行銷通路對供應商的兩部收費契約設計

Abstract

觀察現今各行各業，分工越來越細膩，供應鏈成員也更依賴著彼此的訊息及資源，這種依賴也伴隨著風險、不確定性及更多的利益，因此供應鏈上下游、不同廠商間的合作及協調，變得格外重要，為了應對這些挑戰，供應鏈成員必須努力建立統一的系統並互相協調，以解決供應鏈不確定性和實現供應鏈協調。 達成供應鏈協調有相當多的方法，其中，製訂契約是一種常見的方式，過往研究在對於兩部收費契約中抽成比例及固定收費仍有缺陷，本研究欲發展出一兩部收費契約，改善目前契約設計上的缺陷，初始研究模型考慮供應鏈中的兩端，一端為供應鏈上游之供應商，一供應商市佔率大、另一供應商則相對市佔率小；供應鏈另一端為獨占通路商。假設兩供應商皆想在此通路平台上販售己身產品，以獲得市場上品牌的優勢、知名度等。通路商考慮供應商之異同的三大因素為：(1) 兩供應商相對市佔率、(2) 產品差異性、(3)市場規模，並以通路商領導之Stackelberg賽局模型來發展，追求供應鏈利益最大化，發展兩部收費契約制定方式。 除了實體通路外，電商通路近幾年越來越興盛，如：PChome線上購物、momo購物網、GoHappy、udn買東西等，皆為知名、高市佔率之通路商，而電商通路可透過大數據分析達到精準行銷之能力為其一大優勢，本研究欲在通路商能給予供應商精準行銷之服務下，發展兩部收費契約制定方式。 最終本研究成功改善過往兩部收費契約設計上之缺陷，發展出在實體通路及電商通路可行之兩部收費契約制定方式，並觀察到供應商對於通路商提供精準行銷之服務，會呈現兩極的M型化現象。

In observing today’s various trades and professions, we find that the division of labor has become increasingly more narrow. Suppliers are more dependent on each other for information and resources. This dependence brings about with it risks, uncertainty, and greater benefits. For this reason, manufactures and retailers in the supply chain, along with the cooperation and coordination of different companies becomes of utmost importance. In order to respond to these challenges, suppliers must strive to establish a unified system as well as coordinate with each other. Doing this will help solve uncertainty as well as realize coordination within the supply chain. There are many ways to go about achieving coordination within the supply chain. Of these, formulating a contract is one of the most commonly seen methods. Research regarding the per-unit charge and fixed fees of two-part tariff contracts is still lacking. This research will be based on the perspective of the distributor, that is, the distributor will be the maker of the contract, the leader of the game, and design two-part tariff contracts when facing multiple suppliers. We assume that both suppliers want to sell their own products on this platform to gain the advantages and popularity of the brand on the market. Three major factors that vendors consider in their suppliers’ similarities and differences are: (1) the relative market share of two suppliers; (2) product differentiation; (3) market size. Then we construct the Retailer-Stackelberg model as the basic optimization model, and design two-part tariff contracts. In accordance with the results of the model, considering the E-commerce platform, the supplier's market share, product differentiation, and market size, we can formulate key strategies and design different two-part tariff contracts. Apart from physical platforms, in the last few years, e-commerce platforms have thrived. For example, companies such as PChome online, Momoshop, GoHappy, udn shopping are all well-known and have high market shares. One of the advantages of e-commerce platforms is that they can arrive at a precision marketing ability through big data analysis. This research hopes to develop a method for making two-part tariff contracts in the situation of retailers giving suppliers precision marketing services. Lastly, this research successfully makes up for the lack of adequate two-part tariff contract designs and develops a method for designing a two-part tariff contracts that are acceptable for both physical platforms and e-commerce platforms. It also observes the precision marketing service that suppliers provide from retailers will show an M-shaped phenomenon.