網路通路競爭並加入免運費機制之供應鏈模式

Adding free shipping mechanism on supply chain model for competition between E-commerce channel

王郁盛(Yu-Sheng Wang)

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(2016年)

https://doi.org/10.6840/cycu201600057

摘要

在現今社會中，網路市場目前由幾家大型網路企業彼此寡占競爭著，如亞馬遜、eBay、阿里巴巴與京東商城，所以本研究認為探討寡占電子零售商競爭將使研究更有價值。在供應鏈文獻中，有學者指出為了吸引更多零售商訂購商品，採用多種營銷策略，如免運費策略、數量折扣訂價策略以及廣告促銷策略等，其中免運費是最能吸引消費者的策略之一。本研究透過免運費策略做為研究主題並分為兩種模式。第一種模式探討供應商運用免運費吸引兩家電子零售商增加購買數量，在通路競爭下，求得最佳免運費數量與各自利益最佳化。第二種模式為電子零售商訂購數量未達到供應商提供的免運費標準，需額外負擔運輸成本的情況下，求訂購數量與利益最佳化，並對兩種模式做分析與比較。分析結果顯示，運輸成本會對免運費決策造成影響外，批發價格和存貨持有成本皆會造成零售商訂購數量和利潤下降。未來研究可針對免運費策略將供應商的利潤加入供應鏈模型中，
探討整體供應鏈利潤模式。

關鍵字

免運費 ； 數量折扣 ； 電子商務 ； 通路競爭 ； 供應鏈管理

並列摘要

Nowadays, e-business market is oligopoly with large internet companies,like Amazon, eBay, Alibaba and Jingdong Mall, so probing oligopoly e-retailers competition will make this study more valuable. In the supply chain literature, some scholars pointed out that in order to attract more retailers to order goods,
manufacturers use a variety of marketing strategies, such us free shipping policy,quantity discount pricing strategy, advertising and other promotional strategies,
among them the most attractive strategy for customers is free shipping policy. The research topic in this study is divided into two modes considering a free shipping policy. Model one is about suppliers who use free shipping to attract e-retailers increasing purchase quantity to get the best free shipping quantity and their best interests. Model two is the case of e-retailers that need to pay extra shipping costs because the quantity they ordered does not achieve the standard requested by the supplier, and to decide the optimal order quantity and profit, then to analyze and compare both models. The results show that transportation cost affects the decision making about meeting free shipping standard, and the wholesale price and inventory holding cost have impact on retailers order quantity and profit.

並列關鍵字

free shipping ； quantity discounts ； e-commerce ； channel competition ； supply chain management

參考文獻

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