價格折扣下零售商之補貨策略與和供應商簽訂契約之影響

Abstract

價格折扣是一種現今時常見到的促銷方式之ㄧ，供應商提供臨時且維持一段時間的價格優惠予零售商，零售商則將此一優惠部分轉嫁給最末端消費者，來提升銷售量，達到預期的銷售目標，賺取更高的利潤。 而在提供價格折扣的這段促銷期間，需求的變動情況必然會與沒有促銷時有所變化，零售商必須針對此一可能的變化情形，視其銷售狀況及存貨情形，來擬定訂貨、補貨的策略，以防存貨太多造成成本過高或是存貨不足產生的商譽降低；而近年來，為了整合整個供應鏈的成員，簽訂契約也越來越常使用於供應鏈上，收益共享契約就是一種常見的供應商與零售商之間的契約方式，供應商提供較低的批發價格给零售商，來換取零售商賣出產品的部份收益，以提升供應鏈的績效。 本研究即是針對上述情況來建構模式，分為兩部分，首先第一部份會先建構出價格促銷期間，零售商的利潤目標式，來求得最佳之訂貨次數，與販賣的價格，得知其較適當的銷售策略；接著建構若供應商與零售商互相簽訂收益共享契約時之利潤目標式，來探討供應商提供的批發價格與零售商分享的收益比例之關係，及與無契約時的差異。 本研究分析結果指出，藉由採取價格折扣，零售商可提升相當程度的利潤，而供應商可事先與零售商簽訂協議分享收益，來彌補因提供優惠所減少的利潤，此外若以整體來看，價格折扣對於雙方之利潤總和是有利的。若雙方簽訂收益共享契約，將可提升更多的總利潤，且雙方有共同之利潤目標時，所賺取之總利潤將較各自考量本身的利潤目標式為高。

Price discount is one of the popular promotion ways in recent years. Suppliers offer temporary price reductions to retailers and the reductions last for some finite time. Retailers pass this giveback on to the end customers in order to achieve the anticipative sales goals and earn more profit. When retailers provide the price reductions, the customers’ demand will change. Retailers must use the data of sales and stock during the price discount to plan for the ordering and inventory policy, in order to prevent the cost become too high resulting from too many inventories, or the goodwill loss resulting from the insufficient inventory. Nowadays, it is more general for supply chain to sign the contract in order to coordinate all the members. The revenue sharing contract is one of the useful contracts between suppliers and retailers. A supplier offers a lower wholesale price to a retailer to exchange for a percentage of the total revenue to increase the performance of the supply chain. This research is to formulate the above situation. First of all, the retailer’s objective function of profit will be formed to obtain the optimal ordering frequency and the sale price. Second, the objective function of the profit after signing the revenue sharing contract will be formed. Then the discussion of the wholesale price and the percentage of the total sharing revenue, and the difference without the contract will be showed. It is showed that retailers can raise profit by price discount. Suppliers can share the revenue and prevent loss by signing a revenue sharing contract. In general, both sides can benefit from price discount. The total profit will be higher if the revenue sharing contract is signed. When both sides have the same objective on profit, the total profit will be even higher than with different objectives.