由於網路技術的普及與進步，消費者的購物行為也逐漸改變，受惠於網路的無遠弗屆，現今的消費者在進行購物時已不再侷限於前往實體店鋪採購，網路購物也成為了滿足消費者購物需求的新選項。也正因網路購物的興起，銷售方為了獲取其商機，紛紛開始考慮起了虛擬通路的擴張與增設，並與原實體通路搭配形成虛實雙通路銷售策略。對於消費者而言，由於虛實通路的特性，虛實雙通路銷售策略則能滿足消費者更多樣的需求，如同實體通路可以滿足喜歡在購物前先實際接觸到商品的顧客，而虛擬通路則適合喜歡在家就能享受購物樂趣的顧客，但對於銷售方而言，雖然藉著商品需求的增加而獲得更多的利潤，但伴隨而來的便是新增銷售通路的管理及設計問題，如何制定商品於不同通路銷售之價格便是銷售方的一大難題。本研究探討單一零售商採自有虛實雙通路兩期銷售策略，零售商可於自有雙通路販售商品，並將商品分為當季及過季兩銷售期進行販售，此外零售商於市場終將會面對三種不同類型之顧客分別為短視型顧客、通路轉移型顧客、折扣取向型顧客，而不同類型之顧客對應不同之消費行為。因此零售商需在面對三種不同類型之顧客下，透過不同通路之產品價格及產品再上架費用制定，以滿足顧客需求且同時獲得最大利潤，故本研究以效用函式分析，考慮不同類型消費者之購買行為，透過效用函式建構雙通
路銷售下的通路需求模型，在分析短視型、折扣取向型顧客及通路轉移型顧客之顧客行為後，制定出銷售方不同通路下之最佳產品定價。另一方面，不同於多數研究將退貨商品以殘值計算，本研究亦探討將退貨商品進行再上架販售行為。而透過數值分析發現，當實體通路提供退貨服務時，隨然會伴隨著退貨量的增加，但同時也會增加實體通路之整體需求量，進而帶來更多收益，除此之外，我們也發現消費者對於虛擬購物之折扣因子不僅影響了自身之消費決策，同時也對於零售商之利潤有著深遠的影響。

The advance technology and flourishment of the Internet gradually change consumer purchase behaviors, and consumers are not constrained to make purchases at bricks and mortar stores. Online shopping becomes another new shopping channel for consumers to make purchases. The rise of online shopping enables sellers to expand and develop a virtual channel, which can be used as a direct selling channel to form a bricks and clicks strategy. In considering characteristics of bricks and clicks, a bricks and clicks strategy can fulfill diverse demands for customers. Customers who like to actually experience goods before making purchases would choose a physical channel, and those who like to stay at home can still make purchases in a virtual channel. However, the increasing product demand can generate more profits for a seller, but the management and design of integrating a new selling channel would result in the difficulty in determining product prices for different selling channels. This study considers a retailer, who uses a bricks and clicks strategy to offer a product to myopic, channel-switching, and bargaining customers at the main and clearance selling periods. Heterogeneous customers have their own corresponding purchase behaviors. Therefore, we investigate the optimal sales strategy for the determination of the product prices and restocking fees for the different selling channels with consideration of heterogeneous customers to maximize the profit for the retailer. This study develops a dual-channel demand model, in which the purchase behaviors for myopic, channel-switching, and bargaining customers are investigated, to determine the optimal product prices for the different selling channels. Moreover, returned products are often evaluated based on their salvage values. This study also considers to resell the returned products. The analysis result indicates that the return service would increase the both demands and returns in the offline channel. Moreover, this study find that the discount factor of online shopping would affect the both profit for the retailer and decisions for the consumers.

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