在傳統零售購物之實體配送部分，過去已有大量文獻在假設消費者需求為外生已知或需求空間均勻分佈之條件下，考慮運銷成本包括運輸成本與存貨成本，且兩者隨運送頻率的增加成反向變動，探討此兩項成本的權衡取捨，並進一步探討企業配送頻率、運送規模、配銷網路與設施配置問題。線上購物之相關研究上，大多偏重於探討影響消費者購物意願因素，然而消費者線上購物意願實與電子商務業者提供之服務有極密切之關係，但是以電子商務業者角度來探討線上購物之文獻較少，且構建兩者供需互動模式來探討之間關係的研究則尚付闕如。
本研究以供需互動為限制式，使電子商務業者決策配送策略前，需考量消費者效用為先，並放棄過去需求量以給定，以最小化配銷成本為決策目標式，改以考量供需互動之下之最大化利潤為基準進行求解。並且將配送策略延伸至與有無考量供需互動、有無考量分區決策以及與宅配服務之利潤比較。範例分析之結果顯示，本研究所制定之配送策略，於有無考量供需互動、有無考量分區決策以及與宅配服務比較之下，皆能得到較好的結果。
本研究針對考量供需互動之配送策略所建構之數學規劃式，為過去研究未曾深入探討者，而模式求解結果亦證明其結果較不考慮供需互動之傳統模式優越，可提供未來相關研究之參考。而實務上，可提供擁自有車隊之電子商務業者作各種配送策略擬定之參考，並可作為業者進行成本分析之基礎。

In the physical distribution portion of traditional retail shopping, there is a lot of literature assuming that consumer demand is exogenously known, or that market demand is uniformly distributed. Most of the past research has been based on the above criteria for considering the cost of delivery, including the cost of transportation and the cost of inventory. The trade-off between these two factors is investigated, and the two factors change inversely as the delivery frequency increases. The trade-offs between these two costs are explored, and the issues of delivery frequency, delivery scale, network and facility configuration are further explored.
Most of the research studies on online shopping focus on the factors that influence consumers' motivation to shop, but there is a close relationship between consumers' motivation to online shopping and the services provided by e-commerce firms, but there is few literature on online shopping from the perspective of e-commerce firms, and few researches on the relationship between the two models that interact with supply and demand.
This research is based on the limitation of the supply and demand interaction, which requires e-commerce firms to consider the consumer's utility before deciding on distribution strategies, and to abandon the past decision process in which the demand is exogenously given and minimizes distribution costs.The solution is based on the maximize profit under the supply-demand interaction.
This research builds a mathematical model for the distribution strategy that considers the supply-demand interaction, which has not been explored by previous studies. The solution result also indicates that it is better than the traditional model that ignores the supply-demand interaction and can be used as a reference for future research. In practice, it can provide e-commerce firm with their own fleets with reference to the formulation of various types of distribution strategies and can be used as the basis for cost analysis.

第一章 緒論 1
第二章 文獻回顧 11
第三章 研究方法 31
第四章 範例分析 49
第五章 結論與建議 69

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