有限產能下供應商的多世代產品產能分配對零售商定價之影響

Abstract

隨著現代消費者消費習慣改變，產品生命週期愈來愈短，推陳出新的速度愈來愈快，多時代產品共存於市場的情形因此愈來愈普遍，尤其是在高科技產品方面。由於新產品剛上市時產能通常有限，因此要如何分配稀有的產能給下游零售商是本論文研究重點。本研究假設市場中有一家供應商分別販售新舊世代產品給兩家互相競爭且服務品質相異之零售商，時間軸分為兩階段，第一階段為新產品上市前，只銷售舊世代產品，第二階段則是新產品上市後，只銷售新世代產品。每個階段中，消費者會衡量心中對產品的願付價格、零售商的服務品質與產品零售價之差異大小來決定是否購買。本研究比較轉嫁分配(Turn and earn allocation)策略與固定均分(Fixed allocation)策略下供應商所得利潤，討論在上述兩策略下零售商於第一階段之定價策略，並利用數學方法建構模型，以逆向歸納法求得供應商在各情況下之利潤，再以數值分析求出特定情況下供應商之最佳決策。本研究結果發現在大部分情況下，轉嫁分配策略較有優勢，而零售商得知供應商策略後，會在第一階段作出相對應的定價動作，以在第二階段能獲得較好之分配量，並最大化自身之利潤。

As the rapid change of the consuming habit nowadays, the life cycle of various kinds of products are much shorter than before, especially the high-tech computer, communication, and consumer electronics. Due to the fast innovation of products, the coexistence of multiple-generation products is even more often in the market. It’s common that the capacity of new generation products is limited while launched to the market. Hence, how to allocate scarce capacity to retailers and the quantity should be allocated are the main challenge in the aspect of the supplier. This research will focus on this issue and discuss what pricing actions that retailers can take when facing the different capacity allocation strategy adopted by the suppliers. Consider one supplier providing different generation products to two retailers with different service quality. We present a two-phase model where former phase selling old generation product and the later phase selling new generation product. In every phase, customers will compare their willing to pay with the service quality of retailers and the selling price and then decide whether to buy or not. This research aims to find the best capacity allocation rule for the supplier among turn-and-earn and fixed allocation rules and also observe the reaction of retailers in pricing and ordering quantity. According to the numerical analysis, turn-and-earn allocation rule is always better than fixed allocation rule and will depends on the value of parameters that supplier chooses.