本文主要目的在探討考慮交易成本下實體產品與服務行銷通路結構之競爭狀況，藉以提示企業重視顧客價值因素，並建構交易成本數量模式方法供後續研究參考。
在過去十年來有關行銷之研究，特別在行銷與經濟相關之文獻上對通路的競爭與整合等議題已有多方面的顯著發展。這些早期行銷通路的相關研究仍延用一般的傳統經濟理論假設及需求函數，而忽略了交易成本之影響。本研究考慮了交易成本之因素，發展出含交易成本之需求函數，並運用Stackelberg賽局理論分析方法，討論製造商及零售商通路之間與通路之內非合作結構競爭。研究重點集中於當通路成員支付交易成本後，透過對於消費者感受程度而對通路成員的行銷變數，如交易成本、邊際利潤與總利潤的影響。
另外，在服務商品的行銷通路競爭方面，本文亦提出含交易成本之占有率競爭模式，除做為本研究在服務通路交易成本競爭分析之擴展外。亦可提供未來有關服務通路研究領域之參考。

This paper attempts to discuss the marketing channel (goods channel and services channel) coordination and competition under the transaction costs. This research is to point out a business need to pay attention to the customer value and it offer mathematics’ analysis method. 
 
Traditional research identified equilibrium marketing channel coordination and competition by using a classical demand function, and classical economic theory often ignored transaction costs.  This research develops a transaction cost linear demand function to investigate channel decision marking when transaction costs exist.  Game theory is used to compare a non-cooperative equilibrium of a differential game played under Stackelberg strategies.  By focusing on the effect of the retailer’s (or distributor’s) transaction costs with respect to the marketing decision variables, especially the transaction costs and the profit of channel members. 

In addition, the market share model of service channel under transaction costs is modeled in this paper.  This will be a topic of my near future research.  At the end of our research, some results are surprising, which set up the benchmark comparisons for future work in this area.

表次	……………………………………………………..	ⅲ
圖次	……………………………………………………..	ⅳ
使用符號一覽表…………………………………………….	ⅴ
	
第一章	緒論……………………………………………...	1
	第一節 研究背景 …………………………………...	1
	第二節 研究問題與目的 ………………………….	3
	第三節 本文架構 …………………………………...	8
第二章	文獻探討……………………………………….	10
	第一節 交易流程與行銷推廣…………………….. 	10
	第二節 交易成本理論 ……………………………..	19
	第三節 通路結構與競爭賽局……………………..	26
	第四節 本章小結…………………………………….	36
第三章	通路選擇與需求函數……………………...	37
	第一節 消費者通路購買選擇模式……………..	37
	第二節 含交易成本之需求函數…………………..	40
	第三節 本章小結…………………………………….	44
第四章	零售通路交易成本之賽局模式………..	45
	第一節 製造商為領導者賽局……………………..	46
	第二節 零售商為領導者賽局……………………..	49
	第三節 比較分析…………………………………….	53
	第四節 本章小結……………………………………	60
第五章	服務通路交易成本之競爭分析………...	62
	第一節 服務定義與特性……………………………	62
	第二節 服務交易成本………………………………	66
	第三節 含交易成本之占有率競爭模式…………	69
	第四節 本章小結…………………………………….	73
第六章	結論……………………………………………...	74
	第一節 主要研究結果………………………………	74
	第二節 未來研究方向………………………………	76
參考文獻………………………………………………………	79
附錄…………………………………………………………….	85
附錄A………………………………………………………….	85
附錄B………………………………………………………….	89
附錄C………………………………………………………….	93


表次

表 2.1	消費者購買流程模式之比較……………….	12
表 2.2	交易成本之來源與型態…………………….	24
表 2.3	交易成本相關因素表……………………….	25
表 2.4	通路結構與競爭機制彙總表……………….	35
表 4.1	不同領導者狀況下之反應函數…………….	52
表 4.2	製造商為領導者與零售商為領導者之賽局	53
表 4.3	製造商為領者與零售商為領導者變數之比較…………………………………………….	
56
表 4.4	交易成本敏感度對行銷變數之影響……….	58
表 4.5	消費者交易成本效率係數對行銷變數之影響…………………………………………….	
60
表 5.1	實體商品與服務商品購買的差異………….	66
表 5.2	整合服務交易成本類別…………………….	69


圖次

圖 1.1	本文結構.……………………………………	9
圖 2.1	購買者決策過程…………………………….	10
圖 2.2	顧客價值決定因素………………………….	16
圖 2.3	通路結構形態……………………………….	27
圖 2.4	不同通路的附加價值與交易成本………….	28
圖 3.1	消費者通路選擇模式……………………….	39
圖 4.1	製造商為領導者模型……………………….	46
圖 4.2	零售商為領導者模型……………………….	49
圖 5.1	服務行為本質/對象…………………………	63

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