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研究生： 黃聖惠
Huang, Sheng-Hui
論文名稱： 製造商面對國內外市場需求之定價及銷售策略-以台灣Ａ華司公司為例
The Pricing and Sales Strategies of a Manufacturer Facing both Domestic and International Markets- A Study of a Fastener Manufacturer in Taiwan
指導教授： 謝中奇
Hsieh, Chung-Chi
學位類別： 碩士
Master
系所名稱： 管理學院 - 經營管理碩士學位學程(AMBA)
Advanced Master of Business Administration (AMBA)
論文出版年： 2017
畢業學年度： 105
語文別： 中文
論文頁數： 64
中文關鍵詞： 螺絲螺帽業 、供應鏈管理 、賽局理論 、定價策略
外文關鍵詞： supply chain management, pricing strategies, direct sourcing, fastener manufacturing
相關次數： 點閱：164  下載：17 
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    • 　　台灣螺絲螺帽以出口為導向，每年全世界有超過一百個國家向台灣選購螺絲螺帽的產品，直接外銷比率約占八成，螺絲螺帽產品規格種類繁多，國內大多製造商為求規模經濟，生產的產品或種類漸趨單一，台灣螺絲螺帽市場出口初期，為應付國外客戶單一訂單卻多樣化的需要，貿易商興起，貿易商本身可能即為製造商、也可能本身不生產製造，其主要功能需負責替國外客戶在台灣項不同廠商下單不同規格的螺絲螺帽，並且協助撿貨、分貨及包裝…等，也因這些服務，國際廠商在向貿易商購買螺絲螺帽產品時，往往會願意用較高的價格作購買。
    　　然而，隨著國際市場的需求增加，台灣螺絲螺帽產品在各國市場漸趨成熟，國外對於台灣螺絲螺帽需求數量龐大，許多國外客戶為求更低的成本轉而向製造商直接購買產品，本研究華司個案廠目前即面臨同時銷售給國際客戶及國內貿易商的狀況，為了解製造商在面對不同銷售對象的訂價關係及獲利狀況，我們利用賽局理論將市場情況建構成一依序行動賽局，個案廠及其競爭對手為先行者，國際客戶為後行者，利用賽局理論的均衡求解，解出不同廠的最佳均衡利潤、需求及定價關係。
    　　本研究結果發現，個案廠在不同參數調節下，直接銷售給國際客戶的利潤皆會高於透過貿易商銷售給客戶的利潤；相對的，貿易商在大多情況下，利潤皆會受個案廠直接銷售的影響而降低；另外本研究亦發現隨著國際客戶對個案廠產品的保留價格愈高，個案廠出貨給國際客戶的數量會愈加增加，進而降低國內市場供貨數量，國內市場中另一競爭對手在國內市場的需求數量在此時增加，利潤也同時提高。總結出個案廠在面對未來競爭的市場環境下，為求更高的產品利潤，製造商可以提供更廣的服務，向前整合供應鏈，主動尋找更多的國際客戶將產品直接銷售，以降低零售商對個案廠的產品價格牽制。

    In this study, we explore a high-quality manufacturer's pricing and sales strategies when selling products to the local market and the international market, based on a real-world case in fastener manufacturing industries. The high-quality manufacturer competes with a local (and low-quality) manufacturer in the local market, and both sell products through the wholesaler. Furthermore, the high-quality manufacturer sells its products through the wholesaler to a monopolistic retailer in the international market. With the wholesaler playing an essential role in product selling, we investigate the pricing strategies of the competing manufacturers, the wholesaler, and the international retailer. We also study the likelihood of direct sourcing from international customers, and the effect of such direct sourcing on the pricing strategies of the manufacturers, the wholesaler, and the international retailer.

    中文摘要 i 英文摘要 ii 誌謝 vii 表目錄 xi 圖目錄 xii 第一章、 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 2 1.3 研究架構 2 第二章、 文獻回顧 4 2.1 緊固件產業結構 4 2.1.1 螺絲螺帽全球供應鏈結構及台灣之角色 4 2.1.2 EPDM複合華司介紹 6 2.2 供應鏈 7 2.2.1 供應鏈管理 8 2.2.2 可持續的供應鏈管理 10 2.3 訂價策略 13 2.4 賽局理論 14 2.5 小結 16 第三章、 模型建構 17 3.1 模型假設與符號定義 18 3.1.1 情境說明與模型假設 18 3.1.2 參數及變數之符號定義 20 3.2 雙廠商在市場中的各別需求函式 22 3.2.1 國際市場的需求函式 22 3.2.2 國內市場的需求函式 25 3.3 依序行動賽局下製造商A無直接銷貨給國際市場之各廠商利潤 27 3.3.1 跟隨者零售商M的最佳回應函式 28 3.3.2 先行者廠商A及B的均衡函式解 29 3.4 依序行動賽局下製造商A有直接銷貨給國際市場之各廠商利潤 31 3.4.1 跟隨者零售商M的利潤函式最佳函式 32 3.4.2 先行者製造商A及B的均衡函式解 32 3.5 小結 36 第四章、 數值分析 37 4.1 參數設定 37 4.1.1 參數變動範圍設定 38 4.2 製造商A的成本高低對市場中各廠商利潤之影響 39 4.2.1 製造商A及製造商B的利潤隨C_A增加的變化 39 4.2.2 貿易商W及零售商M的利潤隨C_A增加的變化 39 4.3 製造商A的國際運輸成本高低對市場中各廠商利潤之影響 40 4.3.1 製造商A及製造商B的利潤隨C_(I,A)增加的變化 40 4.3.2 貿易商及零售商的利潤隨C_(I,A)增加的變化 41 4.4 國際客戶的偏好敏感度對市場中各廠商利潤之影響 42 4.4.1 製造商A及製造商B的利潤隨d增加的變化 42 4.4.2 貿易商W及零售商M的利潤隨d增加的變化 43 4.5 國際市場客戶向製造商購買的比例對市場中各廠商利潤之影響 43 4.5.1 製造商A及製造商B的利潤隨φ增加的變化 44 4.5.2 貿易商W及零售商M的利潤隨φ增加的變化 44 4.6 國際市場大小對各廠商利潤之影響 45 4.6.1 製造商A及製造商B的利潤隨D_I增加的變化 45 4.6.2 貿易商W及零售商M的利潤隨D_I增加的變化 46 4.7 國內客戶對廠商A的保留價格對市場中各廠商利潤之影響 47 4.7.1 製造商A及製造商B的利潤隨V_A增加的變化 47 4.7.2 貿易商W及零售商M的利潤隨V_A增加的變化 48 4.8 國際客戶對廠商A的保留價格對市場中各廠商利潤之影響 48 4.8.1 製造商A及製造商B的利潤隨V增加的變化 48 4.8.2 貿易商W及零售商M的利潤隨V增加的變化 49 4.8.3 製造商A及製造商B銷售數量隨V增加的變化 49 4.8.4 製造商A給貿易商價格隨V增加的變化 50 4.9 小結 51 第五章、 結論與未來研究方向 53 5.1 總結 53 5.2 未來研究方向 55 參考文獻 56

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