Transcript 合作賽局: 競合策略(co-opetition) 15.1 © 2005 Pearson Education Canada Inc. applications  Business :competition, auctions  Politics : election  軍事外交:美中台關係  Law : 制度設計(責任歸屬,..)  Biology  ….參考拙譯著 15.2 © 2005 Pearson.

合作賽局:
競合策略(co-opetition)
15.1
© 2005 Pearson Education Canada Inc.
applications
 Business
:competition, auctions
 Politics : election
 軍事外交:美中台關係
 Law : 制度設計(責任歸屬,..)
 Biology
 ….參考拙譯著
15.2
© 2005 Pearson Education Canada Inc.
非合作與合作賽局

1.
2.

1.
2.
3.
15.3
非合作賽局: 競爭
同時出招: Normal form
先後出招: extensive form
合作賽局: 策略聯盟, 互補性
原版
網站
譯本
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產業競爭分析
 1.
B.S.C.P.G
 2. Porter Five Forces
 3. SWOT
15.4
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波特的難題
1. 能將Intel 與 Microsoft置入Porter’s
framework ?
 佳珍自助餐與世新的關係?
 為何選世新?
 ~互補廠商
2. Business is not always “war”
15.5
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The traditional way:
 outsmarting
the competitors
capturing market share
 beating up suppliers (痛擊)
 locking up customers (套牢)
 “ It is not enough to succeed.
Other must fail.”
(別人的痛苦是我的快樂)
15.6
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But
Business is not always “war”
– listen to customers
– work with suppliers
– establish strategic partners even with
competitors
– Most business succeed only if others
also succeed
15.7
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Is business peace ?

No
–
–
–
Battles with competitors over market share
Fights with suppliers over cost
Conflicts with customers over price

國親合?民進黨與台聯?
立委選舉: 大選區時最大的敵人是同黨同志

So what business is ?

15.8
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So what business is ?

A New Mindset
– “Business is cooperation when it
comes to creating a pie and
competition when it comes to dividing
it up ”
– Business is simultaneously war and
peace—Co-opetition
– You can cooperate without having to
ignore your self-interest
15.9
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Value Net
15.10
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Defining “Complementor”
or “Competitors ”
 from
customers’ perspective
 from suppliers’ perspective
15.11
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from customers’ perspective(1)

A player is your competitors if customers value
your product less when they have the other
player’s product than when have your product
alone.若顧客因擁有其他參賽者的產品而降低對妳
產品的評價時, 該參賽者就是你的競爭者
Example: Coca-Cola and Pesi-Cola
 Example: Intel and American airline may end up
as competitors
~as videoconferencing takes off and becomes a
substitutes for business trips.
what else ?

15.12
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from customers’ perspective(2)

A player is your complementor if
customers value your product more when
they have the other player’s product than
when have your product alone.若顧客因擁
有其他參賽者的產品而增加對妳產品的評價時,
該參賽者就是你的互補者
Example: hot dog and mustard
 為何啤酒屋的花生與雞翅膀免費供應?
 Example: 好停車對學校的評價
 what else?

15.13
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from suppliers’ perspective

A player is your competitors if it is less
attractive for a supplier to provide
resource to you when it is also supplying
the other player than when it is supplying
you alone.若供應商因提供其他參賽者資源而降
低對妳提供資源的吸引力時, 該參賽者就是你的
競爭者
Example:
老師: 世新與台科大
What else ?

15.14
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from suppliers’ perspective

A player is your complementor if it is more
attractive for a supplier to provide
resource to you when it is also supplying
the other player than when it is supplying
you alone.若供應商因提供其他參賽者資源而增
加對妳提供資源的吸引力時, 該參賽者就是你的
互補者
Note book 為何愈來愈便宜?
 Example: Compaq and Dell competes for
the limited supply of Intel’s chip.
 Example: 華航,長榮與波音
 What else ?

15.15
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Value Net for University
15.16
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The elements of a “industry game”
 P:
Players~ customers, suppliers,
competitors, complementors
 A: Added value
 R: Rules
 T: Tactics (戰術)
 S: Scope
~ PARTS
15.17
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Players
, suppliers
 再由customers’ perspective 與
suppliers’ perspectives
找competitors
 先找出customers
15.18
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Added value
 Your
added value =The size of the
pie when you are in the game
- the size of the pie when you are out
of the game.
=What you bring to others
 What you get from a game can not
be more than what you bring, which
is your added value.
15.19
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Card game : 陳老師’s version
has 26 red cards
 26 students each has one black card
 One red card and one black card
together are worth $100.
 Who will get what ?
 陳老師
15.20
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陳老師’s version
 Q:
Imagine that you are one of the
students, and 陳老師 offers you $20
for you red card. Would you take it ?
 A: The 50/50 split is the most likely
outcome
15.21
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Card game : 黃老師’s version
has originally 26 red cards
 太高興了, loses 3 cards
 26 students each has one black card
 One red card and one black card
together are worth $100.
 Who will get what ?
 黃老師
15.22
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黃老師’s version
 Q:
Imagine that you are one of the
students, and 黃老師 offers you $20
for you red card. Would you take it ?
 A: you should accept any positive
dollar , why ?
15.23
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Added value :陳老師版
Your added value =The size of the pie
when you are in the game (2600)
- the size of the pie when you are out of
the game(2500)
=What you bring to others(100)
 陳老師的added value =100
 What you get from a game can not be
more than what you bring, which is your
added value(100).
 每人分[0,100]

15.24
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Added value :黃老師版
 Your
added value =The size of the
pie when you are in the game (2300)
- the size of the pie when you are out
of the game(2300)
=What you bring to others (0)
 What you get from a game can not
be more than what you bring, which
is your added value.~0
 給你10已經很好了
15.25
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加薪?
 您老闆何時會同意加您薪水?
 您會要求多少?
您真的很重要?
 何時要求加薪會成功?
15.26
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增加added value 的方法
1. 讓自己不可替代且有市場價值
2. Shortage strategy ~
 Wii 缺貨~任天堂故技重施(1988
3. 帶進更多的供應商
15.27
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Rules
 Rules
structure the way the game is
played.
 These rules come form custom,
contracts, or law.
15.28
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一塊蛋糕, 你切我選, 如何切?
 If
you know the other side’s value,
go first
 If
you are uncertain, better to go
second
15.29
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Rules and Tactics
拆夥:好聚好散
如果你與你的朋友合夥成立一家公司
 多年以後, 有人想拆夥
 拆夥的規則如下:
1. 由其中一人提出價碼
2. 另一人選”買”或是”賣”
?如果是你提出價錢, 你會提多少?
由你先提?

15.30
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Scope


1.
2.
3.
15.31
Epson’s Entry in Laser Printers
1989, three types of printers:
dot-matrix ( $550, Epson)
ink-jet ($650, HP)
Laser ($2,200, HP, fast growing)
© 2005 Pearson Education Canada Inc.
Epson’s mistake
EPL-6000
 HP price competition
 Hurt HP’s sales of ink-jets,
 HP promoted ink-jets
 Then,….
推
15.32
© 2005 Pearson Education Canada Inc.
what was Epson’s mistake ?
 It
misunderstood the scope of the
printer game
 牽一髮, 動全局
 全觀,綜觀,……非部分均衡, 一般均衡
15.33
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