| Summary: | 碩士 === 國立屏東商業技術學院 === 行銷與流通管理系 === 96 === The purpose of this paper is to investigate the combined effect of a channel coordination, a return policy, and an advertising mechanism for a manufacturer-retailer channel. In order to maximize the profit of the supply chain in a single selling period, the retailer uses advertising mechanism to institute the customer to buy finished items, and the manufacturer urge the retailer to stock more items by providing the return policy. Under above setting, the non-cooperative policy and the cooperative policy are formulated to offer structural and quantitative insight into the interplay between the proposed models. In addition, the implication of profit-sharing mechanism based on channel rebated for achieving the win-win relationship of the channel members also been proposed.
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