在通路競爭下比較營收分享、資訊分享與寄售合約模式之整體利潤最佳化

Comparing profit-maximization of revenue sharing, information sharing and consignment contract models under channel competition

陳咏劭(Yung-Shao Chen)

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(2010年)

https://doi.org/10.6840/cycu201000795

摘要

現今的產業結構在資訊發達與全球化的影響下，迫使供應鏈體系中的各成員不再視彼此為單獨的個體，而應是講求策略聯盟的伙伴關係(partnering relationship)，因此本研究加入通路協調和合作模式(channel coordination and cooperation)的考量，能幫助彼此的營運與利潤達到最佳。但是，在實際情況中零售商將遇到不同的通路競爭者，本研究加入通路競爭的考量將使研究更有價值，且更符合實際情況。本論文研究主要考慮一個兩階層通路，以一個製造商對兩個競爭的零售商的通路競爭模式，兩個零售商間的競爭為價格上的競爭，其產品具有替代性，並反應於需求函數上面；需求方面受零售商自身訂價、競爭對手價格及非價格因素的隨機因子影響，製造商及零售商間存在著史坦柏格賽局(Stackelberg game)領導者及跟隨者的關係，在不同情境下，分別以零售價格、最佳庫存量、通路總利潤最大化為目標，分析與觀察在營收分享合約、寄售合約與資訊分享合約下建立三種不同通路合約的競爭通路，並設定相關情境。目的為探討此三種通路在環境參數的不同架構下，對於決策變數及整體利潤之影響為何，並對其做分析與比較，使供需雙方在三個供應鏈合約中做決策選擇。透過本研究推導及在數值上驗證中可以得知，模式一、模式二與模式三之間皆有顯著的差異，而且以通路總利潤的觀點來說，模式一的通路總利潤較高、模式三的通路總利潤居次，模式二的通路總利潤是三模式中最低的。本研究的設定情境下，營收分享對通路利潤最佳，其次為資訊分享合約，最後為寄售合約。

關鍵字

營收分享 ； 資訊分享 ； 寄售 ； 價格競爭 ； 史坦柏格賽局 ； 通路協調

並列摘要

Recently, the influence of information technology and globalization made each member of supply chain focus on partnering relationship in strategic alliance rather than on as individuals. Thus, this research added the consideration of channel coordination and cooperation, and helped each other to maximize the operating efficiency and profit. However, in real situation, the retailers would compete with different channels; therefore, adding the consideration of channel competition to make the research more worth. This research mainly considered a channel with two layers, the channel competition model of a supplier to the two retailers, and the two competing retailers are price competitors. The products are the substitutions, and its characteristic was reflected on the demand function. The demand was affected by retailers’ own pricing, the prices of competitors and non-price factors of random factors, and there is a relationship of the leader and follower in Stackelberg game between suppliers and retailers. The objective of this research is to maximize the retail price, optimal inventory quantity and total profit of channel, and to develop three different channel competitions under different channel contracts which are revenue sharing contract, information sharing contract and consignment contract. This research discussed the variations of decision variables and overall profit under the structures of three different channels, analyzing and comparing to each other to make decision options on both supply and demand from three contracts of supply chain.
Through model verification and numerical example of this research, this study found that there are significant differences among three models. Moreover, the total profit of channel in model one is the optimal solution and model three is greater than model two, meaning the revenue sharing contract is the optimization and information sharing contract is greater than consignment contract.

並列關鍵字

Stackelberg game ； price competition ； channel coordination ； revenue sharing ； information sharing ； consignment

參考文獻

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