本文研究了行銷工作對製造商線上客製化通路和傳統零售通路的影響。雙通路供應鏈系統由製造商和零售商組成，代表製造商可以向零售商銷售一般標準化產品，或者製造商可以通過線上通路直接向客戶銷售客製化商品。假設製造商是斯塔克爾伯格模型的領導者，而零售商則為追隨者，透過建立數學模型來探索通路之間的資源分配，並找到模型的全域最佳解。本文延伸現有的文獻，考慮線上客製化通路，研究行銷工作對四種不同模型的影響: (1) 模型D-不進行任何行銷努力 (2) 模型M-製造商是行銷努力的投資者 (3) 模型R-零售商是行銷努力的投資者 (4) 模型C-集中式供應鏈。探討行銷工作對供應鏈成員最佳決策和利潤的影響。在每個模型的最後，我們提出數值分析以證明雙通路供應鏈系統中的最佳決策和算法。

This paper investigates the impacts of marketing effort on the manufacturer's online customization and traditional retail channels. The dual-channel supply chain system is composed of a manufacturer and a retailer. By “ dual-channel ”, we mean that the manufacturer can sell standard products to the retailer or the manufacturer can directly sell customized products to the customers through the online channel. The manufacturer is assumed to be the Stackelberg leader while the retailer is assumed to be the follower. This paper explores the resource allocation between the channels by establishing mathematical models and finds the global optimal solution of the model. This paper extends to extant literature to consider the online customization channel and study the impact of marketing effort in four different models: (1) Model D-No marketing effort (2) Model M-The manufacturer is the investor of marketing effort (3) Model R-The retailer is the investor of marketing effort (4) Model C-Centralized supply chain. Explore the impact of marketing effort on the best decisions and profits of supply chain members. At the end of every model, we present the numerical analysis to demonstrate the best decision and the algorithms in the dual-channel supply chain system.

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