雙佔市場下的多通路競爭

實體通路有可能會發生消費者會因為地理位置的偏遠，而不知道也無法接受廠商的資訊及商品，如果增加一個網路渠道可以幫助實體通路商克服了不同的地理位置，可讓廠商的服務超出正常在實體通路才服務到的消費者。該實體通路和網路商店所組合的渠道，創造了更多的接觸和機會給客戶，也讓廠商提供了更大的組合服務，更讓零售商提高了銷售的能力。本文提出兩種通路廠商，其一是實體通路廠商，其二是多通路廠商，在實體通路中有提供服務程度的會影響退貨發生率的情況下，通路價格不同，消費者的產品差異度也不同下，實體通路廠商的利潤是否高於多通路廠商的利潤？本文將實體通路廠商和多通路廠商的利潤做比較後分成三個案例，旨在探討消費者預期的退貨成本、廠商預期的退貨成本、廠商提供的服務成本與網路成本會對實體通路廠商和多通路廠商的利潤造成什麼影響。文中發現消費者預期的退貨成本和廠商預期的退貨成本增加會讓實體通路廠商和多通路廠商的利潤下降，但是對多通路廠商的影響來得比實體通路廠商來得小。然而廠商提供的服務成本增加會讓實體通路廠商和多通路廠商的利潤上升，但是實體通路廠商利潤增加的幅度比多通路廠商增加的幅度大。

關鍵字

實體通路廠商；多通路廠商；通路競爭；退貨成本；服務成本

並列摘要

Physical channel may occur when consumers do not know and cannot accept the information of goods. Adding a network channel can help to overcome the limitation of physical channel. This dual-channel sale creates more exposure and opportunity to the customer, and it also enable firms to offer a greater combination of service. Since internet has immediate access and convenience, it provides more choices for consumers, and also enables manufacturers to add more sales channels. This paper proposes two scenarios with regard to sales channels: firms with a physical channel only and firms with multiple channels. Our main question is to investigate whether the physical channel’s profit is higher than multi-channel firm’s profit? To compare firm's profit, this paper discusses three different cases. We found that if the expected cost of handling return increases, then the physical-channel and multi-channel firms’ profit both decline, but the impact on multi-channel firm is much smaller. If the firms’ in-stores service cost increases, then physical channel firm’s profit is more likely to be higher than multichannel firm’s.