- 學位論文
前置時間敏感需求下直銷通道策略分析
Analysis of Direct Sale Channel with Lead Time Sensitive Demand
摘要
一般而言，直接銷售通道無須實體店面存在，相較於傳統零售通道來得更便利，且具有價格低與商品多樣化之特性，因此顧客對於電視以及網路購物之意願日益提升。由於現今消費者對於服務品質之重視，其中交貨前置時間又為重要之衡量指標，故產品價格不再只是消費者購買產品之唯一指標，因此本研究在符合條件限制下，建構一直銷系統模型，其中通道需求之特色在於同時將交貨前置時間與產品價格納入考量。 本研究之目的在以製造商總利潤最大為衡量指標，針對產品訂價與製造商銷售期數兩決策進行相關探討。因此首先透過例題設計與實驗了解直銷系統運作之行為模式。在訂價策略實驗分析中發現，訂價愈接近基礎價格，產品最佳銷售期數愈長、總利潤也愈高，同時可銷售期數範圍也愈廣，若製造商希望短期經營總利潤最大，則可選擇較低之期初價格。於敏感度分析中針對產品訂價與銷售期數進行探討，其中發現各項參數對於製造商決策有相當程度影響，因此根據實驗分析結果提供決策者在實際情況下最佳決策建議。
並列摘要
To many consumers, the direct sales channel is more convenient than the retail channel. Customers are also more willing to shop through web sites and TV because of the lower price and variety of products. One major factor that affects service quality of the direct sales channel is the delivery lead time. Therefore, this research constructs a direct sales channel model where customer demand is sensitive to both sales price and delivery lead time. The aim of this research is to probe into the sales price and the sales duration decisions with the objective of maximizing total profit. By utilizing the developed model, numerical experiment and sensitivity analysis are conducted and we are able to gain insight into the behavior pattern of the direct sales channel. Our results reveal that when the sales price is set closer to be basic price level, the optimal sales duration is longer and the total profit higher. However, if the product is to be sold for shorter periods of time, then it is more beneficial to set lower sales prices. The outcome of the sensitivity analysis shows how various factors influence decision making and profits. Our findings may serve as a practical reference to decision makers in practice.