第五章 結論與建議
第四節 未來研究建議
國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
62
第四節 未來研究建議
一、因歷史研究法限制，沒有辦法將個案非常完整呈現，只能就目前蒐集到 的二手資料做解釋，若後續想針對玩具遊戲產業繼續研究，可延伸目前 研究結果，也可找其他玩具遊戲公司作為研究個案，提升研究可信度。
二、本研究以遊戲玩具產業為例，探討此產業解決專屬資產雙面刃問題的方 法，但每個產業的專屬資產雙面刃問題有大有小，專屬資產陷入成本越 大，所要解決的雙面刃問題也就越不容易，因此研究結論應用於其他產 業有其限制，後續研究可朝其他產業發展。
三、策略行銷 4C 分析專屬資產分為四大類：產品相關、人員或系統的無形 專屬資產、品牌相關、促銷相關專屬資產，而本研究著重產品及品牌相 關專屬資產討論，往後可討論另外兩種專屬資產解決雙面刃問題方法。
四、除了利用歷史研究法針對過去解釋、分析，未來也可考慮延伸研究至目 前的狀況，使用個案分析法探討個案現階段解決問題軌跡與方法，或許 也能用量化方式探討或驗證本研究所歸納出的結論。
‧
1. Allhoff, F., & Baumgardner, J. (2011). Fashion-philosophy for everyone:
thinking with style (Vol. 52). J. Wolfendale, & J. Kennett (Eds.). John Wiley &
Sons.
2. De Vita, G., Tekaya, A., & Wang, C. L. (2011). The many faces of asset
specificity: a critical review of key theoretical perspectives. International Journal of Management Reviews, 13(4), 329-348.
3. Erramilli, M. K., & Rao, C. P. (1993). Service firms' international entry-mode choice: A modified transaction-cost analysis approach. The Journal of Marketing, 19-38.
4. Lohtia, R., Brooks, C. M., & Krapfel, R. E. (1994). What constitutes a
transaction-specific asset?: An examination of the dimensions and types. Journal of Business Research, 30(3), 261-270.
5. Lyons, B. R. (1995). Specific investment, economies of scale, and the make-or-buy decision: A test of transaction cost theory. Journal of Economic Behavior & Organization, 26(3), 431-443.
6. Masten, S. E., Meehan, J. W., & Snyder, E. A. (1991). The costs of organization.
Journal of Law, Economics, & Organization, 1-25.
7. Varaste, C. (1999). Face of the American Dream: Barbie Doll, 1959-1971. Hobby House Press.
8. Wiggins, S. N. (1991). The economics of the firm and contracts: a selective survey. Journal of Institutional and Theoretical Economics (JITE)/Zeitschrift für die gesamte Staatswissenschaft, 603-661.
9. Williamson, O. E. (1981). The economics of organization: The transaction cost approach. American journal of sociology, 548-577.
10. Williamson, O. E. (1983). Credible commitments: Using hostages to support exchange. The American Economic Review, 519-540.
11. Williamson, O. E. (1985). The economic institutions of capitalism:
Firms.Markets, Relational Contracting, New York.
‧
12. Williamson, O. E. (1988). The logic of economic organization. Journal of Law, Economics, & Organization, 65-93.
13. Williamson, O. E. (1991). Comparative economic organization: The analysis of discrete structural alternatives. Administrative science quarterly,269-296.
14. Yin, R. K. (1994). Case study research: Design and methods . Thousands Oaks.
International Educational and Professional Publisher.
中文部分：
1. Bricklink, “Category Tree,” (accessed June 30, 2015), [available at http://www.bricklink.com/catalogTree.asp?itemType=P].
2. Grace(2014), “樂高做對五件事，讓老玩具公司起死還生！,” (accessed June 30, 2015), [available at
http://yahoo-emarketing.tumblr.com/post/120436104756/%E6%A8%82%E9%A B%98%E5%81%9A%E5%B0%8D%E4%BA%94%E4%BB%B6%E4%BA%8B
%E8%AE%93%E8%80%81%E7%8E%A9%E5%85%B7%E5%85%AC%E5%8 F%B8%E8%B5%B7%E6%AD%BB%E9%82%84%E7%94%9F].
3. Justin Haywald (2014), “Advantage PS4: Why Sony is winning the console war,”
(accessed June 1, 2015), [available at
http://www.gamespot.com/articles/advantage-ps4-why-sony-is-winning-the-cons ole-war/1100-6418034/].
4. LEGO, “LEGO club,” (accessed June 30, 2015), [available at http://www.lego.com/en-us/club/member#!sp=0!].
5. Librick, “樂高迷的小字典！各種樂高專門用語解說 (上),” (accessed June 30, 2015), [available at https://tw.librick.com/site/content?id=172].
‧
6. Lila Spitz, “HISTORY OF THE DOLL,” (accessed June 30, 2015), [available at http://www.barbieproject.lilab2014.com/history-of-the-doll/].
7. MFA STUDY, “Lego Theme Intro 樂高系列介紹（1）,” (accessed June 30, 2015), [available at http://prattflora.com/mfastudy/?p=26890].
8. Nathan Lyle(2013), “LEGO City 2014 Set Images,” (accessed June 8, 2015), [available at http://brickultra.com/lego-city-2014-set-images/].
9. Olivia B. Waxman (2014), “The 13 Most Influential Toys of All Time,”
(accessed June 1, 2015), [available at http://time.com/3089384/influential-toys/].
10. Ruby Lai (2013), “《神魔之塔》6 大經營策略成功抓準忠實玩家,” (accessed June 8, 2015), [available at
http://www.mofang.com.tw/INnews/10000054-10000017-1.html].
11. Sony Computer Entertainment, “PS one™ Manuals,” (accessed June 8, 2015), [available at http://us.playstation.com/support/manuals/ps1/].
12. SUZANNE, “Barbie Booklets 1959 & 1960,” (accessed June 30, 2015), [available at http://blog.fashion-doll-guide.com/barbie-booklets-1959-1960/].
13. The Advertising Archives, “1970s Lego magazine advertisement,” (accessed June 8, 2015), [available at
http://www.advertisingarchives.co.uk/detail/7946/1/Magazine-Advert/Lego-Toys /1970s].
14. Todd Bishop (2015), “New stats: Sony PlayStation wins holiday console battle, despite Microsoft’s Xbox One price cut,” (accessed June 1, 2015), [available at http://www.geekwire.com/2015/new-stats-playstation-wins-global-holiday-conso le-battle-despite-xbox-one-price-cut/].
15. YouTube, “(1958) LEGO 'Wir bauen eine Stadt' commercial [Germany],”
(accessed June 8, 2015), [available at
https://www.youtube.com/watch?v=lscspMwg1Hk].
16. YouTube, “1955 Lego System Commercial,” (accessed June 8, 2015), [available at https://www.youtube.com/watch?v=0aGLzfZ3HJU].
17. YouTube, “1959 First EVER Barbie Commercial,” (accessed June 8, 2015), [available at
https://www.youtube.com/watch?v=9hhjjhYGQtY&list=PLBAA88CD13EE027 49&index=1].
‧
18. YouTube, “1960s Barbie & Ken Little Theatre Commercial,” (accessed June 8, 2015), [available at
https://www.youtube.com/watch?v=j8wXJboiqww&list=PLBAA88CD13EE027 49&index=6].
19. YouTube, “1960s Dream House Commercial,” (accessed June 8, 2015), [available at
https://www.youtube.com/watch?v=DF_NX-127MU&index=10&list=PLBAA88 CD13EE02749].
20. YouTube, “80's Lego Commercial Castle Collection,” (accessed June 8, 2015), [available at https://www.youtube.com/watch?v=fqE78PXzkqY].
21. YouTube, “BARBIE'S DREAM HOUSE COMMERCIAL 1962,” (accessed June 8, 2015), [available at
https://www.youtube.com/watch?v=GygWkwk2E3Q&index=12&list=PLBAA8 8CD13EE02749].
22. YouTube, “LEGO Lord Of The Rings commercial,” (accessed June 8, 2015), [available at https://www.youtube.com/watch?v=UtyqEeprwJQ].
23. YouTube, “Vintage Old Lego Building Blocks Commercial,” (accessed June 8, 2015), [available at https://www.youtube.com/watch?v=ihsLhHcF_t0].
24. 小治, “PlayStation 玩家的經典回憶！華山園區「 PlayStation 20 週年紀念特 展」12/20 起免費看,” (accessed June 30, 2015), [available at
http://www.techbang.com/posts/21562-scet-during-qualifying-playstation-20-ann iversary-exhibition-week-you-read-ps-history-center].
25. 艾梵希, “臨摹世界名畫，樂高也來摻一腳，快來猜猜看?! ,” (accessed June 30, 2015), [available at http://www.unknose.com/article/74].
26. 神魔之塔, “神魔之塔 Facebook 官方粉絲團,” (accessed June 30, 2015), [available at https://www.facebook.com/tos.zh?fref=ts].
27. 神魔之塔官網, “《神魔之塔》公會任務『奔月之約』,” (accessed June 8, 2015), [available at http://www.towerofsaviors.com/zh/archives/6656].
28. 神魔之塔官網, “神魔之塔格鬥 X 演唱會,” (accessed June 8, 2015), [available at http://zh.toscxc.com/concert_day1].
29. 翁書婷 (2014), “神魔之塔創辦人：創業就像高空彈跳，等到不害怕就不用 跳了,” (accessed June 8, 2015), [available at
http://www.managertoday.com.tw/articles/view/44967].
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
67
30. 維基百科, “2014 年美國週末票房冠軍,” (accessed June 30, 2015), [available at https://zh.wikipedia.org/wiki/2014%E5%B9%B4%E7%BE%8E%E5%9C%8B%
E9%80%B1%E6%9C%AB%E7%A5%A8%E6%88%BF%E5%86%A0%E8%B B%8D].
31. 維基百科, “Playstation,” (accessed June 30, 2015), [available at https://zh.wikipedia.org/wiki/PlayStation].
32. 維基百科, “Sega Saturn,” (accessed June 30, 2015), [available at
https://commons.wikimedia.org/wiki/File:Sega-Saturn-Console-Set-Mk2.jpg?use lang=zh-tw].
33. 維基百科, “超級任天堂,” (accessed June 30, 2015), [available at
https://zh.wikipedia.org/wiki/%E8%B6%85%E7%B4%9A%E4%BB%BB%E5
%A4%A9%E5%A0%82].
34. 麗王網購, “Lego 樂高積木 囚犯運輸車,” (accessed June 30, 2015), [available at http://www.toyking.com.tw/shop/main2.asp?itemno=Lego_60043-115469].