隨著摩托車文化蓬勃發展，安全帽市場規模持續擴大，從製造、銷售到售後服務形成完整的產業鏈。現代消費者除重視安全認證外，對材質品質與防護性能的要求也不斷提升，進而帶動市場朝向高端精品與平價大眾分化發展。在此趨勢下，不少製造商採取直營與經銷並行策略以提升市場競爭力，但如何制定合適的定價策略，成為品牌經營的重要課題。本研究針對此現象，建構一個包含兩個競爭關係製造商與一個經銷商的模型。其中考慮不同品牌偏好組合下，一家製造商採用直營與經銷雙通路策略，而另一家製造商則僅透過經銷通路銷售。研究透過Stackelberg賽局模型探討六種情境下的決策行為：在基準情境中分析單一通路與雙通路的差異；在非統一定價情境中，雙通路製造商可分別制定直營零售價格與經銷批發價格；在統一定價情境下，雙通路製造商採用統一的直營與經銷通路價格，並透過分潤機制激勵經銷商，同時分析價格彈性、品牌偏好與分潤比例對定價策略的影響。
研究發現，定價策略的有效性並非由單一因素決定，而是消費者偏好強度、製造成本與分潤比例三者交互影響的結果。(1) 當市場高度偏好某製造商的產品時，若該製造商擁有雙通路布局，採取非統一定價策略能有效利用這種偏好優勢，發揮通路間的價格調整彈性，擴大利潤空間。(2) 若擁有高度品牌偏好的雙通路製造商同時面臨高成本壓力，則採取統一定價策略並搭配低分潤機制，更有助於穩定價格結構並控制成本壓力。(3) 對於處於偏好劣勢或低偏好環境的雙通路製造商而言，統一定價策略成為有效穩定市場價格與需求的選擇。(4) 當雙通路製造商具有成本優勢但品牌偏好度低時，統一定價策略結合低分潤機制可有效將成本優勢直接傳遞給消費者，從而在競爭市場中建立差異化優勢。(5) 在高價格敏感度市場中，雙通路製造商實施統一定價策略能夠有效穩定價格結構，防止因價格波動導致的需求流失，提升整體市場穩定性與品牌價值。

As motorcycle culture thrives, the helmet market continues to expand, forming a comprehensive industry chain from manufacturing to after-sales service. Modern consumers demand not only safety certifications but also superior material quality and protection, driving market segmentation into premium and mass-market sectors. Many manufacturers employ dual-channel strategies combining direct sales and distribution to enhance competitiveness, yet determining appropriate pricing strategies remains a critical challenge. This study constructs a model comprising two competing manufacturers and one distributor, where one manufacturer adopts a dual-channel strategy while the competitor sells exclusively through distribution. Using a Stackelberg game model, the research examines six scenarios: baseline scenarios comparing single and dual-channel structures; non-uniform pricing scenarios where the dual-channel manufacturer sets different prices across channels; and uniform pricing scenarios with profit-sharing mechanisms to incentivize distributors. The study analyzes how price elasticity, brand preference, and profit-sharing ratios influence pricing strategies.
Findings indicate that pricing strategy effectiveness is determined by the interaction of consumer preference intensity, manufacturing costs, and profit-sharing ratios. (1) When the market demonstrates strong preference for a particular manufacturer's products, the adoption of non-uniform pricing strategy by a dual-channel manufacturer effectively leverages this preference advantage, enhancing price adjustment flexibility across channels and maximizing profit potential. (2) when a dual-channel manufacturer with high brand preference simultaneously faces high cost pressures, implementing a uniform pricing strategy with low profit-sharing ratios better stabilizes the price structure and controls cost pressures. (3) For dual-channel manufacturers facing preference disadvantages or operating in low-preference environments, uniform pricing strategies effectively stabilize market prices and demand. (4) When a dual-channel manufacturer possesses cost advantages but low brand preference, a uniform pricing strategy combined with low profit-sharing ratios can effectively transfer cost advantages directly to consumers, establishing competitive differentiation in the market. (5) In markets with high price sensitivity, dual-channel manufacturers implementing uniform pricing strategies can effectively stabilize price structures, preventing demand loss due to price fluctuations, thereby enhancing overall market stability and brand value.

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