發展供應鏈利潤最大化模型與通路協調—以eBay之網路商店為例

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王棠業(Tang-Yeh Wang) 查詢紙本館藏

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工業管理研究所

論文名稱

發展供應鏈利潤最大化模型與通路協調—以eBay之網路商店為例
(Develop the Profit Maximization Model for Supply Chain with Channel Coordination : A Case Study for eBay’s e-Store)

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摘要(中)

本文調查著名拍賣網站—eBay之網路商店（e-store）的收費方式與結構，從而建構單一供應商（賣家）與單一零售商（eBay）之供應鏈體系，且在面對需求與價格相依之環境下，發展四種不同之供應鏈整合策略，分別為集中型通路策略、非寄售與非營收分享策略、固定營收分享比例之寄售與營收分享策略與營收分享比例隨售價遞減之寄售與營收分享策略。
在集中型通路策略下，整體通路視為單一決策者，並產生最佳的整體利潤；在非寄售與非營收分享策略下，賣家以批發價賣斷商品給eBay，期以最大化自身利潤；在固定營收分享比例之寄售與營收分享策略下，當賣家將商品寄售時，eBay會制定固定營收分享比例，以達自身利潤最大化；在營收分享比例隨售價遞減之寄售與營收分享策略下，eBay會於賣家將商品寄售時，制定依零售價遞減之營收分享比例，以獲取最大利潤。
本文旨在量化並分析賣家和eBay採取上述不同之銷貨策略所產生的價值。結果發現不論是何種寄售與營收分享策略皆比非寄售與非營收分享策略能為整體供應鏈帶來更大的利潤，且當營收分享比例越低時，供應鏈總利潤會越高。

摘要(英)

This study surveyed well known auction sites-eBay’’s online store (e-store) with the fee structure, and thus built a single supplier (seller) and a single retailer (eBay) of the supply chain system. Then we developed four different strategies, namely, centralized channel strategy, non-consignment and non-revenue-sharing strategy, revenue sharing with consignment based on the proportion of fixed revenue share and revenue sharing with consignment based on the proportion of varied revenue share.
In the centralized strategy, the overall channel as a single decision-maker, and produces the best overall profit. In the non-consignment and non-revenue-sharing strategy, the seller sells goods to eBay with wholesale price to maximize their own profit. In the revenue sharing with consignment based on the proportion of fixed revenue share, eBay will draws up a fixed percentage of revenue sharing in order to maximize their own profit. In the revenue sharing with consignment based on the proportion of varied revenue share, eBay develops the revenue-sharing ratio decreases with the retail price to obtain the greatest possible profit.
This study analyzed the value generated from four different strategies. The results showed that regardless of what kind of consignment and revenue sharing strategies will produce greater profit than non-consignment and non-revenue-sharing strategy in the supply chain, and when the lower proportion of revenue sharing, the total supply chain profit higher.

關鍵字(中)

★ eBay
★ 寄售
★ 營收分享
★ 通路協調
★ 電子商務

關鍵字(英)

★ eBay
★ consignment
★ revenue sharing
★ channel coordination
★ E-commerce

論文目次

中文摘要.......... i
英文摘要.........ii
目錄......iii
圖目錄... v
表目錄... vi
第一章、序論...... 1
1.1 研究動機...... 1
1.2 研究背景...... 3
1.3 研究目的...... 6
1.4 研究架構...... 7
第二章、文獻探討.. 9
2.1 通路協調（Channel coordination）..........9
2.2 電子商務與網路商店（Electronic commerce and online stores）.......... 11
2.3 寄售（Consignment）.... 13
2.4 營收分享（Revenue sharing）.............. 14
2.5 上架費（Slotting allowance）............. 16
第三章、模型建構........... 19
3.1 前言.......... 19
3.2 策略定義............... 19
3.3 模型基本假設與研究情境................20
3.4 符號設定與說明......... 22
3.5策略0—集中型通路模型... 23
3.6 分散型通路模型 ......24
3.6.1 策略1—非寄售與非營收分享模型.......... 24
3.6.2 策略2—固定營收分享比例之寄售與營收分享模型..... 27
3.6.3 策略3—營收分享比例隨售價遞減之寄售與營收分享模型 ....32
第四章、數值分析........... 36
4.1 參數設定............... 36
4.2 數值分析............... 36
4.3 柏拉圖改善.... 39
4.3.1 通路協調後之策略2的柏拉圖改善.......... 39
4.3.2 策略3之柏拉圖改善.... 41
4.4 敏感度分析.... 43
4.4.1 策略2各參數變動對各成員利潤與總利潤之敏感度分析... 43
4.4.2 策略3各參數變動對各成員利潤與總利潤之敏感度分析... 48
第五章、結論與建議......... 51
5.1 結論.......... 51
5.2 未來研究方向........... 52
參考文獻.......... 53
附錄.............. 60

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指導教授

陳振明(Jen-Ming Chen)

審核日期

2009-7-2

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