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系統識別號 U0026-0907201411204500
論文名稱(中文) 在通路競爭下探討系統服務商定價與服務策略之研究
論文名稱(英文) A study on a system service provider’s price and service strategies under channel competition
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) 邱沂傑
研究生(英文) I-Chieh Chiu
學號 R36011131
學位類別 碩士
語文別 中文
論文頁數 51頁
口試委員 指導教授-謝中奇
口試委員-蕭櫓
口試委員-吳政翰
中文關鍵字 太陽能下游產業  價格與服務競爭  賽局理論  協商機制 
英文關鍵字 Solar energy downstream industry  Price and service competition  Game theory  Coordination mechanism 
學科別分類
中文摘要 在太陽能下游產業中,系統廠商具備替客戶進行系統設計、規劃、安裝及維護保固等服務的能力,係地區性通路經銷商無法獨立達成的,然而面對一般民眾之安裝需求,系統廠商仍會透過地區性通路經銷商負責接洽相關申裝事務。在通路競爭下,各經銷商皆銷售由系統廠商所提供之同質性產品,系統廠商該如何協調其通路乃是一重要課題。
本研究在系統整合服務通路市場中,建構一個以系統廠商主導的兩階段供應鏈模型,探討系統廠商與其經銷商之間的互動關係。透過數學模型分析通路競爭下之均衡定價與服務策略,並利用數量折扣機制來建立協商合約,促使供應鏈成員作出能夠極大化整體利益的決策,以達成供應鏈整合最理想的情況。研究結果顯示當兩經銷商所付出的固定加盟金介於特定範圍時,協商機制將得以順利運行,且若能有效提升消費者對於理想產品與服務所認定之價值和服務敏感度,此時供應鏈成員參與協商的意願將會變大。
我們亦發現無論是在分散式系統或集中式系統下,終端消費者對於理想產品與服務所認定之價值、服務敏感度、單位距離成本和系統廠商的單位營運成本,對於供應鏈成員的定價皆有正向關係。而分散式系統和集中式系統下的均衡服務水準相同,僅受到消費者對於系統廠商所提供服務之敏感度以及系統廠商之服務成本係數影響,服務敏感度對服務水準有正向影響,服務成本係數對服務水準有負向影響。而因系統廠商無法輕易改變終端消費者對於理想產品與服務所認定之價值來改善獲利,故系統廠商應嘗試改進專案執行效率和品質,並使消費者更便於取得產品相關資訊,藉此提升服務敏感度以提高產品定價、服務水準和供應鏈利益。
英文摘要 This thesis studies a two-echelon supply chain in which a dominant system service provider supplies homogenous products to two competitive retailers, who sell them to the end customers. Customer demand depends on retailer price and service level provided by the system service provider. We develop a game-theoretic model to understand interactions between a system service provider and the horizontally competitive retailers. In addition, we establish a quantity-discount contract that enables a system service provider to coordinate the supply chain and maximizes the profits available to the firms. Through this coordination mechanism, we demonstrate that the joint profit of the supply chain will be consistent with the optimal profit in the centralized supply chain when the fixed franchise fee paid by the retailers to system service provider is set within the specific threshold values. Furthermore, we show that how the parameters change will impact the equilibrium strategies and the difference in retail and joint profits. We provide comparison and analyses of the analytical results by using parameter analysis, and derive the managerial insights for the system service industry.
論文目次 摘要 i
Extended Abstract ii
誌謝 vi
表目錄 ix
圖目錄 x
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 2
1.4 研究架構 3
第二章 文獻探討 5
2.1 太陽能下游產業 5
2.1.1 台灣與全球太陽光電市場概況 5
2.1.2 綠色能源政策與躉購機制 7
2.1.3 系統整合服務業經營型態 8
2.2 價格與服務競爭 9
2.3 賽局理論 13
2.4 協商機制 15
第三章 模式建構與發展 18
3.1 模式環境 18
3.1.1 模式假設 19
3.1.2 符號定義 20
3.2 需求函式建立 21
3.3 兩經銷商處於同時行動賽局之分散式系統 23
3.4 集中式系統 26
3.5 協商合約 29
3.5.1 加入協商之分散式系統 30
3.5.2 加盟金參數範圍 32
3.5.3 利潤比較 33
第四章 參數分析 35
4.1 分散式系統下之均衡決策分析 35
4.1.1 兩經銷商之定價策略 35
4.1.2 系統廠商之定價與服務策略 36
4.2 集中式系統下之均衡決策分析 37
4.2.1 兩經銷商之定價策略 37
4.2.2 系統廠商之服務策略 38
4.3 價格差額分析 38
4.4 獲利改善分析 40
4.5小結 43
第五章 結論與未來研究方向 45
5.1 結論 45
5.2 未來研究方向 46
參考文獻 47
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