在有限產能的限制下多世代產品的收益管理決策

Abstract

近年來由於科技日新月異，廠商競爭激烈，為了生存從古早的工廠至上原則，到現今顧客為主原則，代表著市面上出現的產品種類愈趨多元，而由於產品生命週期愈趨愈短，新一代產品上市前的外部效益就對供應商十分重要。因產品上、下市迅速的緣故，清理前代商品庫存就成為供應商重要議題，此時利用新世代產品的訂購量分配來使得零售商幫忙就成為一項有利的決策；但對於零售商而言，需求的不確定性、同類型產品間的替代效果、新世代產品的前景看好程度等因素又使得零售商需做不同的訂購決策。在此情境下本研究以供應商之利潤最大化為目標，考量供應商的訂購量分配規則、產品批發價為決策，而零售商則會受供應價格、產品的市場需求、產品間的替代性等因素所影響。在這背景下，本研究建構一個兩階段之數學模型，第一階段為零售商對於舊產品之購買階段，第二階段則為新產品的分配販售階段，並求得第一、二階段的最佳供應價格、訂購量分配規則以及零售商、供應商的總利潤最大解。本研究發現於供應商而言，轉嫁策略永遠較固定均分策略佳，且在市場需求不確定的情況下，供應價格並不等於零售商售價，反而會共同承擔風險，使得自身利潤較佳，而在有些情況下，供應商適時的分給零售商些許利潤，反而對於自身利潤較好。反觀零售商，屬於被動的接收者，只能依供應商這領先者的策略，來做自身利潤最大化的策略。

Due to the ever-changing sciences and technologies, the product life cycle has been shorter and shorter in recent years. It causes more and more products which will be launched, and new products are commonly easy out of stock because of the popularity. Besides, there are many multi-generation products in the market due to shorter product life cycle. In consequence, there are lots of issues to discuss interaction between suppliers and retailers, like ordering decisions, pricing decisions, capacity allocation, etc. According to above, This research presents a two-phase setting model, where the first phase is old product’s selling phase and the second phase is new product’s selling phase, and focuses on dealing with multi-generation product with limited capacity, also considering supplier capacity allocation rules to find the best strategies for the supplier. , i.e., allocation rules, wholesale prices, and profit in first and second phase. In this research, it is found that the turn-and-earn allocation scheme is always better than fix allocation scheme, and also found that in some conditions supplier sacrifice some profits to retailer can be higher profit.