隨著網際網路的發展和物流效率的提升，製造商開始透過建立線上通路侵占消費者市場，對零售商利益造成巨大的影響，因此許多大型主導零售商也逐漸建立自有商店品牌，如家樂福，並通過自身零售通路販賣商店品牌產品對抗製造商的侵占行為，使消費者對消費通路和產品品質擁有更多元的選擇。本研究基於此一供應鏈現象，將製造商建立線上直售通路侵占市場、零售商導入商店品牌及零售商投資服務水準納入考量，建立出能夠反映市場之數學模型，以探討製造商和零售商之最佳策略和差異化服務水準對利潤的影響。
　　本研究假設市場中存在單一製造商和單一零售商，製造商通過零售通路銷售品牌產品，並可選擇是否建立自有線上直售通路侵占消費者市場，而零售商則可選擇建立自有商店品牌對抗製造商的侵占，並針對商店品牌產品投資服務。本研究基於上述說明，建構出四個主要模型情境（NN、NS、EN、ES）和供應鏈成員之利潤式，並透過賽局理論中的逆向歸納法求解供應鏈各成員在不同策略組合下的均衡決策與利潤，進而比較不同通路與品牌策略下的利潤表現。
　　研究結果發現，製造商建立線上直售通路，能夠有效擴大消費者市場和提升自身利潤，並對零售商形成通路壓力，使其更傾向於導入自有商店品牌產品，以鞏固市場並維持獲利能力。此外，零售商對商店品牌投入的服務水準會隨著市場條件變動而調整。數值分析顯示，在特定參數條件下，製造商與零售商可透過策略調整實現雙贏結果，顯示通路策略與品牌策略之間存在高度互動，可透過協調和策略調整，使供應鏈成員可在競合關係中尋求平衡點，進而提升整體供應鏈利潤。

With the rise of the Internet and improved logistics, manufacturers have begun penetrating the consumer market through online direct sales, significantly impacting retailers’ interests. In response, many leading retailers have launched store brands, offering consumers more diverse choices in channels and product quality.
This study examines a supply chain where manufacturers may establish online direct sales channels, and retailers may introduce store brands and invest in service levels. We explore the optimal strategies of both parties and the impact of differentiated service levels on profits.
A model is developed with one manufacturer and one retailer, leading to four possible scenarios and strategies. Numerical analysis is then conducted to evaluate how various parameters affect decision variables, member profits, and equilibrium outcomes.

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