價格相依之通路營收分享機制—以電子書內容銷售為例

Abstract

通路的鋪陳與協調對於產品銷售有絕對的影響力，而進行通路協調時，市場需求資訊絕對也是雙方關注的焦點；價格相依的營收分享機制正是一個考慮市場需求的通路協調機制。因此本文針對與產品銷售價格相依的營收分享機制，討論其對於零售商與軟體供應商的通路協調應用；針對不同的市場需求函數，分別討論此機制的適用性與使用方法。本研究發現，價格相依的營收分享機制，在固定彈性需求函數與線性需求函數下，有不同的彈性適用範圍。在固定彈性需求函數下，零售商可利用此機制，使通路成員目標達到一致，一起追求通路營收極大；而在線性需求函數下，零售帄台則可利用豐富的市場資訊，訂定價格相依的營收分享準則，誘使供應商所定的價格對零售帄台較有利。

Channel layout and coordination have significant effect toward product sales. As coordinating the channel, members should concern the market demand information; price-dependent revenue sharing rule (PDRSR) is a coordination mechanism concerning the market demand. Hence, this research applies PDRSR in retailer-supplier coordination and discusses the applicability and usage in different demand functions. We discover that there are separated applicable elasticity ranges in constant-elasticity demand function and linear demand function. With a constant-elasticity demand function, the retailer can coordinate the incentive of channel members and achieve the maximum of channel aggregate revenue; whereas with a linear demand curve, the retailer can set up the PDRSR by the market information and then lead the supplier to set a price rather benefited to the retailer.