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標題: | 零售商基於產品效用及供應鏈成本下的最佳換貨策略 The Best Exchange Strategy for Retailers based on Product Utility and Supply Chain Costs |
作者: | Chia-Sheng Lin 林家陞 |
指導教授: | 黃奎隆 |
關鍵字: | 換貨策略,換貨成本,市場區隔,差別取價,賽局分析, Exchange Strategy,Exchange Cost,Market Segmentation,Differential Pricing,Game Theory, |
出版年 : | 2019 |
學位: | 碩士 |
摘要: | 現今社會已經有越來越多的零售商以及製造商會利用換貨策略作為行銷手法上的工具,也確實收到極大的效益。換貨策略已經跳脫最初被零售商或製造商定位在產品的售後服務的範疇,現今的零售商以及製造商都更積極地利用換貨策略來對消費者傳遞自己公司的產品品質以及品牌形象,而零售商以及製造商也時常利用換貨策略來區隔出產品市場、提升定價的效率。
學者的研究也指出當製造商提供零售商換貨保證策略時,可以讓零售商增加對製造商產品存貨的意願,也會增加零售商主動推銷製造商產品的意願、提升製造商產品的銷售競爭力,然而提供換貨保證策略同時也會提高製造商換貨程序上的成本,因此對於製造商而言是否提供零售商換貨保證是個值得思考的決策。 本研究利用賽局理論分析方法探討當一家獨占零售商設計並銷售不同品質的產品給不同品質偏好的消費者市場區隔時,提供消費者換貨保證的服務對零售商的獲利影響,並依此推導出零售商的最佳換貨策略。 Nowadays, more and more retailers and manufacturers have used the exchange strategy as a marketing tool in the society, and they have indeed received great benefits. For retailers and manufacturers, the exchange strategy has already jumped away from the original after-sales service of the products. Nowadays, retailers and manufacturers are actively using the exchange strategy to deliver their own product quality and brand image to consumers. Also, they often use the exchange strategy to separate the market of product and increase pricing effectiveness. Scholars' research also pointed out that when manufacturers provide an exchange guarantee strategy, they can increase the willingness of retailers to inventory the manufacturers' goods, and increase the willingness of retailers to actively promote manufacturers' goods and enhance the sales competitiveness of manufacturers' products. Providing an exchange guarantee strategy also increases the cost of the manufacturer's exchange procedure, so it is a decision which is worthwhile to consider for the manufacturer to provide an exchange guarantee. This study uses the game theory analysis method to discuss the profit impact of the exchange guarantee on the retailer when the exclusive retailer designs and sells different quality products to different market segments with different quality preferences, and derives the manufacturer's optimal exchange strategy. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/73921 |
DOI: | 10.6342/NTU201903694 |
全文授權: | 有償授權 |
顯示於系所單位: | 工業工程學研究所 |
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ntu-108-1.pdf 目前未授權公開取用 | 1.53 MB | Adobe PDF |
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