- 學位論文
交易成本與行銷通路之賽局研究
Game Theoretical Studies on Transaction Cost and Marketing Channel
摘要
本文主要目的在探討考慮交易成本下實體產品與服務行銷通路結構之競爭狀況，藉以提示企業重視顧客價值因素，並建構交易成本數量模式方法供後續研究參考。 在過去十年來有關行銷之研究，特別在行銷與經濟相關之文獻上對通路的競爭與整合等議題已有多方面的顯著發展。這些早期行銷通路的相關研究仍延用一般的傳統經濟理論假設及需求函數，而忽略了交易成本之影響。本研究考慮了交易成本之因素，發展出含交易成本之需求函數，並運用Stackelberg賽局理論分析方法，討論製造商及零售商通路之間與通路之內非合作結構競爭。研究重點集中於當通路成員支付交易成本後，透過對於消費者感受程度而對通路成員的行銷變數，如交易成本、邊際利潤與總利潤的影響。 另外，在服務商品的行銷通路競爭方面，本文亦提出含交易成本之占有率競爭模式，除做為本研究在服務通路交易成本競爭分析之擴展外。亦可提供未來有關服務通路研究領域之參考。
並列摘要
This paper attempts to discuss the marketing channel (goods channel and services channel) coordination and competition under the transaction costs. This research is to point out a business need to pay attention to the customer value and it offer mathematics’ analysis method. Traditional research identified equilibrium marketing channel coordination and competition by using a classical demand function, and classical economic theory often ignored transaction costs. This research develops a transaction cost linear demand function to investigate channel decision marking when transaction costs exist. Game theory is used to compare a non-cooperative equilibrium of a differential game played under Stackelberg strategies. By focusing on the effect of the retailer’s (or distributor’s) transaction costs with respect to the marketing decision variables, especially the transaction costs and the profit of channel members. In addition, the market share model of service channel under transaction costs is modeled in this paper. This will be a topic of my near future research. At the end of our research, some results are surprising, which set up the benchmark comparisons for future work in this area.