當需求受賣場陳列量影響時零售商與製造商之批量決策模式

Abstract

零售商在賣場中有許多的設計與布置，希望透過視覺、聽覺、嗅覺、味覺、觸覺的刺激來誘發消費者的購買需求，進而增加賣場中商品的銷售與利潤。在本研究中吾人考慮這種零售商以大量陳列商品的方式，透過視覺及商品的容易獲致性來誘發消費者購買的效果，分別討論零售商與製造商在不同通路情境下的批量決策。在零售商與製造商形成合作關係以及零售商主導的兩種行銷系統中，針對單一製造商、單一零售商、單一商品、無缺貨、無後場存貨以及製造商的生產批量可供應零售商多次訂購批量的情境下，吾人考慮商品陳列量展示效果的大小，從而建構利潤最大化之理論模型，以分析零售商的訂購批量決策或稱為賣場中商品陳列量管理以及製造商的生產批量決策，並以賣場中商品補貨上架之週期或是零售商的訂購週期、訂購批量以及製造商的生產批量為決策變數，並透過數值分析與敏感度分析來說明本模型的特性。 由理論與數值分析可知，當零售商與製造商合作時，若賣場中多增加一單位商品上架而使整個行銷系統的邊際收益大於其相關之邊際成本時、或者是製造商生產之整備成本高，聯合決策將要求零售商在商品尚未售罄前就重新上架補足商品，以激發消費者的購買，而製造商將轉變批量生產的方式為不停工之連續生產方式以提高其生產效率。 此外，當零售商主導批量決策時，若商品的零售價格較高、購貨成本較小、商品陳列量之展示效果強烈、或零售商的商品持有成本較小時，而使零售商多陳列一單位商品以誘發消費者需求所獲致的邊際收益大於對應之其邊際成本時，使利潤最大的批量決策都指出零售商訂購週期之期末應繼續持有一些商品存貨在貨架上，亦即賣場中商品尚未售罄就會重新上架補足商品，冀望強化商品的展示效果刺激消費者的需求，提高銷售率並增加利潤。但若多陳列一單位商品所獲致的邊際收益不大於其邊際成本時，待商品售罄才補貨上架則為零售商最適之商品陳列量管理方式。 商品大量陳列而誘發消費者需求的展示效果雖然只是零售賣場中的一種現象，但若多增加一單位商品上架的邊際收益大於其相關之邊際成本時，賣場中應常常補貨上架以量感激發需求，而行銷通路中的各成員亦應經由垂直整合之方式以提高通路的效率，不僅可以為消費者創造更多的市場價值並可為行銷系統創造更多利潤。

The retailer makes every effort on in-store display, like various window display or POP display, to attract customers. She designs a packaged environment that combines visual, aural, olfactory, and tactile stimuli aimed at achieving some customer objective and then higher sales. In this study we focus on the effect of large product display under two channel situations: the retailer dominated and cooperation between retailer and manufacturer. We present a model to analyze the impacts of these two different decision policies when the in-store demand rate facing by the retailer is stock-dependent. First of all, we discuss the behavior of retailer when she dominates the lot-sizing decision. Secondly, we analyze the lot-sizing decision that are coordinated by vertical marketing integration where the manufacturer produces a single item for its sole retailer and the retailer sells the item to consumers without shortages and backroom inventory meanwhile each production lot is delivered to the retailer in a number of shipments. The analytical models embraced the display effect are developed to determine the optimal ordering cycle time, the ordered quantity, the length of the production run that maximize the joint / separate profit. The numerical experiment along with sensitivity analysis is also performed to obtain some insights of our model. According to the results of numerical analysis we can find that if the marginal revenue in the marketing channel is higher than the resulting marginal cost of stacking one more product on the shelf when the retailer and manufacturer are cooperated, the retailer will replenish the shelf with products before they are sold out and the manufacturer will produce the product continuously to get the production efficiency. The resulting consumer surplus will also increase owing to the increase in the consumer demand.