本研究從產品( 以產品的特質為研究變數 )、市場( 以外界環境的不確定

性為研究變數 )以及廠商( 以廠商資源及廠商競爭策略優勢考慮 )三大因

素以定性分析台灣自行車運用行銷合作進入市場的可行性與穩定性，其中

使用的理論為交易成本理論、資源依賴理論以及企業競爭策略理論。本研

究並嘗試在了解其中的影響機制之後，能夠為國內廠商往後在進行類似行

銷合作之時有更好的建議。在產品因素方面，由於各零件產品存在強烈互

補性，而且自行車的各種子系統各零件產品表現息息相關，所以在技術上

也存在互相依賴的關係，進而造成交易資產的特質性，依交易成本理論，

此種交易資產特質性造成廠商之交易成本；另一方面從市場因素來看，由

於環境的不確定性也會造成廠商的交易成本。適中的交易成本則容易形成

聯盟。本研究藉由個案分析以了解交易成本對於行銷合作的可行性與穩定

性之影響。在廠商資源因素方面，若廠商間存在重要資源依賴關係或此種

資源依賴關係呈現對稱性時，則廠商以行銷合作進入市場較具可行性與穩

定性；在廠商策略考慮因素方面，廠商可以從行銷合作獲得的策略愈大或

是合作廠商從行銷合作之中所獲得的策略優勢呈對稱性時，則廠商以行銷

合作進入市場也較具可行性與穩定性。本文最大的貢獻在於嘗試以交易成

本理論解釋自行車業界的行銷合作行為；但也由於偏重於交易成本理論，

致使部分合作現象無法充分獲得解釋。

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