A Study On Marketing Channel Power of An US IC Design Company

• Main Authors: Jackie Huang, 黃佳琦
• Other Authors: 洪英正
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/54969751565590007642

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 96 === This research applies game theory to probe into the competitive relationship among a US Integrated Circuit (IC) design facility,the factory and two sales agents in Taiwan. Today the IC design industry in Taiwan has become a perfectly competitive market. Competitive situations among IC Design facilities and sales agents seem to be games. This research focuses on two different major incidents that happened to all players. The research discusses channel partnerships, game theory and competitive strategic behaviors. This is a case study collecting case companies’ information after several profound interviews, inducing different theories stated above, building research framework, and finally getting in the following: 1. On channel partnerships, the kind of negotiation attitude the sales agent takes will be influence by the company strategy. 2. By the concept of Game Theory, some propositions such as customer complaints or the customer requests a discount or a different sales agent. This might imply the relationship has changed. 3. When the balance is broken, it might imply the players “including intervention and competition ” Last, this research works out conclusions and recommendations for corporation below: 1. Under positive channel partnerships,all parties should keep communication channels open not only with the factory and but also with the sales agents. 2. The IC design house should listen to the factory and sales agents before they draw up the company strategy.