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博碩士論文 etd-0729116-204556 詳細資訊
Title page for etd-0729116-204556
論文名稱
Title
雙佔能源市場環境下供應商和零售商競合與回饋機制
Coopetition and Remuneration between Suppliers and Retailers in a Duopoly Energy Market
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
88
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2016-07-13
繳交日期
Date of Submission
2016-08-30
關鍵字
Keywords
能源市場、回饋機制、競合關係、雙佔市場、賽局理論
Payoff., Energy Market, Coopetition, Duopoly Market, Game Theory
統計
Statistics
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中文摘要
我國原油需仰賴進口,油價在石油能源管理法規範下,價格制定相對較沒有彈性。在全球經濟不景氣,消費者價格敏感度相對提升的情況下,促銷策略的應用就成為目前我國特殊雙佔車用油品能源市場裡的重要議题。目前兩家不同組成背景的石油公司與各自油品供應體系,在油品消費雙佔市場中存在著既競爭又合作的微妙關係變化是值得討論和了解。
本研究採用賽局理論的邏輯分析方法,針對國內兩大石油公司與所屬加油站在車用油品消費市場的競合型態,進行專家訪談以設計仿真式的促銷策略情境模擬。由靜態賽局到動態賽局的經濟邏輯推導,並以國內石油能源專家們概估後調整的市場報償比值,進行古諾模型演算出不同促銷策略組合,對兩家石油公司的實際報償影響。
本研究發現我國特殊雙佔油品市場結構,兩大石油公司應採短期競爭長期合作的策略搭配。若雙方在競爭時,可運用同位合作代位競爭的方式,即石油公司間相互合作維持利潤,由所配合的加油站做非價格的促銷競爭。不同於傳統直覺式的直接競爭思維,而是在雙方各自不同的群體資源下,在競爭環境中找出合作的契機,以供產、官、學界參酌。
Abstract
Under the situation, crude oil need to rely on imports from oversea and energy price has been obeying the norms of energy management law, oil pricing are relatively inelastic. In the global economic recession era, the higher consumer price sensitivity affects purchase decision, meanwhile, promotion strategies have been an important issue in the duopoly petroleum retailer market. Currently, this issue of two major petroleum corporations, are battling with different support system, exists coopetition relationship in this market is worth discussing and understanding.
In this study, the logical analysis of Cournot game theory has been applied to analyze the payoff among two major domestic petroleum companies and their’s gas stations in the automobile oil consumption market. Based on the competing patterns, conduct interviews with experts to design for demonstrating the effect of promotion strategy simulation scenarios.
This study found that two major petroleum companies should adopt competition in short-term with coopetition in long-term within the special duopoly market structure. Once the skirmish has ignited between two petroleum companies, the same bits cooperation subrogation competitive situation, competition among gas stations embedded cooperation between petroleum companies, can be used to deal with the struggle in order to benefit eachother. It differs with traditional thinking, direct competition between two companies, but at their respective different groups of resources, identify opportunities of cooperation in a competitive environment, for industry, government, academia deliberate.
目次 Table of Contents
誌謝…………………………………………………………………………………i
摘要…………………………………………………………………………………ii
Abstract ………..………………………………………………………………..…iii
目錄…………………………………………………………………………………iv
表次…………………………………………………………………………………v
圖次…………………………………………………………………………………vi
第一章 緒論………………………………………………………………………01
第一節 研究背景與動機……………………………………………………01
第二節 研究目的……………………………………………………………06
第三節 研究流程……………………………………………………………08
第四節 研究範圍與限制……………………………………………………10
第二章 石油產業現況趨勢………………………………………………………11
第一節 石油能源市場………………………………………………………11
第二節 我國石油產業概述…………………………………………………13
第三節 我國石油供應商概述………………………………………………19
第四節 我國車用油品零售市場結構………………………………………24
第三章 文獻探討…………………………………………………………………26
第一節 雙佔市場……………………………………………………………26
第二節 賽局理論……………………………………………………………28
第三節 競合策略……………………………………………………………33
第四節 促銷活動……………………………………………………………38
第五節 價格敏感度…………………………………………………………40
第六節 報償機制……………………………………………………………42
第四章 研究設計…………………………………………………………………45
第一節 研究結構……………………………………………………………45
第二節 研究模式……………………………………………………………46
第三節 研究方法……………………………………………………………49
第五章 實證分析…………………………………………………………………52
第一節 車用油品市場參與者簡述…………………………………………52
第二節 短期競爭策略………………………………………………………53
第三節 長期競合規劃………………………………………………………58
第四節 市場回饋報償分析…………………………………………………61
第五節 分析結果彙整………………………………………………………65
第六章 結論與建議………………………………………………………………66
第一節 結論…………………………………………………………………66
第二節 建議…………………………………………………………………68
第三節 管理意涵……………………………………………………………69
參考文獻……………………………………………………………………………71
附錄 質性訪談大綱………………………………………………………………77
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