產銷通路協調之合約政策｜國立中央大學博碩士論文系統

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研究生：	吳曉芬 Hsiao-Fen Wu
論文名稱：	產銷通路協調之合約政策 Contract-Based Policies in Manufacturer - Retailer Channel
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：	91
語文別：	英文
論文頁數：	96
中文關鍵詞：	時尚性商品、賽局理論
外文關鍵詞：	fashion goods, Stackelberg
相關次數：	點閱：4 下載：0
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時尚性商品的銷售具有高度需求不確定、銷售季短且有時效性、製造前置時間長等特質。在這樣的情況之下，往往製造商為了節省成本以及刺激零售商的訂購量，普遍採行退貨或其他機制以達到通路整合‧然而真正面對需求不確定性的是零售商，零售商的行為決策視為製造商採行各種政策與基製的重要考量。本研究方向主要應用Stackelberg 賽局理論為架構，考量製造商最佳的批發價定價策略與退貨機制達到通路整合與雙贏的機制‧考量製造商定價與零售商訂購策略，擬訂一最佳的合約政策，而製造者與零售商雙方亦可透過此合約政策或得更好的利潤，達到通路整合。

Fashion goods industries are characterized with a short selling season, uncertainty demand and long manufacturing lead times. The manufacturer usually constructs a contract of quantity discount and returns policy to encourage the retailer to stock more aggressively. This paper utilizes the single period inventory model under four pricing policies that include a basic policy without returns and quantity discount, a returns policy, a quantity discount policy and a combination policy of returns and quantity discount. We compare these four decisions in manufacturer-retailer channel for fashion goods and show that the policy with both quantity discount and returns policy can induce the retailer to order more products.
Our objective is to provide a win-win coordination mechanism of contract-based policies between the manufacturer and the retailer. Under demand uncertainty, a good contract can encourage appropriate coordination. If the mechanism can guarantee channel coordination but can’t assure win-win, then the contract will not be acceptable, because it may hurt one of the parties in the supply chain channel.

CONTENT...................................................II
LIST OF FIGURE............................................IV
LIST OF TABLE.............................................V
CHAPTER 1 INTRODUCTION....................................1
1 BACKGROUND AND MOTIVATION................................................1
2 RESEARCH OBJECTIVE.................................................4
3 THESIS FRAMEWORK......................................5
CHAPTER 2 LITERATURE REVIEW	..............................7
1 MODELING METHODOLOGY..................................7
2 STACKELBERG GAME......................................8
3 RETURNS POLICY	.......................................8
4 QUANTITY DISCOUNT....................................10
CHAPTER 3 THE MODEL......................................12
1 THE OLD SYSTEM	.......................................13
1.1 The old system model...............................13
1.1.1 The retailer perspective.........................14
1.1.2 The channel perspective..........................15
1.2 Summary............................................16
2 THE PRICING POLICY OF RETURNS POLICY.................19
2.1 The model..........................................19
2.2 Summary............................................21
3 THE PRICING POLICY OF QUANTITY DISCOUNT..............23
3.1 The model..........................................23
4 THE COMBINED POLICY OF RETURNS AND QUANTITY DISCOUNT.28
4.1 The model..........................................28
4.2 Summary............................................30
5 EMPIRICAL RESULT AND CONCLUSIONS	....................33
5.1 The basic model empirical result..................33
5.2 The returns policy empirical result...............35
5.3 The two-part tariffs policy empirical result......37
5.4 The combined policy empirical result..............39
5.5 Conclusions.......................................40
CHAPTER 4 THE PRICE-DEPENDENT DEMAND MODEL..............43
1 THE OLD SYSTEM......................................45
1.1 The old system model..............................45
1.1.1 The retailer perspective........................45
1.1.2 The channel perspective.........................49
2 THE PRICING POLICY OF RETURNS POLICY................53
2.1 The model.........................................53
3 THE PRICING POLICY OF QUANTITY DISCOUNT WITH PRICE-DEPENDENT DEMAND........................................58
3.1 The model.........................................58
4 THE COMBINED POLICY WITH PRICE-DEPENDENT DEMAND.....63
4.1 The model.........................................63
5 EMPIRICAL RESULT AND CONCLUSIONS....................68
5.1 The basic model Empirical result..................68
5.2 The returns policy Empirical result...............76
5.3 The two-part tariffs policy empirical result......77
5.4 The combined policy empirical result..............78
5.5 Conclusions.......................................80
CHAPTER 5 CONCLUSION....................................83
LITERATURE REVIEW.......................................84
APPENDIX................................................87

                                

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