隨著時代的變遷，科技的進步，產品為了追求流行，而生命週期愈來愈短。在全球企業競爭的環境下，快速變化的環境中，彈性與速度是決定成本的關鍵因素。企業必須準確預測市場需求，及時供貨，然而企業所面對的需求不確定性，是影響獲利甚重的因素。因此，企業開始利用一些手段來控制需求，像是價格、促銷、廣告、服務等，減少需求的不確定性。另一方面，有良好的夥伴關係，透過資訊分享，可以減少許多作業成本，增加顧客本身的價值，進而提升企業利潤。
本研究探討單一零售商與單一製造商，考慮可退貨之條件下，需求受價格影響，僅單次訂購，探討產銷協商下，求解最佳訂購量與訂價，使系統的期望利潤最大。接著利用近年剛從財務領域導入的平均數-變異數分析法，其考慮利潤之變異數或標準差，即風險，此法分為三種模式對應不同風險承受程度的決策者，分別為風險趨避型、風險中立型、風險傾向型，依序對應保守型、穩定型、積極型的決策者，透過變異係數(C.V.值)與風險承受度評估，找出最佳訂購量與價格。本研究以炫耀性商品為例，得到依決策者風險承受型態決定最佳訂購量與價格；製造商的C.V.值對於退貨價、批發價、製造成本、殘值相當敏感；風險趨避型態下，製造商希望提高批發價與殘值減少C.V.值；風險傾向型態下，製造商希望提高退貨價、製造成本來增加C.V.值。炫耀性商品之最佳價格會在需求與價格曲線之下降部分，如同負斜率之一般性商品，故本結論也可適用在一般性商品。

Because people run after fashion in the world full of science, the life cycle of fashion products become shorter and shorter. Flexibility and rate of production are key elements to determine the cost in the competitive surrounding. Companies must forecast demand and supply of the market accurately and immediately. However, companies will face the demand uncertainty which affects profit significantly. Therefore, companies should find some ways to control the demand of the market, such as price, promotion, advertisement, service level and so on. On the other hand, if companies would form good partnership with each other, they would reduce some operation cost and lift customer value by information sharing.
In the thesis, first, we consider single retailer and single manufacturer, one-time order, price-dependent model and use return as the coordination factor to find coordinated price and order quantity of single period products. Second, we use mean-variance analysis to control risk for three different risk decision makers: risk aversion, risk neutral, and risk prone. We use coefficient of variation (C.V.) to appraise risk and find optimal price setting and ordering.
For conspicuous goods, we have the following result: coordinated pricing and ordering with risk control. Manufacturer focuses on return price, wholesale purchase price, production cost, salvage value in decision making. In risk aversion, manufacturer would like to lift wholesale purchase price and salvage value to decrease C.V.. In risk prone, manufacturer would like to lift return price and production cost to increase C.V.. Because the optimal price of conspicuous goods is on the declining part of price-demand curve, general goods could also have the similar result.

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