現今台灣的公共運輸服務與零售業彼此尚未有明顯的商業連結，旅客在旅行過程中，沒有誘因促使旅客消費雙方之服務或產品。隨著顧客關係管理的發展，跨產業的聯合顧客忠誠計畫，可提供誘因促使旅客前往公共運輸服務與零售業消費並累積獎勵積分，增加公共運輸服務與零售業之利潤。本研究建構公共運輸業與零售業實行聯合顧客忠誠計畫之數學模式，並使用數學推導和分析聯合顧客忠誠計畫之積分訂定與利潤變化。
在聯合顧客忠誠計畫之模式設定中，本研究將消費者參與聯合顧客忠誠計畫期間內之行為區分為累積積分時期與兌換積分時期，並且透過消費者角度，建立消費者效用函數、消費者支出函數，求出消費者剩餘極大之策略。公共運輸服務與零售業藉由設定不同之訂價、積分變數，並且考量聯合顧客忠誠計畫之投資成本，建立廠商利潤函數。模式分析以雙層式策略模型(Bi-level Model)，並且設定相異之積分兌換情境、市場結構，分析公共運輸服務與零售業預期消費者剩餘極大之購買數量時，其積分、訂價、購買數量、利潤之變化情形。最後在實證分析代入實際資料分析廠商利潤變化情形。
研究結果提供公共運輸服務及零售業之積分、訂價策略，以及考量不同市場型態下之因應策略。零售業若為雙占市場，加入聯合顧客忠誠計畫時應避免自身的商品購買數量少於競爭廠商，且要提高本身的產品獨特性。本研究在實證分析結果發現公共運輸服務在聯合顧客忠誠計畫之主要利潤來源為搭乘次數較多，購買零售商品較少之消費者，若促使此類之消費者提高搭乘次數，可增加公共運輸服務之利潤。本研究可作為公共運輸服務與零售業在導入聯合顧客忠誠計畫之參考。

The purpose of this study is exploring the profit influence of public transportation system services and retail industry when they implement coalition loyalty programs. To connect the value between public transportation system service and retail products, we aim to conduct the price and reward points and see how price and reward points affect the firms’ profit. We use bi-level model to construct the consumer’s strategy and the firms’ strategy. In the consumer’s strategy, we assume consumer’s utility function and expenditure function. In the firms’ strategy, we assume the profit function of public transportation system service and retail industry. By solving the model through consumer’s perspective, we derive the purchase quantities of consumer to maximize consumer surplus in the consumer’s strategy. The next, we derive the equilibrium price and reward points by replacing the expected quantities in the firms’ strategy. Also, we set different market structure and points redemption scenario to analyze the model. The theoretical results provide suggested conduction of price and reward points in each scenario. Besides, the results showed that as the value of reward points increase, the firms’ profit decrease. In empirical analysis, we input the data of Taipei MRT and 7-Elaven to provide practical strategies. We suggest that Taipei MRT should focus on the consumer who purchase transportation service more and buy less retail products in coalition loyalty programs. Through theoretical and empirical analysis, this study provide management implications when public transportation system service and retail industry implementing coalition loyalty programs.

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