近年來由於消費者意識抬頭，供應鏈中各個成員的競爭變得日益激烈，於是供應鏈間發展出了許多合縱連橫的策略來提升自身的各方面能力，以增加自身利益，而在各種決策考量下，價格可說是影響消費者購買意願的最大因素，所以企業常常陷入價格的的競爭，但在價格的競爭裡，降價雖能夠暫時的增加銷售量，卻不是長久經營的良好策略，企業必須發展產品額外的能力以吸引顧客，其中「品質」就扮演了非常重要的角色，良好的品質信用，能夠在顧客間產生口碑，也能夠讓顧客在選購同樣商品或是其他商品時優先考慮品質優良的品牌，由此可知，適當的增加成本來讓品質水準提升能夠有效的增加企業收益，因此如何權衡價格、品質間的決策，就是通路間各成員所必須考量的議題。
　　本研究利用價格競爭需求函數描述強勢零售商所主導的競爭市場，由文獻探討中所提及的協商策略以及品質函數之情境，建構數學規畫模型，目標最大化利潤，在總銷售量有限下，進行品質水準，批發價格，還有訂購量等決策變數求解，而後探討供應鏈應用不同協商策略下成員間利潤分配之情形。以期能夠找出在競爭模式中，成員間最適的訂價品質決策。
　　在模式驗證中，以TFT-LCD液晶電視市場為驗證對象，針對品質水準的不同進行敏感度分析，進而對延伸廣告模型以及直營模型進行分析，探討在不同品質水準中供應鏈成員之訂購量以及價格、利潤之變化，提供決策者進行最佳品質，價格決策策略。

The members of a supply chain would develop the competitive strategies to increase their own profit because the increasing consumer consciousness makes the competitive become more and more intense. The most influential action would be to change the product’s price. This action, however will let enterprise be caught in price competition. Lowering price can temporarily increase sales but not a good business strategy in the long run. Therefore, companies must develop additional capability to attract the new customers. In those capabilities, quality plays a very important role. Customers usually prefer to buy better quality. Thus, how to balance between profit and cost will become an important issue for the supply chain members to discuss.
In this study, we build a model with a price competition demand function to describe the demand for a retailing market with a dominant retailer. We incorporate quality function and negotiation scheme to formulate a decision making model under different situations. The formulated mathematical programming model is solved to determine the appropriation in different strategy for finding the most appropriate price-quality decision-making.
In the model’s validation, we use TFT-LCD TV market as an example to validate the model’s feasibility. The original model is also extended to the advertising model and directly-managed model. In addition, the exploration how different quality levels affect order quantity, price, and profit for members of supply chain are made.

陳顗合，2010，加入促銷效果下強勢零售商主導之二階供應鏈模型，成功大學工業與資訊管理碩士論文
黃莉雅，2008，運用模糊理論建立品牌權益衡量方法¬-以液晶電視產業為例，台南大學科技管理碩士論文。
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