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系統識別號 U0026-0107201419173100
論文名稱(中文) 零售商促銷行為競爭下之利潤分享合約模式
論文名稱(英文) The Model of Revenue-Sharing Contract Between Competing Retailers With Sales Promotions
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系
系所名稱(英) Department of Industrial and Information Management
學年度 102
學期 2
出版年 103
研究生(中文) 黃韋達
研究生(英文) Wei-Ta Huang
學號 R36011165
學位類別 碩士
語文別 英文
論文頁數 59頁
口試委員 指導教授-林清河
口試委員-耿伯文
口試委員-李昇暾
口試委員-林義旭
口試委員-林育德
中文關鍵字 供應鏈協調  需求變化  擴散理論  馬可夫轉換矩陣  促銷行為 
英文關鍵字 supply chain coordination  demand changes  diffusion theory  Markov transition matrix  sales promotions 
學科別分類
中文摘要 在現今商場上,企業之間的競爭已經晉升為供應鏈與供應鏈之間的競爭,透過供應鏈的形成,使得供應鏈成員們在市場上能夠有更佳的競爭力,但如何在各項競爭環境下掌握供應鏈成功的關鍵,為近幾年來學者們所探討以及發展的方向。
而供應鏈之間的協調關係為促使供應鏈成功的重要因素,在過去的研究中,學者們提出了許多進行供應鏈協調的理論,其中較有名的為數量折扣合約、利潤分享合約、回購政策等等合約方式,而本研究則是以能夠達到供應鏈整體利潤最佳化的利潤分享合約作為研究的主軸。
在研究中我們探討單一供應商與兩市場競爭的零售商,分別建立出三種情境,依序為零售商市場需求未產生變化、單一零售商市場產生變化、兩零售商市場皆產生變化三種情境,探討當市場需求發生變化時,是否要去更動原有的訂價策略、訂購數量、分享比例等等關鍵參數,來達到供應鏈整體利潤最大化,在求取利潤最大化以後,我們加入了零售商產品促銷行為於模型中,將模型建構至多期討論,分析三種情境下各零售商最佳促銷期數,接著透過敏感度分析的使用,本研究得到影響供應鏈利潤以及零售商最佳促銷期數的關鍵參數,並且對於這些分析結果進行討論,提供給決策者在進行決策時有更佳的依據,最後,對於未來研究的方向做進一步的建議。
英文摘要 This study proposes an integrated revenue-sharing contract for supply chain coordination to achieve the maximum profits for the entire supply chain, as well as for the individual members of the chain, and also examines the optimal number of periods for which the retailers should carry out sales promotions. It uses the Markov transition matrix and diffusion theory to simulate consumer behavior. Three scenarios are examined in this work, as follows. The first is used to examine whether the supply chain should alter its revenue-sharing contract, which is used for supply chain coordination, when changes in demand occur in the market. The second examines the changes in profits when retailers do not carry out sales promotions in a competitive market with two retailers. Finally, the third scenario investigates the changes in profits when retailers hold sales promotions in a competitive market with only two retailers. Based on the results this work, we find the optimal retail price, wholesale price, and order quantity needed to obtain the maximum profits for the entire supply chain, and the optimal number of periods for which the retailers should hold sales promotions.
論文目次 Contents
Abstract I
Contents IV
List of Figure V
List of Table VI
I. Introduction 1
1.1 Research Background and Motivation 1
1.2 Research objectives 2
1.3 Research Procedures 3
II. Literature Review 5
2.1 Markov stochastic process 5
2.2 Diffusion theory 7
2.3 Supply chain coordination 9
2.3.1 Revenue-sharing 9
2.3.2 Demand disruption 10
2.4 Summary 12
III. Research Methodology 13
3.1 Introduction 13
3.2 Assumptions and Notations 14
3.3 Modeling 16
3.3.1 Markov stochastic process 16
3.3.2 Application of the diffusion theory 17
3.3.3 Revenue-sharing 18
3.3.4 The RS model with one retailer holds sales promotions and demand changes 21
3.3.5 The RS model with both retailers hold sales promotions and demand changes 26
3.4 Summary 31
IV. Numerical Analysis 32
4.1 Numerical Examples 32
4.2 Sensitivity analysis 36
4.3 Summary 52
V. Conclusion 54
5.1 Conclusion 54
5.2 Limitations and the Directions for Future Research 55
Reference 57
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