上架費為上游製造商為取得產品在通路中上架權力所支付給下游零售商的一種附加費用，近年隨著產銷權力結構的改變，零售商逐漸取代製造商而居通路中的領導地位，上架費的收取行為也因此在零售產業中變成一種慣例。


本論文參照探討通路競爭之寡占模型，考慮一個上游為兩水平競爭製造商與下游為一共同經銷零售商的競爭通路型態，並以兩階段賽局分析法的架構及脈絡，探討在相對於製造商居領導地位的零售商領導下，當零售商向製造商收取上架費時，對於通路各均衡解的影響，並進一步將變動上架費模型進行延伸，透過將促銷手法與上架費做結合，分析當零售商欲取部份上架費做促銷活動時對通路產生的經濟效果。研究結果發現，在本論文的模型假設條件下，當零售商採用從價型變動上架費時，將有助於市場價格效率化，並提升消費者的福利水準。至於採上架費進行折價促銷，其效果都將無法顯現。

Slotting allowance is a kind of additional charge that manufacturers pay to retailers in order to obtain shelf space. As the retailers’ market power becomes greater, the slotting allowance has become more and more common in the retail grocery industry in recent years.


This thesis constructs a channel which consists of two competing manufacturers and a common dealing retailer. The retailer is modeled as the leader, and the manufacturers are modeled as the followers. We use a two-stage game theory to analyze the economics effects of slotting allowance and charging slotting allowance with price discount promotion on channel competition.


Under certain assumptions we find out that the valorem slotting allowance is beneficial to market price efficiency and consumers’welfare. And charging slotting allowance with price discount promotion has had no impact.

第一章 緒論
第一節 研究動機……………………………………………… 1
第二節 研究方法與目的……………………………………… 3
第三節 研究限制……………………………………………… 4
第四節 研究架構……………………………………………… 5

第二章 文獻探討
第一節 通路結構的相關文獻………………………………… 7
第二節 上架費的相關文獻…………………………………… 10

第三章 理論模型
第一節 基本通路競爭模型…………………………………… 15
第二節 放入上架費之通路競爭模型………………………… 20
第三節 以上架費做促銷活動之通路競爭模型……………… 25
第四節 模型比較與分析……………………………………… 33

第四章 結論與建議
第一節 結論…………………………………………………… 44
第二節 未來研究方向………………………………………… 45

附錄……………………………………………………………… 46
參考文獻………………………………………………………… 49

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