The impact of marketing effort on the manufacturer\'s online customization and traditional retail channels
碩士 === 國立臺灣科技大學 === 資訊管理系 === 107 === This paper investigates the impacts of marketing effort on the manufacturer's online customization and traditional retail channels. The dual-channel supply chain system is composed of a manufacturer and a retailer. By “ dual-channel ”, we mean that the manu...
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| Format: | Others |
| Language: | en_US |
| Published: |
2019
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| Online Access: | http://ndltd.ncl.edu.tw/handle/fsmypc |
| Summary: | 碩士 === 國立臺灣科技大學 === 資訊管理系 === 107 === This paper investigates the impacts of marketing effort on the manufacturer's online customization and traditional retail channels. The dual-channel supply chain system is composed of a manufacturer and a retailer. By “ dual-channel ”, we mean that the manufacturer can sell standard products to the retailer or the manufacturer can directly sell customized products to the customers through the online channel. The manufacturer is assumed to be the Stackelberg leader while the retailer is assumed to be the follower. This paper explores the resource allocation between the channels by establishing mathematical models and finds the global optimal solution of the model. This paper extends to extant literature to consider the online customization channel and study the impact of marketing effort in four different models: (1) Model D-No marketing effort (2) Model M-The manufacturer is the investor of marketing effort (3) Model R-The retailer is the investor of marketing effort (4) Model C-Centralized supply chain. Explore the impact of marketing effort on the best decisions and profits of supply chain members. At the end of every model, we present the numerical analysis to demonstrate the best decision and the algorithms in the dual-channel supply chain system.
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