近年來，隨著生活水平的提高以及生活型態的改變，低溫食品已成為滿足現代人生活的必需品，本研究以國際知名H品牌冰淇淋為研究對象，該品牌商在台灣沒有自己的生產工廠，商品需由國外工廠進口，而該品牌之冰淇淋的效期(Shelf life)只有14個月，扣掉船期，當商品抵達台灣時，產品效期往往不到一年。除此之外，不同通路商對產品效期的要求不同，如何考量不同通路商之議價能力、市占率(影響訂單數量) 、效期要求等，訂定合適的商品批發價格，以提昇產品之期望獲利，是本研究希冀探討之通路行銷商業模式。
有別於實務上往往由品牌商與通路商之採購代表依據經驗來進行議價，本研究先探討單一品牌商對單一通路商之商品價格及遞減幅度之訂定機制；緊接著探討單一品牌商對兩個通路商之不同資源分配方法：依照訂單大小分配、平均分配及和效期嚴謹度，同時納入公平性配貨調整機制，探討不同通路資源分配方法對整體期望收益的影響。
本研究以系統模擬方法，透過結合標定價格與議價之雙通路機制，從品牌商之角度來探討如何訂定商品參考價格、議價區間之遞減幅度及最佳資源分配方法。

In recent years, with the improvement of living standards and change of lifestyle, low-temperature foods have become a necessity to satisfy people's lives. The cold chain is a supply chain to preserve these low-temperature foods. This paper choosed cold chain product: ice cream as an example. The ice cream in Taiwan market of this study is from the international renowned ice cream brand marketer. It doesn’t have its own factory in Taiwan and its products need to be imported from abroad. The shelf life of ice cream is only 14 months, minus shipping period, when products arrive in Taiwan their remaining shelf life are less than a year.
This study aims to assist brand marketer determining the optimal prices and corresponding quantity allocated for channel partners before annual sales. This study will also focus on cold-chain product suppliers and distributers in managing channel resource allocation problems. We first start from modeling behaviors between one brand marketer versus one channel partner. For those one-to-many bargaining conditions, we further incorporate the optimization logic into the simulation program to analyze different channel resource allocation strategies (i.e. related to order size, equally distributed and demand of shelf life).

摘要 I
Abstract III
目錄 VII
圖目錄 XI
表目錄 XV
第一章 緒論
1.1 研究動機與背景 1
1.2 研究目的 4
1.3 研究範圍 5
1.4 研究流程與架構 6
第二章 文獻回顧 9
2.1 冷鏈 9
2.1.1 冷鏈定義 9
2.1.2 我國冷鏈物流的現況與面臨的課題 9
2.1.3 我國冷鏈之法規及相關規定 10
2.1.4 冷鏈之相關文獻 15
2.2 議價 19
2.2.1 參與目的及動機 19
2.2.2 議價模型中消費者之分類 21
2.2.3 議價機制 23
2.2.4 議價相關文獻演進 23
2.3 通路資源管理 26
2.3.1 通路資源管理相關文獻 27
2.4 小結 28
第三章 研究方法 31
3.1 研究架構 31
3.2 研究課題 33
3.3 模型假設 34
3.4 數學模型建構 37
3.4.1 數學模型符號說明 38
3.4.2 議價模型建構 39
3.5 模擬模型建構 42
第四章 情境模擬 53
4.1 情境設計 54
4.1.1 情境一：改變標定價格對品牌商期望收益之影響 54
4.1.2 情境二：議價模型中改變遞減幅度對期望收益之影響 6
4.1.3 情境三：考量存貨是否足夠給予單一或兩通路商 57
4.1.4 情境四：不同資源分配方法對品牌商期望收益之影響 58
4.1.5 情境五：通路商對效期及出價區間之改變 61
4.2 情境模擬結果 64
4.2.1 情境一：改變標定價格對品牌商期望收益之影響 64
4.2.2 情境二：議價模型中改變遞減幅度對期望收益之影響 72
4.2.3 情境三：考量存貨是否足夠給予單一或兩通路商 73
4.2.4 情境四：不同之資源分配方法對品牌商期望收益之影響 74
4.2.5 情境五：通路商對商品效期與出價區間之改變 82
4.3 管理意涵 85
4.3.1. 依品牌商之最大期望收益為目標 85
4.3.2. 權衡品牌商之期望收益與通路商獲取訂單之公平性 87
4.3.3. 小結 93
第五章 結論與建議 95
5.1 結論 95
5.2 建議 96
參考文獻 103

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