網路和傳統通路競爭並加入協調機制之供應鏈模式

Adding Coordination Mechanism on Supply Chain Model for Competition between E-commerce and Conventional Channel

廖晁偉(Chao-Wei Liao)

指導教授 ： 邱裕方

中原大學/電機資訊學院/工業與系統工程研究所/碩士(2015年)

https://doi.org/10.6840/cycu201500067

摘要

由於網際網路世代的來臨，產品銷售型態日漸轉變，許多企業意識到傳統的實體銷售店面已經無法滿足多元化的消費方式。近年來電子商務在全球各地蓬勃發展，網路市場則是現行最受歡迎的電子商務應用之一。而通路協調的文獻中大都研究傳統通路的單一通路協調，鮮少探討多通路協調與競爭，但是實際上，製造商或零售商時常遇到同一通路的競爭者，所以本研究認為加入通路競爭的考量將使研究更有價值。而通路協調中許多不同的銷售方法，如營收分享(revenue sharing)、資訊分享(information sharing)與定價策略(pricing decision)等，這三種供應鏈協調機制皆能降低成本，且有助於營收的成長。本研究透過通路協調的三種供應鏈方法做為研究主題，探討網路商店的加入和傳統通路競爭並比較加入協調機制之供應鏈整體利潤最佳化。
本研究目的為探討此三種模式在環境參數的不同架構下，對於決策變數及供應鏈整體利潤之影響為何，並對其做分析與比較。透過本研究推導及在數值驗證中可以得知，模式二(營收分享合約)的總供應鏈利潤最高、模式三(營收-資訊分享合約)的總供應鏈利潤居次。

關鍵字

通路協調、營收分享、資訊分享、定價策略、網路商店、通路競爭

並列摘要

Since the development of the internet, sales patterns becomes varied. Many enterprises realized that traditional selling mode cannot meet the demands of consumers. In recent years, e-commerce is blooming globally; and on-line store is the most popular one of all. And most literature of channel coordination only focused on conventional channel coordination, but rarely on multi-channel coordination and competition. In addition, manufactures and retailers often have the problem of horizontal competition. Therefore, in order to make this research more valuable, this study took competitive channel into consideration.
There are diverse selling modes in channel coordination. For instance, revenue sharing, information sharing, and pricing decision. These three different types of supply chain coordination mechanisms all can reduce the cost and also help on the growth of revenue. Thus, this study took these three different coordination mechanisms as our research theme, and investigated the profit discrepancy after adding coordination mechanism on supply chain model for competition between e-commerce and conventional channel.
This study aims to discover the effects on decision variables and supply chain profit with these three models by varying parameters. The findings of this study suggested that the model with revenue sharing contract offers the highest supply chain profit. And the model with information sharing contract is the second one.

並列關鍵字

Channel coordination、Revenue sharing、Information sharing、Pricing decision、E-commerce、Channel competition

參考文獻

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