以往數位商品透過有形載體在實體商店販售，隨著寬頻網路普及之後，這些商品開始以無載體方式在網路上販售，當此新通路以不同的風貌加入市場時，整體市場可能成長，然而兩通路卻存在競爭關係，造成原有的傳統通路市場開始被虛擬通路瓜分，除此之外，由於數位商品可被盜版，負向的需求加劇了兩通路之競爭。各個成員為了賺取最大利潤，決策者須在各個環節做出適當的決策，若各方決策者只是關心自己的成本以及利潤如何最大化，則會造成整體績效下降，因此本研究欲透過垂直與水平合作的協調機制，以期對整體供應鏈利潤有正向的幫助。過去文獻著重於供應商直接進入市場與現有零售商做價格競爭，而本研究針對可盜版之數位商品單一數位供應商，透過兩個獨立且不同的零售通路銷售相似且可相互替代的數位商品，此兩零售通路在以服務和價格做為競爭項目，考量需求受到盜版因子影響下，以最大化利潤為目標，制定各方共同遵守收益分享合約與價格，透過模式建構並且利用史塔伯格(Stackelberg)賽局模式找出上下游廠商最適收益分享比例以及各方的均衡價格，以期達到整體利潤最佳化。最後藉由模式之性質與實例分析，證明盜版後之市場需求與無盜版呈一線性關係；盜版率的增加將迫使零售商在更小的市場中做競爭，最後導致各成員利潤減少；擁有較低盜版率之通路商將相對於高盜版率之通路更擁有增加利潤的機會。除此之外，若零售商擁有較低盜版率且高市占率時，將可以制定較高的零售價以獲取更多的利潤，誘使零售商追求高市占率與低盜版率。

Digital goods were sold by carriers in the past. However, due to the rapid development and prevalence of the Internet, these goods often appear to the market in a virtual form. In general, when two similar products are sold in the market, the market potential may be expanded, but competition in channels arises. In addition, digital goods may be pirated which makes channel competition intense. As a result, supply chain coordination becomes more important for digital goods. This paper deals with a supply chain in which a supplier provides a digital with two different forms to two independent retailers, respectively, who compete with different retail prices and services under situation of piracy. In the proposed model, the supplier acts as a Stackelberg-leader to find the revenue-sharing ratio and retailers act as Stackelberg-followers to find equilibrium price in order to maximize the total profit of the supply chain. The analysis suggests that demand with consideration of piracy has a linear relationship with the demand without consideration of piracy. Digital market with piracy will reduce demands and profits for both parts. Retailers should concentrate on lowering piracy and improving market share in order to gain more profit.

中文部份
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張建一、楊家彥、吳麗真(譯) (民92)。賽局理論與訊息經濟(原作者：Eric Rasmusen)。五南出版。

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