| dc.contributor.advisor | 林柏生 | zh_TW |
| dc.contributor.advisor | Lin, Po-sheng | en_US |
| dc.contributor.author (Authors) | 余俊慶 | zh_TW |
| dc.contributor.author (Authors) | Yu, Chung-Ching | en_US |
| dc.creator (作者) | 余俊慶 | zh_TW |
| dc.creator (作者) | Yu, Chung-Ching | en_US |
| dc.date (日期) | 2005 | en_US |
| dc.date.accessioned | 18-Sep-2009 14:09:26 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 14:09:26 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 14:09:26 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0093351002 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35097 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 93351002 | zh_TW |
| dc.description (描述) | 94 | zh_TW |
| dc.description.abstract (摘要) | 在經濟活動發展迅速的情形下，產品的競爭與多樣化使得廠商在價格之外，也須將行銷策略納入考量。研究行銷通路中成員互動的理論模型從靜態模型開始，到用動態微分賽局的模型來研究廠商間的互動，過去的研究文獻得到了兩點結論：第一，通路合作為Pareto最適。第二，在通路無法合作的情況下，利用合作機制的建立，能使均衡結果產生Pareto改善。 然而，過去的文獻卻未說明將通路合作放入合作廣告的模型中，通路合作是否仍為Pareto最適。因此，本研究沿用Jørgensen et al.(2003)合作廣告模型的設定，將通路合作的情況放入模型中，比較通路合作、零售商遠視、零售商短視與合作廣告四種情形均衡時的行銷策略及廠商的利潤，並探討通路合作在合作廣告的模型中是否仍為Pareto最適。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 1 1.1 研究動機 1 1.2 研究目的 2第二章 文獻回顧 4 2.1 通路合作 4 2.2 通路不合作 8 2.2.1 合作廣告 8 2.2.2 領導者模型 11 2.2.3 誘因策略 12第三章 模型設定 14第四章 模型求解 16 4.1 通路合作 16 4.2 通路不合作且無合作廣告 18 4.2.1 零售商是遠視的 18 4.2.2 零售商是短視的 21 4.3 合作廣告 23第五章 均衡結果的比較分析 27 5.1 廠商的均衡行銷策略 27 5.1.1 製造商 27 5.1.2 零售商 28 5.2 廠商的福利水準 29 5.2.1 製造商 29 5.2.2 零售商 30 5.3 通路整體的福利水準 31第六章 結論 34 6.1 本文結論 34 6.2 未來研究方向 35參考文獻 36 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0093351002 | en_US |
| dc.subject (關鍵詞) | 行銷通路 | zh_TW |
| dc.subject (關鍵詞) | 微分賽局 | zh_TW |
| dc.subject (關鍵詞) | 動態規劃 | zh_TW |
| dc.subject (關鍵詞) | 合作廣告 | zh_TW |
| dc.subject (關鍵詞) | marketing channel | en_US |
| dc.subject (關鍵詞) | differential game | en_US |
| dc.subject (關鍵詞) | dynamic programming | en_US |
| dc.subject (關鍵詞) | cooperative advertising | en_US |
| dc.title (題名) | 微分賽局在行銷通路之應用─合作廣告 | zh_TW |
| dc.type (資料類型) | thesis | en |
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