多通路競爭與營收分享合約下之最佳訂價與營收分享決策

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姓名

何宗璘(Zong-lin He) 查詢紙本館藏

畢業系所

工業管理研究所

論文名稱

多通路競爭與營收分享合約下之最佳訂價與營收分享決策
(Optimal pricing and sharing under dual-channel competition and revenue sharing contract)

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摘要(中)

相較於過去，現今的產銷環境顯得更為複雜：不論實體或虛擬通路都較過去更為多元；且產品的可替代性增加，進而使得通路間競爭越演越烈。依經濟學的觀點而言，若採取削價方式競爭，則只會帶來兩敗俱傷的結果。削價競爭於目前的經濟環境中已不再是長久之計，因此通路協調重要性日漸增長。
本篇研究主要為延伸Ingene and Parry (1998) 的單一製造商和兩個零售商之通路結構。製造商與其中一個零售商簽訂營收分享契約，因此製造商與該零售商為合作關係。兩個零售商彼此為價格競爭對手，其競爭結果反應於需求函數上。
本文的探討過程主要分成兩個階段：第一階段為在固定營收分享比例以及批發價格的前提下，兩個彼此價格競爭的零售商如何決定最佳零售價格，使得各自利潤函數最大化；第二階段則探討製造商與具營收分享機制之零售商該如何制訂批發價格以及營收分享比例，以之極大化製造商與具營收分享機制之零售商的獲利。
本研究結果顯示，具營收分享機制之零售商的批發價格必定低於無營收分享機制之零售商的批發價格；且具營收分享機制之零售商的零售價格必定低於無營收分享機制之零售商的零售價格。

摘要(英)

Environment today is more complex than before: not only physical but also virtual channel. Besides, the increased product substitutability cause the competition between channels increased. In economics, if competition with price-cutting, it will cause destruction to both sides.
In this research, we use the channel structure by Ingene and Parry (1998). This channel structure is consisted of one manufacture and two price competitive retailers. And one of the retailers has revenue sharing contract with manufacture. This research divides into two phase. The phase one discusses the optimal retail prices given wholesale prices and revenue sharing. The phase two continues using the result of phase one, and discusses the optimal wholesale prices and revenue sharing.
We found that the retail price in the retailer which doesn’t have a revenue sharing contract with the manufacture is higher than the retail price in the retailer which has a revenue sharing contract with the manufacture. And the whoesle price in the retailer which doesn’t have a revenue sharing contract with the manufacture is higher than the retail price in the retailer which has a revenue sharing contract with the manufacture.

關鍵字(中)

★ 定價
★ 營收分享
★ 價格競爭
★ 多通路競爭

關鍵字(英)

★ price competition
★ dual-channel competition
★ pricing
★ revenue sharing

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
第一章緒論 1
1.1 研究動機 1
1.2 研究背景 1
1.3 研究目的 2
1.4 研究架構 3
第二章文獻探討 5
2.1 價格競爭相關文獻 5
2.2 營收分享相關文獻 6
2.3 賽局理論相關文獻 7
第三章模型建構 12
3.1 前言 12
3.2 模型基本假設 13
3.3 模型建構 15
3.3.1 固定條件下，探討零售商之最佳零售價格 16
3.3.2 探討最佳批發價格及營收分享比例 17
第四章數值分析 21
4.1 參數設計 21
4.2 敏感度分析 22
4.2.1 市場規模 22
4.2.2 價格交叉彈性 26
4.2.3 生產成本 30
4.2.4 營收分享比例 33
第五章結論及未來研究方向 36
5.1 結論 36
5.2 未來研究方向 37
參考文獻 38

參考文獻

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指導教授

陳振明(Jen-ming Chen)

審核日期

2010-6-22

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