廠商的產品策略一直以來都是行銷領域相當關切的議題。身為市場中的追隨者，在面對市場中領導者採取的產品策略下，究竟該採用模仿產品策略，亦或是採用創新產品策略？模仿產品策略建立在競爭對手成功的產品策略上，針對產品的缺失，提供改善後的產品以降低與競爭對手的差異；創新產品策略則能滿足顧客其他的需求，開發新的市場以增加與對手的差異。本論文透過建立模型，並以賽局理論探討市場中的追隨者在面對市場中的領導者採用創新產品策略下，如何在模仿產品策略與創新產品策略中進行決策。
根據模型分析結果，追隨者的決策會依據廠商面臨的市場競爭程度而有所不同。隨著市場競爭的程度由平緩趨於激烈，追隨者的策略會由模仿產品策略轉為創新產品策略。本模型所呈現的結果，確實足以解釋連鎖超商產業中，全家便利商店產品策略的轉變。

Manufacturer’s product strategy has always been a considerable issue in marketing area. Facing with the market leader’s product strategy, how do market followers choose between innovation and imitation? Imitation is based on competitors’ successful product strategy and provided modified products to decrease the differences between competitors. In contrast, innovation intends to fulfill customers’ needs and develop new markets in order to increase the differences between competitors. In this thesis, by creating models and analyzing with game theory, we try to figure out how market followers make decisions confronted by market leader adopting innovation.
The result shows that market followers’ strategy is depend on the degree of market competition. As the degree of competition in the market becomes intense, product strategy would change from imitation to innovation. This is also corresponds to the process of FamilyMart’s product strategy.

摘要 i
Abstract ii
表次 iv
圖次 v
第一章 緒論 1
第二章 文獻探討 3
第一節 創新 3
第二節 模仿 3
第三節 市場競爭 4
第三章 模型設計 6
第一節 模型設定 6
第二節 均衡分析 7
第三節 結果討論 9
第四章 結論與建議 13
第一節 結論 13
第二節 行銷意涵 13
第三節 研究限制與建議 15
參考文獻 17

一、中文部分
台灣行銷科學學會個案研究發展中心編輯小組，連鎖超商產業--全家便利商店的老二競爭策略，民國99年10月
劉秋華，技術經濟學，機械工業出版社，民國99年2月
黃玉禎，地瓜進駐超商 一年創造上億營收，商業周刊1254期，民國100年12月
黃玉禎，小七認栽的洗衣生意 全家搶接手，商業周刊1254期，民國102年4月

二、英文部分
Afuah, A. (1998), “Innovation Management:Strategies, Implementation, and Profits,” Oxford University press.
Bell, D. E., A. Leamon. (1999), “Compaq computer: Consumer notebook group,” Harvard Business School Case 599053, Harvard Business School, Boston.
Benoit, Jean-Pierre. (1985), “Innovation and Imitation in a Duopoly,” Review of Economic Studies, 52 (1), 99–106.
Christensen, C. (1997), “The Innovator’s Dilemma When New Technologies Cause Great Firms to Fail,” Harvard Business School Press, Boston.
Conner, K. R. (1995), “Obtaining strategic advantage from being imitated: When can encouraging “clones” pay? ” Management Sci. 41(2) 209–226.
Economist, The. (2004), “Too many candy bars?” (June 19).
Freeman, C. (1982), “The Economics of Industrial Innovation,” Cambridge, MA: 
MIT Press.
Gallouji, F. and O. Weinstein (1997), “Innovation in Services,” Research Policy, 26, 537-556.
Hotelling, H. (1929). Stability in competition. Economic Journal 39, 41–57.
Katz, Michael L. and Carl Shapiro (1987), “R&D Rivalry with Licensing or Imitation,” American Economic Review, 77 (3), 402–420.
Ofek, E. (2006), “Eli Lilly: Developing cymbalta. Harvard Business School Case 507-044,” Harvard Business School, Boston.
Ofek, E., O. Turut. (2008). “To innovate or imitate? Entry strategy and the role of market research,” J. Marketing Res. 45(5) 575–592.
Sankaranayanan, R. (2007), “Innovation and the durable goods monopolist: The optimality of frequent new-version releases,” Marketing Sci. 26(6) 774–791.
Schnaars, Steven P. (1994), “Managing Imitation Strategies: How Later Entrants Seize Markets from Pioneers,” New York: The Free Press/Macmillan.
Schumpeter, J. A. (1934), “The Theory of Economic Development: An Inquiry into Profits, Capital, Credit, Interest and the Business Cycle,” Harvard University Press, Cambridge, MA.