臺灣博碩士論文加值系統

本研究的主題乃是為個體零售業者在網路團購此一新型態通路上進行鋪貨時，給予適切的營運建議。網路團購平台如夠麻吉（Gomaji）在2010年進入團購市場，搶下全台灣五成以上的市占率，但因為受限於折扣及條件等限制，自2015年下半年開始，其成長逐步趨緩。有鑑於團購市場成長趨緩，夠麻吉（Gomaji）決定要向強調折扣的團購模式說再見，轉型為吃喝玩樂券平台，並且讓業者自行規畫最適合的優惠模式，提供顧客真正所需，才能與顧客建立長久關係。

透過觀察台灣團購網站，本研究可發現在此類通路上存在某些值得關注的特殊商業行為。首先，顧客若感受到團購網站存貨的數字持續降低時，可能由於口碑與從眾效應的影響，一般顧客會有更想去購買此項產品的動力，因而造成銷貨速度上升的現象。再者，由於團購網站屬於一般民生消費品的市場平台，此類市場上顧客的購買意願與商品訂價呈負相關，較高的銷售價格會提高零售商的利潤，但會降低客戶的購買率；相反地，降低銷售價格往往會提升許多產品銷售率，零售商淤仰賴合適的訂價策略以平衡兩造引力。簡言之，網路團購平台上預置存貨的多寡、產品價格之設定、以及上架週期之研議，皆可能會對消費者的購買需求量造成的影響。因此，本研究針對價格、存貨與需求之間關連性進行探討，藉此推導出網路團購之決策模型，以提供業者作為評估商品販售之參考。

如前所述，本研究推導網路團購決策模型之目的，乃用於支援相關業者執行舖貨上架的營運作業，具體言之，藉由本模式可進一步規劃商品的最適上架週期、備貨數量、以及販售價格，進而為業者謀取最佳利潤。此外，本研究藉由數值分析及敏感度分析以觀察各項變數在網路團購模型之影響程度。經由分析結果之觀察，影響目標模型最劇烈之參數為市場需求量上限，當需求量上限越高，網路團購業者可廣置商品數量，並拉長商品上架時間以提升販售商品之利潤，此結果符合一般商場預期。

Gomaji has entered the group-buying market since 2010. In Taiwan , Gomaji have more than 50 percent market share. In the second half of 2015, limited discounts and other market restrictions have slow down its growing rate. For this reason, Gomaji has decided to transform itself from a discount-oriented group-buying gadget to a coupons platform providing all the activities. Hence more and more product merchants are planning to use this new-style channel to reach their targeted consumers. However, the preferential schemes for merchants to use this channel and increase their benefits are rare in studies to date. Hence a discussion on the issue is presented in this research.
An interesting phenomenon can be observed in this marketing channel. When the inventory level posted on the website is decreasing, it possibly implies that more and more people are consuming this product/service. Due to the word-of-mouth effect, shoppers’ willing to buy can be expanded. For this reason, we assume the group-buying rate is positively correlated with the inventory level in this research. Another factor to the group-buying rate is the pricing strategy. Intuitively, higher prices will increase the retailer’s unit profit, but reduce the group-buying rate. Furthermore, on-line sales horizon also needs to be considered for which can affect both the retailer’s expenditure and the product sales volume. In short, this study uses inter-relationship between price, inventory, sales horizon, and inventory-dependent group-buying rate to derive a decision-support model.

Formulating an online group-buying decision model as a supporting scheme for merchants to determine time horizon, inventory quantity and price, and maximize their total sales profit is the purpose of this research. We use storage capacity, time horizon and price as the decision variables and achieve their optimal closed-form solution. Besides, we use numerical analysis and sensitivity analysis to identify the influence of each parameter in this decision model. The result shows market size is the most significant effect in our model. It is intuitive that online group-buying merchants should increase their initial inventory levels as market size increases.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 團購議題相關研究 7
第二節 需求與存貨相關之研究 10
第三節 價格與存貨相關之研究 12
第三章 模式建構 13
第四章 網路團購上架期間最適分析 19
第一節 網路團購利潤模型最適化分析 19
第二節 商品上架期間對利潤函數之驗證分析 21
第三節 商品販售價格對利潤函數之驗證分析 23
第四節 利潤函數之半負定性驗證 24
第五章 數值分析 25
第一節 網路團購模型分析 25
第二節 網路團購之敏感度分析 26
第六章 結論與未來研究限制 36
第一節 結論與研究貢獻 36
第二節 研究限制與未來研究方向 38
參考文獻 39

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