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Title: | 三階層需求通路之垂直控制分析:轉售價格限制在品牌間競爭的效果 An Analysis of Vertical Control in Three-tier Demand Chains: Resale Price Maintenance in Inter-Brand Competition |
Authors: | Ying Ju Shih 施映如 |
Advisor: | 周雍強 |
Keyword: | 轉售價格限制,垂直控制,品牌間競爭,品質與價格需求模型, Resale Price Maintenance,Vertical Control,Inter-Brand Competition,Demand Model of Quality and Price, |
Publication Year : | 2007 |
Degree: | 碩士 |
Abstract: | 在顧客講究多元選擇的時代,大多數產品有許多正副廠品牌,正廠對產品之定位通常為高品質高價位,而副廠品牌因為品質略低,價格也較低。銷售通路的結構通常是廠商、零售商兩階層,或廠商、地區經銷商、零售商三階層。正廠為避免通路內自我品牌發生價格競爭,通常採用限制轉售價格的方略。然而在三階層通路,經銷商對下游零售商有根據品質差異而訂定價格的套利空間,因此發生正廠轉售價格規範與經銷商套利的衝突問題。
本文探討正廠的限制轉售價格方略與其經銷商自利訂價之衝突現象。轉售價格規範通常為限訂最低價格,最低價格限制在二階層通路是有效方略。本文建構正副廠品牌價格競爭的三階層通路數學模式,經過利潤優化證明:正廠採用最低價格限制並非有效,相反地,應該採用固定價格限制或最高價格限制。 In an era where customers stress multiple choices, the majority of products come in both name brands and generic brands. Name brand products are usually positioned with a high-quality high-price value, whereas generic brands are set with lower prices because of its lower quality. The Sales channel structure is usually composed of manufacturer–retailer two tier demand chain, or the manufacturer–distributor–retailer three-tier demand chain. To avoid interbrand competition, the name brands usually use the resale price maintenance strategy. However, in three-tier demand chains, distributors may have arbitrage space under the set price difference standard, a conflict that may arise in the RPM policy. This paper discusses the phenomenon of dealer pricing decisions within name brand organization. RPM usually sets minimum prices which is an effective strategy in the two-tier demand chain. A three-tier demand chain mathematical model is constructed for name brand inter-channel competition. Through profit optimization it has been proven that minimum RPM is not effective. On the contrary, fixed price restraints or maximum RPM should be used. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/28118 |
Fulltext Rights: | 有償授權 |
Appears in Collections: | 工業工程學研究所 |
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ntu-96-1.pdf Restricted Access | 744.88 kB | Adobe PDF |
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