、任何市場網際網路的電子商務開發和專業平台的建置已是趨勢，更是現在競爭力爭高下的決戰點！不只是入門的基本配備，也都更持續研發高階進化的功能，以簡化流程、加速大量去化！雖然機位機票的銷售對通路批售商無任何的庫存壓力，但對供應商航空公司卻有無比沉重的時效性負擔！因為機位和飯店是最無存貨價值的商品，起飛後空位價值轉為零。因應配合產品銷售特性，讓我們拭目以待更快速、更高效率的電子商務模式出現。 能有機會親上一線市場通路佈局規劃銷售競爭，結合所知所學和所體驗、所經歷彙整成此一研究，是不可多得的際遇！雖然市場通路銷售歸類畫分為二：B2B，B2C。但就猶如當今的尖端3C產業也是在0和1的程式邏輯中演化銳變成今日超級明星產業，看似簡單其實包含無窮的變化與複雜。 / This research report is focused on analyzing the air tickets sales channels in Taiwan’s airline industry market through the comparison of its evolving trend in the developed country such us United States and Japan versus that in the Taiwan market. Furthermore, Mainland China’s booming travel market is adduced in this research while using Shanghai as the focal city because of the impact and the unlimited potentiality that have been brought onto it by the unfolding cross-strait direct flight service. I particularly collected relevant data for this market with the intension to use it as one of the comparison targets. Moreover, due to the multiple developed sales channels present in the market, I have segmented my conclusion into 2 categories: B2B and B2C. Nevertheless, I adduce theories and models as analysis tool to illuminate the overlapped and conflicting area between the B2B and B2C sales channels. In my research, I also use E-airline’s top 3 wholesalers in Taiwan’s air tickets sales market to explore on how each of its market strategy and business focus attribute to their business performance and market share. The core target of my research thesis is aimed at the sales channels of air tickets. STP model is firstly being used for market segmentation and product positioning; AIETA model is used as a supporting measure. It is then followed by 4P + 4C sales tool to support the logic flow and to illuminate the discrepancy on B2B2C channel chain. The combination of both the vertical link and horizontal integration has served as a complement to increase efficiency and reduce cost. This in return brings forward a win-win strategy that benefits both the general agencies and consumers. In the thesis, the concept of co-opetition is being adopted to discourse upon the situations being encountered by the aforementioned 3 wholesalers during their transitional process. Although my study can focus on the ebb and flow of their performance as well as the co-related attributing factors, it takes time to attest to the survival of the fittest depending on the business operation wisdom and the executing ability of their policy makers. Lastly the industry-matrix model is being applied to analyze the company’s competing edges on the product sale and operation scope in the industry; while SWOT model is adduced as a final review to verify which strategic pattern falls on the quadrant of weakness and threat; this overall derives to the conclusion of my thesis. Hopefully, it will shed lights on the lacking area that lies in the present market sales channels and will illuminate the direction leading to a more prominent future in the industry. It is also worth mentioning that the trend in the e-commerce and professional platform development through internet has inevitably become the crucial factor that leads to success in the competing battle field. Not only the basic threshold, the continual research for advancement, the simplified procedures and the capacity for expansion are all important competing factors. Although the air tickets wholesalers carry no ticket inventory pressure upon themselves, the airliners have to bear the heavy burden of timely sales of their products. Empty airline seat loses its commodity value the moment the aircraft taking off, just like the hotel room inventory which zeros out its value with the past of time. To better utilize the time sensitive products provided by the airliners and hotels, it is foreseeable that more speedy and high efficient sales channels will be prevalent in the days ahead of us through the evolving e-commerce business model. Having the opportunity to involve my research with the forefront sales channel distribution and to intertwine it with the competitive edges in the market based on my personal background and related knowledge is quite a unique experience. Although the sales channels in my research have been segmented into B2B and B2C, the emerging 3C technology will inevitably become tomorrow’s superstar in the industry. Just like the progressive evolution of 0 and 1 equation through the logic flow, something appears easy and simple on the surface may carry an inexplicable complexity of its own.

民國84年，經濟部商業司發展「塑造形象商圈計畫」、「商店街開發推動計畫」等各項關於商店街區的改善計畫，旨在輔導國內各傳統商圈重新改善，針對其傳統經營以及其優劣勢方式進行改變。本研究主要透過形象商圈內部不同的競合型態去探討其對地方行銷政策的影響效果，及在競合型態的差異之下，各個形象商圈的廠商營運績效及消費者滿意度各是為何。透過群聚分類架構將商圈分為互補性商圈及商圈兩類型，本研究首先利用判斷抽樣，選取台南安平老街、高雄旗津老街、鶯歌老街、深坑老街、淡水老街、迪化街以及三峽老街為研究對象。共得有效問卷數商家142份、消費者192份。 接著針對不同商圈類型的商家及消費者進行ANOVA單變量分析以了解互補性商圈及商圈是否在知覺度、滿意度及財務績效/消費者實質行為存在顯著差異。再以線性迴歸模型進行分析，以了解知覺度、滿意度及財務績效/消費者實質行為三者相互影響程度，及商圈類型的調節效果。 研究結果得知，1.互補性商圈整體地方行銷政策施行效果較佳，但整體仍須改進。2.消費者及廠商對形象商圈政策知覺度皆低，觀光政策應加強實行及宣傳。3.對形象商圈滿意度低，應加強調店家對於形象商圈之信任。4.消費者滿意度低，應提升商圈公共設施之建設。5.廠商財務績效低、消費者實質行為表現低，應將人潮轉為錢潮。 / The Ministry of Economic Affairs has developed a series of plans aiming to improve traditional business clusters since 1995, guiding them how to renew their old-fashioned business model and helping them to take advantage of their strength and opportunity in transforming into brand-new image business districts. This research aims at investigating whether different levels of competitiveness in image business districts can result in various effects of regional marketing policy on store operation performance and customer satisfaction. This research classifies business clusters into two types, business district and complementary business district. Based on the result of judgmental sampling, Tainan Anpingold street, Kaohsiung Qijin old street, New Taipei city Yingge, Shenkeng and Sanxia old street, and TaipeiDihua street were chosen as our samples. This research received 142 valid store manager questionnaires and 192 valid customer questionnaires. After data collection, this research examines whether there are significant differences between two types of business districts in awareness, satisfaction and operation performance through one-way ANOVA analysis, as well as tests the moderation effect of cluster type by using regression analysis. The research results show that first, the regional marketing policy had the greater effect in complementary business district. Second, since both customers and store managers are unaware of most image business district policy, the authorities should enhance promotion on image business district policy. Third, the satisfaction of store managers toward image business district is low on both types. The government should pay more attention on improving their trust on image business district policy. Fourth, customers aren’t satisfied because of the poor public infrastructure. Finally, the operation performance is low. Most visitors come but spend less money in districts.