博碩士論文 102426024 詳細資訊




以作者查詢圖書館館藏 以作者查詢臺灣博碩士 以作者查詢全國書目 勘誤回報 、線上人數:8 、訪客IP:18.234.255.5
姓名 張玉玲(Yu-Ling Chang)  查詢紙本館藏   畢業系所 工業管理研究所
論文名稱 雙通路競爭下探討不同退貨政策 之定價策略
(Pricing with Dual Channel Competition in Different Return Policies)
相關論文
★ 應用灰色理論於有機農產品之經營管理— 需求預測及關鍵成功因素探討★ NAND型Flash價格與交運量預測在風險分析下之決策模式
★ 工業電腦用無鉛晶片組最適存貨政策之研究-以A公司為例★ 砷化鎵代工廠磊晶之最適存貨管理-以W公司為例
★ 資訊分享&決策制定下產銷協同關係之研究 -以IC設計業為例★ 應用分析層級法於電子化學品業委外供應商評選準則之研究
★ 應用資料探勘於汽車售服零件庫存滯銷因素分析-以C公司為例★ 多目標規劃最佳六標準差水準: 以薄膜電晶體液晶顯示器C公司製造流程為例
★ 以資料探勘技術進行消費者返廠定期保養之實證研究★ 以價值鏈觀點探討品牌公司關鍵組織流程之取決-以S公司為例
★ 應用產銷協同規劃之流程改善於化纖產業-現況改善與效益分析★ 權力模式與合作關係對於報價策略之影響研究—以半導體產業A公司為例
★ 應用資料探勘於汽車製造業之庫存原因分析★ 以類神經網路預測代工費報價---以中小面板產業C公司為例
★ 電路板產業存貨改善研究-以N公司為例★ 運用六標準差改善機台備用零件(Spare parts)存貨管理
檔案 [Endnote RIS 格式]    [Bibtex 格式]    [相關文章]   [文章引用]   [完整記錄]   [館藏目錄]   至系統瀏覽論文 ( 永不開放)
摘要(中) 近年來,有許多廠商將退貨政策,當作一種行銷的手段,如:批發零售業中的連鎖量販店COSTCO、電子資訊業中的宏碁…等,也在其中收到了顯著的成效。退貨政策已跳脫以往被定位在產品售後服務的框架,在各行各業中對於退貨政策的使用已越來越廣泛,現今廠商運用退貨政策對消費者傳達自家產品與品牌形象、使用退貨政策協助通路訂價更有效率,然而施行不同的退貨政策會為通路帶來不同的影響,如何選擇適當的退貨政策,是製造商的一個課題。
  本研究主要以依據Padmanabhan 與 Png (1997)基本模型,加入兩種不同銷售通路來延伸分析,在不退貨及全額退貨政策下,探討雙通路擁有不同退貨政策對於製造商、實體零售商及網路商店的定價與利潤有何影響。進而討論不同消費者在不同的退貨成本下,製造商究竟該採取何種的退貨政策對其有最佳的利潤。
  當製造商採取全額退貨政策,主要目的是分攤零售商存貨風險,進而提升零售商的產品訂購量,而研究結果顯示製造商施行全額退貨政策可使得零售商產品訂購量提升,進而提高製造商及零售商之利潤,表示全額退貨政策確實有達到製造商之預期效果。但在價格敏感係數和價格競爭力較小時,會導致零售商產品訂購量減少,造成整體通路利潤下降,在此情境下施行不退貨政策對於製造商和零售商之利潤而言較好。
摘要(英) In recent years, many manufacturers will use return policies as a strategy of marketing. For example, COSTCO, the wholesale and retail chain, Acer, the industry of electronic information ... etc., which also show significant results. It is obvious for manufactures think outside the box of product after-sales service. Product after-sales service, has become more common in various industries. Manufacturers use the return policy to propaganda their products and brand image. Moreover, it can help distributors to set a price more efficient. However, the different return policies will lead to different impact for distributors. It is a top issue for them to choose the appropriate return policy.
This study was mainly use Padmanabhan and Png (1997) as the basic model, and added two different sales channels as a variants to analysis whether dual-channel without return or full return policy will lead a different pricing and profit impact for manufacturers, retailers and online stores. Furthermore, this study pay attention on the best interest of the return policy for the manufacturers.
When manufacturers take full return policy, the main purpose is trying to share the inventory risk with retailers. Thus, they enhance the amount of products ordering quantity. The results show that the implementation of full return policy will increase the amount of goods ordered, thereby increasing profits of manufacturers and retailers. The research has anticipate indicates full return policy effect for the manufacturers. However, retailers will reduced product order quantity when the price-sensitive factor and price competitiveness are low. Low price-sensitive factor and price competitiveness lead the whole channel profit decline. In this circumstance, implementing no return policy is the better decision for both manufacturers and retailers.
關鍵字(中) ★ 多通路
★ 退貨政策
★ 價格競爭
★ Stackelberg賽局
關鍵字(英) ★ Multi-channel
★ Return policy
★ Price competition
★ Game theory
論文目次 摘要 i
Abstract ii
目錄 iii
圖目錄 v
表目錄 vi
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究架構 3
第二章 文獻回顧 4
2.1 多通路 4
2.1.1 通路的定義 4
2.1.2通路的結構 5
2.1.3 多通路協調 6
2.2 退貨政策 7
2.3 價格競爭 7
第三章 模型建構 12
3.1 情境描述 12
3.2 模型基本假設與符號定義 14
3.2.1 本研究的基本假設 14
3.2.2 參數及決策變數設定 15
3.3 模型建構 16
3.3.1 不退貨政策 17
3.3.2 全額退貨政策 21
第四章 模型分析 26
4.1參數設定 26
4.2 數值分析 27
4.3 決策變數與參數之關係 28
4.4 敏感度分析 30
4.4.1 市場規模 30
4.4.2 價格敏感係數 31
4.4.3 價格競爭力 33
4.4.4 製造成本 34
第五章 結論與未來研究方向 37
5.1 結論 37
5.2 研究貢獻 38
5.2 未來研究方向 38
參考文獻 39
附錄 42
參考文獻 [1]. 周善瑜、鄭世蘋, (2002),「製造商得退貨策略與產品線設計」, 台大管理論叢
[2]. 陳永琦, (2008),「直接通路與間接通路雙競爭通路下的最佳訂價決策」
[3]. Bagozzi, R. P., Rosa, J. A., Celly, K. S., Coronel, F., & Coronel, F. F. (1998). Marketing Management New Jersey: Prentice-Hall.
[4]. Balasubramanian, S. (1998), “Mail versus Mall: A strategic analysis of competition between direct marketers and conventional retailers.” Marketing Science 17, pp.181–195.
[5]. Bernstein F. and Federgruen A. (2003), “Pricing and replenishment strategies in a distribution system with competing retailers,” Operations Research, Vol. 51, No. 3, pp. 409-426.
[6]. Bernstein F. and Federgruen A. (2007), “Coordination mechanisms for supply chains under price and service competition,” Manufacturing and Service Operations Management, Vol. 9, No. 3, pp. 242-262.
[7]. Bucklin, Louis P. (1996), “ATheory of Distribution Channel Structure, Institude of Business and Economic Research,” University of California, Berkeley.
[8]. Cai, G., Zhang, Z. G., & Zhang, M. (2009). “Game theoretical perspectives on dual-channel supply chain competition with price discounts and pricing schemes.” International Journal of Production Economics, 117(1), pp.80-96.
[9]. Cattani, K., Gilland, W., Heese, H. S., &Swaminathan, J. M. (2006). “Boling frogs: Pricing strategies for a manufacturer adding a direct channel that competes with the traditional channel.” Production and Operations Management, 15(1), pp.40-56.
[10]. Che, Y. K. (1996), “Customer return policies for experience goods”, The Journal of Industrial Economics, Vol. 44, pp.17-24.

[11]. Dong-Qing Yao, Xiaohang Yue, Xiaoyin Wang, John Liu,(2005), “The impact of information sharingon a returns policy with the addition of a direct channel.” Int. J. Production Economics 97, pp.196–209.
[12]. Dumrongsiri, A., Fan, M. (2008), “A Supply Chain Model with Direct and Retail Channels.” European Journal of Operational Research, 187, pp.691-718.
[13]. Ganesh Iyer (1998). ”Coordinating channels under price and nonprice competition.” Marketing Science, Vol. 17, No. 4, pp.338-355.
[14]. Gehard Aust, Udo Buscher (2014), “Vertical cooperative advertising in a retailer duopoly.” Computers & Industrial Engineering Vol. 72, pp.247–254.
[15]. Guirdham, Maureen, (1972), “The Management of Distribution Channels,” Oxford, N.Y.: Program Press, pp.106.
[16]. Gurnani, H., Sharma, A., Grewal, D., (2010). “Optimal returns policy under demand uncertainty.” Journal of Retailing 86 (2), pp.137–147.
[17]. Hisashi K., Dong-Qing Y., John J.J.,(2007). “Pricing policies under direct vs. indirect competition and national vs. store brand competition.” European Journal of Operational Research, vol. 180, issue 1, pp.262-281
[18]. Jennifer K. Ryan, Daewon Sun, and Xuying Zhao (2013), “Coordinating a Supply Chain With a Manufacturer-Owned Online Channel: ADual Channel Model Under Price Competition.” IEEE Transactions on Engineering Management, 60, pp.247-259.
[19]. Mentzer, JT, W DeWitt, JS Keebler, S Min, NW Nix, and CD Smith (2001), “Defining Supply Chain Management,” Journal of Business Logistics, Vol.22, NO. 2, pp.1-25.
[20]. Moriarty, R.T., Moran, U. (1990), “Managing hybrid marketing systems.” Harvard Business Review 68 (6), pp.146–155.
[21]. Padmanabhan, V. and I.P.L. Png (1997), “Returns policies: make money by making good,” Sloan Management Review, Vol. 37, No. 1, pp.65-72.

[22]. Pasternack, Barry A. (1985), “Optimal Pricing and Return Policies for Perishable Commodities,” Marketing Science, 4 (Spring), 166–7.
[23]. Qihui Lu, Nan Liu (2013), “Pricing games of mixed conventional and e-commerce distribution channels,” Computers and Industrial Engineering, vol. 64, no. 1, pp.122–132.
[24]. Stern, L. W., & El-Ansary, A. I. (1992), Marketing Channel.New Jersey:Prentice-Hall, Englewood Cliffs.
[25]. Yao, D. Q., & Liu, J. J. (2003). “Channel redistribution with direct selling,” European Journal of Operational Research, 144(3), pp.646-658.
指導教授 陳振明 審核日期 2016-6-28
推文 facebook   plurk   twitter   funp   google   live   udn   HD   myshare   reddit   netvibes   friend   youpush   delicious   baidu   
網路書籤 Google bookmarks   del.icio.us   hemidemi   myshare   

若有論文相關問題,請聯絡國立中央大學圖書館推廣服務組 TEL:(03)422-7151轉57407,或E-mail聯絡  - 隱私權政策聲明