產品供應商在電商平台進行廣告投放與數量折扣的決策比較

An Analysis of Advertisement and Quantity Discount Decision of Product Supplier in E-commerce Channel

王皓平(Hao-Ping Wang)

指導教授 ： 周雍強

國立臺灣大學/工學院/工業工程學研究所/碩士(2019年)

https://doi.org/10.6342/NTU201903385

摘要

現今傳統之實體店鋪的公司已有越來越多將零售業和線上通路結合在一起，B2C模式為目前大型平台積極轉型目標。平台有著高額抽成，就願意幫廠商導入流量。各平台需要不斷進行廣告投入與價格競爭吸引消費者購買，導致目前供應鏈中的通路議價能力已逐漸從製造商轉移至通路商，因此電商平台上的供應商處於劣勢，供應商既須提供數量折扣與電商通路又須負擔大量投入廣告行銷等費用，此行為類似聯合廣告行為，但是供應鏈的利益分配幾乎由電商通路全權掌握。此時發生了供應鏈不協調問題。
本研究探討兩階供應鏈中以雙邊寡占通路模式，1家供應商1家通路商訂定契約內容。並以供應商的潛在市場大小、價格彈性、廣告費率當作外生變數來探討其影響契約設計的方式,也提供供應商在面對市場價格彈性已知下，如何使用廣告投放與數量折扣等工具，增加市場需求量。
本研究之目的著重於供應商要如何使用廣告與折扣比率兩種工具達到利潤最佳化，在研究中重要因素為產品的價格彈性大小，提供電商平台上架的業者在產品彈性以知下，該如何進行廣告投入和價格折扣決策，廣告決策部分得到對產品市場彈性較小之供應商，需投放更多廣告；彈性較大廣告投放的越少。價格折扣則是對產品市場彈性較小供應商，需提供較高折扣率；市場彈性較大則訂定較低折扣率。
關鍵字：供應鏈協調、契約設計、賽局模型、數量折扣合約、聯合廣告

關鍵字

供應鏈協調 ； 契約設計 ； 賽局模型 ； 數量折扣合約 ； 聯合廣告

並列摘要

Today, traditional channels have increasingly combine physical channels and online channels, and the B2C model is the target of transformation for platform. The platform has a higher incentive to promote product. Therefore, each platform needs to continuously invest advertisement and does price competition to attract consumers to purchase. As a result, the channel bargaining power in the supply chain has shifted from the supplier to the retailer. The supplier on the e-commerce platform is at a disadvantage. The supplier must provide both the quantity discount and the large amount of advertising and marketing expenses. This is similar to the cooperative advertising, but the benefits of distribution in the supply chain were almost entirely controlled by the e-commerce channel. At this point, there is a problem of supply chain is not coordinate.
This study explores the bilateral oligopoly model in the two-tier supply chain, and the contract content of one supplier by one supplier. And the potential market size、price elasticity、advertising rate are used as an exogenous variable to explore the way in which the contract design is influenced. Suppliers are also provided with tools such as advertising investment and quantity discounts to increase market demand in the face of market price elasticity. The purpose of this study is to focus on how suppliers can use the two tools to achieve profit optimization. The important factor in the research is the price elasticity of the product. This study provides suppliers on the e-commerce platform how to make advertising investment and price discount decision, the advertising decision-making of the supplier with lower market elasticity need to invest more ads; Price discounts decision-making of the supplier with lower market elasticity need to provide higher discount rates.
Keywords： supply chain coordination, contract design, game model, quantity discount contract, cooperative advertising

並列關鍵字

supply chain coordination ； contract design ； game model ； quantity discount contract ； cooperative advertising

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