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系統識別號 U0026-2106201116182400
論文名稱(中文) 異質性忠誠度下實行忠誠度促銷策略與轉換促銷策略之定價策略研究
論文名稱(英文) Research of pricing strategy in practicing loyalty program and transfer program under heterogeneous loyalty
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系碩博士班
系所名稱(英) Department of Industrial and Information Management
學年度 99
學期 2
出版年 100
研究生(中文) 蔡智瑋
研究生(英文) Chih-Wei Tsai
學號 r3697117
學位類別 碩士
語文別 中文
論文頁數 66頁
口試委員 指導教授-謝中奇
口試委員-張秀雲
口試委員-王維聰
中文關鍵字 自有品牌  忠誠度  賽局理論  促銷策略  定價策略 
英文關鍵字 private label  loyalty  game theory  pricing strategy 
學科別分類
中文摘要 隨著通路市場的發展,許多的行銷策略也被廣泛地討論與運用,如何維持顧客忠誠度則是備受矚目的議題。本論文針對一個由兩通路商所服務的市場,使用異質性忠誠度之概念,考量當顧客對特定通路商有偏好的情形下,兩通路商分別採行忠誠促銷策略或轉換促銷策略,進行銷售相同商品的市場競爭時,通路商之間的互動情形。另外,兩通路商分別該如何制定其最佳策略,以期在顧客數量持續成長的市場環境中獲得己方之最大利潤。本研究將兩通路商的策略組合分為:雙方皆不採行促銷策略、單方採行忠誠促銷策略、單方採行轉換促銷策略、雙方皆採行其促銷策略等四種情形,並逐一進行分析探討。以雙方皆不採行促銷策略的情形做為比較基準,當市場中僅有一個通路商採行促銷策略時,會使自身利潤提升,並造成對手利潤下降;當兩通路商皆採行促銷策略時,反倒會造成雙方利潤下降,導致懦夫賽局的結果。
英文摘要 This thesis looks into the effects of competition when two retailers respectively practice loyalty and transfer programs under heterogeneous loyalty.

Many marketing strategies have emerged from the development of the channel market. Maintaining customer loyalty is the issue normally discussed.The market discussed in this thesis is served by two retailers, one practicing the loyalty program and the other practicing the transfer program. The focus is on the interaction between the two retailers. The concept of heterogeneous loyalty is also explored in considering cases where customers have a preference for a specific retailer. The question is raised of how the retailers fit their strategy to maximize their profit in a market where their customer base is constantly expanding.The retailers' strategies are considered in four parts: neither retailers adopts a strategy, one retailer adopts the loyalty program and the other none, one retailer adopts the transfer program and the other none, and either retailer adopts a separate strategy from the other. The outcomes of each scenario are discussed individually. The case of neither retailer adopting a strategy is compared against the other strategies. In the case where exclusively one retailer adopts a strategy, the retailer adopting the strategy sees an increase in profit while the other retailer's profit decreases. When both retailers adopt separate strategies, the profit of both retailers decreases and the competition turns into a game of chicken.
論文目次 摘要 i
英文摘要 ii
致謝 iv
圖目錄 ix
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究假設 2
1.3 研究目的 3
1.4 研究流程 3
第二章 文獻探討 6
2.1 知名品牌與自有品牌 6
2.2 賽局理論 8
2.3 忠誠度 11
2.4 定價策略 12
第三章 模式建構與發展 14
3.1 模式假設與符號定義 15
3.1.1 模式假設 15
3.1.2 符號定義 16
3.2 雙方皆不採行促銷策略 17
3.3 單方採行忠誠促銷策略 22
3.4 單方採行轉換促銷策略 27
3.5 雙方皆採行其促銷策略 33
3.6 小結 41
第四章 數值分析 42
4.1 單方採行忠誠促銷策略之分析 42
4.1.1 通路商獲利分析 43
4.1.2 通路商售價分析 45
4.1.3 市場占有率分析 46
4.2 單方採行轉換促銷策略之分析 47
4.2.1 通路商獲利分析 47
4.2.2 通路商售價分析 49
4.2.3 市場占有率分析 51
4.3 雙方皆採行其促銷策略之分析 52
4.3.1 當通路商B採行不同程度的轉換促銷策略 52
4.3.2 當通路商A採行不同程度的忠誠促銷策略 56
4.4 小結 60
第五章 結論與未來研究方向 62
5.1 結論 62
5.2 未來研究方向 63
參考文獻 64
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