智權元件供應商以差異化原則選擇產品宿主

Product Host Selection Based on Product Differentiation for Proprietary Component Suppliers

周雍強(Yon-Chun Chou)；葉瓊雯(Chiung-Wen Yeh)

智權元件 ； 供應鏈伙伴選擇 ； 產品差異化 ； 雙占市場 ； 要素品牌 ； Proprietary Component ； Partner Selection ； Product Differentiation ； Duopoly ； Ingredient Branding

科技管理學刊

20卷4期（2015 / 12 / 01）

59 - 80

繁體中文

在零部件投注技術研發並累積智財是突破代工製造困境的重要途徑，元件供應商在累積了智財權之後，便面臨宿主產品的選擇問題。本文從智權元件供應商之觀點，探討這個伙伴選擇問題以及其分析方法。本文以一家元件供應商對應到兩家差異化產品製造商的三元供應鏈結構為標的，首先探討元件供應商是否能經由智權元件改變產品差異化的既有均衡以及潛在市場規模，而取得市場力。在確定供應商有策略運作的機會空間之後，其次分析授權金的定價問題。本文證明在二維垂直產品空間的雙占市場，兩家製造商在採用智權元件的16種策略組合之中存在納許均衡，而智權元件供應商能利用授權金的定價影響均衡態的有利改變，而最佳作法是授權給強勢廠商，不過強勢廠商利用智權元件加大產品差異化，也將有外溢效果，弱勢廠商會間接受益。本研究結果一方面延伸了產品定位理論的MaxMin 原則，指出當加入智權元件供應商的決策行為後，該原則必須有所修正，另一方面提出元件供應商選擇產品製造商的分析方法與授權金定價方法。

Focusing on technology development and acquiring intellectual property rights of crucial components is an important venue of long-term development for contract manufacturers. After accumulating sufficient property rights, component suppliers will be faced with the issue of selecting host products. Taking the perspective of proprietary component suppliers, this paper discusses the problem of host product selection. We consider the problem setting of one component supplier and two downstream product manufacturers with differentiated products. The research question has two folds: whether opportunities exist for the component supplier to exercise market power in influencing the extant equilibrium in the product market; how the royalty fee should be set in executing the market power. This paper proves that the first question has an affirmative answer after analyzing 16 strategy combinations of the two product firms in 2-dimensional vertical product space. Three threshold values are derived for the royalty fee which the supplier can use to exercise the market power in influencing the final equilibrium of competition. This research extends the MaxMin principle by incorporating the decision behavior of the component supplier. The analysis procedure also provides a method of strategic planning for component suppliers in selecting downstream partners.

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