雙通路環境下零售商服務在正確定價上的影響

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姓名

呂秋慧(Chiu-hui Lu) 查詢紙本館藏

畢業系所

工業管理研究所

論文名稱

雙通路環境下零售商服務在正確定價上的影響
(The Effect of a Retailer’s Service on Direct Pricing under Dual Channel)

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摘要(中)

網際網路及電子商務的迅速發展之下，越來越多的製造商開始建立電子零售直接通路，以較低的價格銷售所生產的產品。對於傳統零售商而言，製造商不單只是上游的產品供應者，同時也成為了傳統零售商的競爭者。本研究建構一線性需求函數描述兩通路之間價格及服務所帶來的影響，利用史坦伯格賽局方法分析兩個通路的獲利。利用數學方法推導出傳統零售商在所謂”服務優勢區間”之下，傳統零售通路可以透過服務水準的改善減少電子零售直接通路的威脅，提出一些例子驗證此策略之成果，發現在不同市場條件以及產品生命周期的形況下，傳統零售通路只要符合推導條件，皆可利用此策略改善本身獲利。

摘要(英)

The rapid development of the Internet and electronic commerce, more and more manufacturers start to build up their own Internet-based channel, selling product with cheaper price. Manufacturer plays a double-faced role, not only a supplier but also a competitor, to traditional retailer. In this study, we construct a linear demand function to illustrate the comparative advantage and the competition between Internet-based channel and traditional retailer channel. Use Stackelberg Game Theory Process to analysis the profit of these two channels. We derived a “service advantage region” to decline the threat from Internet-based channel. We bring up a strategy how the traditional retailer channel can employ the appropriate service level to reap its profits along this channel competition. Finally, some management insights will be discussed in this thesis.

關鍵字(中)

★ 直接通路
★ 史坦伯格賽局
★ 價格與服務競爭
★ 通路衝突
★ 傳統通路

關鍵字(英)

★ Direct channel
★ Price and service sensitive
★ Stackelberg Game
★ Traditional channel
★ Channel conflict

論文目次

Content
中文摘要 i
Abstract ii
Content iii
List of Figures v
List of Tables vi
1. Introduction 1
1.1 Background and Motivation 1
1.2 Research Objectives 2
1.3 Research framework 3
2. Literature Review 5
2.1 Marketing channel and channel structure 5
2.2 Channel competition and channel coordination 7
2.3 Game Theory 9
3. The Model 11
3.1 Problem statement 11
3.2 Model notations and assumptions 13
3.3 Demand function and payoff function 14
3.4 Strategy analysis 15
3.4.1 The marginal cost of retail service increase is equal to one ( ) 17
3.4.2 The marginal cost of retail service increase is larger than one ( ) 19
3.4.3 The marginal cost of retail service increase is smaller than one 20
4. Numerical Study 23
4.1 Service cost factor and competitive intention analysis 23
4.2 Product life cycle 27
5. Conclusion and further research 33
Reference 35

參考文獻

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指導教授

葉英傑(Ying-chieh Yeh)

審核日期

2009-7-10

推文