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系統識別號 U0026-2106201612183200
論文名稱(中文) 考量顧客異質性及選擇性於兩階段客製化搭售策略之研究
論文名稱(英文) A Study on Two-Stage Customized Bundling with Consideration of Customer Heterogeneity and Self-Selection
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) 吳冠瑾
研究生(英文) Guan-Jin Wu
學號 R36034228
學位類別 碩士
語文別 中文
論文頁數 104頁
口試委員 指導教授-黃宇翔
口試委員-翁慈宗
口試委員-蔡青志
口試委員-胡政宏
中文關鍵字 兩階段客製化搭售  搭售商品  選擇性  顧客異質性 
英文關鍵字 Two-stage Customized Bundling  Bundling Goods  Selection  Consumer Heterogeneity 
學科別分類
中文摘要 科技進步與網路蓬勃發展讓消費者更容易接收商家折扣活動,也能藉由網路上產品使用的心得分享了解產品資訊,使得商業貿易更加繁榮,市場上的產品競爭亦越趨激烈,許多商家為了吸引顧客紛紛推出各種定價策略及促銷手法,其中搭售策略為常見的定價策略,企業將兩個或兩個以上商品組合成搭售品並訂定較低的搭售價格以刺激顧客的購買欲望。近年來顧客重要程度與日俱增,以往搭售策略由企業決定不同產品之搭售組合,現今則加以變化為允許顧客依據本身偏好挑選搭售產品之客製化搭售策略,期望能藉此提升顧客產品購買率及滿意度同時增加企業利潤。
本研究針對兩階段客製化搭售策略進行探討並建構模型,企業先行決定搭售產品種類,並在每個類別分別提供多個產品,讓顧客能依據偏好選擇產品,第一階段企業允許顧客挑選一個主要產品,在此情境下顧客將選擇效用最大的產品,接著第二階段考慮產品間關係因子後,選擇效用最大附加產品以組合成客製化搭售產品。本研究考量顧客偏好異質性、選擇性,並討論產品的各種因子對客製化搭售策略之影響,滿足顧客效用的同時以企業利潤最大化為目標,最後藉由模式之性質與範例分析,討論在客製化搭售策略、特定搭售策略以及個別銷售策略三種不同情境下,各因素變動量對整體利潤產生影響性。分析結果指出當顧客對於兩產品的偏好敏感程度高時,企業應選擇客製化搭售策略;當顧客對於搭售產品評估價值不變時,主、附產品的評估價值上升至某一程度會使得特定搭售策略利潤較佳;當附加產品評估價值與產品相關性極高時,個別銷售策略優於客製化搭售策略;而產品評估價值與利潤呈現正相關之情形。
英文摘要 The rapid growth of commerce and intense product competition enable firms to use various promotion strategies. Bundling strategies have been extensively used in practice. Firms combine two or more products into a bundle and sell bundles at a discounted price to enhance customers’ willingness to purchase products. This study proposes a two-stage customized bundling model, in which a seller first determines the product categories for bundling and allows consumers to select their products from each category with multiple products based on their preferences. Consumers are allowed to select one main product with the greatest perceived value at the first stage. At the second stage, consumers consider the associations between the main and add-on products and then select the add-in product. This study considers the effects that consumer heterogeneity and different product factors have on the two-stage customized bundling strategy with the aims of maximizing the firm’s profit and consumers’ perceived utility. The obtained results indicate that the customized bundling strategy is beneficial for sellers when the degrees of preferences sensitivity for the main and add-in products are both high. Moreover, the profit of customized bundling strategy is positively correlated with product valuation. This study also analyzes the differences between each strategy and uses numerical examples to investigate the other related factors.
論文目次 摘要......I
英文摘要......II
誌謝......VII
目錄......VIII
表目錄......IX
圖目錄......X
第一章、緒論......1
第一節、研究背景......1
第二節、研究動機......2
第三節、研究目的......3
第四節、研究範圍與重要性......4
第五節、論文架構......5
第二章、文獻探討......6
第一節、搭售......6
第二節、顧客行為......14
第三節、客製化搭售......18
第三章、兩階段客製化搭售模型......23
第一節、問題描述......23
第二節、研究架構......27
第三節、模式建構......30
第四章、性質與應用分析......56
第一節、性質分析......56
第二節、範例研究......72
第三節、敏感度分析......83
第五章、結論......96
第一節、研究貢獻......96
第二節、研究限制......97
第三節、未來研究方向......97
參考文獻......99
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