從垂直分工的理論探討小品牌的生存之道-以山寨手機為例;Survival of the small brand enterprises are explored from the theory of vertical disintegration - the case of shanzhai phone

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题名:	從垂直分工的理論探討小品牌的生存之道-以山寨手機為例;Survival of the small brand enterprises are explored from the theory of vertical disintegration - the case of shanzhai phone
作者:	張欽益;Chang,Chin-Yi
贡献者:	產業經濟研究所
关键词:	小品牌企業;山寨手機;垂直分工;聯發科;MediaTek;vertical disintegration;small brand enterprise;shanzhai phone
日期:	2012-07-20
上传时间:	2012-09-11 19:08:53 (UTC+8)
出版者:	國立中央大學
摘要:	在許多產業之中，都是由大品牌企業來領導市場，但其實在某些產業中，仍然有一些具有意義的小品牌存在著，如手機產業。因此本文將以小品牌企業所推出的山寨手機為例，用以探討其生存空間以及存在的價值。本文將以產業經濟學中的結構-行為-績效理論為架構，尤其，將採用Chang and Chen (2003)關於垂直分工的理論為主要探討，以了解山寨手機的生存之道。本文探討過程中，首先利用手機品牌概況來說明山寨手機對品牌手機所造成的影響，再說明中國移動通訊相關法令對於山寨手機所產生的限制。接著將介紹山寨手機的主要晶片供應商聯發科在無線通訊產品的發展，以釐清其是如何以Turnkey solution支援山寨手機的發展。最後透過山寨手機的市場分析，並納入正規市場之反制(品牌手機的反擊、IMEI碼的問題及3G技術的到來)、相關利害關係人(地區政府及中國電信業者)、以及山寨手機與品牌手機之差異，藉以探討山寨手機之生存空間。隨著山寨手機的興起，已然在中國市場中成為能與跨國品牌及中國著名品牌相抗衡的第三勢力。因此本文除了探討垂直分工對於山寨手機的存活效益外，亦補充幾點可能原因，用以說明山寨手機如何存活於產業內： 1.垂直分工，於分工體系下將有助於山寨手機發展，成本效率、多樣化產品、品質的穩定、較短的產品平均開發時間、通路商的支援，甚至是有助於相關產業與地區的經濟發展。2.價格因素，在寡占市場下，品牌企業多訂定高價，此時自然存有山寨企業的生存空間。3.搭便車效應，透過學習品牌企業的行為，將有助於山寨企業發展自己的競爭力。4.互聯網的興起，藉由互聯網的普及化，將可彌補山寨手機通路的不足和降低訊息的不對稱。In many industries, markets were dominated by large brands. However, there exist some meaningful small brands in some industries, such as the mobile phone industry. To explain this phenomenon, this paper will take the shanzhai phone published by the small brands as an example, and explore their living spaces and value of living. This paper will use the structure - conduct - performance theory in industrial economy to be the framework. In particular, the theory of vertical disintegration addressed by Chang and Chen (2003) will be the main exploration, and we can discuss how shanzhai phone can be survived. In the beginning, we use the profile of mobile phone brand to illustrate how shanzhai phone affected the branded mobile phone. Then, we explain how shanzhi phone was restricted by relevant laws of China Mobile Communications. In next step, we introduce the development from wireless communication products of MediaTek, which is main chip supplier of shanzhi phone, in order to comprehend how MediaTek use Turnkey solution to support the development of shanzhi phone. In the end, we discuss the living space of shanzhi phone through the shanzhi phone market analysis, which contains the countering of the formal market (brand phone counterattack, IMEI code and the arrival of 3G technology), relevant stakeholders (regional governments and telecom service providers) and the difference between shanzhi phone and branded mobile phone. As the shanzhai phone rises, it already becomes the third force to contend with multinational brands and China famous brands in the China market. To analyze this situation, we not only investigate the vertical disintegration, but also replenish four possible reasons to explain how shanzhai phone survives: (1) Vertical disintegration. Vertical disintegration can help the development of shanzhai phone, efficiency of cost, diversification of products, stability of quality, shorter average development time of t product, the support of the distributors, and it even help the economic development of related industries and regions. (2) Price factors. In the oligopoly market, branded firms will charge a higher price, which naturally lets shanzhai enterprises have living places. (3) The free-rider effect. Shanzhai enterprises can raise their own competitiveness by learning the behaviors of the branded firms. (4) The rise of the Internet. Through the popularization of the Internet, shanzhai phone can make up for its drawback being deficient in channels and lower asymmetry information problems.
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