探討二手產品對保固產品之通路協調與品質決策的影響

The Impact of Used Products on Channel Coordination and Quality Decision for Warranted Products.

林容榕(Jung-Jung Lin)

指導教授 ： 羅惠瓊

淡江大學/管理學院/企業管理學系碩士班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00221

摘要

面對全球化環境、多樣化需求及產品生命週期縮短等的壓力下，企業為了提高競爭力，越來越重視整體供應鏈的效率。而要有效管理供應鏈，其最重要的議題莫過於製造商與通路商之間的協調問題，如何有效的溝通協調以提升通路績效與增加企業利潤，實為目前企業間努力的課題之ㄧ。其次，在產品的供應方面，若是耐久性產品即有「使用時不會立即損壞」的特性，而造成二手產品的崛起，進而衝擊新產品市場的銷售，因此，企業在訂定銷售與供應策略時，應考量二手產品對於新產品決策的影響。另外，企業為了提升消費者的購買意願，在銷售時通常會提供產品保固的售後服務，然而，企業提供產品保固將會增加與品質有密切相關性的保固成本。故為設計有效的供應鏈系統時，須將產品品質決策議題納為考量。綜合上述，企業在銷售附有保固之耐久性產品時，不僅有通路協調和品質決策的議題外，還須考慮二手產品對新產品銷售的影響，方能製造出滿足顧客需求且使企業利潤增加的產品。
有鑑於此，本研究主要在考量二手產品的衝擊下，分別探討分散式及整合式通路兩情境之新產品的最佳策略，包括定價及訂購比例。其中，在分散式通路情境，本研究亦將成本共擔的觀念應用於零售商與製造商共同承擔保固成本，以降低製造商之風險，進而促使通路協調。期望在製造商與零售商的通路利潤最大化下，推導出新產品最佳的訂購比例、批發價及共擔保固成本比例，使分散式的通路利潤最大化。除此之外，本研究更進一步將品質決策議題納入考量，在廠商考量設計成本時，找出產品最佳的品質水準。
本研究經過模型推導及數值分析歸納出下列幾點結論：
(1)保固產品的耐久程度越高，則二手產品流通的比例也越多，進而影響廠商的新產品銷售利潤。因此企業在制定新產品的決策時，需將此列入考量。
(2)在決定品質決策議題時，分散式通路的製造商須考量保固成本及設計成本，因此會選擇品質水準較低的產品生產，而零售商則會選擇最高品質的產品進行銷售。至於，整合式通路所選擇生產的品質水準則介於二者間。因此可說明分散式與整合式通路的成員，因決策目標的不同而所做的最佳決策也有所不同。
(3)若分散式廠商能採行整合式通路之政策來進行通路協調，將使得總利潤增加，整體通路績效提升。另外，製造商若能將改變通路政策而增加的利潤部分與零售商分享，將可提升零售商增加合作意願，進而促使通路協調。

關鍵字

耐久性產品 ； 保固成本 ； 通路協調 ； 品質決策 ； 成本共擔

並列摘要

In the context of globalization, diversified requirements and shortening of product life cycle, a large number of companies attend better to the efficiency of the overall supply chain in order to improve competitiveness. If firms want to effectively manage the supply chain, the most important is to solve the coordination problem of manufacturers and distributors. In order to improve channel performance and increase profits, the firm’s most important objective is to achieve the coordination of the supper chan. In the supply of products, if the products are durable goods that the characteristic of the products is not immediately damage when used, which will affect sales of new products because of used product. So, when the firm makes the sales and supply strategy, it must consider the affect of used product on the sales decision of new products. In addition, firms usually provide a after-sales service, product warranty, in order to enhance the consumer's purchase intention, but it will increase warranty costs which have the correlation with quality. Therefore, for the design of effective supply chain system, quality decision-making must be considered. To produce products to meet customer demand and increase profits, firms not only need to consider the issues of the channel coordination and the quality decision-making, but also consider the affect of the used products on the sales decision of new durable products with warranty.
In view of the above mentioned, under the influence of used products, this study derive optimal strategies of new products for distributed and integrated channels, including pricing and order ratio. In a distributed channel, this study will apply the concept of cost sharing to warranty costs in order to reduce the risk of the manufacturer, and then promote the channel coordination. The paper develops a model to determine the optimal order ration, price and warranty cost-sharing ratio that maximizes the total profits of distributed channel for a durable of products with warranty. In addition, this study will consider the quality of decision-making and find the optimal quality level, when the design cost of products is considered.
Our study indicates the following conclusions through the numerical analysis. First, the durable level of warranted products is higher and then ratio of used products is also higher. It will affect the sales profit of new products. Therefore, firms will take it into consideration when they make decisions about new products. Second, when firms make quality decisions, manufacturers in the distributed channel have to take warranty cost and design cost into account. Hence, they will produce products of lower quality, but retailers will sale products of the highest quality. Besides, firms who are in integrated channel will produce the products which quality level is between manufacturers and retailers’. For this reason, the optimal decisions change with decision’s goal for members who are in distributed channel and integrated channel. Finally, firms use integrated channel’s police to do channel coordination. It will increase total profit and whole channel efficiency. If manufacturers share profit which is increased by changing channel policy with retailers, retailers’ cooperative desire will be increased. It makes coordination better in channel.

並列關鍵字

Durable goods ； Warranty costs ； Channel Coordination ； Quality of decision ； Cost sharing

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