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題名:議價力對製造商與零售商的影響
書刊名:正修學報
作者:曾貝莉 引用關係
作者(外文):Tseng, Pei-li
出版日期:2009
卷期:22
頁次:頁219-228
主題關鍵詞:議價力Nash議價通路權力Bargaining powerNash bargainingChannel power
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:10
  • 點閱點閱:24
考慮存在單一製造商與單一零售商之雙邊獨占的零售市場,設定含有議價參數的Cobb-Douglas議價函數,以製造商領導與零售商領導順序的談判議價方式,推導均衡結果。研究發現批發價格與零售價格將隨製造商議價力增加而上升;廠商利潤隨著自己議價力增加而上升,但隨對手議價力增加而下降;擁有通路權力廠商之利潤較未擁有通路權力時大。
Considering that there exist a retail market with one manufacturer and one retailer. We use a Cobb-Douglas bargaining function with bargaining parameters to analyze the equilibrium with manufacturer-Stackelberg and retailer-Stackelberg process. The conclusions are that the wholesale price and retail price rise as the manufacturer's bargaining power increase. Manufacturer's profit increase and the retailer's profit decrease as the manufacturer's bargaining power increase, and vice versa. One will get the first-move advantage with channel power and his profit will be better than without channel power.
期刊論文
1.McGuire, T. W.、Staelin, R.(1983)。An Industry Equilibrium Analysis of Downstream Vertical Integration。Marketing Science,2(2),161-190。  new window
2.Choi, S. C.(1991)。Price Competition in A Channel Structure with A Common Retailer。Marketing Science,10(4),271-296。  new window
3.林瑞益(20020700)。以議價方式改善雙邊獨占配銷通路合作的問題。管理與系統,9(3),369-384。new window  延伸查詢new window
4.Anderson, Erin(1985)。The Salesperson as Outside Agent or Employee: A Transaction Cost Analysis。Marketing Science,4(3),234-254。  new window
會議論文
1.廖俊雄、曾貝莉(2006)。複式通路下自行銷售與自我品牌策略的選擇。  延伸查詢new window
學位論文
1.鍾谷蘭(1995)。行銷通路競爭之賽局理論分析(博士論文)。國立中山大學。new window  延伸查詢new window
圖書
1.Tsai, T. R.(1988)。Wholesale Price Determination-An Application of Bargaining Theory and Spatial Economics。Taipei, Taiwan:The Institute of Economics, Academia Sinica。  new window
2.El-Ansary, A. I.、Stern, L. W.(1992)。Marketing Channel, Englewood Cliffs。New York。  new window
 
 
 
 
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