2009-08-012024-05-18https://scholars.lib.ntu.edu.tw/handle/123456789/707367摘要：傳統供應鏈中，零售商主要角色為販售製造商擁有之品牌商品(即全國性品牌)。近年來，美國傳統的大型超市Costco、Kroger或Meijer，或是台灣量販業者家樂福及7-11超商，均開始各自開發自有品牌商品。自有商品一般定位為外型功能相似但售價稍低於全國性品牌之商品，零售商依據全國性品牌的批發價訂定全國性品牌及自有品牌的零售價格，自有品牌的出現，一方面讓零售商獲取額外的商品利潤，但另一方面造成全國性品牌與自有品牌的品牌競爭。本研究討論在全國性品牌及自有品牌架構下，製造商及零售商最佳訂價策略，本研究將訂價策略分成兩階段，並建構在一種全國性品牌及一種自有品牌下，在第一階段中，本研究著重於製造商的訂價策略及零售商提供之儲存空間選擇，一般文獻討論製造商利用單位批發價的供應鏈契約，本研究拓展至製造商利用不同供應鏈契約如數量折扣契約或是價格協商契約來訂定最終批發價，並討論此類契約相對於單位批發價契約對製造商及零售商的利潤影響，並探究儲存空間選擇對整體供應鍊之影響。第二階段拓展到零售商提供儲存空間契約，並視製造商所選定的批發價訂定最佳之全國性及自有商品零售價及各自儲存空間，此階段研究討論此契約是否品牌競爭及商家利潤之影響。<br> Abstract: In a traditional supply chain, retailers are selling only items produced by manufacturers of the national brands. In recent years, stores such as Costco, Kroger and Meijer in the United States and Carrefour and 7-11 in Taiwan started to develop their own brands (store brands). Normally, store brand products are regarded as the ones with similar functions but sold at a cheaper price. Retailers set the prices for both national and store brands items after observing the wholesale price for the national brand items by the manufacturer. The existence of the store brand items not only allows retailers to receive additional revenue but also results in brand competition. This research, divided into two stages, focuses on the optimal pricing strategies of the manufacturer and the retailer in the supply chain. The first stage considers the optimal pricing strategies of the manufacturer and the choice of the proportion of the storage space. Instead of setting the wholesale-price-only contract, the manufacturer can choose contracts such as quantity discount and price negotiation when it transacts with the retailer. We discuss how these contracts influence the profits of the both parties in a supply chain. In the second stage, we extend to the case in which the retailer provides a menu of the wholesale price and the storage space contracts for the manufacturer, and then determines the retail prices of the both brands. We consider how the contract influences brand competition and parties’ profits.全國性品牌品牌競爭供應鏈訂價自有品牌National brandBrand competitionSupply chainPricingStore brand