臺灣博碩士論文加值系統

本研究所探討兩階層供應鏈架構，整合雙通路、退貨策略與第二次銷售為議題，討論製造商與零售商考量流行性產品之市場，而消費者可以從間接通路向零售商購買產品，也可利用直接通路向製造商直接購買，供應鏈成員以退貨策略為協商機制，允許零售商在銷售期間結束時可以進行退貨，製造商將整合在間接通路與直接通路上未賣出的產品，進行促銷活動透過直接通路將存貨進行第二次銷售出清，並利用賽局理論中Stackelberg賽局，以製造商為先行者而零售商為後行者的情況下找尋彼此之策略，並透過參數分析來探討製造商與零售商於雙通路的決策行為的影響。
因為本研究無法求得最佳解的通式，所以建構一疊代演算法來求出的近似解，並進一步經由數值分析來獲得管理方面的意涵。經由分析後可推論以下幾個結論:一、當批發價升高時，零售商因進貨成本的提升會使利潤相對減少，而製造商的利潤會相對增加。二、出清折數升高時對於零售商的利潤影響不大，但對製造商於言利潤會隨之提升。三、退貨策略搭配第二次銷售時，零售商的利潤主要會因退貨機制中而有所增加，而製造商的利潤會因第二次銷售而增加，故此策略搭配確實可使製造商與零售商的利潤接最大化。四、直接通路之市場規模的成長不僅會增加製造商的的利潤，零售商的利潤也會隨之增加。

The study is based on a two-echelon supply chain with a single period product, and integrated dual-channel, returns policy and second sale to discuss retailer’s order quantity and pricing decision. Consumers can purchase products from retailer by the indirect channel, or use the direct channel to purchase products from the manufacturer. We assume manufacturer as first mover and retailer as follower, and use Stackelberg game to find the strategy for each other. By parametric analysis to investigate those decision of manufacturer and retailer in the dual channel.
The study develops an iterative algorithm to achieve the approximate optimal solution. Based on the numerical analysis, we can find the following results: First, when the wholesale price increases, retailer’s profit will reduce due to purchasing cost increases and the manufacturer's profit will increase. Second, when the promotional price rises, retailer’s profit won’t change, but the manufacturer's profit will increase. Third, the returns policy with the second sale, the retailer's profit mainly due to returns policy will increase, and the manufacturer's profit will increase due to the second sale, therefore mixed strategy do maximize the profit of manufacturer and retailer. Fourth, if the market of the direct path grows up, the profit of manufacturer will increase, the profit of manufacturer will also increase.

目錄
摘要.i
Abstract.ii
誌謝.iii
目錄.iv
表目錄.vii
圖目錄.viii
第一章 緒論.1
1.1研究背景.1
1.2研究目的.4
1.3研究範圍與重要性.5
1.4研究架構.5
第二章 文獻探討.8
2.1單期模式問題.8
2.1.1典型單期模式問題之特性.8
2.1.2典型單期模式問題之模式.9
2.1.3典型單期模式問題之相關文獻回顧.10
2.2市場競爭.13
2.2.1賽局理論.14
2.2.2市場結構.15
2.3 通路.17
2.3.1通路結構.17
2.3.2多通路之協調.20
2.4退貨政策.23
2.5小結.24
第三章 模式建構與求解.25
3.1模式情境描述.25
3.2模式假設條件.27
3.3符號定義與說明.28
3.4模式建立.30
3.4.1需求函式.30
3.4.2零售商之期望利潤式.31
3.4.3製造商之期望利潤式.34
3.5 模式求解.37
3.5.1零售商之決策.37
3.5.2製造商之決策.39
3.6 小結.42
第四章 演算法與數值分析.43
4.1演算法建構.43
4.1.1零售商的價格範圍.43
4.1.2製造商的價格範圍.44
4.1.3疊代演算法.44
4.2 數值分析.47
4.2.1範例說明與結果.47
4.2.2敏感度分析.49
4.3小結.63
第五章 結論與未來研究方向.64
5.1結論.64
5.2研究限制.65
5.3未來研究方向.66
參考文獻.67
附錄A 零售商模式推導過程.71
附錄B 製造商模式推導過程.75
附錄C 零售商期望利潤式凹凸性驗證.79

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