在寄售與營收分享價格相依的機制下考慮需求與價格和空間相依之通路協調

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：15

、訪客IP：3.138.114.94

姓名

鄭弘良(Hung-Liang Cheng) 查詢紙本館藏

畢業系所

工業管理研究所

論文名稱

在寄售與營收分享價格相依的機制下考慮需求與價格和空間相依之通路協調
(Channel Coordination under Consignment and Price-Dependent Revenue-Sharing Mechanism with Price-Sensitive and Shelf-Space Demand)

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]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

寄售與營收分享的合約方式目前普遍流行於電子商務網站中，亞馬遜(Amazon)和電子灣(eBay)的商業營運模式是個適當例子。然而，是否亞馬遜和電子灣的商業收費結構能夠使供應鏈通路達到協調呢？在電子商務的營運過程中，它是一個很重要的策略性問題，也是一個令人有趣之研究假設的議題。在此寄售與營收分享合約機制下，我們面對一個製造商和一位零售商的通路結構，採用Stackelberg之供應通路的決策制定模型。零售商是領導者，提供製造商一個營收分享的合約(收費結構)，指明零售商的分享比例(和上架費)，和製造商的相對營收分享部份。製造商(供應商)則選擇一個零售價格(和架位空間)做為反應決策。我們在集中型通路和面對分散型通路的合作與不合作的情況下，進行通路決策的均衡分析。
我們的研究顯示不合作的分散型通路利益的損失是顯著的，它也與製造商決定較高的零售價格，和零售商訂定較高的營收分享比例，呈現出一致相符的關係。特別地，通路利益損失的大小會隨著需求之價格彈性的增加而增加，但反而會隨著零售商之通路成本比值的增加而減少。換言之，若零售商之通路成本的比值愈小和(或)需求的價格彈性愈大時，合作的分散型通路將產生比不合作的分散型通路更多利益。除此之外，為了達到通路的完全協調，我們提出利用上架費的利益分享機制，以期在通路成員之中彼此致力於柏拉圖的改善。

摘要(英)

Consignment-based revenue-sharing contract is prevalent in internet commerce, such as Amazon’s and eBay’s merchandising business models. Can Amazon’s or eBay’s fee structure coordinate the channel? It’s a critical strategic problem in e-commerce operations and an interesting research hypothesis as well. Under such a contract, we model the decision-making of a supply channel with one manufacturer and one retailer as a Stackelberg game. The retailer, acting as the leader, offers the manufacturer a revenue sharing contract (i.e., fee structure), which specifies the percentage allocation of revenue (and slotting allowance) between herself and the manufacturer. The manufacturer (vendor) chooses a retail price (and number of shelf space) as a response. We conduct equilibrium analysis for both the centralized and decentralized channel settings with and without cooperation.
Our study reveals that the profit loss due to non-cooperative decentralization is significant, and it tends to have a consistent bias, i.e., setting higher retail price by the manufacturer and higher revenue-sharing percentage by the retailer. Notably, the loss is increasing in the price elasticity of demand and decreasing in the retailer’s cost-share. In other words, the cooperative decentralization will generate more profit than that of the non-cooperative if the retailer’s cost-share is small and/or the elasticity is high. In addition, a profit-sharing scheme through slotting allowance is proposed to achieve perfect coordination, which leads to Pareto improvements among channel participants.

關鍵字(中)

★ 通路協調
★ 營收分享
★ 存貨寄售
★ 遊戲理論
★ 上架費
★ 供應鏈管理

關鍵字(英)

★ Channel coordination
★ revenue sharing
★ inventory consignment
★ supply chain management
★ game theory
★ slotting allowances

論文目次

中文摘要 i
Abstract ii
Acknowledgments iii
Table of Contents iv
List of Figures vi
List of Tables vii
Notations viii
Chapter 1 Introduction 1
1.1 Motivation 1
1.2 Objectives 3
1.3 Scope and Constraints 6
1.4 Research Framework 7
Chapter 2 Literature Review 11
2.1 Revenue Sharing 11
2.2 Inventory Consignment 11
2.3 Shelf Display 12
2.4 Slotting Allowance 13
2.5 Channel Coordination 15
Chapter 3 Channel Coordination under Deterministic Price-Sensitive Demand Model 17
3.1 The Problem Context and Notations 18
3.2 The Model 20
3.2.1 The Centralized Channel 20
3.2.2 The Non-Cooperative Decentralization 21
3.2.3 The Cooperative Decentralization 24
3.3 Analysis 24
3.3.1 Analysis and Managerial Implications 25
3.3.2 Pareto Improvements through Slotting Allowances 27
3.4 Numerical Example 28
3.4.1 The Base Case 28
3.4.2 Pareto Improvements 29
3.4.3 Sensitivity Analysis 30
3.5 Summary 34
Chapter 4 Channel Coordination under Price-Sensitive and Shelf-Space Dependent Demand Model 35
4.1 The Problem Context and Notations 36
4.2 The Model 38
4.2.1 The Centralized Channel 38
4.2.2 The Non-Cooperative Decentralization 41
4.2.3 The Cooperative Decentralization 45
4.3 Analysis and Managerial Implications 46
4.3.1 Decision Implications 47
4.3.2 Profit Implications 49
4.3.3 Pareto Improvements 51
4.4 Numerical Example 53
4.4.1 The Base Case 53
4.4.2 Pareto Improvements 54
4.4.3 Analysis of Profit versus Parameter 55
4.4.4 Analysis of Profit versus Decision Variables 57
4.5 Summary 57
Chapter 5 Channel Coordination under Price-Dependent Revenue-Sharing Model 59
5.1 The Problem Context and Notations 61
5.2 The Model 63
5.2.1 The Centralized Channel 63
5.2.2 The Decentralized Channel with Revenue-Sharing Contracts 64
5.3 Analysis and Managerial Implications 68
5.4 Numerical Example 72
5.4.1 The Base Case 73
5.4.2 Sensitivity Analysis 74
5.5 Summary 76
Chapter 6 Conclusions and Future Research 78
6.1 Conclusions 78
6.2 Future Research 79
References 81
Biographical Sketch 86
A. Journal Papers 86
B. Conference Papers 87

參考文獻

1. Aydin, G. and Hausman, W.H., (2009). The role of slotting fees in the coordination of assortment decisions, Production and Operations Management, 18(6), 635–652.
2. Bloom, P.N., Gundlach, G.T. and Cannon, J.P., (2000). Slotting allowances and fees: schools of thought and the views of practicing managers, Journal of Marketing, 64, 92–108.
3. Bolen, W.H., (1988). Contemporary Retailing, Third Edition Prentice Hall, New Jersey.
4. Cachon, G.P. and Lariviere, M.A., (2001). Turning the supply chain into a revenue chain, Harvard Business Review, 79, 20–21.
5. Cachon, G.P., (2003). Supply chain coordination with contracts, In: de Kok, A.G., Graves, S.C. (Eds.), Handbooks in Operations Research and Management Science, Elsevier, Boston, 11, 229–340.
6. Cachon, G.P. and KöK, A.G., (2010). Competing manufacturers in a retail supply chain: on contractual form and coordination, Management Science, 56(3), 571–589.
7. Cachon, G.P. and Lariviere, M.A., (2005). Supply chain coordination with revenue-sharing contracts: strengths and limitations, Management Science, 51, 30–44.
8. Cattani, K. and Heese, H.S., (2009). Seeking closure: competition in complementary markets, Decision Sciences, 40(4), 817–843.
9. Chauhan, S.S. and Proth, J.M., (2005). Analysis of a supply chain partnership with revenue sharing, International Journal Production Economics, 97(1), 44–51.
10. Chen, Y.L., Chen, J.M. and Tung, C.W., (2006). A data mining approach for retail knowledge discovery with consideration of the effect of shelf-space adjacency on sales, Decision Support Systems, 42(3), 1503–1520.
11. Chevalier, M., (1975). Increase in sales due to in-store display, Journal of Marketing Research, 12, 426–431.
12. Corbett, C.J., Zhou, D. and Tang, C.S., (2004). Designing supply contracts: contract type and information asymmetry, Management Science, 50, 550–559.
13. Corstjens, M. and Doyle, P., (1981). A model for optimizing retail space allocations, Management Science, 27(7), 822–833.
14. Corstjens, M. and Doyle, P., (1983). A dynamic model for strategically allocating retail space, Journal of Operational Research Society, 34(10), 943–951.
15. Coughlan, A.T., Anderson, E., Stern, L.W. and El-Ansary, A.I., (2001). Marketing Channels, sixth edition, Prentic Hall, New Jersey.
16. Coupe, K., (2004). How to beat the slotting allowance addiction, Chain Store Age, 80, 42–43.
17. Cox, K., (1964). The responsiveness of food sales to shelf space changes in supermarkets, Journal of Marketing Research, 1, 63–67.
18. Cox, K.K., (1970). The effect of shelf space upon sales of branded products, Journal of Marketing Research, 7(1), 55–58.
19. Curhan, R.C., (1972). The relationship between shelf space and unit sales in supermarkets, Journal of Marketing Research, 9, 406–412.
20. Curhan, R.C., (1973). Shelf space allocation and profit maximization in mass retailing, Journal of Marketing, 37, 54–60.
21. Dana, J.D. and Spier, K.E., 2001. Revenue sharing and vertical control in the video rental industry, The Journal of Industrial Economics, 49(3), 223–245.
22. Desiraju, R., (2001). New product introductions, slotting allowances, and retailer discretion, Journal of Retailing, 77, 335–358.
23. Desmet, P. and Renaudin, V., (1998). Estimation of product category sales responsiveness to allocated shelf space, International Journal of Research in Marketing, 15, 443–457.
24. Draganska, M., Klapper, D. and Villas-Boas, S.B., (2010). A larger slice or a larger pie? An empirical investigation of bargaining power in the distribution channel, Marketing Science, 29, 57–74.
25. Drèze, X., Hoch, S.J. and Purk, M.E., (1994). Shelf management and space elasticity, Journal of Retailing, 70(4), 301–326.
26. Eliashberg, J., Swami, S., Weinberg, C.B. and Wierenga, B. (2001). Implementing and evaluating silverscreen: a marketing management support system for movie exhibitors, Interfaces, 31(3): 108–127.
27. Fang, X. and Wang, Y., (2010). A model for partial product complementarity and strategic production decisions under demand uncertainty, Production and Operations Management, 19(3), 322–342.
28. Foros, Ø., Hagen, K.P. and Kind, H.J., (2009). Price-dependent profit sharing as a channel coordination device, Management Science, 55, 1280–1291.
29. Gerchak, Y. and Wang, Y., (2004). Revenue-sharing vs. wholesale-price contracts in assembly systems with random demand, Production and Operations Management, 13(1), 23–33.
30. Giannoccaro, I. and Pontrandolfo, P., (2004). Supply chain coordination by revenue sharing contracts, International Journal of Production Economics, 89, 131–139.
31. Ha, A.Y. and Tong, S., (2008). Revenue sharing contracts in a supply chain with uncontractible actions, Naval Research Logistics, 55, 419–431.
32. Jeuland, A.P. and Shugan, S.M., (1983). Managing channel profits, Marketing Science, 2(3), 239–272.
33. Jiang, L. and Wang, Y., (2010). Supplier competition in decentralized assembly systems with price-sensitive and uncertain demand, Manufacturing Service & Operations Management, 12(1), 93–101.
34. Kelly, K., (1991). The antitrust analysis of grocery slotting allowances: the procompetitive case, Journal of Public Policy & Marketing, 10, 187–198.
35. Kouvelis, P., Chambers, C. and Wang, H., (2006). Supply chain management research and production and operations management: Review, trends, and opportunities, Production and Operations Management, 15(3), 449–469.
36. Kotzan, J.A. and Evanson, R.V., (1969). Responsiveness of drug store sales to shelf space allocations, Journal of Marketing Research, 6(4), 465–469.
37. Koulamas, C., (2006). A newsvendor problem with revenue sharing and channel coordination, Decision Sciences, 37, 91–100.
38. Kuksov, D. and Pazgal, A., (2007). The effect of costs and competition on slotting allowances, Marketing Science, 26, 259–267.
39. Lariviere, M.A., (1999). Supply chain contracting and coordination with stochastic demand, S Tayur, M Magazine, R Ganeshan, eds. Quantitative Models for Supply Chain Management, Kluwer Academic Publishers, Dordrecht, The Netherlands, 233–268.
40. Larson, P.D. and DeMarais, R.A., (1999). Psychic stock : an independent variable category of inventory, International Journal of Physical Distribution & Materials Management, 29(7/8), 495–507.
41. Li, S. and Hua, Z., (2008). A note on channel performance under consignment contract with revenue sharing, European Journal of Operational Research, 184, 793–796.
42. Li, S., Zhu, Z. and Huang, L., (2009). Supply chain coordination and decision making under consignment contract with revenue sharing, International Journal of Production Economics, 120, 88–99.
43. Lucas, A., (1996). Shelf wars, Sales and Marketing Management, 148, 121.
44. Martín-Herrán, G., Taboubi, S. and Zaccour, G., (2006). The impact of manufacturers’ wholesale prices on a retailer’s shelf-space and pricing decisions, Decision Sciences, 37(1), 71–90.
45. McGuire, T. and Staelin, R., (1983). An equilibrium analysis of downstream vertical integration, Marketing Science, 2(2), 161–191.
46. Moorthy, K.S., (1987). Managing channel profit: Comment, Marketing Science, 6(4), 375–379.
47. Mortimer, J.H., (2008). Vertical contracts in the video rental industry, Review of Economic Studies, 75, 165–199.
48. Pasternack, B.A., (1985). Optimal pricing and return policies perishable commodities, Marketing Science, 4(2), 166–176.
49. Pasternack, B.A., (2002). Using revenue sharing to achieve channel coordination for a newsboy type inventory model, in J Geunes, PM Pardalos, and HE Romeijn, eds.: Supply Chain Management: Models, Applications, and Research Directions, Kluwer Academic Publishers, London, 117–136.
50. Rao, A.R. and Mahi, H., (2003). The price of launching a new product: empirical evidence on factors affecting the relative magnitude of slotting allowances, Marketing Science, 22, 246–268.
51. Ru, J. and Wang, Y., (2010). Consignment contracting: who should control inventory in the supply chain, European Journal of Operational Research, 201, 760–769.
52. Sandholm, T., Levine, D., Concordia, M. and Martyn, P., (2006). Changing the game in strategic sourcing at Procter & Gamble: expressive competition enabled by optimization, Interfaces, 36(1), 55–68.
53. Shi, C. and Chen, B., (2007). Pareto-optimal contracts for a supply chain with satisficing objectives, Journal of Operational Research Society, 58, 751–759.
54. Sudhir, K. and Rao, V.R., (2006). Do slotting allowances enhance efficiency or hinder competition, Journal of Marketing Research, 43, 137–155.
55. Sullivan, M.W., (1997). Slotting allowances and the market for new products, The Journal of Law and Economics, 40, 461–493.
56. Tsay, A.A., Nahmias, S. and Agrawal, N., (1999). Modeling Supply chain contracts: A review, S Tayur, M Magazine, R Ganeshan, eds, Quantitative Models for Supply Chain Management, Kluwer Academic Publishers, Dordrecht, The Netherlands, 299–336.
57. Turcsik, R., (2002). Efficiency on consignment, Progressive Grocer, 81(2), 29–31.
58. Urban, T.L., (2002). The interdependence of inventory management and retail shelf management, International Journal of Physical Distribution & Logistics Management, 32(1), 41–58.
59. Urban, T.L., (2005). Inventory models with inventory-level-dependent demand: a comprehensive review and unifying theory, European Journal of Operational Research, 162(3), 792–804.
60. van der Veen, J.A.A. and Venugopal, V. (2005). Using revenue sharing to create win-win in the video rental supply chain, Journal of Operational Research Society, 56, 757–762.
61. Wang, H., (2006). Slotting allowances and retailer market power, Journal of Economic Studies, 33, 68–77.
62. Wang, Y. and Gerchak, Y., (2001). Supply chain coordination when demand is shelf-space dependent, Manufacturing Service & Operations Management, 3(1), 82–87.
63. Wang, Y., Jiang, L. and Shen, Z.J., (2004). Channel performance under consignment contract with revenue sharing, Management Science, 50, 34–47.
64. Wilkie, W.L., Desrochers, D.M. and Gundlach, G.T., (2002). Marketing research and public policy: the case of slotting fees, Journal of Public Policy & Marketing, 21, 275–288.
65. Williams, M.K., (2000). Making consignment- and vendor- managed inventory work for you, Hospital Materiel Management Quarterly, 21, 59–63.

指導教授

陳振明(Jen-Ming Chen)

審核日期

2010-12-28

推文