電子商務的發展，讓供應商的銷售通路不再受時間和地域的限制，更不需要透過層層的中介者才能將商品交給消費者，但消費自主性的提升，讓供應商必須不斷提供具差異化的產品，以獲取消費者的青睞。現代的消費者可透過網路搜尋進行大規模之資料蒐集，產品資訊的透明化使得網路零售比實體通路競爭更為激烈。除了產品價格為消費者最能直接感受到之產品差異外，在網路購物環境中，從貨品下單到收到物品的這段前置時間，已成為消費者是否選擇購買這項產品的另一項決策因子，因此供應商要如何訂定最佳之產品價格及前置時間為一值得探討之問題。
本研究假設價格和前置時間為競爭因子的情況下，在二階層的網路零售通路中，以史塔克柏格賽局(Stackelberg game)來討論兩供應商與網路零售商之間之競爭情形與最佳決策結果。假設兩同質供應商同時供應相似且完全可替代的產品給同一網路零售商販售。兩供應商為先行者，同時提供其產品批發價格與前置時間給網路零售商，而網路零售商為跟隨者，根據供應商提供之產品資訊來決定其個別零售價格。透過此模式建構使通路成員在競爭情況下能取得最佳的決策結果，並在利潤最大化下找出通路成員間的平衡點，以達到雙贏的局面。藉由模式的性質分析與驗證，討論參數間的關係
對於決策結果的影響，並以不同的成本參數差異來探討在不同環境下之決策因子變化，作為管理者未來決策參考依據。最後以數值的方式來呈現本研究所建構之賽局模式，並探討三種不同需求情況下，供應商與網路零售商決策結果之間的差異及關係，可發現兩供應商會偏好採取不同的競爭優勢，以做為產品之區別，而實際需求亦會隨著市場的需求特性而變動，因此決策者在推出產品前，須先了解市場的需求特性，才能使決策結果更符合市場的需求。

With the development of e-commerce, suppliers are able to sale their products by the Internet without any intermediary involved. However, the competition in the Internet retailing is more intense than that in the physical channel condition. Suppliers have to provide differentiable products to consumers, since consumers may collect fairly rich information about the products through the Internet immediately. In the on-line shopping situation, price and timely delivery are considered as two of the most important competitive factors for success in today’s market environment. In this paper, our objective
is to study the dynamics of the competition between price and lead time. We formulate a Stackelberg game model in which the two suppliers are the leaders, to determine the lead time and the wholesale price first, and the retailer is the follower, to quote to customers the retail prices as well as the lead times which have determined by the suppliers. The proposed model can assist the channel members in getting an equilibrium solution in a competitive environment, and the effect of cost
differences on the obtained equilibrium prices and lead times is also investigated. The experimental results suggest that when one supplier chooses a shorter lead time to be its competitive advantage, the other should choose a lower price as its competitive advantage. Channel members should understand the characteristic of demand before promoting their products and make the suitable decisions according, and thus the profits can be maximized every members.

中文部份【依筆劃順序】
[1]毛慶生，經濟學，毛慶生發行，華泰經銷，臺北市，民93。
[2]張維迎，賽局理論與信息經濟學，茂昌圖書有限公司，臺北市，民90。
[3]謝淑貞，賽局理論，謝淑貞發行，雙葉書廊總經銷，臺北市，民84。

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