| Summary: | 碩士 === 國立中央大學 === 工業管理研究所 === 98 === In recent years, stores in internet have become one of the channels of buying goods so there are more and more internet stores open and compete with each other intensely. Amazon is the biggest internet store in the world at the present day. It has more competitive than other rivals because of its good operating and managing way.
This research considers centralized and decentralized store which is divided two parts by a single retailer (Amazon) and a single vendor. On the decentralized store channel, the retailer decides the price of the product first, and then Amazon decides the ratio of the revenue sharing. After selling the product, the retailer deducts a percentage from the selling price and remits the balance to the supplier. However, on the centralized store channel, they decide the price together.
Part one discusses Amazon’s operation way and management. In the operation part, we discuss the website’s running way and situation and where it built its warehouses. In the management part, we discuss Amazon’s inventory, logistics and supply chain management deeply. We also discuss the fee structures of Amazon’s store and auction market.
Part two discusses Amazon’s channel model. We divide its channel into centralized and decentralized by the decision maker and method. The demand models are decided or indefinite in these two kinds of model. This research discusses the revenue of the whole channel, Amazon or the vendor in four situations and the optimal price and revenue sharing portion of the central and decentralized channel under the revenue sharing contract.
This research shows that the optimal price of the central channel is lower than the optimal price of the decentralized channel. The optimal revenue of the centralized channel is larger than the sum of the supplier’s and Amazon’s revenue of the decentralized channel.
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