請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/74046
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 周雍強(Yon-Chun Chou) | |
dc.contributor.author | Hao-Ping Wang | en |
dc.contributor.author | 王皓平 | zh_TW |
dc.date.accessioned | 2021-06-17T08:17:55Z | - |
dc.date.available | 2024-08-18 | |
dc.date.copyright | 2019-08-18 | |
dc.date.issued | 2019 | |
dc.date.submitted | 2019-08-14 | |
dc.identifier.citation | 1. 經濟部(2016)。105年度電子商務雲端創新應用與基礎環境建置計畫我國B2C網路商店經營現況研析報告。
2. 張閎杰 (2010). 賽局理論於產品廣告與價格決策之探討, 國立屏東商業技術學院研究所碩士論文, 1-41. 3. Amazon.corp(2018).Amazon.corp. Annual Report. 4. Aaker, D. A. and J. M. Carman (1982). 'Are you over-advertizing.' Journal of Advertising Research 22(4): 57-70. 5. Abad, P. L. (1988). 'Determining optimal selling price and lot size when the supplier offers all‐unit quantity discounts.' Decision Sciences 19(3): 622-634. 6. Bagwell, K. (2007). 'The economic analysis of advertising.' Handbook of industrial organization 3: 1701-1844. 7. Banerjee, B. and S. Bandyopadhyay (2003). 'Advertising competition under consumer inertia.' Marketing Science 22(1): 131-144. 8. Bretthauer, K. M.S. Mahar and Venakataramanan. (2010). 'Inventory and distribution strategies for retail/e-tail organizations.' Computers Industrial Engineering 58(1): 119-132. 9. Butters, G. R. (1978). Equilibrium distributions of sales and advertising prices. Uncertainty in Economics, Elsevier: 493-513. 10. Cachon, G. P. (2003). 'Supply chain coordination with contracts.' Management science 11: 227-339. 11. Cattani, K. D.W. G. Gilland and J. M. Swaminathan (2004). Coordinating traditional and internet supply chains. Handbook of quantitative supply chain analysis, Springer: 643-677. 12. Chen, P.B. Li, Y. Jiang and P. Hou (2017). 'The impact of manufacturer’s direct sales and cost information asymmetry in a dual-channel supply chain with a risk-averse retailer.' International Journal of Electronic Commerce 21(1): 43-66. 13. Choi, S. C. (1996). 'Price competition in a duopoly common retailer channel.' Journal of retailing 72(2): 117-134. 14. Corbett, C. J. and X. De Groote (2000). 'A supplier's optimal quantity discount policy under asymmetric information.' Management science 46(3): 444-450. 15. Corbett, C. J. D. Zhou and C. S. Tang (2004). 'Designing supply contracts: Contract type and information asymmetry.' Management Science 50(4): 550-559. 16. Dolan, R. J. (1987). 'Quantity discounts:Managerial issues and research opportunities.' Marketing Science 6(1): 1-22. 17. Hanssens, D. M. and L. J. Parsons (1993). 'Econometric and time-series market response models.' Handbooks in operations research management Science 5: 409-464. 18. Huang, H.L. (2010). Pricing and order quantity with channel competition in quantity discount and cash discount, Master's Thesis of Graduate Institute of Industrial Management,National Central University, 1-55. 19. Huang, J., M. Leng and M. Parlar (2013). 'Demand functions in decision modeling: A comprehensive survey and research directions.' Decision Sciences 44(3): 557-609. 20. Jørgensen, S. and G. Zaccour (1999). 'Equilibrium pricing and advertising strategies in a marketing channel.' Journal of optimization theory applications 102(1): 111-125. 21. Jeuland, A. P. and S. M. Shugan (1988). 'Note—channel of distribution profits when channel members form conjectures.' Marketing Science 7(2): 202-210. 22. Kadiyali, V., P. Chintagunta and N. Vilcassim (2000). 'Manufacturer-retailer channel interactions and implications for channel power: An empirical investigation of pricing in a local market.' Marketing Science 19(2): 127-148. 23. Lee, H. L. and M. J. Rosenblatt (1986). 'A generalized quantity discount pricing model to increase supplier's profits.' Management science 32(9): 1177-1185. 24. Liu, C.k. (2010). Advertising strategies in one manufacturer and two competitive retailers supply chain, Master's Thesis of Graduate Institute of Industrial Management,National Central University,1-43. 25. Liu, X. (2006). Supply chain contract design in supplier-versus buyer-driven channels, Doctoral dissertation Texas A&M University,. 26. Monahan, J. P. (1984). 'A quantity discount pricing model to increase vendor profits.' Management science 30(6): 720-726. 27. Schneider, F. and D. Klabjan (2013). 'Inventory control in multi-channel retail.' European Journal of Operational Research 227(1): 101-111. 28. Sethuraman, R. and G. Tellis (2002). 'Does manufacturer advertising suppress or stimulate retail price promotions? Analytical model and empirical analysis.' Journal of Retailing 78(4): 253-263. 29. Sethuraman, R. and G. J. Tellis (1991). 'An analysis of the tradeoff between advertising and price discounting.' Journal of marketing Research 28(2): 160-174. 30. So, K. C. and J.S. Song (1998). 'Price, delivery time guarantees and capacity selection.' European Journal of operational research 111(1): 28-49. 31. Steinfield, C., H. Bouwman and T. Adelaar (2002). 'The dynamics of click-and-mortar electronic commerce: opportunities and management strategies.' International Journal of Electronic Commerce 7(1): 93-119. 32. Taylor, T. A. (2002). 'Supply chain coordination under channel rebates with sales effort effects.' Management science 48(8): 992-1007. 33. Tellis, G. J. (1988). 'The price elasticity of selective demand: A meta-analysis of econometric models of sales.' Journal of marketing research 25(4): 331-341. 34. Turban, E., D. King, J. K. Lee, T.P. Liang and D. C. Turban (2015). Electronic commerce: A managerial and social networks perspective, Springer. 35. Turban, E., J. Outland, D. King, J. K. Lee, T.-P. Liang and D. C. Turban (2017). Electronic commerce 2018: a managerial and social networks perspective, Springer. 36. Viswanathan, S. and Q. Wang (2003). 'Discount pricing decisions in distribution channels with price-sensitive demand.' European Journal of Operational Research 149(3): 571-587. 37. Wang, Q. and Z. Wu (2000). 'Improving a supplier's quantity discount gain from many different buyers.' IIE transactions 32(11): 1071-1079. 38. Wang, T.-Y. (2009). Develop the Profit Maximization Model for Supply Chain with Channel Coordination : A Case Study for eBay’s e-Store, Master's Thesis of Graduate Institute of Industrial Management,National Central University,1-81. 39. Wang, Y., L. Jiang and Z.J. Shen (2004). 'Channel performance under consignment contract with revenue sharing.' Management science 50(1): 34-47. 40. Wu, D. D. (2013). 'Bargaining in supply chain with price and promotional effort dependent demand.' Mathematical and Computer Modelling 58(9-10): 1659-1669. 41. Xiao, D., Y.-W. Zhou, Y. Zhong and W. Xie (2019). 'Optimal cooperative advertising and ordering policies for a two-echelon supply chain.' Computers Industrial Engineering,127: 511-519. 42. Xie, J. and A. Neyret (2009). 'Co-op advertising and pricing models in manufacturer–retailer supply chains.' Computers Industrial Engineering 56(4): 1375-1385. 43. Xie, J. and J. C. Wei (2009). 'Coordinating advertising and pricing in a manufacturer–retailer channel.' European Journal of Operational Research 197(2): 785-791. 44. Zhang, L., Timothy J . (2010). 'Channel coordination in a consignment contract.' European Journal of Operational Research 207(2): 897-905. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/74046 | - |
dc.description.abstract | 現今傳統之實體店鋪的公司已有越來越多將零售業和線上通路結合在一起,B2C模式為目前大型平台積極轉型目標。平台有著高額抽成,就願意幫廠商導入流量。各平台需要不斷進行廣告投入與價格競爭吸引消費者購買,導致目前供應鏈中的通路議價能力已逐漸從製造商轉移至通路商,因此電商平台上的供應商處於劣勢,供應商既須提供數量折扣與電商通路又須負擔大量投入廣告行銷等費用,此行為類似聯合廣告行為,但是供應鏈的利益分配幾乎由電商通路全權掌握。此時發生了供應鏈不協調問題。
本研究探討兩階供應鏈中以雙邊寡占通路模式,1家供應商1家通路商訂定契約內容。並以供應商的潛在市場大小、價格彈性、廣告費率當作外生變數來探討其影響契約設計的方式,也提供供應商在面對市場價格彈性已知下,如何使用廣告投放與數量折扣等工具,增加市場需求量。 本研究之目的著重於供應商要如何使用廣告與折扣比率兩種工具達到利潤最佳化,在研究中重要因素為產品的價格彈性大小,提供電商平台上架的業者在產品彈性以知下,該如何進行廣告投入和價格折扣決策,廣告決策部分得到對產品市場彈性較小之供應商,需投放更多廣告;彈性較大廣告投放的越少。價格折扣則是對產品市場彈性較小供應商,需提供較高折扣率;市場彈性較大則訂定較低折扣率。 關鍵字:供應鏈協調、契約設計、賽局模型、數量折扣合約、聯合廣告 | zh_TW |
dc.description.abstract | Today, traditional channels have increasingly combine physical channels and online channels, and the B2C model is the target of transformation for platform. The platform has a higher incentive to promote product. Therefore, each platform needs to continuously invest advertisement and does price competition to attract consumers to purchase. As a result, the channel bargaining power in the supply chain has shifted from the supplier to the retailer. The supplier on the e-commerce platform is at a disadvantage. The supplier must provide both the quantity discount and the large amount of advertising and marketing expenses. This is similar to the cooperative advertising, but the benefits of distribution in the supply chain were almost entirely controlled by the e-commerce channel. At this point, there is a problem of supply chain is not coordinate.
This study explores the bilateral oligopoly model in the two-tier supply chain, and the contract content of one supplier by one supplier. And the potential market size、price elasticity、advertising rate are used as an exogenous variable to explore the way in which the contract design is influenced. Suppliers are also provided with tools such as advertising investment and quantity discounts to increase market demand in the face of market price elasticity. The purpose of this study is to focus on how suppliers can use the two tools to achieve profit optimization. The important factor in the research is the price elasticity of the product. This study provides suppliers on the e-commerce platform how to make advertising investment and price discount decision, the advertising decision-making of the supplier with lower market elasticity need to invest more ads; Price discounts decision-making of the supplier with lower market elasticity need to provide higher discount rates. Keywords: supply chain coordination, contract design, game model, quantity discount contract, cooperative advertising | en |
dc.description.provenance | Made available in DSpace on 2021-06-17T08:17:55Z (GMT). No. of bitstreams: 1 ntu-108-R06546034-1.pdf: 3113373 bytes, checksum: 93c7d9ed4cf119728966df92d3f75237 (MD5) Previous issue date: 2019 | en |
dc.description.tableofcontents | 第一章 緒論 1
1.1 研究背景 1 1.2 研究動機 4 1.3 研究目的 8 1.4 研究架構 9 第二章 文獻回顧 11 2.1 供應商與通路商間契約類型 11 2.2 數量折扣合約 12 2.2.1 線性折扣函數 13 2.3 電商通路結構討論 14 2.4 寄倉與買斷模式 16 2.5 電商通路廣告費用類型 17 2.6 廣告投入與價格折扣文獻回顧 19 2.6.1 廣告投入與價格折扣需求函數 19 2.6.2 廣告投入與折扣決策模式 19 2.6.3 聯合廣告行為 21 2.7 需求函數求解方法 22 第三章 模型介紹 26 3.1 基礎模型建立 26 3.1.1 需求模型假設 26 3.1.2 數量折扣契約基礎模型賽局 27 3.2 係數與參數設定 32 3.2.1 市場規模α、價格彈性β參數設定 32 3.2.2 數量折扣b與廣告投入x對通路商訂價的影響 33 3.2.3 制定廣告費率r 35 3.2.4 供應商決策問題 36 3.3 廣告投資量x對供應商利潤影響(問題一) 37 3.3.1 廣告投資量x分析解 38 3.3.2 廣告投資量x對供應商利潤影響(問題一) 39 3.4 數量折扣比率b對供應商利潤影響(問題二) 40 3.4.1 W(-ae^c)求解(問題二) 41 3.4.2 求數量折扣比率b分析解與數值範例(問題二) 42 3.4.3 W(ca∙e^ya)求解(問題二) 44 3.4.4 基礎模型b^*分析解(問題二) 45 3.4.5 供應商利潤分析(問題二) 46 3.5廣告投資量x與數量折扣b對供應商利潤影響(問題三) 47 3.6供應商數量折扣b與廣告投入x決策建議 49 第四章 分析結果結合契約設計 51 4.1 問題一、二、三策略比較 51 4.1.1 問題一與問題三比較 51 4.1.2 問題一與問題三整體供應鏈利潤比較 52 4.1.3 問題二與問題三比較 54 4.1.4 問題二與問題三整體供應鏈利潤比較 55 4.2 問題三中供應商與通路商利潤討論 56 4.3 應用數量折扣契約模型於市場上範例 58 4.3.1 範例一: 服飾配件類商品 58 4.3.2 範例二: 食品產業 59 4.3.3 小結 60 第五章 結論與建議 61 5.1 研究結果與貢獻 61 5.2 未來研究方向 62 參考文獻 64 附錄 67 附錄一 數量折扣b的設定範圍推導 67 附錄二 最佳數量折扣率b^*推導 67 | |
dc.language.iso | zh-TW | |
dc.title | 產品供應商在電商平台進行廣告投放與數量折扣的決策比較 | zh_TW |
dc.title | An Analysis of Advertisement and Quantity Discount Decision of Product Supplier in E-commerce Channel | en |
dc.type | Thesis | |
dc.date.schoolyear | 107-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 楊烽正,陳曜鴻,陳慧敏 | |
dc.subject.keyword | 供應鏈協調,契約設計,賽局模型,數量折扣合約,聯合廣告, | zh_TW |
dc.subject.keyword | supply chain coordination,contract design,game model,quantity discount contract,cooperative advertising, | en |
dc.relation.page | 70 | |
dc.identifier.doi | 10.6342/NTU201903385 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2019-08-14 | |
dc.contributor.author-college | 工學院 | zh_TW |
dc.contributor.author-dept | 工業工程學研究所 | zh_TW |
顯示於系所單位: | 工業工程學研究所 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-108-1.pdf 目前未授權公開取用 | 3.04 MB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。