便利商店網購通路採購與訂價決策之研究

A Study of E-Commerce Chanel Procurement and Pricing Policy for a Convenient Store Company

蘇一之(Yi-Tzu Su)

指導教授 ： 姚銘忠

國立交通大學/管理學院/管理學院運輸物流學程/碩士(2019年)

摘要

便利商店近年以一般消費品（例如：飲料，等），採用「在購物網站成箱販售、到店取貨免運費」的商業模式發展網購業務。便利商店運用其議價能力取得價格優勢，運用折扣價格作為促銷的訴求。因為消費者通常對於一般消費品有充分的資訊，需求對於價格有較高的敏感度，即價格的波動足以牽動消費者的購買意願，影響便利商店在網購業務的營收。網購價格訂定的高低會影響消費者購買需求的數量，對於便利商店網購業務的利潤至關重要。本研究乃以便利商店的網購業務為標的，探討價格制定與需求數量之關係，以追求利潤最大化。透過便利商店網購業務一種消費品的歷史資料，本研究運用迴歸分析探討需求數量與網購折扣價格及季節性之關係。並且建立該種消費品在便利商店網購業務在淡季與旺季的利潤函數，並求解最大化利潤下的最佳網購售價及最佳產品採購數量。運用便利商店的歷史資料進行驗證，本研究所提出的模式，可作為業者輔助決策的參考。

關鍵字

便利商店 ； 網購銷售 ； 價格訂定 ； 迴歸分析 ； 利潤

並列摘要

Convenient stores (hereinafter called the “CVS”) have been trying to promote online sales for common commodities (e.g., beverages) using the business model of “buying in boxes via an e-commerce website, and being free of transportation charge as picking up at a CVS”. CVS takes advantage of strong negotiation power to purchase products at a very economic price, and drives promotion with attractive discount prices. Consumers’ demands are usually very sensitive to the selling price since they mostly have full information on common commodities – it means price changes have significant impact on consumers’ demands and consequently, the revenue of CVS from online sales. Pricing is crucial to the profit of CVS from online sales since high (low) prices lead to strong (weak) demand. Therefore, we would investigate the relationship between pricing and demand to maximize the profit of CVS from online sales. We employ regression analysis to build the relationship between consumers’ demands and discount prices as well as seasonality. Making use of the relationship, we formulate the profit functions of CVS from online sales in hot seasons and low seasons, respectively and obtains the closed-form solutions of the optimal selling price and the optimal procurement quantity that maximize the profit of CVS. Also, we demonstrate that the proposed model serves as a good decision-support tool to determine optimal procurement and pricing policy in online sales of CVS.

並列關鍵字

Convenient Store ； Online Sales ； Pricing ； Regression ； Profit

參考文獻

（一）英文部分︰

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