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論文名稱 Title |
軟體產業之商品組合行為—
以作業系統與瀏覽器市場為例
Product Bundling in Software Industry: The Case of Operating System and Browser Market |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
44 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2000-06-10 |
繳交日期 Date of Submission |
2000-06-20 |
關鍵字 Keywords |
瀏覽器、作業系統、產品組合 operating system, product bundling, browser |
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統計 Statistics |
本論文已被瀏覽 5665 次,被下載 0 次 The thesis/dissertation has been browsed 5665 times, has been downloaded 0 times. |
中文摘要 |
商品組合行為在廠商銷售商品時,常用來增加銷售與利潤。在傳統市場中,由於消費者對每一商品保留價格的不同,所以採取商品組合策略多能達成廠商的目的。 時至今日,由於科技的變化快速,加上電腦、網際網路的普及,使得商品組合行為的形式與變化極多,也導致欲研究高科技或電腦產業、軟體產業中的商品組合行為欲形困難。必須針對這些產業的特性加以修改,方能符合實際現況。 本研究主要想研究軟體產業中的商品組合行為。日前,微軟公司違反美國反托拉斯法一案中,有關於軟體產業中商品組合行為,再次獲得重視。但軟體產業有點極重要的特性:一、產品間有相容性的問題;二、產品疆界難以界定。本研究將針對此兩點特性,建立模型解釋商品組合在軟體業中的應用,再以模型推演結果,探討微軟反托拉斯法一案。 本研究的目的主要分為下三點:一、將近年來在各種不同情況下的商品組合行為做一文獻回顧與探討,分析各種討論方式的特色與優缺。二、以模型證明當只有一家廠商在主產品市場獨佔,且將主產品與副產品進行商品組合時,將對其他副產品市場的競爭者產生不利的影響,並且使消費者受害。三、以模型推導之結果論述美國司法部控訴微軟公司個人電腦作業系統與瀏覽器商品組合。 |
Abstract |
Product bundling is a common tool to increase sales and profits for the firms when they sell products. In traditional market, because the consumer’s reserve price to each product is different, adopting product bundling strategy can achieve their goal. Now , owing to the highly changed technology and the prevailing of computer and internet, there are plenty of forms and varieties of product bundling. It is more different to do the research about the product bundling in computer, software, or some high-tech information industries. In the light of the characteristic of these industries, it is necessary to modify the product bundling strategy to meet the demand. This study focuses on the product bundling strategy in software industry. A few days ago, in the case of Microsoft who violates the antitrust law, the public starts to pay attention to the product bundling strategy in software industry again. But the software industry has two very important characteristics. First, there are compatibility problems between different products. Second, it is difficult to define the boundary of products. So this study tries to build a model to explain the application of product bundling strategy in software industry, and use the model to confer the case of Microsoft. There are three objects in this study. First, analyzing the advantages and disadvantages of product bundling strategies in all kinds of conditions in the recent years. Second, using the model to prove that if there is only one monopoly firm in the main product market and it bundles its main and downstream products. Then the downstream competitor and the consumers will be harmed. Third, using the inference of the model to comment the case that the U.S department of justice who accuses Microsoft bundling its personal computer operation system and browser. |
目次 Table of Contents |
目錄 中文摘要 Ⅰ 英文摘要 Ⅱ 圖目錄 Ⅳ 表目錄 Ⅴ 第一章 緒論 1 第一節 研究動機 1 第二節 研究目的 2 第三節 研究流程 3 第二章 文獻探討 4 第一節 多產品獨佔廠商的定價策略 4 第二節 複佔廠商技術標準選擇與商品組合 10 第三節 網路外部性下之市場現象 19 第三章 作業系統與瀏覽器之商品組合 23 第一節 模型 23 第二節 瀏覽器市場之賽局討論 27 第四章 案例分析 33 第一節 反托拉斯法歷史與相關案例 33 第二節 微軟案重點簡介 34 第三節 微軟案之探討 36 第五章 結論與建議 39 第一節 結論 39 第二節 後續研究建議 39 參考文獻 40 圖目錄 圖1-1 研究流程 3 圖2-1 典型的商品組合 5 圖2 -2 保留價格成任一分配 7 圖2-3 組合搭配模型 13 圖2-4 消費者分佈 14 圖2-5 消費者的購買情形 16 圖2-6 元件模型之商品組合 18 圖2-7 網路外部性 19 圖2-8 網路外部性下廠商獨佔行為 22 表目錄 表2-1 消費者願支付的最高價格 5 表2-2 典型的商品組合消費者的購買決策 6 表2-3 保留價格成任一分配消費者的購買決策 9 表2-4 產品銷售情況 9 表2-5 廠商技術標準選擇之分析模型 10 表2-6 網路外部性效果消費者決策 21 表3-1 瀏覽器的產量與價格 29 表3-2 瀏覽器的產量與價格(邊際成本為0) 30 表3-3 廠商報償矩陣 31 表4-1 微軟案重點簡介 35 |
參考文獻 References |
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