臺灣博碩士論文加值系統

大量生產且規格統一的產品已經無法滿足消費者需求，取而代之的是客製化、少量多樣化的產品，以致造成產品生命週期縮短。由於此類單期商品之不確定特性，常造成零售商難以預測市場需求，因此面臨存貨不足或過多的問題，進而損害到其利潤、乃至供應鏈整體利潤。因此，在面對此種單期商品時，零售商訂購量及行銷費用的決定，對於本身利潤及供應鏈整體利潤影響甚鉅。
買回政策經常被用在單期商品銷售中，分攤不確定需求之風險，以刺激零售商增加訂購量，使得製造商獲得更大利潤。零售商採取行銷活動的目的則在於刺激顧客購買的慾望，提升顧客的需求，進而提升零售商利潤。
本研究主要探討供應鏈中，製造商為領導者，零售商為跟隨者，針對單期產品的特性，在考慮顧客對產品的需求會受到市場行銷所影響，同時製造商利用買回政策，促使零售商提高訂購量，在追求零售商利潤最大化為目標下，制定最佳訂購量和行銷費用。
最後研究結果顯示，買回政策的使用及行銷費用的投入，在分散式的供應鏈環境下，對於整體供應鏈利潤是有正向的幫助。另外當供應鏈成員間只有一方在負擔行銷方面的成本時，搭配買回政策的使用，共同分攤風險，會使得雙方的利潤明顯提升。此外，透過參數分析發現，價格彈性係數造成利潤下降的幅度較行銷費用彈性係數來得高，顯示市場對於價格的高低是較為敏感的。

To meet customer requirements in product varieties, products are more often customized than past. This strategy makes product life cycle shorter and product demand unpredictable. The uncertainty of such single-period products usually results in inventory shortage or overstock in the supply chain, which deteriorates retailer’s and/or supply-chain’s profits.
Buy-back contract is often used in the single-period product sales to share inventory risks and to encourage retailers to increase their order quantities. In the meantime, marketing efforts are taken by retailers to promote customer demands.
The study focuses on a Stackelberg’s supply chain with one manufacturer as the leader and one retailer as the follower to determine the optimal order quantity and marketing expense of the retailer to maximize retailer’s profit with buy-back contract provided by the manufacturer and marketing efforts adopted from the retailer. Different scenario models are developed. Optimal decisions are proved and derived for each model. Sample data are applied and several results are observed.
It is found that buy-back contract and marketing efforts will provide positive effects to the profits of the retailer and the overall supply chain. The effects are most significant when both are applied. Coefficients of the demand function are investigated to find that customers are more sensitive to the price than to other marketing efforts.

摘要 i
Abstract ii
致謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
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 研究流程 3
第二章 文獻回顧 5
2.1 單期模式 5
2.2 供應鏈合約模式 7
2.3 買回政策（buy-back contract） 10
2.4 市場行銷效應 12
第三章 問題定義 15
3.1 問題定義 15
3.2 環境描述 15
3.3 研究假設 17
3.4 模式推導 17
3.4.1 決策變數 18
3.4.2 符號定義 18
3.4.3 基本模式 20
3.4.4 只考慮部分買回政策之模式 20
3.4.5 只考慮投入行銷費用之模式 21
3.4.6 同時考慮部分買回與行銷之模式 22
第四章 模式求解 24
4.1 基本模式求解 25
4.2 只考慮部分買回政策之模式求解 26
4.3 只考慮投入行銷費用之模式求解 26
4.4 同時考慮部分買回與投入行銷費用之模式求解 28
第五章 數值範例與參數分析 30
5.1 範例參數設定 30
5.2 買回政策的影響 32
5.3 投入行銷費用的影響 36
5.4 需求函數係數的敏感度分析 41
第六章 結論與建議 43
參考文獻 45
中文文獻 45
英文文獻 45
附錄一 只考慮投入行銷費用下，赫茲矩陣求解 49
附錄二 同時考慮部分買回與投入行銷費用下，赫茲矩陣求解 52

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