網際網路及電子商務的迅速發展之下，越來越多的製造商開始建立電子零售直接通路，以較低的價格銷售所生產的產品。對於傳統零售商而言，製造商不單只是上游的產品供應者，同時也成為了傳統零售商的競爭者。本研究建構一線性需求函數描述兩通路之間價格及服務所帶來的影響，利用史坦伯格賽局方法分析兩個通路的獲利。利用數學方法推導出傳統零售商在所謂”服務優勢區間”之下，傳統零售通路可以透過服務水準的改善減少電子零售直接通路的威脅，提出一些例子驗證此策略之成果，發現在不同市場條件以及產品生命周期的形況下，傳統零售通路只要符合推導條件，皆可利用此策略改善本身獲利。 The rapid development of the Internet and electronic commerce, more and more manufacturers start to build up their own Internet-based channel, selling product with cheaper price. Manufacturer plays a double-faced role, not only a supplier but also a competitor, to traditional retailer. In this study, we construct a linear demand function to illustrate the comparative advantage and the competition between Internet-based channel and traditional retailer channel. Use Stackelberg Game Theory Process to analysis the profit of these two channels. We derived a “service advantage region” to decline the threat from Internet-based channel. We bring up a strategy how the traditional retailer channel can employ the appropriate service level to reap its profits along this channel competition. Finally, some management insights will be discussed in this thesis.
