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    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/95543


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    題名: 具損耗性與多通路銷售特性之產品通路成員協調售價之決策-以農產品供應鏈為例
    A loss of properties and multi-channel selling price of the products of the channel members of the coordinating the decision-making - for example on agricultural supply chains
    作者: 莊欣樵
    貢獻者: 林我聰
    莊欣樵
    關鍵詞: 通路衝突
    價格競爭
    賽局協調
    日期: 2010
    上傳時間: 2016-05-09 16:27:57 (UTC+8)
    摘要: 以往供應鏈中的生產者，將產品販售給其下游的其他批發商．批發商再將產品販售給其下游的零售商或是大賣場等，最後消費者再向零售商和大賣場購買產品，由於資訊獲取或是購買管道便利性等等之限制．消費者在這樣的情況下，只能選擇向零售商和大賣場等通路成員購買商品。近年來，由於網際網路的普及和資訊傳遞管道的發達，銷售通路中的成員都開始利用傳統的通路和直接通路來販售產品時，通路衝突的現象也會伴隨著發生，在這樣的通路環境當中，每個通路成員不僅要致力於增加商品販賣的營收，也必須要維持其他通路成員和本身的合作利益關係。商品在傳統通路和間接通路販售的價格和流通的產品數量便成為了重要的決策問題。
    本研究針對上述的通路環境下所造成的通路競爭問題，提出一個價格協調的模型，透過賽局理論的協調方法，決定通路成員於直接通路和間接通路的產品販售價格，以獲取本身利潤最佳化，避免因通路衝突所造成的損失。本研究提出一個以賽局理論為基礎之決策模型，透過考量相關運銷成本的角度，建立協調價格的決策方式，並利用最佳化方法來求得通路成員間的流通分配量，研究也以具有相同通路環境的農產品供應鏈為例，實際將數據帶入協調模型加以運作，求出各通路成員間的協調價格及流通分配量。最後透過通路成員的利潤分析，驗證協調模型的合理性。並的到以下的結論：1.在直接和間接通路並存的銷售環境中，透過限制條件的確立和競爭價格的決策，通路成員仍然可以尋求到一個均衡的價格，來避免因通路成員間的價格競爭所產生的利潤損失。2.就整體供應鏈合作價值而言，協調價格的機制能夠維持通路中每個通路成員的合作關係，降低價格競爭關係下，所造成的不必要損失。
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    英文書籍
    1. Bagozzi, R. P., Rosa, J. A., Celly, K. S., Coronel, F., and Coronel, F. F., Marketing Management, Prentice-Hall, New Jersey,1998
    2. Berkowitz, Eric N., Roger A. Kerin, StevenW. Hartley and William Rudelius, Marketing, 3rd ed., Homewood, IL.,1992
    3. Bucklin, Louis P. , “A Theory of Distribution Channel Structure,” Institute of Business and Economic Research, University of California, Berkeley,1996
    4. Palamoutain, Joseph., Jr., " Distribution: Its Economic Conflicts ,"in Marketing Channel: A Conceptual Viewpoint,Bruce E. Mallen,ed.,John Wiley and Sons, Inc.,NewYork,1967
    5. Philip Kolter, Marketing Management:Analysis Planning Implementation and Control.7th ed, Prentice Hall, Inc., New Jersey,1991
    6. Stern, L. W. and El-Ansary, A. I. , Marketing Channel ,Prentice-Hall, Englewood Cliffs, New Jersey,1992
    7. Bagozzi, R. P., Rosa, J. A., Celly, K. S., Coronel, F., and Coronel, F. F., Marketing Management, Prentice-Hall, New Jersey,1998
    8. Berkowitz, Eric N., Roger A. Kerin, StevenW. Hartley and William Rudelius, Marketing, 3rd ed., Homewood, IL.,1992
    9. Bucklin, Louis P. , “A Theory of Distribution Channel Structure,” Institute of Business and Economic Research, University of California, Berkeley,1996
    10. Palamoutain, Joseph., Jr., " Distribution: Its Economic Conflicts ,"in Marketing Channel: A Conceptual Viewpoint,Bruce E. Mallen,ed.,John Wiley and Sons, Inc.,NewYork,1967
    11. Philip Kolter, Marketing Management:Analysis Planning Implementation and Control.7th ed, Prentice Hall, Inc., New Jersey,1991
    12. Stern, L. W. and El-Ansary, A. I. , Marketing Channel ,Prentice-Hall, Englewood Cliffs, New Jersey,1992
    其他資料:
    1. AMA, American Marketing Association
    http://www.marketingpower.com/content24159.php
    2. Wilder, C., HP’s online push. Information Week (May 31)1999
    描述: 碩士
    國立政治大學
    資訊管理學系
    96356015
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0096356015
    資料類型: thesis
    顯示於類別:[資訊管理學系] 學位論文

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