網際網路的發展為企業的商業模式帶來了重大的變革，隨著電子商務的興起，企業為了把握商機紛紛跨足虛擬通路，不同於以往商品只能透過實體商店販售，消費者可通過更多元的方式取得商品，虛擬與實體企業的整合逐漸成為未來企業發展的優勢，但同時也使市場競爭更趨於激烈，企業推陳出新的銷售手法，為的即是提升顧客購買意願，其中搭售策略被廣泛應用於企業中，而產品所具有的特性不盡相同，因此將產品特性相關因子納入考量能更貼近於實務應用。
　　本研究建構兩階段之賽局模型，探討一製造商欲擴展線上通路與原有之實體零售商競爭，採用虛實整合經營模式(bricks-and-clicks)，以線上與實體通路皆販售兩種具網路外部性之產品並採用搭售作為其行銷策略，在階段一，製造商銷售產品給零售商，而零售商則選擇採取搭售或是個別銷售策略於實體通路販售產品給顧客，而隨著擴增的市場，在第二階段，製造商欲增設線上通路與實體通路結合，在此將分為四個情境探討各自之搭售策略，兩通路在以價格競爭，考量需求受網路外部性影響下，以最大化利潤為目標訂定最適價格，並分析製造商進入市場並增設線上通路之決策是否能為雙方皆帶來獲益及各情境下之最佳搭售策略，最後藉由模式之性質與實例分析，考量網路外部性之程度及各因子對於通路間之利潤及搭售策略的影響，結果指出當採用虛實整合通路時，製造商及零售商之利潤皆增加；網路外部性與利潤呈正相關，且當兩產品之網路外部性皆很高時，採用混和策略，即線上通路搭售，實體通路個別銷售，反之兩通路則應採用個別銷售策略為最佳策略；當顧客至通路消費之交通成本很高時，製造商應採用搭售策略會使利潤最大化。

In recent years, advanced information technology has changed business operations and prompted firms to redesign their channel structures by introducing online stores. This study proposes a two-stage game theoretical model, in which a manufacturer opens a direct channel to compete with his conventional retailer and operate by bricks-and-clicks. The manufacturer and retailer both sell their two products with network externalities and adopt bundling as their promotion strategy. At the first stage, the products are only sold in a conventional retail store. The manufacturer offers the products, and the retailer decides whether to bundle the two products or not. At the second stage, the manufacturer enters the market with his own direct channel and competes with the retailer at price by introducing an online store. By comparing the profits, this study investigates the effects that network intensity has on the both members’ profits to obtain the optimal pricing and bundling strategies and determine when the manufacturer should establish an online channel. The obtained results indicate that the manufacturer’s profit increases when adopting a dual-channel structure and is positively correlated with network externality. Moreover, when the setup and inconvenience costs are relatively low, operating bricks-and-clicks is beneficial for the manufacturer. This study also analyzes other related factors to show difference between each strategy.

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