由於全球食糧短缺問題越來越嚴重，而食物的浪費問題必須處理，特別是生鮮商品因保存期限短容易過期而被丟棄，台灣生鮮業者每年丟棄2萬9955公斤過期生鮮商品，換算成台幣每年丟棄成本高達38.1億元，如此龐大的丟棄成本將對生鮮零售商的利潤表現造成極大的影響，生鮮零售商在販賣生鮮商品時，常使用折扣減價策略來增加生鮮商品需求，若此銷售策略能使即期之生鮮商品需求增加，零售商就能減少生鮮商品丟棄的成本，進一步增加其獲利，而生鮮商品訂購量之決定也是獲利與否的關鍵，因此本研究探討生鮮商品銷售策略以及訂購量最佳化問題。
本研究針對三階段生鮮零售商銷售策略進行探討並建構模型，將生鮮商品銷售期間分為三個銷售期，分別為預購銷售期、主要銷售期以及促銷銷售期，預購銷售期以較高的價格售出生鮮商品；促銷銷售期以較低的價格售出生鮮商品，主要銷售期則以正常價格販賣，生鮮零售商於主要銷售期發出訂購，並以生鮮零售商期望利潤最大化的前提下，求得生鮮商品最佳訂購量與最佳銷售策略。最後藉由模式之性質與範例分析，討論生鮮零售商採取預購策略以及不採取預購策略二種不同情境下，分析各參數變動對最佳利潤與最佳訂購量之影響，分析結果指出由預購價格與主要價格的提高將降低生鮮商品訂購量，而促銷價格則不影響訂購量，新鮮度敏感顧客平均數將影響生鮮零售商利潤以及訂購量，而價格敏感顧客平均數之影響相對較小，當主要價格與訂購成本較高時，不採取預購銷售策略的利潤較佳；當新鮮度愛好程度與愛好折價券程度較高時，採取預購銷售策略的利潤為較佳；當主要銷售期服務水準與促銷銷售期服務水準較低時，採取預購銷售策略的利潤較佳。

The global food shortage problem becomes serious. However, food waste has to be paid attention, especially fresh produce, which may be disposed after short shelf life. The advanced technology and flourish development of the Internet enable consumers to easily obtain information, which result in the rapid growth of commerce and intense product competition in the market. Retailers often use different selling strategies and promotions to attract consumers to purchase goods. This study proposes a three-stage selling model for fresh produce, where the first period is the advance selling period, the second is the main selling period, and the third is the clearance selling period. Advance selling helps retailers to reduce demand uncertainty. Clearance selling helps retailers to increase demand. There are two types of customers who are price sensitive customers and freshness sensitive customers. The prices are diffident at diffident selling periods. The price of the advance selling period is higher than that of the main selling period, and the price of clearance selling period is lower than that of the main selling period. The retailer of fresh produce has to determine the optimal order quantity at the beginning of main selling period. This is also a standard newsvendor problem, and we have to obtain optimal expected profit for the retailer. This study considers the effects that customer heterogeneity and different product factors have on the three-stage selling model for fresh produce with the aims of maximizing the retailer’s profit and customers’ perceived utility, and also uses a numerical example to investigate the effects that the related parameters have on the profit and order quantity. The obtained results indicate that the advanced selling strategy is beneficial for retailers when the services level of the main selling period and clearance selling period are both low.

摘要 I
英文摘要 II
誌謝 VIII
目錄 IX
圖目錄 X
表目錄 XII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究範圍與重要性 3
第五節 論文架構 4
第二章 文獻探討 5
第一節 生鮮商品 5
第二節 策略性顧客 8
第三節 動態定價 11
第三章 生鮮商品三階段銷售模式 17
第一節 問題描述 17
第二節 研究架構 20
第三節 模式建構 22
第四章 應用分析 55
第一節 範例分析 55
第二節 敏感度分析 58
第五章 結論與建議 72
第一節 研究貢獻 72
第二節 研究限制 73
第三節 未來研究方向 73
參考文獻 75
附錄 81

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