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  • 學位論文

不同通路策略之最佳營收分享及退貨政策

Optimal revenue sharing and return policy for different channel strategies

指導教授 : 黃惠民

摘要


伴隨著全球化及市場多元化的來臨,產品之生命週期呈現逐漸縮短之趨勢。傳統供應鏈因為彼此之間相互獨立,使得企業必須自行承擔諸多風險,因此下游零售商對於商品過剩之疑慮導致訂購數量縮減,相對於上游供應商則是對於零售商訂購數量多寡進而影響其營運之收入,加上產品毛利率之壓縮導致企業間營運更加艱鉅,因此企業與企業之間合作模式往往是透過策略聯盟及策略性合約,使得彼此雙方能更加緊密結合以達到整體供應鏈經營績效之有效提升。   本研究針對短生命週期及需求波動性大之流行性產品,在單期報童模式中探討單一供應商與單一零售商透過營收分享、退貨政策及缺貨成本共擔之合約策略,以降低供應鏈成員對於需求不確定性所造成之交易風險,並利用Stackelberg game賽局手法、通路整合及Bi-level三種不同模式,建構出在不同商業決策模式下合約策略對供應鏈期望利潤影響之變化。另外,本研究亦加入需求與價格互為相依之因素,使零售商可利用價格機制來影響產品需求數量,以增加產品售出機率。 透過以製造商為領導者,探討供應鏈應用合約策略於不同商業決策模式,並考量需求與價格相依之特性,利用數學軟體Maple 13推導出不同商業模式下,零售商及製造商決策之最佳訂購量、最佳零售價格與最佳合約分享及共擔比例,最後進行數值範例及敏感度分析之驗證。

並列摘要


Due to the advent of globalization and market diversification, the product life cycle (PLC) is getting shorter and shorter. In the supply chain, traditionally members act independently which causes them to bear their own risk. A typical situation is when a retailer decreases its order quantity to avoid risks such as having excessive inventory due to uncertain demand which then decreases the supplier’s profit. With this, supply chain members have to cooperate with each other through strategic alliances and contract which allow both parties to be more closely integrated in order to improve their overall supply chain performance.   In this study, we consider fashionable products characterized with short life cycle and uncertain demand in a single-period newsboy problem of a two-stage supply chain. The risk of demand uncertainty is reduced when both parties consider strategies and contract such as revenue sharing, return policies and lost-sale cost sharing. The study uses three different methods such as Stackelberg game, Coordination and Bi-level strategies to construct various business decision-making models with strategic contract and to show how these affect the overall supply chain profit. The study assumes the manufacturer as the dominant leader in the supply chain, and also considers price dependent demand and pricing in the model. This study tries to achieve the best decision to maximize the profit of the manufacturer and retailer by solving the optimal contract sharing ratio, order quantity and retail price. Finally, a numerical example and sensitivity analysis are given to validate the model.

參考文獻


Cachon, G.P., and Lariviere, M.A., 2005, “Supply chain coordination with revenue-sharing contracts:strengths and limitations”, Management Science, Vol. 51, No. 1, 30-44.
Calvete, H.I., Gale, C., and Mateo, P.M., 2008, “A new approach for solving linear bilevel problems using genetic algorithms”, European Journal of Operational Research, Vol. 188, 14-28.
Ding, D., and Chen, J., 2008, “Coordinating a three level supply chain with flexible return policies”, Omega, Vol. 36, 865-876.
Emmons, H. and Gilbert, S.M., 1998, “Note. The role of returns policies in pricing and inventory decisions for catalogue goods”, Management Science, Vol. 44, No. 2, 276-283.
Granot, D., and Yin, S., 2008, “Price and order postponement in a decentralized newsvendor model with multiplicative and price-dependent demand”, Operations Research, Vol. 56, No. 1, 121-139.

被引用紀錄


陳柏融(2016)。永續供應鏈結合企業社會責任與銷售回扣之最佳訂價策略〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu201600394
曾煥昇(2011)。零售價格互相競爭時Stackelberg賽局 與通路整合模式最佳化策略〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu201100961

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