共同製造商與零售商競爭策略之內生選擇

Endogenous Choice of Retailers Competition with a Common Manufacturer

賀光輝 ； 許竹筌

《亞太經濟管理評論》 17卷2期 (2014/03) Pp. 17-32

摘要

本文在一家共同製造商與兩家零售商的通路架構下，探討零售商市場競爭策略的選擇。結果發現，在線性需求函數設定下，零售商將會採取數量競爭的方式，但此一競爭策略不利於製造商。同時，得出製造商會提供數量折扣（quantity discounts）的誘因，零售商之間的競爭會由數量競爭轉變成價格競爭。本文因此提出了製造商給與零售商數量折扣的理論基礎。

關鍵字

製造商領導 ； 價格競爭 ； 數量競爭

並列摘要

In the model of one manufacturer and two retailers, this paper investigated how retailers determine their market competition strategies. This finding disclosed that theses two retailers will adopt quantity competition. However, this competition is unfavorable to the manufacturer. This paper also pointed out that the manufacture will offer quantity discount as the motivation to interfere in the competition between retailers. The quantity competition will then turn into price competition which explains why the manufacturer provides quantity discount to his retailers.

並列關鍵字

Manufacturer Leadership ； Price Competition ； Quantity Competition

參考文獻

吳怡萱(2008)。精算到0.0001元才叫成本。商業周刊。1093，68-72。

許竹筌、李仁耀、黃金樹、施惠秋()。

廖俊雄、曾貝莉(2008)。複式通路下通路權力之福利分析。公平交易季刊。16(3)，21-52。

Choi, S. C.(1991).Price Competition in a Channel Structure with a Common Retailer.Marketing Science.10(4),271-296.

Choi, S. C.(1996).Price Competition in a Duopoly Common Retailer Channel.Journal of Retailing.72(2),117-134.