eBay收費結構模式及分析：報童模式之應用｜國立中央大學博碩士論文系統

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研究生：	胡修銨 Hsiu-An Hu
論文名稱：	eBay收費結構模式及分析：報童模式之應用 Model and analysis of eBay fee structure using a newsvendor approach
指導教授：	陳振明 Jen-Ming Chen
口試委員:
學位類別：	碩士 Master
系所名稱：	管理學院 - 工業管理研究所 Graduate Institute of Industrial Management
畢業學年度：	98
語文別：	中文
論文頁數：	71
中文關鍵詞：	網路商店、寄賣合約、營收分享、分散型通路
外文關鍵詞：	e-store, consignment contracts, revenue sharing, decentralized channel
相關次數：	點閱：15 下載：0
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本研究主要考慮單期模式下單一供應商（賣家）與單一零售商（eBay）訂定不同營收分享契約進行電子商務交易活動，不同的營收分享契約雙方個別制定了商品定價與營收分享比例的主導權，此一對一通路結構下討論單一產品最佳定價策略與營收分享比例策略使得整體通路利潤最大化。
在需求函數方面，考量價格與需求相依的因素，設定一個受價格影響的乘法模型（Iso-Price-Elastic and Multiplicative），並將不確定因素的隨機因子加入需求函數當中，
分析及觀察在固定營收分享模式、營收分享隨價格遞增模式、及營收分享隨價格遞減模式三個情境下，其最佳決策為何？並藉此了解在參數設計的架構下，對於決策變數、個別利潤及整體通路利潤之影響為何？
本論文之目的在於分析當網路商店eBay平台採用不同營收分享契約策略決策之比較，並且在相同條件下檢視三種策略之表現，結果則顯示出商品定價大小排序為營收分享隨價格遞減，次之為固定營收分享，最後為營收分享隨價格遞增。此外，利用數值分析了解模型可能發生的情形，並透過敏感度分析了解在特定參數變動下對三種情境策略之影響或變化程度。

This study focuses on different revenue-sharing（R/S）contracts designed to supplier-and-retailer supply chain in a single period. Consider a contract-based supply chain in order to use of computers and electronic communications in business transactions. Both the seller and eBay enter into the decision, that is, eBay offers a number of special revenue-sharing contracts to its seller before the selling season. In response to the offered contract terms, seller will determine retail price p and quantity Q. The goal is to resolved to the optimal pricing strategy and revenue-sharing ratio to maximize the total channel profit.
Assume a situation in random demand is price-dependent and can be modeled an iso-price-elastic and multiplicative fashion. The optimal decision solutions for fixed R/S function, price-increasing R/S function, and price-decreasing R/S function are examined and investigated. At the same time, discussing experimental parameters used in the numerical solutions to understand how they change and affect the decision variables and channel profit.
The objective is to compare with different revenue-sharing contracts in a decentralized channel and analyze the profit allocation between eBay and a seller in three contracts. The results show that in pricing order price-decreasing R/S function is the highest and fixed R/S function is secondary, and the last one is price-increasing R/S function. In addition, by using the numerical study to analyze these results and contrast the performance of the revenue-sharing contracts with sensitivity analysis to realize the effects of parameters.

﻿中文摘要 ....................................................................................................................................i
英文摘要 ...................................................................................................................................ii
目錄 ..........................................................................................................................................iii
圖目錄 .......................................................................................................................................v
表目錄 ......................................................................................................................................vi
第一章緒論 ..............................................................................................................................1
1	研究動機 ................................................................................................................ 1
2	研究背景 ................................................................................................................ 2
3	研究目的 ................................................................................................................ 5
4	研究架構 ................................................................................................................ 6
第二章文獻回顧 ......................................................................................................................8
1營收分享 ................................................................................................................ 8
2寄賣合約 ................................................................................................................ 9
3網路市集及電子商務 .......................................................................................... 10
4報童模型 .............................................................................................................. 11
第三章 eBay網路市集 ....................................16
1 eBay市集概要.................................................................................. 16
2 eBay網路拍賣特性 ..............................................................................................18
3 eBay收費結構...................................................................................................... 20
3.1拍賣及固定價格形式 ..................................................................................... 20
3.2商店費用 ......................................................................................................... 23
4跨國交易機制 ...................................................................................................... 25
5經營現況 .............................................................................................................. 30
第四章模型建立 ....................................................................................................................32
1	模型假設及定義 .................................................................................................. 33
2	模型分析 .............................................................................................................. 34
2.1固定營收分享模式 ......................................................................................... 35
2.2隨價格相依遞增之營收分享模式 ................................................................. 38
2.3隨價格相依遞減之營收分享模式 ................................................................. 41
3	情境模型比較分析 .............................................................................................. 44
第五章數值分析 ....................................................................................................................47
1參數假設 .............................................................................................................. 47
2數值分析 .............................................................................................................. 48
3敏感度分析 .......................................................................................................... 49
3.1市場規模a對於各情境策略模式的影響 ....................................................... 49
3.2需求與價格的彈性係數b對於各策略的影響 ............................................... 50
3.3 庫存因子z對於各策略的影響........................................................................ 52
3.4 eBay成本比例α對於各策略的影響............................................................... 54
3.5 營收分享價格敏感係數β對於各策略影響................................................... 57
第六章結論與建議................................................................................................................60
1 結論...................................................................................................................... 60
2 未來研究方向...................................................................................................... 61
參考文獻.................................................................................................................................62
附錄.........................................................................................................................................67

                                

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