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研究生:柯婷文
研究生(外文):Ting-Wun Ke
論文名稱:避免通路衝突之產品定位與存貨管理
論文名稱(外文):Avoiding channel conflict by product positioning and inventory management
指導教授:陳彥銘陳彥銘引用關係
指導教授(外文):Yen-Ming Chen
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:運籌管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:57
中文關鍵詞:coordination存貨風險通路衝突產品定位
外文關鍵詞:Product PositioningInventory ManagementChannel Conflict
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多元的銷售通路使得製造商有更多選擇,我們分析在什麼情況之下製造商會開啟直接通路銷售產品,而開啟直接通路後與原本合作夥伴變成了競爭對手,為了避免這樣的狀況發生,雙通路中必須採取追隨差異化策略。

當製造商開啟直接通路後採取「忍讓策略」時,直接通路價格低於零售通路產品價格,且銷售的產品又比零售通路更低端定位,這樣情況之下,直接通路在市場上不具競爭力,僅為了避免零售商的抗議,若市場需求變異大的產品(如奢侈品)直接通路銷售成本、零售通路短缺成本與存貨持有成本增加時,建議雙通路產品差異化大。當製造商採取「輔助策略」時,直接通路產品價格高於零售通路且銷售低端定位的產品,在市場上消費者易於傾向高端定位且訂價較低的零售通路,此時,直接通路演變成幫助零售通路銷售,若市場需求變異小的產品(如必需品)製造成本、零售通路銷售成本與市場平均需求增加,建議雙通路產品差異化大。

我們主要目的證明差異化策略能使雙通路達到coordination,研究結果發現零售通路的產品定位為直接通路產品定位的2/5倍時,且直接通路銷售成本與零售通路銷售成本為產品差異化線性組合加總,此時為最佳的定位方式,同時讓雙通路賺取最大利潤。
The multiple selling channel makes manufacturers having more options, the study analyze manufacturers would open a direct channel to sell products in which circumstances. However, open a direct channel would turn into a competitor for initial partner. In order to avoid this situation, the follow differentiation strategy must be taken to meet dual channel.
When the manufacturer opening a direct channel and adopt" forbearance strategy " ,the direct channel would not be competitive merely avoid the retailer’s protest, the study propose dual-channel high product differentiation. When manufacturers adopt" auxiliary strategy", the direct channel could helping retailer channel to sell, the study propose dual-channel high product differentiation.
The main purpose of study is prove differentiation strategy could make dual channel achieve coordination, the research result founded the retailer channel product position is 2/5 times of the direct channel position also the direct channel cost of selling and retailer channel cost of selling which are the sum of product linear combination. It will be the best product positioning ,while allowing dual channel to make maximum profit.
目錄
摘要 I
ABSTRACT II
致謝 III
目錄 IV
表目錄 V
圖目錄 VI
一、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 3
1.4研究架構 4
二、文獻回顧 5
2.1通路衝突 5
2.2 差異化 10
2.3存貨管理 15
三、研究假設 19
3.1模型基本假設 19
3.2製造商與零售商基本求解 23
3.3 市場coordination求解 25
四、研究分析 27
4.1開啟直接通路的條件 27
4.2開啟直接通路獲利力 31
4.3存貨風險對產品定位策略影響 32
4.4市場需求變異對產品定位策略影響 34
4.5差異化策略coordinate雙通路 36
五、結論與建議 37
5.1結論 37
5.2建議 38
參考文獻 39
附錄 43
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