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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 9-May-2016 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。
參考文獻 1. 李佩珊，民89，航空客運網路票務行銷通路衝突之研究，國立海洋大學碩士論文。
     2. 李順成，1995，農產價格理論與應用，台北：華泰書局。
     3. 洪儷瑄，民94，農產品市場干擾與商品價格之動態調整，逢甲大學經濟學系碩士論文。
     4. 張玉雪，民95，應用賽局理論、決策樹分析探討企業財務危機決策模式－以鋼鐵產業為驗證，國立成功大學企業管理專班碩士論文。
     5. 許文富，1997，農產運銷學，台北：正中書局。
     6. 陳永琦，民97，直接通路與間接通路雙競爭通路下的最佳訂價決策，國立中央大學碩士論文。
     7. 陳建良，民97，彰化縣及台中縣農產品生產及物流作業成本之研究，逢甲大學交通工程與管理系碩士在職專班論文。
     8. 蕭富峰，1994，行銷組合，台北：遠流出版事業股份有限公司。
     9. 謝淑貞，1999，賽局理論，台北：三民書局。
     10. 蘇雄義譯，DavidSimchi-Levi等著，2005，供應鏈之設計與管理，台北，美商麥格羅‧希爾國際股份有限公司台灣分公司。
     11. Anderson, E. and Coughlan, A. T., “International Entry Expansion Via Independent or Integrated Channel of Distribution,” Journal of Marketing(Vol.14)1984, pp.71-82.
     12. Aussadavut Dumrongsiri, Ming Fan, Apurva Jain, Kamran Moinzadeh,” A supply chain model with direct and retail channels.” European Journal of Operational Research 187(3)2008: pp:691-718
     13. Bowersox, D. J. and Copper, M. B. ,Strategic Marketing Channel Management, McGraw-Hill, New York,1990
     14. Choi, S., “Price competition in a channel structure with a common retailer.” Marketing Science. 10(4)1991, pp:271-296.
     15. Dong-Qing Y., Xiaohang Y., Xiaoyin W., John L., “The impact of information sharingon a returns policy with the addition of a direct channel.” Int. J. Production Economics (97)2005, pp:196–209
     16. Etgar, Michael, “Selection of an Effective Channel Control Mix,” Journal of Marketing(Vol.42)1978,pp:53-58.
     17. Gangshu (George) Cai, Zhe George Zhang, Michael Zhang.” Game theoretical perspectives on dual-channel supply chain competition with price discounts and pricing schemes,” Int. J Production Economics (117)2009,pp:80-95
     18. Ghare, P. M. and Schrader, G. F., “Amodel for an exponentially decaying inventory.” Journal of Industrial Engineering, Vol. 14( No. 5)1963, pp: 238-243.
     19. Guirdham, Maureen ,” The Management of Distruibution Channels,”Oxford, N.Y.: Program Press1972, p.106
     20. Hanover, D., “It’s not a threat just a promise.” Chain Store Age 75(9)1999,pp:176.
     21. J. Harsanyi, "Games with Incomplete Information Played by Bayesian Players," Management Science(14) 1967-8, pp:159-82,320-34, 486-502
     22. J. Nash, "Non-cooperative games," Annals of Mathematics(54)1951,pp: 286-295
     23. Mangalindan, M., “Online retail sales are expected to rise to $172 billion this year.” The Wall Street Journal (May 24)2005
     24. McGuire, Timothy W. and Richard Staelin., “Channel Efficiency, Incentive Compatibility, Transfer Pricing, and Market Structure: An Equilibrium Analysis of Channel Relationships.” in Research in Marketing: Distribution Channels and Institutions, Vol. 8. Greenwich, CT: JAI Press(1986) pp:181-223
     25. Moriarty, R.T., Moran, U., “Managing hybrid marketing systems.”Harvard Business Review 68 (6)1990, pp.146–155.
     26. Nahmias, S., “Perishable inventory theory: A review. “ Operations Research,Vol. 30, (No. 4)1978, pp: 680-708.
     27. Qin Geng and Suman Mallik: Inventory competition and allocation in a multi-channel distribution system. European Journal of Operational Research 182(2)2007,pp: 704-729
     28. R. Selten , " Spieltheoretische Behandlung eines Oligopolmodells mit Nachfragentragheit," Journal of institutional and theoretical economics,(12) 1965,pp:201-324
     29. Raafat, F.,"Survey of literature on continuously deteriorating inventory models." Journal of the Operational Research Society, Vol.42(No.1)1991, pp.:27-37
     30. Seong Y. Park and Hean Tat Keh ,Modeling hybrid distribution channels: a game-theoretic analysis. Journal of Retailing and Consumer Services(10)2003,pp:155–167
     31. Stringer, K., Style & substance: Shopper who blend store, catalog, and web spend more. The Wall Street Journal (September 3)2004
     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
dc.contributor.advisor 林我聰zh_TW
dc.contributor.author (Authors) 莊欣樵zh_TW
dc.creator (作者) 莊欣樵zh_TW
dc.date (日期) 2010en_US
dc.date.accessioned 9-May-2016 16:27:57 (UTC+8)-
dc.date.available 9-May-2016 16:27:57 (UTC+8)-
dc.date.issued (上傳時間) 9-May-2016 16:27:57 (UTC+8)-
dc.identifier (Other Identifiers) G0096356015en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/95543-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 96356015zh_TW
dc.description.abstract (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。		zh_TW
dc.description.tableofcontents 第一章、緒論………………………………………………………………………..01
     1.1研究背景……………………………………………………………………01
     1.2研究動機……………………………………………………………………02
     1.3研究目的……………………………………………………………………04
     1.4研究範圍……………………………………………………………………05
     第二章、文獻探討.......................................................................................................06
      2.1損耗性商品的種類…….…………………………………………………...06
      2.2 通路型態及衝突…………………………………………………………...07
     2.2.1 通路的定義…………………………………………………………07
     2.2.2 通路結構……………………………………………………………08
     2.2.3 通路衝突……………………………………………………………11
     2.2.4 通路權力……………………………………………………………12
      2.3 農產品成本結構…………………………………………………………...16
      2.3.1運銷成本組成結構………………………………………………….16
      2.3.2農產品運銷成本之決定因素……………………………………….18
      2.4 賽局理論 ………………………………………………………………….20
      2.4.1賽局理論的發展…………………………………………………….20
      2.4.2賽局的特色和種類………………………………………………….23
      2.4.3 反向歸納法…………………………………………………………32
     第三章、研究方法…………………………………………………………………..35
     3.1 研究架構…………………………………………………………………...35
     3.2 研究步驟…………………………………………………………………...36
     3.3 研究方法…………………………………………………………………...36
      3.3.1 建立通路成員單位利潤函數……....................................................38
     3.3.2 建立價格協調模型…………………................................................45
     3.3.3 建立線性整數規劃模型求解最佳流通分配量……………………56
     
     第四章、以農產品供應為例－協調模型運作……………………………………..58
     第五章、協調模型驗證……………………………………………………………..82
     第六章、結論與未來研究方向………………..……………………………………84
     參考文獻……………………………………………………………………………..86
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     圖目錄
     圖1.1 研究範圍……………………………………………….………………….…05
     圖2.1 通路階層……………………………………………….………………….…09
     圖2.2 通路結構……………………………………………….………………….…10
     圖2.3 通路權力示意圖…………………………….…………………………….…14
     圖2.4 成本運銷量關係圖…………………………………….………………….…17
     圖2.5賽局樹中的訊息集…………………………………….……………………..24
     圖2.6完全訊息賽局………………………………………….………………….….28
     圖2.7不完全訊息賽局……………………………………….……………………..28
     圖2.8具不確定訊息的賽局…………………………………….……………….….29
     圖2.9反向歸納法子賽局1均衡解示意圖……………………….………………..32
     圖2.10反向歸納法子賽局2均衡解示意圖………………….……………………33
     圖2.11反向歸納法求得均衡解示意圖……………………….……………………33
     圖3.1 研究架構圖…………………………………………………………………..35
     圖3.2 研究步驟…………………………………………………………………......36
     圖3.3 欲決定協調價格…………..………………………………………….……...37
     圖3.4 製造商通路權力領導價格決定流程圖…………………………….….........44
     圖3.5 零售商通路權力領導價格決定流程圖……………………………….….....44
     
     
     
     
     
     
     
     
     表目錄
     
     表1.1 研究動機文獻整理……………………….………………………………….03
     表2.1 不同通路型態之比較……………………….……………………………….15
     表2.2賽局之分類………………………………….………………………………..25
     表2.3兩人合作賽局…………………………….…………………………………..26
     表2.4兩性戰爭賽局………………………….……………………………………..26
     表2.5 兩人零和賽局………………………….…………………………………….27
     表2.6 賽局型態及其相對應之均衡觀念……….………………………………….30
     表2.7 囚犯困境賽局….…………………………………………………………….30
     表2.8 研究賽局型態設定……………….………………………………………….31
     表3.1 研究假設…………………………….……………………………………….39		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096356015en_US
dc.subject (關鍵詞) 通路衝突zh_TW
dc.subject (關鍵詞) 價格競爭zh_TW
dc.subject (關鍵詞) 賽局協調zh_TW
dc.title (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zh_TW
dc.title (題名) 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 chainsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 1. 李佩珊，民89，航空客運網路票務行銷通路衝突之研究，國立海洋大學碩士論文。
     2. 李順成，1995，農產價格理論與應用，台北：華泰書局。
     3. 洪儷瑄，民94，農產品市場干擾與商品價格之動態調整，逢甲大學經濟學系碩士論文。
     4. 張玉雪，民95，應用賽局理論、決策樹分析探討企業財務危機決策模式－以鋼鐵產業為驗證，國立成功大學企業管理專班碩士論文。
     5. 許文富，1997，農產運銷學，台北：正中書局。
     6. 陳永琦，民97，直接通路與間接通路雙競爭通路下的最佳訂價決策，國立中央大學碩士論文。
     7. 陳建良，民97，彰化縣及台中縣農產品生產及物流作業成本之研究，逢甲大學交通工程與管理系碩士在職專班論文。
     8. 蕭富峰，1994，行銷組合，台北：遠流出版事業股份有限公司。
     9. 謝淑貞，1999，賽局理論，台北：三民書局。
     10. 蘇雄義譯，DavidSimchi-Levi等著，2005，供應鏈之設計與管理，台北，美商麥格羅‧希爾國際股份有限公司台灣分公司。
     11. Anderson, E. and Coughlan, A. T., “International Entry Expansion Via Independent or Integrated Channel of Distribution,” Journal of Marketing(Vol.14)1984, pp.71-82.
     12. Aussadavut Dumrongsiri, Ming Fan, Apurva Jain, Kamran Moinzadeh,” A supply chain model with direct and retail channels.” European Journal of Operational Research 187(3)2008: pp:691-718
     13. Bowersox, D. J. and Copper, M. B. ,Strategic Marketing Channel Management, McGraw-Hill, New York,1990
     14. Choi, S., “Price competition in a channel structure with a common retailer.” Marketing Science. 10(4)1991, pp:271-296.
     15. Dong-Qing Y., Xiaohang Y., Xiaoyin W., John L., “The impact of information sharingon a returns policy with the addition of a direct channel.” Int. J. Production Economics (97)2005, pp:196–209
     16. Etgar, Michael, “Selection of an Effective Channel Control Mix,” Journal of Marketing(Vol.42)1978,pp:53-58.
     17. Gangshu (George) Cai, Zhe George Zhang, Michael Zhang.” Game theoretical perspectives on dual-channel supply chain competition with price discounts and pricing schemes,” Int. J Production Economics (117)2009,pp:80-95
     18. Ghare, P. M. and Schrader, G. F., “Amodel for an exponentially decaying inventory.” Journal of Industrial Engineering, Vol. 14( No. 5)1963, pp: 238-243.
     19. Guirdham, Maureen ,” The Management of Distruibution Channels,”Oxford, N.Y.: Program Press1972, p.106
     20. Hanover, D., “It’s not a threat just a promise.” Chain Store Age 75(9)1999,pp:176.
     21. J. Harsanyi, "Games with Incomplete Information Played by Bayesian Players," Management Science(14) 1967-8, pp:159-82,320-34, 486-502
     22. J. Nash, "Non-cooperative games," Annals of Mathematics(54)1951,pp: 286-295
     23. Mangalindan, M., “Online retail sales are expected to rise to $172 billion this year.” The Wall Street Journal (May 24)2005
     24. McGuire, Timothy W. and Richard Staelin., “Channel Efficiency, Incentive Compatibility, Transfer Pricing, and Market Structure: An Equilibrium Analysis of Channel Relationships.” in Research in Marketing: Distribution Channels and Institutions, Vol. 8. Greenwich, CT: JAI Press(1986) pp:181-223
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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		zh_TW