本研究在探討單期模式下商品在兩階層之通路結構中製造商、零售商和顧客之間的利潤最佳決策。首先，我們考量到價格對需求的影響，因此，將需求假設作價格的函數，分別以線性與非線性的模式來表達；並在此需求變動的機制下，制訂零售商與製造商合作協商的策略—透過批發價的變動和退貨模式來影響並控制零售商的定價訂購決策。然而，在現今整個供應鏈體系中，產品的銷售過程是環環相扣的，供應鏈中的成員應該透過整個通路的角度來制訂產品的決策，進而建立可以令雙方牟利的利潤模式。因此，在通路整合之前提下，我們可以經由這兩種協商政策，發展出產銷協調的利潤模式，讓零售商調整其產品售價和產品訂購數量，符合通路利潤最大化下所預期的價格與數量，以達到通路整合的目的。在此機制下，發展出一套雙贏的最佳訂購量、補償金額度、銷售價格定價和批發價定價之決策模式。 This paper considers the combined problem of pricing and ordering with a stochastic price-demand. First, the problem is to determine the optimal values of price and quantity in manufacturer-retailer channel. We present the expression of a price-demand relationship by linear and iso-elastic model. Then, we develop two integrated mechanisms, including the return policy and wholesale pricing policy. It is a form of return rate given by the manufacturer to the retailer for units unsold at the retailer. Another form of wholesale pricing is determined by manufacturer. A coordinate model is developed, and the results of the single period model are used to examine possible pricing and return policies. We utilize two-level matrix to express the structure of this paper, and compare these four decisions in manufacturer-retailer channel. To provide a win-win coordination mechanism between the manufacturer and the retailer.
