The effect of optimal pricing and service level under the dual-channel

• Main Authors: Yi-Wen Gan, 甘怡文
• Other Authors: Tsung-Hui Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/40104153940585755068

碩士 === 國立屏東商業技術學院 === 行銷與流通管理系(所) === 101 === In recent years, the rapid development of information technology and progress, so that products competitive in the market, especially in nowadays product information transparently, and consumers in the purchase process will collect product-related information, in order to enhance consumer understanding of the product. Importantly, consumer awareness is now growing, consumers need more diverse products, therefore, companies should pay more attention to product quality and service levels, in response to consumer demand. Consumers can not only purchase products in the retail channel, but also be able to purchase products from the direct channel. If the manufacturer is increase a direct channel, it will reduce the profits of retailers and prices. If there is only the retail channel in the sales, the retailer's sales volume of growth slow, and its sales will be much lower than the direct sales channel. In this study, the environment is set to two manufacturers and two retailers, respectively traditional channels and the direct channel, the channel becomes the target to maximize profits. Two manufacturers in the production of two products, but another product is regarded alternative products but also respectively sold to two retailers. The study was carried out numerical experiments analyzed by analyzing the variation between each parameter, and experimental analysis of the reference data. If retailers are willing to spend some of the cost to provide better service to customer feedback, will make the consumers more willing to purchase more products, to enhance overall supply chain profits.