近年來，由於省時且便利等優點，網路商店已列於人們取得商品的來源之一，在此種原因下，網路商店於網路上紛紛林立，且彼此競爭頗為激烈，就全球而言，Amazon為目前規模最大之網路商店，Amazon憑藉著健全的經營與管理模式，使它的競爭力得已超越其他競爭者。 本研究考慮由單一零售商(Amazon)與單一供應商所組成之兩階層通路結構，同時考慮分權與集權式商店兩種情境，在分權式商店模式通路下，供應商先制定商品之零售價，再由Amazon制定商品之營收比例，當Amazon將商品售出後，會將所得一部分給供應商，然在集權式商店模式通路下，商品售價由Amazon與供應商一同制訂。 第一部分探討Amazon的經營模式與管理制度，於經營模式中，本論文論述了目前Amazon的網站機制及經營現況，同時也論述了Amazon在世界各地之倉庫分布情形；在管理制度方面，本研究分別對Amazon之存貨、物流以及供應鏈管理深入作探討，另外本研究也於此部分探討Amazon之商店及拍賣機制各自的收費結構。 第二部分則是探討Amazon的通路模型，在兩種情境下的需求模型則分為確定性及隨機性兩種，本研究分別探討於四種情境下，整體通路或Amazon和供應商各自可獲得的利潤，並且在營收分享的契約下探討集權與分權式通路之最佳的定價策略以及營收分享比例。 本研究顯示集權式通路下的最佳零售價會低於分權式通路下的零售價，同時集權式通路下的最佳利潤會大於分權式通路下，供應商與Amazon各自所得利潤的總和。In recent years, stores in internet have become one of the channels of buying goods so there are more and more internet stores open and compete with each other intensely. Amazon is the biggest internet store in the world at the present day. It has more competitive than other rivals because of its good operating and managing way. This research considers centralized and decentralized store which is divided two parts by a single retailer (Amazon) and a single vendor. On the decentralized store channel, the retailer decides the price of the product first, and then Amazon decides the ratio of the revenue sharing. After selling the product, the retailer deducts a percentage from the selling price and remits the balance to the supplier. However, on the centralized store channel, they decide the price together. Part one discusses Amazon’s operation way and management. In the operation part, we discuss the website’s running way and situation and where it built its warehouses. In the management part, we discuss Amazon’s inventory, logistics and supply chain management deeply. We also discuss the fee structures of Amazon’s store and auction market. Part two discusses Amazon’s channel model. We divide its channel into centralized and decentralized by the decision maker and method. The demand models are decided or indefinite in these two kinds of model. This research discusses the revenue of the whole channel, Amazon or the vendor in four situations and the optimal price and revenue sharing portion of the central and decentralized channel under the revenue sharing contract. This research shows that the optimal price of the central channel is lower than the optimal price of the decentralized channel. The optimal revenue of the centralized channel is larger than the sum of the supplier’s and Amazon’s revenue of the decentralized channel.
