零售價格互相競爭時Stackelberg賽局 與通路整合模式最佳化策略

Optimal Supply Chain Strategy with Stackelberg Game and Channel Coordination Models

曾煥昇(Huan-Shern Tseng)

指導教授 ： 黃惠民

中原大學/電機資訊學院/工業與系統工程研究所/碩士(2011年)

https://doi.org/10.6840/cycu201100961

摘要

近十年來的市場結構因為資訊發達與多元化的影響下，產品的替換率越來越高，因此如何在短期間之內，可以使本身的企業達到最高的獲益是目前企業所關注的問題。因此企業紛紛採取長期合作的方式也就是策略聯盟與策略性合約，來降低彼此的風險，可以使得彼此雙方合作更加的緊密與有效，因此能有效提升且也能減少因為暫時陌生的合作關係，所帶來的額外成本與風險，因此在長期信任的前提下，對於整體的供應鏈經營績效上能有效提升。
本研究針對短生命週期的流行性商品在單期報童模式中探討兩階段的供應鏈系統，以單一製造商與兩個彼此競爭之零售商之通路競爭模式；零售商的需求主要反應在本身的零售價格制定、競爭對手制定之價格、與非價格因素之隨機因子的影響。利用Stackelberg game賽局、通路整合手法來分析製造商與零售商之間的混合合約關係，透過營收分享合約、退貨政策、成本共擔來建構出有效的競爭通路，其目標以零售價格、最佳庫存量使其本身通路總利潤最大化為目標。另外，本研究亦考慮同步訂價的條件，考量哪些因素能影響對手之零售價格、減少其需求量造成本身利潤極大化，也能讓自己本身提高競爭優勢。
透過以製造商為主導者，探討合約與利潤的變化。且利用Maple 13求的模式在不同合約情況下之最佳訂購量及競爭價格，然後進行數值範例及敏感度分析，以供應鏈成員中擔任領導者之製造商為策略制定者，並求得利潤最大化為目標。

關鍵字

賽局理論 ； 報童模式 ； 價格競爭 ； 退貨策略 ； 利潤分享 ； 通路合作

並列摘要

The structure of market in the past ten years, because of the influence with developed and pluralistic information, replacement rate of products becomes higher, so how to make one's own enterprise reach supreme benefit during a short time is the question that most enterprise concerned at present. Based on such goal, many enterprises have taken the approaches of long term cooperation―the strategic alliance and tactic contract to lower each other’s risks. The approaches also make both two sides work more closely and effectively; meanwhile the approaches can improve the relationship of the two companies and avoid the additional costs and risks which may be brought because of the temporary strangeness of the two newly cooperating companies. So under premise of the long term trust of the two sides, the performance of managing of supply chain can can improve effectively
This research probes into the supply chain system at two stages in the single newsboy way in the epidemic goods of short lifespan, compete in the channels of the single manufacturers and two retailer competing with two each others; The retailer's main response of demand is at one's own retail price formulation, price which the rival made, and the influence of the random factor of the non-price factor. Use Stackelberg game match office, thorough channel coordination to analyze the chaotic contract relation between manufacturers and the retailers. Through charge contract of sharing, returning goods, sharing policy of earning and sharing cost to construct the effective competition channel. Its goal is based on the retail price and the best storage to enable it a maximum total profits in channels. On the other hand, this research also take synchronous price fixing into consideration and consider which factor can influence retail price of rival, reduce its demand which causes its own profit maximization,and also raise its competitive advantage too.
Regard manufacturer as leaders to probe into the changes between contract and profit. Utilize Maple 13 approach that ask in different situations to achieve the best order amount and competitive price; then take the number value example and sensitivity to analyze; take the manufacturer who serves as leader in supplying chain as the strategy maker and calculate the maximum of profits as the goal.

並列關鍵字

Return policy ； Channel coordination ； Revenue sharing ； Price competition ； Newsboy problem ； Stackelberg game

參考文獻

[29] 賴俊諺，2009，「供應鏈結合利潤分享與銷售下之最佳訂購策略」，私立中原大學工業與系統工程學系碩士論文。

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