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。

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.

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

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