Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/21359
標題: 品牌和通路替代效果對雙占廠商之均衡通路與廣告策略的影響
Brand and Channel Effect on the Equilibrium Channel and Advertising Strategies for Duopoly Firms
作者: 高培軒
Gao, Pei-Xuan
關鍵字: 通路策略
channel strategy
通路競爭
替代效果
channel competition
substation effect
出版社: 企業管理學系所
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摘要: 電子商務的興起帶動了傳統供應聯結關係的改變,對製造商而言,可透過網路將商品銷售給終端目標顧客,免除中間零售商擁有較佳的通路權力以雙重加成之效果作反制,此外對企業而言不僅是銷售通路的增加,亦是意味著廣告途徑的增加與宣傳成本的降低。因此本研究將製造商與零售商彼此間的競爭納入決策變數,來探討在市場需求增加與彼此競爭互動的關係,並希望透過研究結果給予廠商在建立通路結構上的建議。 因此本研究運用賽局理論建立一動態賽局,於基本模型中假設市場上存在兩製造商與兩零售商,並納入產品替代性與通路替代性作考量。研究結果顯示,兩廠商在其擁有通路選擇權的情況之下,只會出現四種均衡通路結構設置策略。 而在延伸模型中,同樣考量替代效果,並將廠商投入廣告成本以增加市場需求,納入另一決策變數。研究結果顯示廠商在此效果之下,對均衡通路結構並無太大的影響與差異。因此進一步對需求作分析,而研究結果顯示,無論何種情況之下,直接通路策略為優勢策略,而間接通路策略易受到替代性波動與競爭對手策略的影響。
The advent of e-commerce has prompted manufactures to redesign and change the traditional supply-chains and relationships. For manufactures, they could sell product to the end customer directly by internet as well as avoid middle retailers fighting against them by double marginalization. Moreover, the trend means not only increasing the channel to the target market but also reducing the advertising cost of company. For this reason, our research brings the competition between manufactures and retailers to our decision variable. We hope the outcome could give company some advice on building channel structures through the research. We construct a dynamic game theory basic model. In our model, we assume that two duopoly manufactures and its retailers in the market. Afterwards, we consider the brand substitution effects and channel substitution effects. The result indicates that two manufactures own the three channels choices, however, it only turn up four equilibrium channel structures. In the extension model, we consider substation effects similarly, and add the advertising effect in our decision variable. The result indicates that it has no significant impact under the advertising effect. For this reason, we further analyze the demand on advertising effects. The final outcome not only indicates that the manufactures dominant strategy is choosing the direct channel strategy in any case but found that the direct channel strategy has affected by substitution effect variation and competitor vulnerably.
URI: http://hdl.handle.net/11455/21359
其他識別: U0005-1007201200220200
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-1007201200220200
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