Research on Manufacturer's and Retailer's Strategies in Dual Distribution Channels

• Main Authors: Ying-An Chen, 陳盈安
• Other Authors: Chung-Chi Hsieh
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/78286217676046378252

碩士 === 國立成功大學 === 工業與資訊管理學系碩博士班 === 95 === 　　Competition usually took place among retail distribution channels in the past. Nowadays, competition is extended to e-tail distribution channels because of the rapid development of Internet. Thus, how the manufacturers and retailers make their strategies in the presence of dual distribution channels becomes more important. 　　Recently, manufacturers provide customization and return policy in order to meet customers' demand. However, there is a conflict between customization and return policy. More customized goods are less likely to resell them. In fact, we could use modularization to reconcile this conflict. In this study, we use game-theoretical models to analyze the competitive behavior of the manufacturer and the retailer in a two-echelon supply chain system with dual distribution channels. We compare the models numerically in the cases that the manufacturer provides or does not provide modularization and return policy, conduct parametric analysis, and reveal some managerial insights.