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研究生:林育寬
研究生(外文):Lin, Yu-Kuan
論文名稱:考量顧客偏好及次新鮮商品加工之易腐性商品零售策略
論文名稱(外文):Retail Strategy of Perishable Goods with Consideration of Customer Heterogeneity and the Processing of Secondary Fresh Goods
指導教授:黃宇翔黃宇翔引用關係
指導教授(外文):Huang, Yeu-Shiang
口試委員:劉任修胡政宏翁慈宗
口試委員(外文):Ren-Shiou LiuCheng-Hung HuTzu-Tsung Wong
口試日期:2017-06-10
學位類別:碩士
校院名稱:國立成功大學
系所名稱:工業與資訊管理學系
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:69
中文關鍵詞:易腐性商品生鮮商品顧客偏好定價策略報童模式
外文關鍵詞:Perishable GoodsFresh ProduceConsumer PreferencePricing StrategyNewsvendor Problem
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隨著生活消費型態改變,人們購買生鮮商品不再只局限於傳統的早市或是黃昏市場,超市或量販店等零售商的銷售額中,生鮮商品所占之比例也越來越高,但因生鮮商品本身屬於易腐性商品,受其易腐特性的影響,在有限的販售期限內必須將固定量的商品銷售完畢,剩餘的過期商品則面臨銷毀,造成浪費,零售商為滿足顧客需求,在大量進貨的同時,難免會伴隨著大量的浪費,而現今多數先進國家環保意識抬頭,對於此類生鮮食材的浪費,也漸漸開始制定法規加以限制或罰款,因此零售商除了追求利潤,亦要就環保的觀點來思考關於過期商品的浪費問題。
本研究提出市場上存在一販售生鮮商品之零售商,其新鮮商品為單期銷售且單一定價,但零售商可考慮是否採用別種銷售情境,即是將原本銷售期分為兩階段,第一階段販售新鮮商品第二階段則是販售經過輕度加工之次新鮮商品,本研究將市場需求區分為兩種類型之顧客:新鮮度敏感型消費者與價格敏感型消費者,零售商考量各銷售模式與各階段之商品定價、成本等參數對整體期望利潤的影響,在不降低本身利潤的同時減少浪費,本研究利用兩種顧客類型之效用模型求解顧客購買商品的機率,再利用此機率求得消費者在不同銷售模式中對商品需求之分配,進一步求得零售商在兩種銷售模式中之期望利潤,並透過數值分析與敏感度分析提供不同參數環境下兩種銷售模式的期望利潤比較供零售商做為參考,結果發現零售商採取兩階段銷售模式能獲得較佳之期望利潤,只有單期銷售模式新鮮商品定價遠大於兩階段銷售模式新鮮商品定價的時候,零售商採兩階段銷售模式才不會獲得較佳之利潤,且零售商採用兩階段銷售模式後,亦可求取新訂購量代入兩階段銷售模式以獲得更高之利潤,但此方法會受到各參數變動之影響,未必能獲得更高之期望利潤。
This study considers a retailer, who offers fresh produce at stage one and inferior fresh produce and lightly processed goods from unsalable fresh produce due to its deterioration at stage two, in the market. Therefore, unsalable fresh produce at stage one would become lightly processed goods at stage two, which would enhance the add-on value and reduce the inventory of fresh produce and waste. The retailer classifies consumers into freshness and convenience sensitive ones in the market. The retailer considers not only the effects that the different product pricing at the two stages has on the two types of consumers but also the quantity, pricing, and cost of the lightly processed goods with the aims of minimizing the food waste and maximizing the his profit. This study investigates the consumers’ perceived utilities on the goods and demand for the fresh produce at stage one and inferior fresh produce and lightly process goods at stage two to obtain the optimal product pricing and proportion of the lightly processed goods. We also perform a numerical example and sensitivity analysis to investigate the effects that the related factors have on the retailer’s profit. We find that the retailer can obtain the expected profit by using the two-stage sales model.
摘要 I
表目錄 X
圖目錄 XI
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 1
第三節 研究目的 2
第四節 研究範圍與重要性 3
第五節 論文架構與研究流程 3
第二章 文獻探討 5
第一節 易腐性商品 5
第二節 易腐性商品之消費者行為 10
第三節 易腐性商品的定價 15
第三章 不同銷售模式之期望利潤與訂購量 19
第一節 問題描述 19
第二節 研究架構 22
第三節 模型建構 24
第四章 範例與敏感度分析 50
第一節 範例分析 50
第二節 敏感度分析 54
第五章 結論與建議 60
第一節 研究貢獻 60
第二節 研究限制 61
第三節 未來研究方向 61
參考文獻 63
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