臺灣博碩士論文加值系統

一般而言，直接銷售通道無須實體店面存在，相較於傳統零售通道來得更便利，且具有價格低與商品多樣化之特性，因此顧客對於電視以及網路購物之意願日益提升。由於現今消費者對於服務品質之重視，其中交貨前置時間又為重要之衡量指標，故產品價格不再只是消費者購買產品之唯一指標，因此本研究在符合條件限制下，建構一直銷系統模型，其中通道需求之特色在於同時將交貨前置時間與產品價格納入考量。
本研究之目的在以製造商總利潤最大為衡量指標，針對產品訂價與製造商銷售期數兩決策進行相關探討。因此首先透過例題設計與實驗了解直銷系統運作之行為模式。在訂價策略實驗分析中發現，訂價愈接近基礎價格，產品最佳銷售期數愈長、總利潤也愈高，同時可銷售期數範圍也愈廣，若製造商希望短期經營總利潤最大，則可選擇較低之期初價格。於敏感度分析中針對產品訂價與銷售期數進行探討，其中發現各項參數對於製造商決策有相當程度影響，因此根據實驗分析結果提供決策者在實際情況下最佳決策建議。

To many consumers, the direct sales channel is more convenient than the retail channel. Customers are also more willing to shop through web sites and TV because of the lower price and variety of products. One major factor that affects service quality of the direct sales channel is the delivery lead time. Therefore, this research constructs a direct sales channel model where customer demand is sensitive to both sales price and delivery lead time.
The aim of this research is to probe into the sales price and the sales duration decisions with the objective of maximizing total profit. By utilizing the developed model, numerical experiment and sensitivity analysis are conducted and we are able to gain insight into the behavior pattern of the direct sales channel. Our results reveal that when the sales price is set closer to be basic price level, the optimal sales duration is longer and the total profit higher. However, if the product is to be sold for shorter periods of time, then it is more beneficial to set lower sales prices. The outcome of the sensitivity analysis shows how various factors influence decision making and profits. Our findings may serve as a practical reference to decision makers in practice.

摘要 i
ABSTRACT ii
圖目錄 v
表目錄 vi
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究方法與架構 4
第二章 文獻探討與回顧 6
2.1銷售通道 6
2.1.1銷售通道之定義 6
2.1.2銷售通道之結構 7
2.2直接銷售通道 9
2.3雙銷售通道 10
2.4前置時間 13
2.5小結 15
第三章 系統模型介紹與建構 16
3.1直銷通道系統介紹 16
3.2符號定義與研究假設限制 19
3.2.1符號定義與說明 19
3.2.2基本假設與限制 20
3.3數學模式建構 21
3.3.1直銷通道相關公式建立 21
3.3.2直銷通道需求與交貨前置時間公式設定 22
3.3.3直銷通道模型運作流程 24
3.3.4直銷通道模型製造商相關成本 25
3.3.5直銷通道模型每期製造商總相關成本與單期利潤 26
3.4公式推導 26
3.5案例測試 37
3.5.1基礎價格 37
3.5.2實驗與分析 37
3.6小結： 46
第四章 實驗設計與分析 47
4.1基本例題與實驗設計 47
4.1.1基本例題參數設定 47
4.1.2實驗設計 48
4.2產品訂價策略相關分析 49
4.3各項參數敏感度分析 60
4.3.1前置時間敏感度分析 60
4.3.2價格敏感度分析 71
4.3.3基礎需求敏感度分析 81
4.3.4單位缺貨成本敏感度分析 90
4.3.5單位製造成本敏感度分析 97
4.4總結 104
第五章 結論與建議 107
5.1研究結論 107
5.2未來研究建議 109
參考文獻 110

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