考量中斷管理、零售服務與政府補貼下探討綠色產品在雙渠道銷售之利潤

伴隨環境問題愈來愈嚴重，許多國家的政府都開始有所行動，希望在保護環境的情況下，同時也能保持經濟的發展。其中政府對綠色產品的補貼政策會提升綠色產品在整個市場中的競爭力，企業也會把產品的售價根據補貼而有所因應調整。另外，因綠色消費者的出現，促使製造商發展綠色技術獲得消費者的青睞，不但可以增加營收，更可以減少對環境的衝擊。此外，自然災害、經濟危機和突發事件等，可能會造成產品的需求及成本突然提升或下降，導致決策預測不準確進而影響利潤。還有隨著網路的進步，消費行為發生變化，導致越來越多製造商設立線上渠道，如此也會影響渠道之需求及利潤。本研究以衣物為例，探討普通衣物及綠色衣物市場競爭下，利用Stackelberg博弈理論的研究方法，以及雙渠道供應鏈在兩階段生產模式下，探討製造商有無補貼的情況，其訂價策略會如何影響零售商、製造商及總渠道利潤。其中加入實體零售商的服務行為、消費者的消費偏好、綠色消費者的綠色偏好以及因病毒或戰爭等突發狀況所造成的中斷現象，探討以上因素造成雙渠道銷售之利潤影響。研究結果顯示在政府補貼下，會造成綠色衣物銷量開始增加普通衣物銷量開始遞減，製造商利潤也隨之增長而零售商則隨之下降，不過對於總利潤而言是正向成長的。當消費者更傾向於網路消費，實體零售商的利潤會開始下降，達到一定程度時，實體零售商利潤會開始低於製造商利潤。當消費者更傾向購買綠色產品，零售商利潤則會下降製造商利潤則會上升。最後，無論是需求中斷或成本中斷甚至是同時中斷發生時，採用調整後的訂價策略，雖對零售商或製造商個別而言不一定為正向的，不過對於渠道總利潤而言，採用調整後的訂價策略一定是有利的。

關鍵字

銷售通道；綠色產品；政府補貼；中斷管理；零售服務；展示廳現象

並列摘要

As environmental problems become more and more serious, governments of many countries have begun to take action, hoping to maintain economic development while protecting the environment. Among them, the government's subsidy policy for green products will enhance the competitiveness of green products in the entire market, and enterprises will also adjust the price of products according to the subsidies. In addition, due to the emergence of green consumers, manufacturers are encouraged to develop green technologies to gain the favor of consumers, which can not only increase revenue but also reduce the impact on the environment. In addition, natural disasters, economic crises, emergencies, etc., may cause the demand and cost of products to suddenly increase or decrease, resulting in inaccurate decision-making forecasts and thus affecting profits. In addition, with the advancement of the Internet, changes in consumer behavior have led to more and more manufacturers setting up online channels, which will also affect the demand and profit of the channel. This study takes clothing as an example to explore the market competition between ordinary clothing and green clothing, using the research method of Stackelberg game theory, and the dual-channel supply chain in the two-stage production model to explore whether manufacturers have subsidies or not, and their pricing strategies will be discussed on how it affecting retailers, manufacturers and overall channel profits. The service behavior of brick-and-mortar retailers, consumer preferences, green preferences of green consumers, and interruptions caused by emergencies such as viruses or wars are included to discuss the profit impact of dual-channel sales caused by the above factors. The research results show that after the government subsidy was issued, the sales of green clothes began to increase, and the sales of ordinary clothes began to decrease. The profits of manufacturers also increased and the profits of retailers decreased, but the total profit was positive. When consumers are more inclined to consume online, the profits of brick-and-mortar retailers will begin to decline, to a certain extent, the profits of brick-and-mortar retailers will start to be lower than the profits of manufacturers. When consumers are more inclined to buy green products, the profits of retailers will decrease and the profits of manufacturers will increase. Finally, whether it is a demand interruption or a cost interruption, or even a simultaneous interruption, the use of an adjusted pricing strategy, although not necessarily positive for the retailer or manufacturer individually, for the total channel profit an adjusted pricing strategy must be beneficial.

並列關鍵字

Sales Channels ； Green Products ； Government Subsidies ； Disruption Management ； Retail Services ； Showrooming

參考文獻

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