早期市場中，競爭行為大多發生於零售配銷通路之間。如今，隨著網際網路的發達，電子化配銷通路亦加入了市場之競爭，使得市場之競爭更為激烈，因此製造商於電子化之直接銷售配銷通路與零售商於零售配銷通路應如何擬定其最適配銷策略將顯得格外重要。

　　近年來，隨著顧客之個人意識與權益日益上漲，製造商針對許多產品均提供客製化服務或退貨機制以贏取顧客訂單。然而客製化商品乃針對個別顧客之需求進行製造，若同時提供退貨機制，則很難有其他顧客之需求與退貨商品之特性完全相同而使得退貨商品不易再次售出，因此賣方通常對於客製化產品不太願意接受退貨。事實上，並非客製化產品即完全無法提供退貨機制，產品模組化之方式正可解決這種衝突。此外，過去許多經濟學家利用為Stackelberg、Cournot與Bertrand模型分析製造商與零售商於二階層供應鏈系統之競爭行為，因此本研究將鑒於上述之競爭環境，基於混合直接銷售與零售配銷通路之雙重配銷通路下，針對製造商同時提供模組化與退貨機制之產品時，透過賽局理論擬定製造商與零售商之最適配銷策略，最後將透過數值分析，除比較與分析本研究之各模型外，更擴展至與製造商完全不提供模組化和退貨機制與僅提供模組化或退貨機制下之各模型進行比較與分析，並從參數敏感度分析中瞭解各參數對於製造商、零售商與整體供應鏈利潤之影響，期能作為產界擬定策略之參考依據。

　　Competition usually took place among retail distribution channels in the past. Nowadays, competition is extended to e-tail distribution channels because of the rapid development of Internet. Thus, how the manufacturers and retailers make their strategies in the presence of dual distribution channels becomes more important.

　　Recently, manufacturers provide customization and return policy in order to meet customers' demand. However, there is a conflict between customization and return policy. More customized goods are less likely to resell them. In fact, we could use modularization to reconcile this conflict. In this study, we use game-theoretical models to analyze the competitive behavior of the manufacturer and the retailer in a two-echelon supply chain system with dual distribution channels. We compare the models numerically in the cases that the manufacturer provides or does not provide modularization and return policy, conduct parametric analysis, and reveal some managerial insights.

周碩彥，從大量生產到大量客製，科學發展月刊，399，20-25，2006。
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