網際網路的快速發展帶動產業通路結構的改變，從原先的實體通路逐漸擴展為虛實整合經營模式，近期全球各地受新冠肺炎疫情影響，帶動餐食外送服務的浪潮，也使得外送平台大幅成長，而人們對行動裝置的依賴，也使商家與第三方外送平台進行合作成為企業新興的銷售模式，商家藉由減省外送服務費用，利用搭售行銷手法促進消費者購買其他商品，而消費者則能選擇對其效益較高之通路進行商品的購買。
本研究主要探討一實體零售商，因網際網路時代來臨，而加入自營外送通路形成虛實整合經營模式，並在行動裝置的普及下，另外考量加入第三方平台對其利潤之影響，而在銷售兩互補產品時，由商家考量不同搭售行銷策略，故本研究將針對外送服務通路及個別銷售、純搭售兩種搭售行銷手法共四種情境，比較各情境產品最佳銷售價格及零售商之最佳決策，以最大化整體利潤與效用。最後在範例中設定重點參數，探討消費者對實體通路偏好之比例及產品互補度之影響，藉由數值分析進行情境間之比較，結果發現，在消費者對實體通路偏好之比例較高時，廠商傾向採取第三方外送平台，並且在互補度較高時，將採取搭售策略，以使互補度較高之商品能有更高之需求，進而增加廠商之利潤。廠商採取個別銷售將優於其採取搭售策略，並且在加入第三方平台後，雖然有部分抽成之損失，但受到消費者對實體通路偏好之比例及產品互補度之影響，將導致不同之結果，而管理者可由此模型來決定其定價決策。

The rapid development of the Internet has led to changes in the structure of channels, gradually expanded to a click-and-mortar business model. In recent years, the impact of the Covid-19 not only has driven a wave of food delivery services, but also led to a substantial growth of delivery platforms. People’s dependence on mobile devices has also led firms to collaborate with third-party delivery platforms. In addition, bundling strategies are adopted to promote consumers make purchases of other products, and consumers can select the channel with higher benefits to purchase products. The study developed a dual channel model, in which a retailer expands an online channel with either its own delivery service or the third-party platform. The retailer sells its two products and decides whether to bundle the two products. By comparing the profits between the scenarios, we investigated the influence of proportion of preference to physical channels for consumers and the complementarity of products. The obtained results indicate that for high proportion of preference to physical channels for consumers, the retailer will adopt the third-party delivery platform, and for high complementarity of products, the retailer will adopt the bundling strategy. In summary, managers can use this model to determine their pricing strategies.

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