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系統識別號 U0026-1207201615560900
論文名稱(中文) 雙通路競爭下產品定價與保固服務策略之研究
論文名稱(英文) A study of pricing and warranty strategies under dual-channel competition
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系
系所名稱(英) Department of Industrial and Information Management
學年度 104
學期 2
出版年 105
研究生(中文) 吳怡娜
研究生(英文) Yi-Na Wu
學號 R36034082
學位類別 碩士
語文別 中文
論文頁數 90頁
口試委員 指導教授-謝中奇
口試委員-黃宇翔
口試委員-張秀雲
中文關鍵字 雙通路競爭  消費者異質性  產品保固服務  延長保固服務  定價策略 
英文關鍵字 dual channel competition  consumer preferences  base warranty  extended warranty  pricing 
學科別分類
中文摘要 早期的通路銷售方式大多由製造商透過中介廠商販賣產品給消費者,近年來製造商開始利用網路開設虛擬通路,或是經營直營店的方式來直接面對消費者,與零售商形成競爭關係,而零售商也從以往純粹銷售產品的模式,改以提供具備附加價值的服務與產品搭配銷售,試圖吸引消費者進行選購。在這樣的競爭環境下,通路成員的策略制定都可能影響消費者的購買意願,進而造成市場需求的改變,為了爭取最大獲利,廠商要如何擬定策略變得格外的重要。
  本研究以此為出發點,架構研究情境為市場上存在一個製造商與一個零售商之雙通路競爭環境,製造商為市場的領導者,以附帶較長的產品基本保固服務作為進入市場的策略,零售商則為製造商的跟隨者,可考慮提供延長保固服務供消費者選購,並透過告知消費者的時間點來影響消費者的購買決策,在市場上同時存在基本保固服務與延長保固服務之下,架構三個研究模型進行討論,並透過逆向歸納法找出在各模型下製造商與零售商對於產品定價與保固服務的均衡決策、市場需求以及利潤函式,並透過數值分析討論市場環境變化對廠商策略制定的影響。
  研究結果發現,當市場上無延長保固服務販售時可為製造商帶來最大獲利,販售延長保固服務並提前公布資訊時可為零售商帶來最大獲利,而最終市場上運行之情境應為模型三之情境。當消費者對於通路的忠誠度越高時,市場的競爭強度降低,廠商不必利用價格進行競爭,而具有成本優勢的廠商可保有自己的競爭優勢來爭取更大的獲利。當零售商在引進延長保固服務進行販售時,若可自行制定產品價格與延長保固服務,可更有效增加本身的獲利。總結出廠商在制定決策前應先掌握市場上消費者的特性,且在評估本身策略的相關成本後才可制定出對其有利之策略,進而使得需求以及獲利有顯著的成長。
英文摘要 This thesis studies the pricing and warranty decisions between the manufacturer and retailer under dual channel competition. There are one manufacturer and one retailer who sell the same product to the consumers through their own selling channel. The manufacturer, as the leader of the market, uses the longer base warranty of the product to attract the consumer. And the retailer, as the follower, may consider selling the extended warranty as the strategy to compete with the manufacturer. If the retailer does provide the extended warranty, she can decide the timing of releasing the information of the extended warranty. The demand model is proposed based on consumer utility theory and depends on the consumers’ preferences of the shopping channel and their willingness to pay for the warranty. This study develops three game-theoretic models to analyze the interaction between the manufacturer and the retailer, and find their equilibrium pricing and warranty strategies. The numerical result show that the manufacturer prefers model 1 and the retailer prefers model 3 to obtain their maximum profits. Since the retailer is the follower, model 3 will eventually be adopted in the market. Furthermore, we show how the parametric changes impact the equilibrium results by using parameter analysis, and derive the managerial insights.
論文目次 中文摘要 i
英文摘要 ii
誌謝 vi
表目錄 xi
圖目錄 xii
第一章 緒論
1.1研究背景與動機 1
1.2研究目的 2
1.3研究流程 3
1.4研究架構 4
第二章 文獻探討
2.1雙通路競爭 5
2.1.1行銷通路 5
2.1.2雙通路競爭 6
2.2產品保固服務與延長保固服務 8
2.2.1 產品保固服務 8
2.2.2 延長保固服務 9
2.3消費者效用函式 11
2.3.1消費者異質性 11
2.3.2效用函式 12
2.4小結 13
第三章 模型建構與發展
3.1研究情境描述 14
3.1.1情境假設 15
3.1.2 符號定義 16
3.2消費者效用函式 17
3.3市場需求函式 19
3.3.1模型一:無延長保固服務販售 19
3.3.2模型二:販售延長保固服務-零售商延後告知 20
3.3.3模型三:販售延長保固服務-零售商提前告知 22
3.4利潤函式 24
3.4.1 模型一廠商利潤函式 24
3.4.2 模型二廠商利潤函式 25
3.4.3 模型三廠商利潤函式 26
3.5小結 27
第四章 模型求解過程
4.1模型一均衡解求解過程 28
4.2模型二均衡解求解過程 33
4.3模型三均衡解求解過程 41
4.4小結 48
第五章 數值分析
5.1參數設定 49
5.1.1參數變動範圍設定 50
5.2通路偏好程度敏感度之敏感度分析 51
5.2.1 對產品價格的影響 51
5.2.2 對於產品需求的影響 52
5.2.3 對於獲利的影響 54
5.3產品保固服務價值敏感度之敏感度分析 55
5.3.1 對製造商通路基本保固服務的影響 55
5.3.2 對產品價格的影響 56
5.3.3 對於需求的影響 57
5.3.4 對於獲利的影響 58
5.4製造商產品保固服務成本係數之敏感度分析 60
5.4.1 對製造商通路基本保固服務的影響 60
5.4.2 對於產品價格的影響 61
5.4.3 對市場需求的影響 62
5.4.4 對於獲利的影響 63
5.5零售商延長保固服務成本係數之敏感度分析 65
5.5.1 對於產品價格的影響 65
5.5.2 對於市場需求的影響 66
5.5.3 對於獲利的影響 67
5.6零售商通路產品基本保固服務之敏感度分析 68
5.6.1 對於產品價格的影響 68
5.6.2 對於市場需求的影響 69
5.6.3 對於獲利的影響 71
5.7零售商販售延長保固服務售價之敏感度分析 72
5.7.1 對於產品價格的影響 73
5.7.2 對於市場需求的影響 74
5.7.3 對於獲利的影響 75
5.8零售商販售延長保固服務之敏感度分析 76
5.8.1 對於產品價格的影響 77
5.8.2 對於市場需求的影響 78
5.8.3 對於獲利的影響 79
5.9小結 80
5.10 延伸討論:考量廠商互動後市場採用之運行模型 83
第六章 結論與未來研究方向
6.1結論 85
6.2未來研究方向 87
參考文獻 88
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