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論文名稱 Title |
多產品製造商的銷售通路與產品品質 Multi-Product Manufacturer’s Distribution Channels and Product Quality |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
32 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2021-07-06 |
繳交日期 Date of Submission |
2021-07-19 |
關鍵字 Keywords |
銷售通路、完全直接銷售、完全間接銷售、混合銷售、產品品質、零售通路成本 distribution channel, product quality, fully direct-sell channel, fully indirect-sell channel, mixed channel |
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統計 Statistics |
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中文摘要 |
本文主要探討當製造商同時生產高低品質產品時,在選擇不同的銷售通路策略下,如何影響產品品質,並討論產品價格、消費者需求、製造商與零售商利潤、產品批發價、消費者剩餘與社會福利的變動,最後找出四種銷售通路下的子賽局完美均衡。在模型中,有一家製造商與一家零售商,製造商可採取四種銷售通路策略,(1) 完全直接銷售:製造商直接銷售兩種品質產品;(2)完全間接銷售:透過零售商間接銷售兩種品質產品;(3)第一類混合銷售:製造商賣高品質產品,透過零售商賣低品質產品;(4)第二類混合銷售:製造商賣低品質產品,透過零售商賣高品質產品。主要結果顯示,若製造商採用完全間接銷售時,相較於完全直接銷售,兩產品品質相同。然而,當製造商採用第一類混合銷售,僅透過零售商賣低品質時,相較於完全直接銷售,兩產品品質下降。反之,當製造商採用第二類混合銷售,僅透過零售商賣高品質時,相較於完全直接銷售,兩產品品質皆上升。此外,我們發現,當建立高低品質產品通路固定成本皆低,則製造商會使用完全直接銷售。當建立高低品質產品通路固定成本皆高,製造商會使用完全間接銷售。當建立高品質產品的固定成本低,但建立低品質產品通路的固定成本高,則製造商會使用第一類混合銷售。若建立高品質產品通路的固定成本高,但建立低品質產品通路的固定成本低,則製造商會選擇第二類混合銷售。 |
Abstract |
This study examines the impact of different distribution channel structures on product quality, when the manufacturer produces both high- and low-quality products. Four types of distribution channels are examined: (1) Fully direct-sell channel: The manufacturer directly sells high-quality products and low-quality products. (2) Fully indirect-sell channel: both high- and low-quality products are sold by the retailer indirectly. (3) Type 1 mixed channel: While the manufacturer sells the high-quality product directly, the low-quality product is indirectly sold through the retailer. (4) Type 2 mixed channel: While the manufacturer directly sells the low-quality product, the high-quality product is indirectly sold through the retailer. Our main results show that both product qualities under the fully indirect-sell channel are the same as those under the fully direct-sell channel. However, the product qualities under the type 1 mixed channel are lower than those under the fully direct-sell channel. Moreover, the product qualities under the type 2 mixed channel are higher than those under the fully direct-sell channel. Furthermore, we show that, when establishing direct channels for both high- and low-quality products requires high fixed costs, the manufacturer adopts the fully indirect-sell channel. When the fixed costs of a direct channel for selling the high-quality (low-quality) product are high, whereas the fixed costs of a direct channel for selling the low-quality (high-quality) product are low, the manufacturer adopts type 2 (type 1) mixed channel. |
目次 Table of Contents |
論文審定書.....................................i 誌謝.................................................ii 摘要.................................................iii Abstract...........................................iv 圖次.................................................vi 表次.................................................vi 第一章 緒論....................................1 第二章 文獻回顧............................4 第三章 基本模型設定....................6 第四章 各銷售通路之均衡分析....9 第五章 最適銷售通路....................18 第六章 結論....................................23 參考文獻.........................................25 |
參考文獻 References |
Chen, J., Liang, L., Yao, D. Q., & Sun, S. (2017). Price and Quality Decisions in Dual-Channel Supply Chains. European Journal of Operational Research, 259(3), 935-948 Jeuland, A. P., & Shugan, S. M. (1983). Managing Channel Profits. Marketing Science, 2(3), 239-272. Malls, O. (1998). Do They Deliver the Goods. Consumer Reports, 63(8), 20-25. Motta, M. (1993). Endogenous Quality Choice: Price vs. Quantity competition. The Journal of Industrial Economics, 113-131. Shi, H., Liu, Y., & Petruzzi, N. C. (2013). Consumer Heterogeneity, Product Quality, and Distribution Channels. Management Science, 59(5), 1162-1176. Sridharan, S., Palekar, S., & Chandrasekhar, R. (2012). Eureka Forbes Ltd: Growing the Water Purifier Business. Cases in Marketing Management, 391-414. Villas-Boas, J. M. (1998). Product Line Design for A Distribution Channel. Marketing Science, 17(2), 156-169. Xu, X. (2009). Optimal Price and Product Quality Decisions in a Distribution Channel. Management Science, 55(8), 1347-1352. Zhao, X., Atkins, D., & Liu, Y. (2009). Effects of Distribution Channel Structure in Markets with Vertically Differentiated Products. Quantitative Marketing and Economics,7(4), 377-397. |
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