B2B電子交易市集報童模式通路協調之研究

Channel Coordination for a Newsvendor Model in B2B Electronic Markets

10.6188/JEB.2011.13(2).02

陳亮都(Liang-Tu Chena)；陳佳延(Jia-Yan Chena)；魏俊卿(Chun-Chin Wei)

報童模式 ； 通路協調 ； 電子交易市集 ； Newsvendor model ； Channel coordination ； Electronic transaction markets

電子商務學報

13卷2期（2011 / 06 / 01）

273 - 279

繁體中文

本研究旨在探討單一製造商及單一零售商二階層傳統交易市集及電子交易市集之報童模式通路，在寄售合約與營收分享協調機制下利潤最佳化決策。本研究設定零售商扮演通路領導者，決定營收分享比例；製造商扮演追隨者，決定產品數量及零售價格，並保有產品所有權。根據本研究數值分析發現，寄售合約與營收分享協調機制在電子交易市集所得到的利潤比傳統交易市集高，並可達成柏拉圖改善。

This study investigates two kinds of channel performances, including electronic and traditional transaction markets, under consignment with revenue-sharing contracts for newsvendor models. A retailer, acting as a leader in the channel, offers a manufacturer a revenue-sharing contract under consignment, who specifies the percentage allocation of sales revenue between her and the manufacturer. The manufacturer, acting as a follower in the channel, retains ownership of the goods and decides the goods quantity and retail price. The numerical results show that the solution generated by the electronic markets outperforms that by the traditional markets in maximizing profits of the channel, retailer and manufacturer.

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