直接通路與間接通路雙競爭通路下的最佳訂價決策

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：19

、訪客IP：18.218.243.199

姓名

陳永琦(Yung-chi Chen) 查詢紙本館藏

畢業系所

工業管理研究所

論文名稱

直接通路與間接通路雙競爭通路下的最佳訂價決策
(Optimal pricing for dual-channel for direct and retailchannels with competition.)

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)

本研究主要考慮一個單一製造商與單一零售商面對著傳統通路和直接銷售通路的多通路結構之下，討論損耗性商品的最佳訂價策略，使用兩種賽局均衡要使得通路利潤最大化，製造商必須決策直接通路價格，而零售商必須決策傳統通路價格，而兩通路結構的價格是會互相影響，換句話說，製造商不僅僅供應零售商產品，也會變成競爭對手，在考量製造商在直接通路和傳統通路的通路成本，以及零售商的傳統通路成本，建構出兩通路成員的成本結構。
進而透過Stackelberg 均衡和Nash 均衡來解決兩通路上的價格均衡，盡量達到雙贏的決策，在Nash 均衡中是次一級的替選方案，即雙方都以對手的現行策略，做出最佳的因應策略；Stackelberg 均衡是考慮若兩者間存在領導者（製造商）與追隨者（零售商）之層級關係時，領導者在做決定前，會衡量追隨者在領導者的決定下的因應之策。而得到兩種均衡的最佳訂價價格，達到各別均衡的最大利潤的訂價策略，並觀察兩通路成員的價格與利潤高低，來提供決策者做決策考量。

摘要(英)

We consider a manufacture–retail supply chain for single perishable item consisting of a mix of a traditional retail channel and a direct channel. The demand is a linear function of price and price competition. We assume that both the manufacturer and the retailer choose their own price to maximize their respective profits.We will compare with Stackelberg and Nash game in a mixed retail and direct channels of distribution system.
In Stackelberg game, the manufacturer is the leader and the retailer is the follower. The manufacturer will decide his price of direct channel first, after the
retailer will decide his price of traditional retail channel. In Nash game, the manufacturer and the retailer will optimize their own profit and decide their own price,
respectively. In sensitivity analysis, we study the profits and prices of both parties under different game and analyze the effects of key parameters on their profits and price by simulation. Our research finds that Stackelberg game have better profit and more expensive price than Nash game.

關鍵字(中)

★ 賽局
★ 損耗性商品
★ 直接通路
★ 間接通路

關鍵字(英)

★ game
★ direct channel
★ traditional retail channel
★ perishable item

論文目次

中文摘要.........................................................................................................................I
英文大綱....................................................................................................................... II
目錄..............................................................................................................................III
表目錄..........................................................................................................................IV
圖目錄...........................................................................................................................V
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.........................................................................................................5
1.4 研究架構.........................................................................................................6
第二章文獻探討....................................................................................................8
2.1 損耗性商品之相關文獻.................................................................................8
2.2 多通路之相關文獻.......................................................................................10
2.2.1 通路的定義........................................................................................10
2.2.2 通路的結構........................................................................................11
2.4 價格競爭.......................................................................................................14
2.5 多通路協調之相關文獻...............................................................................15
第三章模型分析..................................................................................................19
3.1 模型情境描述...............................................................................................19
3.2 假設與符號說明...........................................................................................20
3.2.1 基本假設............................................................................................20
3.2.2 符號定義與說明................................................................................20
3.3 模型建構.......................................................................................................21
3.4 賽局求解.......................................................................................................25
3.4.1 Stackelberg 均衡.................................................................................25
3.4.2 Nash 均衡...........................................................................................27
第四章數值分析..................................................................................................29
4.1 參數設計........................................................................................................29
4.2 數值分析.......................................................................................................30
4.3 Stackelberg 與Nash 均衡之敏感度分析......................................................31
第五章結論與未來研究方向..............................................................................49
5.1 結論...............................................................................................................49
5.2 未來研究方向...............................................................................................50
參考文獻......................................................................................................................51

參考文獻

1. AMA, American Marketing Association
http://www.marketingpower.com/content24159.php
2. Anderson, E., and Coughlan, A. T. (1987), “International Entry Expansion Via
Independent or Integrated Channel of Distribution,” Journal of Marketing, Vol.
14, Iss. 6, pp.71-82.
3. Aussadavut D. ,Ming F. ,Apurva J. and Kamran M. (2008), A supply chain
model with direct and retail channels. European Journal of Operational
Research 187. pp.691–718.
4. Bagozzi, R. P., Rosa, J. A., Celly, K. S., Coronel, F., & Coronel, F. F. (1998).
Marketing Management New Jersey: Prentice-Hall.
5. Balasubramanian, S., (1998). Mail versus Mall: A strategic analysis of
competition between direct marketers and conventional retailers. Marketing
Science 17, pp.181–195.
6. Berkowitz, Eric N., Roger A. Kerin, StevenW. Hartley andWilliam Rudelius
(1992), Marketing, 3rd ed., Homewood, IL.
7. Bowersox, D. J. , & Copper, M. B. (1990). Strategic Marketing Channel
Management. New York: McGraw-Hill p.4 & pp. 338-361
8. Bucklin, Louis P. (1966), ATheory of Distribution Channel Structure, Institude of
Business and Economic Research, University of California, Berkeley
9. Choi, S. (1991). Price competition in a channel structure with a common retailer.
Marketing Science. 10(4), pp.271-296.
10. Choi, S. (1996). Price Competition in a Duopoly Common Retailer Channel.
Journal of Retailing.72 (2),pp.117-134.
11. Chiang, W.K., Chhajed, D., Hess, J.D., (2003). Direct marketing, indirect profits:
A strategic analysis of dual-channel supply-chain design. Management Science
49, pp.1–20.
12. Dong-Qing Y., Xiaohang Y., Xiaoyin W., John L.,(2005). The impact of
information sharingon a returns policy with the addition of a direct channel. Int. J.
Production Economics 97, pp.196–209.
13. Gayer, A. and O. Shy (2003), “Internet and Peer-to-Peer Distributions in Markets
for Digital Products,” Economics Letters, Vol. 81, pp. 197-203.
14. Ganesh Iyer (1998).Coordinating channels under price and nonprice competition.
Marketing Science, Vol. 17, No. 4, pp. 338-355.
15. Guirdham, Maureen, (1972), The Management of Distribution Channels,Oxford, N.Y.: Program Press, pp.106.
16. Ghare, P. M. and Schrader, G. F., (1963). Amodel for an exponentially decaying
inventory. Journal of Industrial Engineering, Vol. 14, No. 5, pp. 238-243.
17. Hanover, D., (1999). It’s not a threat just a promise. Chain Store Age 75 (9),
pp.176.
18. 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
19. Kyle C., Wendell G., Hans S.H., Jayashankar S.,(2006). Boiling Frogs: Pricing
strategies for a Manufacturer adding a direct channel that competes with
traditional channel. Production and Operations Management. Muncie: Spring
2006. Vol. 15, Iss. 1; pp. 40, 17 pgs
20. Nobuo Matsubayashi, Yoshiyasu Yamada,(2008). A note on price and quality
competition between asymmetric firm. European journal of operational research
187,pp.571-581.
21. Mangalindan, M., (2005). Online retail sales are expected to rise to $172 billion
this year. The Wall Street Journal (May 24)
22. Moriarty, R.T., Moran, U., (1990). Managing hybrid marketing systems.
Harvard Business Review 68 (6), pp.146–155.
23. Moriarty, R.T., Swartz, G., Khuen, C.A., (1988). Managing hybrid channel
systems with automation, Marketing Science Institute, Cambridge, MA.Report
No 88-113
24. Nahmias, S., (1978). Perishable inventory theory: A review. Operations Research,
Vol. 30, No. 4, pp. 680-708.
25. Niels A.H. Agatz, Moritz Fleischmann *, Jo A.E.E. van Nunen,(2008).
E-fulfillment and multi-channel distribution – A review. European Journal of
Operational Research. Jun 1, 2008. Vol. 187, Iss. 2; pp. 339.
26. Raafat, F., (1991). Survey of literature on continuously deteriorating inventory
models. Journal of the Operational Research Society, Vol.42, No.1, pp. 27-37.
27. Rhee, B., Park, S.Y., (2000). Online stores as a new direct channel and emerging
hybrid channel system. Working paper, HKUST.
28. Sang-Hoon K., S. Chan Choi,(2007). The role of warehouse club membership
fee in retail competition. Journal of Retailing 83.pp.171-181.
29. Seong Y. Park,Hean Tat Keh ,(2003). Modeling hybrid distribution channels: a
game-theoretic analysis. Journal of Retailing and Consumer Services
10.pp.155–167
30. Stern, L. W., & El-Ansary, A. I. (1992). Marketing Channel.New Jersey:
Prentice-Hall, Englewood Cliffs.
31. Stringer, K., (2004). Style & substance: Shopper who blend store, catalog, and
web spend more. The Wall Street Journal (September 3).
32. Tsay, A., Agrawal, N., (2004). Channel conflict and coordination in the
E-commerce age. Production and Operations Management 13 (1),pp.93–110.
33. Wei-yu K.C., Dilip C., James D.H.,(2003). Direct marketing, indirect profits: A
strategic analysis of dual-channel supply-chain design. Management Science.
Linthicum: Jan . Vol. 49, Iss. 1; p. 1,pp.20
34. Wilder, C., (1999). HP’s online push. Information Week (May 31).
35. Xiaohang Y., John L.,(2006). Demand forecast sharing in a dual-channel supply
chain. European Journal of Operation Research, Vol. 174, pp. 646-667.

指導教授

陳振明(Jen-ming Chen)

審核日期

2008-6-30

推文