跳到主要內容

臺灣博碩士論文加值系統

(34.204.180.223) 您好!臺灣時間:2021/08/01 16:18
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:鄭士蘋
研究生(外文):Shih-Ping Jeng
論文名稱:製造商的退貨策略與產品線設計
論文名稱(外文):The Manufacturer''s Returns Policy and the Product Line Design
指導教授:周善瑜周善瑜引用關係
指導教授(外文):Shan-Yu Chou
學位類別:博士
校院名稱:國立臺灣大學
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2000
畢業學年度:88
語文別:中文
論文頁數:75
中文關鍵詞:退貨策略產品線設計區隔效果
外文關鍵詞:Returns PolicyProduct Line DesignScreening
相關次數:
  • 被引用被引用:3
  • 點閱點閱:240
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
廠商對顧客提供退貨保證在實務上已經非常普遍。本研究探討當一多產品的廠商提供退貨保證時,對其目標行銷與產品線設計的影響。我們發現在整合通路下,退貨保證會有區隔顧客的效果,因此即使退貨會造成營業損失,廠商仍然可能對顧客提供退貨保證。為了強化此效果,此時製造商會拉大產品線上的產品品質差異,降低低端產品的品質,使目標行銷更容易達成。而在非整合通路下,如果製造商允諾自零售商處回收顧客的退貨,此退貨策略能減輕零售商的動機問題。此時製造商能夠以較低的成本達到目標行銷,因此製造商提供退貨保證有達到通路合作的效果。如果產品品質在購買前不可觀察,則廠商的退貨保證還有傳訊與誘因的效果。相較於品質較低的產品,品質較高的產品會保證顧客退貨得到較高的退款。此外,退貨保證能使製造商有誘因生產品質較高的產品。
Returns policies which allow consumers to return products for a refund are commonly offered by manufacturers. In this research, we characterize the optimal returns policy for a manufacturer who designs a product line to serve several market segments. We find that in the coordinated channel, the manufacturer tends to offer too much returns policy in the sense that a returns policy is used to screen consumers even though it is socially inefficient. Accordingly, there tends to be too little quality provision for low-end items for in the product line. In the uncoordinated channel, the retailer would be more willing to target different market segments if the manufacturer commits to accept returns. Therefore, the manufacturer''s returns policy can be used to alleviate the retailer''s incentive problem, which is helpful to achieve channel cooperation. If the product quality is unobservable, the manufacturer''s returns policy can signal a high quality of the product by a larger refund. In addition to this, returns policies can serve as an incentive device for the manufacturer not to cheat on quality.
封面
目錄
頁次
謝辭
中文摘要
英文摘要
圖表目錄
第一章 緒論
第一節 研究動機與目的
第二節 文獻回顧
第三節 研究內容
第二章 整合通路下,且產品品質可觀察時,製造商的最適決策
第一節 賽局結構、假設與模型
第二節 退貨具有經濟效率的情況
第三節 退貨不具有經濟效率的情況
第四節 綜合討論
本章附錄
第三章 非合通路下,且產品品質可觀察時,製造商的最適決策
第一節 賽局結構、假設與模型
第二節 零售商會銷售產品線所有產品的情況
第三節 退貨具有經濟效率,且零售商可以選擇銷售哪一種產品的情況
第四節 退貨不具有經濟效率,且零售商可以選擇銷售哪一種產品的情況
第五節 綜合討論
本章附錄
第四章 產品品質不可觀察時的製造商決策
第一節 賽局模型與均衡
第二節 結果討論
本章附錄
第五章 結論與建議
第一節 結論
第二節 可驗證的假設與管理意義
第二節 研究限制與未來研究方向
參考文獻
Balachander, S., and K. Srinivasan (1994), "Selection of Product Line Qualities and Prices to Signal Competitive Advantage," Management Science, 40, 7, 824-841.
Braverman, A., J. L. Guasch, and S. Salop (1983), "Defects in Disneyland: Quality Control as a Two-Part Tariff," Review of Economics Studies, 50, 121-132.
Davis, S., E. Gerstner, and M., Hagerty (1995), "Money Back Grarantees in Retailing: Matching Products to Consumer Tastes," Journal of Retailing, 71, 1, 7-22.
Davis, S., M. Hagerty, and E. Gerstner (1998), "Return Policies and the Optimal Level of ''Hassle''," Journal of Economics and Business, 50, 445-460.
Dobson, G. and S. Kalish (1988), "Positioning and Pricing a Product Line," Marketing Science, 7, 1, 107-125.
Emons, W. (1989), "The Theory of Warranty Contracts," Journal of Economic Surveys, 3, 1, 42-57.
Gerstner, E. and J. Hess (1995), "Pull Promotions and Channel Coordination," Marketing Science, 14, 1, 43-60.
Grossman S. J. (1981), "The Informational Role of Warranties and Private Disclosure about Product Quality," Journal of Law and Economics, 24, 3, 461-483.
Hess, D. J., W. Chu, and E. Gerstner (1996), "Controlling Product Returns in Direct Marketing," Marketing Letters, 7, 4, 307-317.
Jeuland, A. and S. Shugan (1983), "Managing Channel Profits," Marketing Science, 2, 3, 239-272.
Kandel, E. (1996), "The Right to Return," Journal of Law and Economics, April, 329-356.
Kotler, P. (1997), Marketing Management-Analysis, Planning, Implementation, and Control, Prentice Hall.
Kubo, Y. (1986), "Quality Uncertainty and Guarantee-A Case of Strategic Market Segmentation by a Monopolist," European Economic Review, 30, 1063-1079.
Mann D., and, J. Wissink (1990), "Money-back Warranties vs. Replacement Warranties,'' American Economic Review, 80, 2, 432-436.
Matthews S. and J. Moore (1987), "Monopoly Provision of Quality and Warranties: an Exploration in the Theory of Multidimensional Screening," Economerica, 55, 2, 441-467.
Moorthy, K. S. (1984), "Marketing Segmentation, Self-selection, and Product Line Design," Marketing Science, 3, 4, 288-305.
Moorthy, K. S. and I. P. L. Png (1992), "Market Segmentation, Cannibalization, and the Timing of Product Introductions," Management Science, 38, 3, 345-359.
Mussa M., and S. Rosen (1978), "Monopoly and Product Quality," Journal of Economic Theory, 18, 141-168.
Oren, S., S. Smith, and R. Wilson (1984), "Pricing a Product Line," Journal of Business, 57, 1, 73-100.
Padmanabhan, V., and I. P. L. Png (1995), "Returns Policies: Make Money by Making Good," Sloan Management Review, Fall, 65-72.
Padmanabhan, V., and I. P. L. Png (1997), "Manufacturer''s Returns Policies and Retail Competition," Marketing Science, 16, 1, 81-94.
Padmanabhan, V., and R. Rao (1993), "Warranty Policy and Extended Service Contracts: Theory and an Application to Automobiles," Marketing Science, 12, 3, 230-247.
Pasternack, B. A. (1985), "Optimal Pricing and Return Policies for Perishable Commodities," Marketing Science, 4, 2, 166-176.
Reibstein, D. and H. Gatignon (1984), "Optimal Product Line Pricing: The Influence of Elasticities and Cross Elasticities," Journal of Marketing Research, 21, 259-267.
Saghafi, M. M. (1988), "Optimal Pricing to Maximize Profits and Achieve Market -Share Target for Single Product and Multiproduct Companies," in Issues in Pricing, Eds. By Timothy M. D., Lexington Books, 219-237.
Shieh, S. (1996), "Price and Money-Back Guarantees as Signals of Product Quality," Journal of Economics and Management Strategy, 5, 3, 361-377.
Spence, M. (1977), "Consumer Misperceptions, Product Failure and Producer Liability," Review of Economic Studies, 44, 561-572.
Tirole, J. (1988), The Theory of Industrial Organization, MIT Press, Cambridge, MA.
Villas-Boas J. M. (1988), "Product Line Design for a Distribution Channel," Marketing Science, 17, 2, 156-169.
Welling, L. D. (1989), "Satisfaction Guaranteed or Money (partially) Refunded: Efficient Refunds Under Asymmetric Information," Canadian Journal of Economics, 22, 1, 62-78.
Zenor, M. (1994), "The Profit Benefits of Category Management," Journal of Marketing Research, 31, 202-213.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top