本文分析一家製造商同時在線上與線下市場進行直接與間接銷售之訂價行 為。模型中考慮線上市場競爭較線下(實體)市場激烈，並探討隨著跨市場競爭程 度上升，製造商對兩市場中之零售商收取的批發價格，以及兩市場中直營與零售 產品價格會如何受到影響。研究結果顯示: 當跨市場競爭程度小的清況下，製造商對線上零售商收取的批發價格高於製造商對線下零售商收取的批發價格、製造商線上直營產品的價格高於其線下直營產品的價格、製造商線上直營產品的銷售量大於其線下直營產品的銷售量，因此製造商線上直營收益大於其線下直營收益。然而，隨著跨市場競爭程度上升，製造商對線上零售商收取的批發價格會下降、製造商對線下零售商收取的批發價格會上升、製造商線下直營產品的價格會上升、製造商線下直營收益大於其線上直營收益。

This paper examines a multi-channel manufacturer selling its products in both online and offline markets through both direct and indirect channels, where the online product competition is fiercer than the offline product competition. The main results show that, when the product competition between the online and offline markets is weak, which implies that there is a large difference in the degree of competition between online and offline markets, the fiercer online competition results in a strategic behavior of the manufacturer. That is, the manufacturer charges the online retailer a higher wholesale price than the offline retailer in order to avoid fiercer competition in the online market. Thus, for the products sold in the manufacturer's direct channels, the online price is higher than the offline price, and the demand of its online product is greater than that of its offline products, so the manufacturer's online-direct revenue is greater than its offline-direct revenue. However, when the cross-market competition increases, due to the diffusion of competition from the online market to the offline market, the offline competition increases, while the online competition is less severe. Thus, while the online wholesale price set for the online retailer decreases, the offline wholesale price increases, resulting in an increase in the price of the manufacturer's offline direct channel and the manufacturer's online-direct revenue. In this case, the manufacturer's offline-direct revenue is greater than its online-direct revenue when the degree of cross-market competition is sufficiently high.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 v
第一章 前言 1
第二章 文獻回顧 3
第三章 基本模型設定 5
第四章 結論 15
參考文獻 16

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