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研究生： 卓佳慧
Chia-Hui Cho
論文名稱： 結合退貨與獎勵機制下之最佳訂購定價政策
Optimal ordering and pricing polices under return and rebate permitted conditions
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： 92
語文別： 中文
論文頁數： 50
中文關鍵詞： 退貨政策 、獎勵機制 、通路整合
外文關鍵詞： return, channel coordination, rebate
相關次數： 點閱：7  下載：0 
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    • 流行性商品具有高度需求不確定性、銷售時間短暫和製造前置時間長等銷售特性，因此，製造商普遍採行退貨政策或是其他機制，透過共同分攤銷售風險之方式，誘使零售商提高產品訂購數量，同時鼓勵零售商增加銷售，以減少退貨機會，促使雙方牟利，欲達成產銷協調之目標。本研究在二階層通路結構中，針對流行性商品，考慮價格對於需求之影響，架構Stacklberg 賽局理論之單期模型，主要探討製造商如何運用退貨政策與獎勵機制的結合，影響零售商之訂購與定價決策，同時刺激零售商大量訂購、積極銷售，謀求通路利潤之最大化，達到通路整合之目的。

    Fashion goods are characterized with demand uncertainty, a short selling season and long manufacturing lead time. Therefore, the manufacturer usually offers return and rebate polices to encourage the retailer to stock more inventory. Under the mechanism, the channel will achieve coordination. This paper we consider the single period inventory model under price-dependent demand. We adopt the Stacklberg equilibrium to decide the ordering and pricing problems in the channel. Our objective is to build the design of supply contract policy of return and rebate polices that maximum the channel profit and achieve channel coodination.

    目錄 論文提要………………………………………………………………………………I 目錄……………………………………………………………………………………II 圖目錄…………………………………………………………………………………IV 表目錄…………………………………………………………………………………V 第一章 緒論……………………………………………………………………………1 1.1 研究動機……………………………………………………………………………1 1.2 研究目的……………………………………………………………………………3 1.3 研究架構……………………………………………………………………………4 第二章 文獻回顧………………………………………………………………………6 2.1 退貨政策……………………………………………………………………………6 2.2 Rebate 獎勵機制……………………………………………………………………8 2.3 Stackelberg 賽局理論………………………………………………………………9 2.4 需求模型…………………………………………………………………………10 第三章 通路整合之模式……………………………………………………………13 3.1 環境假設…………………………………………………………………………13 3.2 價格獨立決策下之模式…………………………………………………………16 3.2.1 基本模型………………………………………………………………………16 3.2.2 結合退貨與獎勵機制之模式…………………………………………………17 3.3 價格相依之模式…………………………………………………………………20 3.3.1 基本模型………………………………………………………………………20 3.3.2 結合退貨與獎勵機制之模式…………………………………………………23 3.3.2.1 零售商之獨立決策…………………………………………………………24 3.3.2.2 通路整合之應用……………………………………………………………26 第四章 數值模擬分析………………………………………………………………29 4.1 價格獨立決策模式………………………………………………………………29 4.2 價格相依模式……………………………………………………………………31 4.2.1 基本模型之數值案例…………………………………………………………33 4.2.2 協商策略之應用………………………………………………………………33 4.3 敏感度分析………………………………………………………………………35 第五章 結論與未來研究方向………………………………………………………39 參考文獻……………………………………………………………………………41 附錄…………………………………………………………………………………44 圖目錄 圖1-1 流行性商品之通路銷售決策圖……………………………………………3 圖1-2 本論文之研究架構圖………………………………………………………5 圖3-1 通路之交易關係圖…………………………………………………………13 圖3-2 二階層賽局決策流程圖……………………………………………………14 圖3-3 買賣雙方之決策程序圖……………………………………………………23 圖4-1 需求彈性中立函數曲線圖…………………………………………………31 圖4-2 不同的獎勵金對於各利潤之改善效益圖…………………………………35 圖4-3 不同的退貨價格對於各利潤之改善效益圖………………………………36 圖4-4 不同的目標銷售數量對於各利潤之改善效益圖…………………………37 表目錄 表2-1 相關文獻比較表……………………………………………………………12 表3-1 在零售商角度下不同需求函數的最佳零售價格 表………………………23 表3-2 在零售商角度下不同需求函數的最佳零售價格 表………………………26 表3-3 在通路整合角度下不同需求函數的最佳零售價格 表……………………28 表4-1 基本模型在價格獨立下之決策……………………………………………30 表4-2 本研究在價格獨立下之決策………………………………………………30 表4-3 不同角度下需求彈性中立函數的最佳零售價格…………………………32 表4-4 基本模型在價格相依下之決策……………………………………………33 表4-5 本研究在價格相依下之決策………………………………………………34

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