Marketing Channel Competition in TCA Approach

交易成本理論在行銷通路競爭之應用

廖錦農(Chin-Nung Liao)

《中華技術學院學報》 38期 (2008/06) Pp. 255-270

https://doi.org/10.7095/JCIT.200806.0255

摘要

交易成本分析雖在行銷研究漸受重視，但大都仍運用一般線性需求曲線進行通路競爭研究，而忽略交易成本對通路成員之影響。本研究考慮交易成本對行銷通路競爭之影響。本模型推導交易成本需求函數用來探討兩零售商通路競爭之態勢且進行數據模擬。若零售商考慮交易成本下，零售商將更注重交易成本影響（如銷售量、邊際利潤與總利潤）。此外，有些管理上意涵、限制與未來研究方向亦一併討論。

關鍵字

交易成本分析 ； 賽局理論 ； 通路競爭 ； 行銷

並列摘要

Transaction cost analyses (TCA) have been considerable researches in both marketing and economic literatures. However, many of these studies have only limited to the general linear demand function and neglected the effect of transaction cost. In this paper, a new type of transaction cost demand function is introduced to two firms' strategy equilibrium. To facilitate their analyses, this work employ a numerical example base on different levels of transaction cost parameters under Nash game. Results of this study indicate that the different levels of transaction cost parameters will affect the marketing decision variables (e.g., sales volume, margin and profit). Discussion of implications for managers, limitations of the study and future research opportunities are then discussed.

並列關鍵字

Transaction cost analysis TCA ； Game theory ； channel competition ； Marketing