在傳統的Hotelling 模型之中，我們發現有兩個並不完全符合目前市場現況的基本假設 ─ 「低差異」與「同質性的運輸成本」。藉由放寬這兩個假設，我們得以在在高度差異化的市場裏面、不同種類的品牌行銷活動之間，針對個別廠商的差異化與價格競爭策略進行分析、比較。
傳統討論水平市場價格競爭的模型，一般都認為差異越大、獲利越高；但是，這個推論只有在低差異的前提之下才會成立。我們發現，當產品之間的差異與產品本身的價值相當的時候，即使處在完全覆蓋的市場，廠商之間也不會進行削價競爭。在這種情況下，個別廠商分別會以獨占價格瓜分整個市場；廠商的價格之間會形成策略替代、而非策略互補；其價格競爭會演變成膽小鬼賽局，而不是囚犯困境。相較於低差異、在高差異的情況下，廠商在差異化賽局之中會採取相反的策略；在價值賽局之中則會得到相反的結果。給定產品價值，我們的模型可以導出一個最佳化的差異水準；我們並對這個水準的戰術與戰略意涵進行討論。
傳統模型通常都假設所有的廠商共用一個運輸成本(Transportation Cost)。本文引進「異質性運輸成本」這個新概念，讓廠商們各有各的、並且可以藉由品牌行銷活動改變自己與競爭對手的運輸成本。這個設定讓我們可以使用單一模型分析、並在相同的基礎上比較，不同廠商在各種品牌行銷活動之中的差異化策略。我們發現，廠商的差異化策略主要取決於行銷活動的特性和廠商大小的差距。依據行銷活動的特性，大、小廠商分別都可能採取差異化或去差異化策略，也分別都可能獲利或損失。敵對性的(競爭性的)行銷活動有可能會導致互惠的(合作性的)結果；功能上完善的行銷活動可能會演變成囚犯困境賽局；提高行銷的成本有時候反而會改善廠商的獲利。針對各項分析結果，我們也分別提出相對應的管理意涵和策略建議。

To cope with the increasing variety and complexity of marketing campaigns, we relax two major assumptions in the classical Hotelling model - low differentiation and universal transportation cost. With these adaptation, we extend the application of Hotelling model to highly differentiated markets, and make it possible to analyze and compare differentiation strategies in various marketing campaigns upon a unified framework. Besides the traditional predictions, our adapted model generates a series of qualitatively distinctive propositions that fit the dynamic market reality today.
By relaxing the assumption of low difference, we conduct a holistic analysis on the Hotelling model. Over the full spectrum of difference we find that detrimental price competition might not occurs in fully-covered markets, and differentiation is not always good for profitability. In the medium difference there is a previously unexplored regime, wherein firms interactively cover the full market with monopolistic prices. In this regime, prices become strategic substitutes instead of strategic complements; the game is not a prisoners’ dilemma but a chicken game. We also identify an optimal level of difference, below (above) which firms opt to differentiate (un-differentiate).
By extending the notion of transportation cost in a duopolistic Hotelling model, we allow two competing firms to manipulate their own and their rival’s transportation costs via marketing campaigns. Under this setting firms’ differentiation strategies are contingent upon the characteristics of the campaign. Firms’ strategic interactions lead to intriguing outcomes: hostile intentions may induce reciprocal movements; pro-competition actions may lead to anti-competition results; functionally sophisticated instruments may become prisoners’ dilemma; and high campaign cost may benefit the firms. From the theoretical standpoint, we supplement Hotelling model with the flexibility to cope with the growing complexity in branding campaigns. For practitioners, we systematically suggest a set of guidelines for various campaigns. When firms have choices among campaigns, we suggest how to engage; and when they have not, how to react.

論文審定書 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
中文摘要 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ii
英文摘要 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iii
目錄 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iv

1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1.1 Adapting to High Difference among Products . . . . . . . . . . . . . . . . . . . 2
1.1.1 Background . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . 2
1.1.2 Evidences from the Market . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . 3
1.1.3 Research Question (Motivation) . . . . . . . . .. . . . . . . . . . . . . . . . . . . 4
1.1.4 Research Objective: Bridging the Theoretical Gap . . . . . . . . . . . . . . . 4
1.1.5 Major Findings (with Intuitions) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
1.1.6 Theoretic and Piratical Impacts . . . . . . . . .. . .. . . . . . . . . . . . . . . . . 7
1.2 Adapting to Variety and Complexity in Marketing Campaigns . . . . . . . . . 8
1.2.1 Motive: the Growing Complexity of Branding Campaigns . . . . . . . . . 8
1.2.2 Objective: a Unified Analytic Framework . . . . . . . . . . . . . . . . . . . . . . 9
1.2.3 Resolution: Brand-Oriented Transportation Cost (BTC) . . . . . . . . . . . 9
1.2.4 Categories of Branding Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . 10
1.2.5 Major Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
1.2.6 Intuitions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
1.2.7 Theoretic and Piratical Impacts . . . . . . . . . . . . . . . . . . . .. . . . . . . . . 13
2 Literature Review . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
2.1 Spatial Models in Marketing Application . . . . . . . . . . . . . . .. . . . . . . . . . 14
2.2 Disutility as Psychological Distance . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
2.3 Branding Campaigns versus Product Design . . . . . . . . . . . . . . . . . . . . . 15
3 SubProject-1: Markets of High Difference . . . . . . . . . . . . . . .. . . . . . . . . . 16
3.1 Model-1: Relaxing the Assumption of Low Difference . . . . . . . . . . . . . . 16
3.1.1 Mapping of Distance and Transportation Cost . . . . . . . . . . . . . . . . . . . 17
3.2 Analysis-1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . 18
3.2.1 Condition and Characteristics of IM . . . . . . . . . . . . . . . . . . . . . . . . . . 18
3.2.2 Multi-Bands and Multi-Equilibria in IM . . . . . . . . . . . . . . . . . . . . . . . 20
3.2.3 The Neutral Refinement . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . 23
3.2.4 Differentiation Game (dG) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
3.2.5 Valuation Game (vG) . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . 28
3.3 Extension: Differentiation Games with Biased Positions . . . . . . . . . . . . 30
4 SubProject-2: Heterogeneity of Market Campaigns . . . . . . . . . . . . . . . . . 32
4.1 Model-2: Brand Oriented Transportation Cost (BTC) . . . . . . . . . . . . . . . 32
4.2 Analysis-2, Prototypical Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . 34
4.2.1 The Pricing Subgame (Stage 2) . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
4.2.2 Outcomes in Prototypical Campaigns (Stage 1) . . . . . . . .. . . . . . . . . . 38
4.2.3 Spacing, Symmetric Outcomes in Asymmetric Configuration . . . . . . 41
4.2.4 Offending, Turing Hostile Actions into Reciprocal Outcomes . . . . . . 43
4.2.5 Promoting, Relieving Competition versus Establishing Advantage . . 44
4.2.6 Contrasting, a Sophisticated Prisoners’ Dilemma . . . . . . . . . . . . . . . . 46
4.3 Extension-2, General Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
5 Conclusion, Limitation and Further Studies . . . . . . . . . . . . . . . . . . . . . . . 51

參考文獻 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
附錄 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60

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