早期台灣的水果加工產業非常興盛，因為國外大規模栽種的優勢加上廠商為了應付客戶多樣化的需要，原本專門出口乾燥蔬果 (果乾) 至國內外之貿易商，部份選擇轉型製造等生產廠商，整合國內外原物料與創新果乾的製程 ; 部份轉型為能接觸更多消費者的零售商，扮演了供應與需求的溝通角色，在尋求市占效率最大化的前提下，零售商本身幾乎不生產製造，並轉而向盤商購買成品或委託果乾製造商代工符合自己需求之成品再自行包裝與銷售。
本研究個案廠商身為乾燥蔬果之食品加工業者，從事果乾加工至今已四十餘年，憑著公司內部獨特的管理方法與不斷創新的生產技術，在國內供應市場中成功佔有一席之地，即便如此，在現今激烈且多變的競爭環境下，常常無法在競爭激烈的果乾供應鏈中利用自身優勢創造最大的利潤。
本研究聚焦於一個從事果乾生產之廠商在面臨同時銷售給零售商及消費者的狀況下，零售商常常利用不同的銷售方式 (更換品牌或包裝) 去達到自身最大化利潤的目的同時，製造商也不知道零售商的新銷售模式及會對自身會造成甚麼影響。所以，為了解製造商在面對供應鏈上不同的獲利狀況，我們利用賽局理論將市場情況建構成一個依序行動的賽局，並且假設兩個情境 : 零售商增加銷售無重新包裝商品模型與零售商增加銷售重新包裝商品，在兩個情境中找出不同供應鏈成員的最佳均衡利潤、需求及定價關係。
研究發現零售商重新包裝產品於個案廠的利潤有正面影響，零售商選擇販賣重新包裝商品模式主要會受到幾個因素影響：先行廠商還是後行廠商、顧客對於商品的敏感度、製造商的銷貨成本與零售商重新包裝商品的成本。至此，本研究模型除了展示後進者優勢之外，也向個案廠商證明了零售商販售重新包裝產品會帶來供應鏈整體的獲利，也許未來個案廠商可以將更多的心力放在提升服務水準，並積極與零售商配合銷售，穩定自己在市場中的位置。

This research focuses on a manufacturer engaged in the production of dried fruits facing simultaneous sales which to retailer and consumers. Retailer often use different sales methods (changing brands or packaging the product) to achieve their goal of maximizing profits. However, manufacturers do not know whether the retailer's new sales method will damage its profit.
In this study we assume that both manufacturers will formulate their own best response strategies based on the pricing and market demand. To understand the different profit situations faced by manufacturers in the supply chain, we use the game theory to construct the market situation into a sequential action game and assume two scenarios: retailer sell goods which without repackaging and retailer sell the repackaged goods. Also, we eliminate all the uncertainties to for this model. Lastly, we analyze the best equilibrium profit, demand, and pricing of each supply chain members in these scenarios.
The results show that the retailer’s repackaged products have a positive impact on the profit of the individual member in the supply chain. The retailer’s choice of selling repackaged products is mainly affected by several factors: the order of moving, the customer’s sensitivity to the product β , the manufacturer’s cost of goods sold c_m and the retailer's cost of repacking the goods c_r. So far, in addition to showing the advantages of latecomers, this research model also proves to the case manufacturer that retailers selling repackaged products will bring profits to the entire supply chain. In the future, case manufacturer can focus more on improving service level, and actively cooperate with retailers in sales to stabilize its position in the supply chain.

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