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博碩士論文 etd-0619121-144816 詳細資訊
Title page for etd-0619121-144816
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
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
32
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
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
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
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