考慮品牌策略及通路結構之定價策略｜國立清華大學博碩士論文庫

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研究生：	陳韻竹 Chen, Yun Chu
論文名稱：	考慮品牌策略及通路結構之定價策略 Studies on pricing policies under brand strategy and channel structure
指導教授：	溫于平 Wen, Ue-Pyng
口試委員:	王小璠陸行陳文智郭佳瑋
學位類別：	博士 Doctor
系所名稱：	工學院 - 工業工程與工程管理學系 Department of Industrial Engineering and Engineering Management
論文出版年：	2013
畢業學年度：	101
語文別：	英文
論文頁數：	105
中文關鍵詞：	供應鏈管理、通路衝突、品牌衝突、定價、賽局、利潤分享契約
外文關鍵詞：	Supply chain management, Channel conflict, Brand conflict, Pricing, Game theory, Revenue sharing contract
相關次數：	點閱：1 下載：0
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網路銷售通路的引進及自有品牌的發展已成為製造商與零售商開發市場及增加競爭力的銷售策略。許多文獻已分別討論網路通路與自有品牌對供應鏈的影響，但尚未對該策略的互動進行討論與分析。本論文探討的供應通路模型主要由一個製造商的網路通路以及零售商的傳統通路所形成。製造商銷售產品至零售商，並可透過自有的網路通路銷售產品給消費者。零售商除銷售該產品外，同時銷售不同品牌的相似性商品。製造商與零售商以最大化各自利潤為目標。然而，銷售自有品牌與引進網路通路可能造成產品品牌間與通路間的競爭。為改善整體供應鏈的表現，利益分享契約可能成為合作的機制。本論文探討產品的最佳批發與零售價格、品牌策略與通路結構，更進一步提出相關的管理內涵如:利益分享的契約如何影響製造商與零售商的決策。本研究以Nash及Stackelberg賽局模型描述製造商與零售商的決策順序，並且探討最佳解的存在與唯一性，利用敏感度分析探討模型中相關參數對於最佳解以及製造商與零售商決策的影響。本研究結果顯示開發網路通路與自有品牌有利於製造商與零售商增加利潤，透過利益分享可使雙方同時獲得更高的利潤。為達到雙贏的結果，本研究提出最佳利潤分享的比例以及兩個柏拉圖區間，當利潤分享比例屬於該區間時，品牌與通路的衝突可被緩和，研究結果同時說明製造商與零售商的開發通路與品牌的動機並提供管理者一個以分享利潤為基的合作機制。

Engaging an Internet channel and developing a store brand (SB) are important strategies for manufacturers and retailers to penetrate the market. Numerous researches have focused on the effects of Internet channels and SB products on supply chains, while few studies have discussed the interactions between Internet channels and SB products. This dissertation considers a supply chain with one manufacturer who sells a product to an independent retailer and may sell the product to consumers through an Internet channel. In addition to the manufacturer’s product, the retailer may sell a substitutable product with different brand. Both the manufacturer and the retailer choose their own decision variables to maximize their respective profits. However, these strategies often lead to channel and brand conflicts. To improve the performance of the supply chain, the interest of revenue sharing contract has been increasing in supply chain management. The purpose of this dissertation is to find an optimal retail and wholesale prices, brand strategy and channel structure. Furthermore, this study provides corresponding management insights into how the revenue sharing contract affects the decisions. Nash and Stackelberg game models are formulated and used to represent the decision-making of the manufacturer and retailer. We also derive the corresponding existence and uniqueness conditions for equilibrium solutions. A sensitivity analysis of an optimal decision is conducted for the model parameters and the profits are compared for different scenario settings. The results demonstrate that it would benefit the manufacturer and the retailer to develop of the Internet channel and the SB product, respectively. Furthermore, cooperative strategies exist such that the manufacturer and retailer are beneficial mutually. In order to achieve a win-win outcome for the manufacturer and retailer, we find an optimal revenue sharing ratio and two Pareto zones of revenue sharing ratios, which are Pareto zone of SB and Pareto zone of Internet channel under which the threat of entries of SB and Internet channel could be alleviated. Based on the results, the managerial insights are brought up to account for the motivations of the entries of Internet channels and SB products in supply chains. Moreover, this study provides the coordinate mechanism of the revenue sharing contract for the managers who are interested in introducing an Internet channel or a SB product.

CONTENTS
摘要    i
ABSTRACT    ii
CONTENTS    iii
LIST OF TABLES    iv
LIST OF FIGURES    v
Chapter 1 Introduction    1
1.1 Motivation    1
1.2 Research objective    4
1.3 Framework of the dissertation    5
Chapter 2 Literature Review    7
2.1 Model for supply chain with channel competition    7
2.2 Model for supply chain with brand competition    9
2.3 Game theoretic applications in supply chain management    10
2.4 Consumer’s behavior    12
2.5 The revenue sharing (RS) contract    14
2.6 Summary    15
Chapter 3 Pricing Policies for Substitutable Products in a Supply Chain    17
3.1    The model of the supply chain with Internet and traditional channels    17
3.1.1 Pricing policy under the Nash game    23
3.1.2 Pricing policy under the Stackelberg game    25
3.1.3 The identical case    26
3.2 Numerical examples    33
3.2.1 The effects of   and      33
3.2.2 The effect of a change of the competition structure    36
3.2.3 The effects of   and      37
3.2.4 The effects of wholesale prices   and      41
3.3 Conclusions    42
Chapter 4 An Optimal Brand Strategy and Channel Structure    44
4.1 The evolutions of store brand and Internet channel model    44
4.1.1 A benchmark case: Scenario A    47
4.1.2 The impact of brand competition: Scenario B    48
4.1.3 The impact of channel competition: Scenario C    52
4.1.4 The model of brand and channel competition: Scenario BC    55
4.1.5 The equilibrium solution of brand strategy and market structure    59
4.2 Numerical examples    60
4.2.1 Effects of the relative brand and channel powers    61
4.2.2 Effects of   and      62
4.3 Conclusions    64
Chapter 5 Brand Strategy and Channel Policy under Revenue Sharing Contract    67
5.1 The model of the supply chain with or without revenue sharing contract    67
5.1.1 The wholesale price contract    68
5.1.2 The revenue sharing (RS) contract    70
5.1.3 Reducing a brand and channel competition by introducing RS contracts    73
5.1.4 The optimal RS contract ratio in Scenario A    75
5.2 Numerical examples    77
5.3 Conclusions    81
Chapter 6 Summary and Future Research    83
References    85
Appendix A    95
Appendix B    96
Appendix C    101
Appendix D    103
 
LIST OF TABLES
Table 2.1 Literature analysis of study approach and model    16
Table 3.1 Numerical results for all models    37
Table 3.2 Parameters values    42
Table 5.1 The demands in Scenarios A, B and C.    67
Table 5.2 Optimal solutions in Scenarios A, B and C.    69
Table 5.3 The optimal solutions in the RSA, RSB and RSC models.    71
Table 5.4 Numerical result of different scenarios    78
Table 5.5 Numerical result of different Scenarios ( )    81
Table A.1 Summary of notations    95


 
LIST OF FIGURES
Fig. 1.1 Framework of the dissertation    6
Fig. 3.1 Supply chain framework    18
Fig. 3.2 Effects of   and   on      34
Fig. 3.3 Effects of   and   on      34
Fig. 3.4 Effects of   and   on      35
Fig. 3.5 Effects of   and   on      35
Fig. 3.6 Effects of   and   on      35
Fig. 3.7 Effects of   and   on      36
Fig. 3.8 Effect of   on profits    38
Fig. 3.9 Effect of   on demands    38
Fig. 3.10 Effect of   on retail prices    39
Fig. 3.11 Effect of   on profits    40
Fig. 3.12 Effect of   on demands    40
Fig. 3.13 Effect of   on retail prices    40
Fig. 4.1 Supply chain structure    44
Fig. 4.2 Game structure    45
Fig. 4.3 The effect of the relative brand/channel power on profits    62
Fig. 4.4. The effect of   on   and      63
Fig. 4.5. The effect of   on   and      64
Fig. 5.1 Supply chain framework    67
Fig. 5.2 Pareto zones of SB and Internet channel in Scenario A    75
Fig. 5.3 The effects of the relative brand power and brand substitutability    79
Fig. 5.4 The effects of the relative channel power and brand substitutability    80

                                

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