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研究生:董奐呈
研究生(外文):Huan-Cheng Dong
論文名稱:行銷通路對行銷績效之影響-以賽局理論分析
論文名稱(外文):A Study of Marketing Channel Impact on Marketing Performance – The Analysis of the Game Theory
指導教授:胡同來胡同來引用關係
指導教授(外文):Tung-Lai Hu
口試委員:謝文雀許鉅秉郭人介
口試委員(外文):Wen-Chueh HsiehJiuh-Biing SheuRen-Jieh Kuo
口試日期:2008-06-06
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:工業工程與管理研究所
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:54
中文關鍵詞:行銷通路行銷績效交易成本賽局理論
外文關鍵詞:marketing channelmarketing performancetransaction costgame theory
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  在過去的行銷研究中,特別是在行銷與經濟相關之文獻上,有關於通路的競爭與整合等議題早有多方面顯著的發展。然而,大多有關行銷通路的相關文獻,還是沿用一般的傳統經濟學理論及需求函數,卻忽略了交易成本的影響。
  本研究之主要目的在於當考量交易成本的情況下,並運用Stackelberg賽局理論的分析方法,來考量製造商與零售商之間的非合作結構之競爭狀況。研究重點將會分析當通路成員支付交易成本後,對於各廠商之間的銷售量、單位利潤、總利潤之影響。並透過這樣的研究方式,給予最適宜的行銷與管理意含,藉以提示企業須重視顧客價值。
Traditional research identified equilibrium marketing channel competition and coordination by using a classical demand function, and classical economic theory often ignored transaction costs.
This research develops channel decision marking when transaction costs exist. Game theory is used to compare a non-cooperative equilibrium of a differential game played under Stackelberg strategies.By focusing on the effect of the retailer’s (or distributor’s) transaction costs with respect to the marketing decision variables, especially the sales volume and the profit of channel members. Therefore,this research is to point out a business need to pay attention to the customer vale.
摘要……………………………………………………………………I
ABSTRACT………………………………………………………………II
誌謝……………………………………………………………………III
目錄……………………………………………………………………IV
表目錄…………………………………………………………………VI
圖目錄…………………………………………………………………VII
使用符號覽表…………………………………………………………VIII
第一章 緒論…………………………………………………………01
1.1 研究動機………………………………………………….01
1.2 研究目的………………………………………………….01
1.3 研究問題………………………………………………….02
1.4 本文結構………………………………………………….05
第二章 文獻探討……………………………………………………07
2.1 交易成本………………………………………………….07
2.2 賽局理論………………………………………………….09
2.3 行銷通路………………………………………………….10
2.4 通路結構與賽局分析…………………………………….11
2.5 通路競爭與賽局分析…………………………………….14
2.6 行銷績效………………………………………………….16
2.7 本章小結………………………………………………….18
第三章 通路選擇與需求函數………………………………………19
3.1 消費者通路購買選擇模式……………………………….19
3.2 含交易成本之需求函數………………………………….22
3.3 本章小結………………………………………………….25
第四章 考量交易成本下之行銷通路………………………………26
4.1 當製造商是市場上的領導者…………………………….26
4.2 當零售商是市場上的領導者…………………………….32
4.3 比較與分析……………………………………………….36
第五章 結論…………………………………………………………40
5.1 銷售量之分析…………………………………………….40
5.2 單位利潤與總利潤之分析……………………………….41
5.3 交易成本之影響………………………………………….41
5.4 交易成本效率係數之影響……………………………….43
5.5 行銷意涵………………………………………………….45
5.6 研究貢獻………………………………………………….45
5.6 未來研究方向…………………………………………….47
參考文獻………………………………………………………………48
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