政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/30335

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Title:	知識商品交易的價值獲取機制：網路統治觀點 Value Capturing Mechanisms in the Transactions of Knowledge-Based Products: A Network Governance Perspective
Authors:	賴鈺晶 Lai, Yu-Ching
Contributors:	吳思華 Wu, Se-Hwa 賴鈺晶 Lai, Yu-Ching
Keywords:	價值創造價值專占知識商品網路統治紮根研究 Value creation Value appropriation Knowledge-based products Network governance Grounded theoty
Date:	2004
Issue Date:	2009-09-11 17:41:30 (UTC+8)
Abstract:	知識型商品的價值來自於其內蘊的知識，而其價值決定於顧客的認知與使用能力，同時，許多知識型商品因重製成本很低，有利於廣泛擴散流通，但也容易誘使使用者出現無償使用的投機行為，面臨創新利益無法實質回收的困境。因此，廠商必須設計有效的價值獲取機制來排除無償使用的投機行為專占其經濟利益，避免創新價值流失。由使用者無償投機行為產生的價值無法獲取的問題，本質上是一種知識商品市場失靈的現象，當法律執行、技術保護二種機制的效力有限時，交易關係的安排與統治成為重要的策略管理工具。本研究以半導體產業中矽智財商品以及錄製音樂市場中的音樂商品的八個知識商品交易網路個案進行紮根研究，探索廠商如何克服知識型商品此種市場失靈現象，建構出陳指「在何種條件下，廠商如何安排其知識商品交易網路，能夠產生不同價值獲取目的的效力」之理論架構，以此理論架構呈現廠商克服知識商品市場失靈的交易創新背後的理論邏輯。研究結果指出知識商品的價值獲取目的除了受到交易網路關係特性以網路效益影響外，交易行動者所鑲嵌的網路結構也對網路效益產生干擾效果。本研究的貢獻除了針對廠商的交易創新行為現象提出解釋的理論外，本研究的結論也對網路統治觀點的研究，在理論層次上提出補充。第一章緒論…………………………………………………………………………1 第一節研究背景…………………………………………………………………1 壹、實務背景……………………………………………………………………1 一、知識商品市場與盜版侵權的交易成本問題…………………………….1 二、企業合作網路的新角色………………………………………………….5 貳、理論背景…………………………………………………………………….8 一、組織間關係統治的既有觀點…………………………………….……….8 二、組織間關係研究的不同主張與挑戰…………………………………….9 三、價值獲取網路研究的定位……………………………………………….9 第二節研究目的………………………………………………………………..11 第三節研究範圍………………………………………………………………..12 壹、交易標的物以重製性高的知識型商品為主………………………………12 貳、以導因於搭便車投機行為之管理議題為核心……………………..……13 參、以知識商品之交易網路的買賣雙方交易關係為分析單位………………14 肆、交易關係之研究層次包含二元、三方、與整體鑲嵌網路的交互作用……14 第四節研究策略的選擇………………………………………………………..16 壹、研究方法的取向……………………………………………………………16 貳、研究方法……………………………………………………………………16 參、研究流程……………………………………………………………………18 肆、個案研究的設計……………………………………………………………19 第五節研究前提…….………………………………………………………….20 第二章文獻探討…………………………………………………………………..23 第一節價值創造與價值專占的策略理論……………………………………..23 壹、從顧客的認知價值到廠商獲取的價值……………………………………23 一、價值獲取與願付價格……………………………………………………23 二、廠商的價值創造與價值獲取……………………………………………24 貳、商品使用者侵權行為的專占現象與價值保護之研究缺口……………..25 第二節知識經濟學的相關主張………………………………………………..27 壹、知識的價值來源……………………….………………………………….27 貳、知識展現經濟價值的特性與價值獲取方式……………………………..28 參、知識與市場失靈…………………………………………………………..30 第三節交易成本理論…………………………………………………………..32 壹、Williamson的統治模式與價值獲取機制…………………………………32 一、機會主義與防衛機制……………………………………………………32 二、對交易氛圍中人性假設之質疑…………………………………………33 貳、對偶交易關係存在的基礎：交易成本vs.交易價值…………………….34 第四節網路理論………………………………………………………………..36 壹、網路理論的主張與研究層次…………………..………………….………36 一、網路分析的理論基礎………………………………………….………..36 二、網路的形成與企業合作網路策略…………………………….………..36 三、網路研究的層次……………………………………………….………..37 貳、網路型態的特質………………………………………………….………..38 一、對偶關係層次的網路特質…………………………………….………..39 二、網路結構的特質……………………………………………….………..40 參、網路效益的產生與分配………………………………………….………..42 一、網路效益的概念……………………………………………….………..42 二、網路效益的產生……………………………………………….………..42 三、網路效益的分配……………………………………………….………..47 第五節相關理論文獻的綜合討論……………………………………………..48 壹、相關理論的對於價值專占研究的位階關係……………………………..48 貳、價值專占研究與相關理論的研究缺口…………………………………..48 參、文獻回顧後的紮根性理論架構…………………………………………..50 第三章研究方法與設計…………………………………………………………..51 第一節研究對象與個案的選取………………………………………………..51 壹、研究對象的選取……………………………………………………………51 貳、個案的選取…………………………………………………………………52 第二節資料來源與蒐集………………………………………………………..55 第三節資料整理與分析………………………………………………………..57 壹、分析單位的界定…………………………………………………………..57 貳、開放性譯碼階段…………………………………………………………..58 參、主軸譯碼階段……………………………………………………………..60 肆、選擇性譯碼階段…………………………………………………………..61 第四章錄製音樂產業個案與分析………………………………………………..63 第一節音樂商品與產業演進…………………………………………………..63 壹、音樂商品的交易與市場狀況……………………………………………..63 貳、音樂產業的價值鏈與結構………………………………………………..68 參、音樂產業的法律體制與保護技術…………………………………………71 肆、錄製音樂產業價值鏈、數位音樂流向與潛在專占者…………………..74 第二節滾石的音樂商品與價值獲取機制……………………………………..75 壹、公司簡介…………………………………………………………………..75 貳、滾石流行音樂數位格式(線上音樂)的價值獲取機制……………………76 一、知識商品交易情境……………………………………………………..77 二、知識商品交易網路……………………………………………………..78 三、知識商品價值獲取方式………………………………………………..80 四、本案例分析與觀念架構推導…………………………………………..83 參、滾石流行音樂數位格式(手機服務)的價值獲取機制……………………87 一、知識商品交易情境……………………………………………………..87 二、知識商品交易網路……………………………………………………..88 三、知識商品價值獲取方式………………………………………………..89 四、本案例分析與觀念架構推導…………………………………………..94 第三節風潮的音樂商品與價值獲取機制…...………………………………...98 壹、公司簡介…………………………………………………………………..98 貳、風潮自然音樂實體格式(CD)商品的價值獲取機制……………………..101 一、知識商品交易情境…………………………………………………….101 二、知識商品交易網路……………………………………………………..103 三、知識商品價值獲取方式……………………………………………….104 四、本案例分析與觀念架構推導………………………………………….107 第四節金革的音樂商品與價值獲取機制……………………………………110 壹、公司簡介………………………………………………………………….110 貳、金革新世紀音樂實體格式(CD)商品的價值獲取機制………………….115 一、知識商品交易情境…………………………………………………….115 二、知識商品交易網路…………………………………………………….117 三、知識商品價值獲取方式……………………………………………….120 四、本案例分析與觀念架構推導………………………………………….122 第五章半導體產業個案與分析…………………………………………………125 第一節 SIP交易與半導體產業……………………………………………….125 壹、SIP市場的出現………………………………………………………….125 貳、SIP商品種類與特性…………………………………………………….131 參、SIP產品的提供與使用………………………………………………….133 肆、半導體產業價值鏈、SIP流向與潛在專占者………………………….137 第二節 ARM的SIP商品與價值獲取機制……………………………………138 壹、公司簡介…………………………………………………………………138 貳、ARM的CPU core之價值獲取機制之一……………………………….140 一、知識商品交易情境…………………………………………………….140 二、知識商品交易網路……………………………………………………142 三、知識商品價值獲取方式………………………………………………143 四、本案例分析與觀念架構推導…………………………………………147 參、ARM的CPU core之價值獲取機制之二……………………………….151 一、知識商品交易情境…………………………………………………….151 二、知識商品交易網路…………………………………………………….153 三、知識商品價值獲取方式……………………………………………….156 四、本案例分析與觀念架構推導………………………………………….163 第三節 IPLIB的價值獲取機制……………...………………………………..167 壹、公司簡介…………………………………………………………………167 貳、IPLIB的Memory之價值獲取機制……………………………………..108 一、知識商品交易情境……………………………………………………169 二、知識商品交易網路…………………………………………………….171 三、知識商品價值獲取方式………………………………………………173 四、本案例分析與觀念架構推導………………………………………….176 第四節 Artisan的SIP商品與價值獲取機制…………………………………179 壹、公司簡介………………………………………………………………….179 貳、Artisan的Cell Library之價值獲取機制………………………………..180 一、知識商品交易情境…………………………………………………….180 二、知識商品交易網路…………………………………………………….181 三、知識商品價值獲取方式………………………………………………..183 四、本案例分析與觀念架構推導………………………………………….186 第六章研究發現與討論…………………………………………………………191 第一節知識商品價值獲取機制的理論架構…………………………………191 壹、資料的範疇化分析結果…………………………………………………191 貳、命題推導：範疇關係的建立……………………………………………197 參、理論架構………………………………………………………………….210 第二節知識商品價值獲取機制之討論……………….……………………...213 壹、四類價值獲取機制的效力與限制……………………………………….213 貳、四類價值獲取機制的關係……………………………………………….216 參、網路統治與價值獲取：價值創造邏輯與價值專占邏輯……………….218 第七章結論與建議………………………………………………………………221 第一節研究結果………………………………………………………………221 第二節理論貢獻………………………………………………………………223 壹、填補價值專占研究中對搭便車專占行為討論之不足…………………223 貳、對組織間關係研究的貢獻……………………………………………….224 參、對交易成本理論的回應………………………………………………….226 肆、對知識經濟相關理論的回應……………………………………………226 第三節實務貢獻………………………………………………………………227 壹、焦點廠商對顧客的交易關係安排之原則………………………………227 貳、焦點廠商對第三方合作夥伴的關係安排之原則………………………227 參、商業模式的內涵與設計原則設計..……………………………………..228 第四節研究效度與研究限制…………………………………………………229 壹、本研究的效度討論………………………………………………………229 一、內在效度………………………………………………………………230 二、外在效度………………………………………………………………230 貳、研究限制…………………………………………………………………234 第五節後續研究建議…………………………………………………………236 參考文獻……………………………………………………………………………239
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Description:	碩士國立政治大學科技管理研究所 87359505 93
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