行銷通路的功能主要是在執行如何將產品由生產者移轉至消費者的工作。它必須克服存在於產品、服務與使用者之間的時間、空間及所有權等障礙。而良好的行銷通路管理政策運作能有效統理於那些存在通路中的各個個體組織、協助其突破上述的通路障礙並熱切地維繫通路成員彼此互惠的商業關係。因此，通路設計的好壞攸關通路成員彼此交絡的程度。於是，在做通路設計的時候，多些考慮在如何加強通路協調及通路整合的議題上，可以為每個通路成員帶來更多的商業價值。 本篇論文主要目的在探討行銷通路中如何使用整合存貨管理策略，且在品質、空間、便利性等因子的限制下，嘗試解決各階通路的最佳化問題。在文中將個別討論單一生產者、單一零售商之一階行銷通路的損耗性整合存貨於面臨品質問題時的管理模式；單一生產者、單一配銷商及單一零售商之二階行銷通路的損耗性整合存貨於面臨空間問題時的管理模式；多重生產者、單一配銷商及多重零售商之二階行銷通路的損耗性整合存貨。每一個情境皆以數學建模來闡述情境的意涵，當中涉及通路上下游雙方交易行為，如欠撥全補貨或欠撥部分補貨；涉及進料品質檢查，如全數檢驗制度；以及通路間交貨的批量問題，如經濟批量。基於上述目的建立各種存貨管理策略，最後以數學規劃或經驗法則推導出最大利潤或最小成本之最佳解，並以數值例子來說明所獲得的模式是有效的。 此外，本研究的結果亦可看出採取上下游整合策略及上下游成員獨立策略的不同點，在相同的模式參數下，上下游整合策略可帶來較低的聯合成本，但結果會偏袒其中一方。為了創造共贏，良好的補償機制是當從事上下游通路整合設計時，不可缺少的。通路設計相當繁雜，考慮的因素非常多，本研究單就各基礎階通路的重要影響因子提出討論，以利從事通路設計者參考。 The policies of Marketing Channel Management are the set of rules that govern the trading relationships between firms in a channel. Since channel-design decisions regulate how companies interact with one another, an understanding of the effects of such decisions is critical to efforts that attempt to create value by improving inter-firm coordination and channel integration. This dissertation focuses on exploring the impact of using integrated inventory policies in marketing channel quantitatively. Three scenarios commonly found in practice are investigated: single-producer, single-retailer, single product with deterioration (one-level marketing channel); single-producer, single-distributor, single-retailer, single deteriorating product with two-warehouse environment (two-level marketing channel); multi-producer, single-distributor, multi-retailer, single deteriorating product (two-level marketing channel). For each scenario, mathematical programming models are developed that maximize/minimize a profit/cost based objective function and include traditional features such as allowing the buyer to backorder or partial backorder; nontraditional features like having the buyer perform 100% screening inspection and the consideration of channel efficiency like lot size, waiting time and spatial convenience. We describe how channel-design decisions can be used to improve supply channel performance in a way that is attractive for all parties. Numerical examples are presented to illustrate the usefulness of the models and are used to compare the differences between the integrated policy and each operation independently.
