製造商最適數量折扣門檻及免運門檻之研究

Abstract

在B2B或B2C的供應鏈情境下，上游製造商在販售物品時，為了吸引下游零售商或消費者訂購較多數量的產品，總會施行許多的折扣手段，而其中，數量折扣及免運費政策，是時常被使用的。倘若製造商設定得合適，數量折扣門檻及免運門檻政策可以使得零售商增加單次購買量，同時減少處理訂單的成本以達到規模經濟的目的。 本研究以製造商為主導，建構一個極大化製造商利潤的模型，並求解觀察出最適數量折扣門檻及免運門檻，同時也觀察下游零售商的反應行為，了解數量折扣門檻與免運門檻之設立對於下游零售商之影響。 最後，將各項參數帶入實際數值進行分析，而本研究得到的分析結果為：數量折扣率過大時，會失去增加零售商購買量之誘因；數量折扣門檻與免運門檻之差值不應設立太大，否則兩者門檻會產生牴觸效果，單位合約成本過高時，免運門檻就沒有設立的必要了。

In order to attract retailers or customers to order way more items in one time, there are a lot of discount policies used by manufacturers in the B2B and B2C situation. Among the policies, quantity discount and free shipping policy are frequently being used. The quantity discount threshold and free shipping threshold policy may induce the retailers to increase the amount of purchasing each time and reduce the ordering cost which if set in proper.

Manufacturer plays a role as leader in the study and being used to set up a model which can maximize manufacturer’s profit. To solve and observe the optimal quantity discount threshold and free shipping threshold. Simultaneously observing the reaction of the retailer to realize the effect of setting quantity discount threshold and free shipping policy threshold toward retailers.

After the numerical analysis was done, we can get the result of the analysis of the study: If the rate of quantity discount is too big, the retailers would purchase less then before. The quantity between quantity discount threshold and free shipping threshold should set closed, or the effect of the threshold would barely be seen. When the cost of contract per unit is too high, it is not necessary to set the free shipping policy.