在本課程中，我們會向大家介紹如何以（看起來像數學推導的）理論模型進行商管領域的學術研究，並且特別著重介紹在有多決策者的環境中，如何進行模型建構與分析，進而探討「誘因」的經濟與管理意涵。
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商管研究中的賽局分析（一）：通路選擇、合約制定與共享經濟 (Game Theoretic Analysis for Business Research (1))
National Taiwan UniversityAbout this Course
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Beginner Level
Approx. 14 hours to complete
Chinese (Traditional)
Subtitles: Chinese (Traditional)
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 14 hours to complete
Chinese (Traditional)
Subtitles: Chinese (Traditional)
Offered by
National Taiwan University
We firmly believe that open access to learning is a powerful socioeconomic equalizer. NTU is especially delighted to join other world-class universities on Coursera and to offer quality university courses to the Chinese-speaking population. We hope to transform the rich rewards of learning from a limited commodity to an experience available to all. More courses information, the official Facebook Page: https://www.facebook.com/ntumooc2017/
Syllabus - What you will learn from this course
2 hours to complete
課程概述與最佳化理論
本週我們將對整門課程進行概述，讓大家知道本課程的定位與目標，並且就本課程需要的最佳化理論（非線性規劃的最佳化條件）做簡單的介紹，並以定價和存貨做為應用案例。
2 hours to complete
11 videos (Total 98 min), 1 reading, 1 quiz
11 videos
第一週課前引導1m
1-0 課前小叮嚀1m
1-1-1 課程概述（1）9m
1-1-2 課程概述（2）8m
1-2 一個例子：獨佔定價（monopoly pricing）8m
1-3-1 理論 集合與函數(1)10m
1-3-2 理論 集合與函數(2)7m
1-4-1 理論：最佳化條件（1）10m
1-4-2 理論：最佳化條件（2）12m
1-5 應用-獨佔定價13m
1-6 應用-經濟訂購量13m
1 reading
NTU MOOC 課程問題詢問與回報機制1m
1 practice exercise
第一週測驗30m
2 hours to complete
賽局理論簡介
本週我們將介紹賽局理論的原理與應用。賽局理論博大精深，因此本週我們只就本課程會用到的部份（完全資訊下的靜態與動態賽局）做簡要的介紹，並以零售商間的水平競爭與供應鍊上的垂直競合做為應用案例。
2 hours to complete
7 videos (Total 97 min)
7 videos
第二週課前引導2m
2-1 囚犯困境21m
2-2 靜態賽局與納許均衡14m
2-3-1 應用：零售商競爭（1）11m
2-3-2 應用：零售商競爭（2）17m
2-4 動態賽局與逆向歸納10m
2-5 應用：供應鏈訂價17m
1 practice exercise
第二週測驗30m
2 hours to complete
競爭環境中的通路選擇
本週我們將介紹 McGuire 與 Staelin 兩位學者於 1983 發表於 Marketing Science 的研究。我們將探討製造商如何選擇要直營零售店或接受加盟，並理解為何選擇接受加盟可能解決製造商間的囚犯困境。
2 hours to complete
7 videos (Total 84 min)
1 practice exercise
第三週測驗30m
2 hours to complete
通路協作－退貨政策
本週我們將介紹 Pasternack 學者於 1985 發表於 Marketing Science 的研究。我們將學習如何處理市場需求不確定時的存貨問題，並探討在供應鍊中製造商應如何設計退貨合約，才能引導零售商做出能達到雙贏的存貨決策。
2 hours to complete
9 videos (Total 105 min)
9 videos
第四週課前引導3m
4-0 課前影片1m
4-1 誘因問題11m
4-2-1 報童問題與供應鏈不協調（1）10m
4-2-2 報童問題與供應鏈不協調（2）10m
4-2-3 報童問題與供應鏈不協調（3）15m
4-3 退貨合約16m
4-4 模型與分析13m
4-5 意涵與結論23m
1 practice exercise
第四週測驗30m
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