隨著科技的發展以及網路時代的來臨，消費者的購物型態逐漸改變，多元的通路模式增加了消費者的選擇性，消費者不再只透過單一通路購買產品，然而不同的通路會有不同的考量因素，使用網路平台雖可以省去顧客前往實體店面之旅行成本，但由於無法親眼看見商品，對產品存有較高的不確定性，且須等待運送商品之時間，而零售商為滿足市場中的異質性消費者，開始使用多通路營運模式，期望達到擴大接觸客群，因此如何選擇合適的通路策略變為零售商重要的議題。

本研究主要探討零售商經營多通路銷售，包括實體店面與網路平台，於通路中販售相同商品，並考量實體店面對網路平台外溢效果之影響，網路通路中依據營運模式的差異，我們建構出兩種策略作為討論，分別為策略I：自建O2O平台販售；策略Ⅱ：採用第三方O2O平台販售，零售商在面對具有不同運送時間敏感度的消費者市場下，藉由通路中不同的特性滿足消費者需求，本研究考量消費者異質性，透過效用函式建構需求模型，制定出多通路最佳訂價與服務水準，再比較不同策略下零售商的利潤，追求自身利益最大化，此外，於策略Ⅱ中，我們建立斯塔克爾伯格競爭，由第三方平台為模型領導者，零售商為模型追求者，透過成本以及利潤分享機制，尋求供應鏈成員雙贏的局面，制定出最佳定價決策。結果顯示，當市場中的消費者對於第三方平台所提供之運送服務敏感度足夠強烈，零售商可以採取與第三方合作之營運模式獲得較高利潤，即便需支付給第三方平台佣金費用，但仍能帶來正面效益，此外，在全通路經營模式中，外溢效果並不像傳統多通路經營模式引起價格競爭，且有可能帶來更高的總需求與利潤。

With the advancement of technology and the rise of the internet era, consumer shopping behavior has significantly changed. The availability of multiple channels has increased purchasing selections for consumers, who are no longer limited to purchasing products from a single channel. However, some issues along with different channels should be considered. Online channels offer convenience of acquiring products by eliminating travel time and costs to physical stores, but they also have higher uncertainty and waiting times for product delivery. In response to the diverse consumer market, retailers have adopted multi-channel strategies to expand their customer base. Therefore, selecting an appropriate channel strategy is crucial for retailers. This study focuses on the operations of dual channels, physical stores and online platforms, which sell the homogeneous products via different channels for retailers. Also, the spillover effects from physical stores to online platforms is considered. In considering the variation of operations of the online channel, two strategies are determined for further discussion: Strategy I - self-built O2O platform sales, and Strategy II - utilizing the third-party O2O platforms for sales. We compare the profitability of retailers under different strategies, aiming to maximize their profits. The findings demonstrate that when consumers have a high sensitivity towards the delivery services, which is provided by third-party platforms, retailers can obtain more profits by adopting a cooperative operating model with these platforms, despite incurring commission fees. Furthermore, in a comprehensive multi-channel operation model, the spillover effect does not result in price competition, as seen in conventional multi-channel models. Instead, they can potentially result in higher total demand and profits.

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