進階搜尋


下載電子全文  
系統識別號 U0026-2507201015494400
論文名稱(中文) 在有限顧客忠誠度下探討顧客學習要用對促銷價格影響之研究
論文名稱(英文) The Effect of Consumer Learning on Firm's Pricing Strategy when Customers' Loyalty are Limited
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 98
學期 2
出版年 99
研究生(中文) 何昕澍
研究生(英文) Hsin-Shu Ho
學號 r3697122
學位類別 碩士
語文別 中文
論文頁數 74頁
口試委員 指導教授-謝中奇
口試委員-陳梁軒
口試委員-王維聰
中文關鍵字 定價策略  顧客忠誠度  顧客學習  賽局理論 
英文關鍵字 pricing strategy  consumer loyalty  consumer learning  game theory 
學科別分類
中文摘要 廠商提供給顧客高品質的產品,可以帶給顧客良好的使用經驗,進而可以使顧客成為該廠商的忠誠顧客。隨著廠商所擁有的忠誠顧客增加,會促使廠商訂定更高的價格,降低促銷的幅度。這說明了廠商若能提供給顧客高品質、高服務的產品,就能避免與對手進行價格競爭。然而,透過分析不同的產業,我們會發現與此推論不同的結果。擁有較多忠誠顧客的廠商仍可能提供比對手更低的價格,進行更頻繁地促銷。我們建立一個雙頭寡佔且已知總需求量的賽局模型,並且考慮到競爭的廠商所提供的產品可以為顧客帶來不同的學習效應下,探討市場中忠誠顧客的忠誠度會對廠商定價策略有不同的影響。從本研究中,我們發現當忠誠顧客的忠誠度較高時,提供高服務品質的廠商不用擔心陷入與對手進行價格競爭的困境;而當忠誠顧客的忠誠度偏低時,提供高服務品質的廠商必須正視對手以低價搶奪市場的行為,與對手進行價格競爭。
英文摘要 As we all know that a well service firm can attract more loyal consumer than its rivals. Once a firm has a group of loyalty consumers, will encourage it to set higher prices and decrease promote rate. However, this does not mean that a firm can position its product at high price despit the firm provide well service. Sometimes, well service firms still have to compete against their rivals through lowering the pirce. To organize this concept, we develope a two-period, game-theoretical, duopoly model which firms differ from their ability to transfer a price-sensitive consumer to loyal consumer. Through this model, we can know that how does the ``loyalty level" affect firms' pricing strategy.
From this research, we found that when the loyal customer loyalty is at high level, well service firm do not have to fight against its opponent through lowering its price. On the contrary, when the loyal customer loyalty is at low lever, even though a firm provides well service, it still have to lower its price to maintain the turnover.
論文目次 摘要 i
英文摘要 ii
致謝 iii
圖目錄 vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
1.4 研究範圍與限制 6
1.5 研究架構 7
第二章 文獻探討 9
2.1 顧客忠誠度 9
2.1.1 異質性的忠誠度(Heterogeneous Loyalty) 11
2.1.2 同質性的忠誠度(Homogeneous Loyalty) 13
2.2 顧客學習 14
2.3 賽局理論 16
2.4 小節 19
第三章 模式建構與發展 20
3.1 模式假設與符號定義 21
3.1.1 模式假設 21
3.1.2 符號定義 22
3.2 定價策略的選擇 23
3.3 第二期定價策略的推導 28
3.3.1 面對高忠誠度顧客的定價策略 29
3.3.2 面對低忠誠度顧客的定價策略 35
3.4 第一期期望獲利的推導 43
3.5 小結 49
第四章 數值分析與參數敏感度分析 51
4.1 數值分析 52
4.2 價格敏感顧客對期望獲利的影響 55
4.2.1 無論狀態0或狀態1,第二期賽局為高忠誠度混合均衡 55
4.2.2 狀態0為低忠誠度混合均衡,狀態1為高忠誠度混合均衡 56
4.2.3 狀態0為高忠誠度混合均衡,狀態1為低忠誠度混合均衡 58
4.2.4 無論狀態0或狀態1,第二期賽局為低忠誠度混合均衡 60
4.3 不同混合均衡對系統總獲利的影響 61
4.3.1 強勢廠商有較多忠誠顧客時,混合策略對系統獲利的影響 61
4.3.2 弱勢廠商有較多忠誠顧客時,混合策略對系統獲利的影響 64
4.4 小結 66
第五章 結論與未來研究方向 68
5.1 結論 68
5.2 未來研究方向 70
參考文獻 71
參考文獻 Anderson, E. T. and Kumar, N. Price competition with repeat, loyal buyers. Qme-Quantitative Marketing and Economics, 5(4), 333-359, 2007.
Blattberg, R. C. and Subrata K, S. Market segmentation using models of multidimensional purchasing behavior. Journal of Marketing, 38(4), 17, 1974.
Chen, Y. X. and Zhang, Z. J. Dynamic targeted pricing with strategic con- sumers. International Journal of Industrial Organization, 27(1), 43-50, 2009.
Chioveanu, I. Advertising, brand loyalty and pricing. Games and Economic Behavior, 64(1), 68-80, 2008.
Freimer, M. and Horsky, D. Try it, you will like it-does consumer learning lead to competitive price promotions? Marketing Science, 27(5), 796-810, 2008.
Guadagni, P. M. and Little, J. D. C. A logit model of brand choice calibrated on scanner data. Marketing Science, 2(3), 203-238, 1983.
Iyer, G., Soberman, D. and Villas-Boas, J. M. The targeting of advertising. Marketing Science, 24(3), 461-476, 2005.
Jing, B. and Wen, Z. Finitely loyal customers, switchers, and equilibrium price promotion. Journal of Economics and Management Strategy, 17(3), 683-707, 2008.
Klemperer, P. Markets with consumer switching costs. Quarterly Journal of Economics, 102(2), 375-394, 1987.
Kocas, C. and Kiyak, T. Theory and evidence on pricing by asymmetric oligopolies. International Journal of Industrial Organization, 24(1), 83- 105, 2006.
Kopalle, P., Biswas, D., Chintagunta, P. K., Fan, J., Pauwels, K., Ratchford, B. T. and Sills, J. A. Retailer pricing and competitive e®ects. Journal of Retailing, 85(1), 56-70, 2009.
Lal, R. Price promotions: Limiting competitive encroachment. Marketing Science, 9(3), 247, 1990.
Lim, J., Currim, I. S. and Andrews, R. L. Consumer heterogeneity in the longer-term e®ects of price promotions. International Journal of Research in Marketing, 22(4), 441-457, 2005.
Narasimhan, C. Competitive promotional strategies. Journal of Business, 61(4), 427-449, 1988.
Raju, J. S., Srinivasan, V. and Lal, R. The e®ects of brand loyalty on compet- itive price promotional strategies. Management Science, 36(3), 276-304, 1990.
Rao, R. C. Pricing and promotions in asymmetric duopolies. Marketing Sci- ence, 10(2), 131-144, 1991.
Rennho®, A. D. and Serfes, K. Retailer price distributions and promotional activities. Economics Letters, 103(2), 91-95, 2009.
Seetharaman, P. B., Ainslie, A. and Chintagunta, P. K. Investigating house- hold state dependence e®ects across categories. Journal of Marketing Research, 36(4), 488-500, 1999.
Seetharaman, P. B. and Che, H. Price competition in markets with consumer variety seeking. Marketing Science, 28(3), 516-525, 2009.
Shilony, Y. Mixed pricing in oligopoly. Journal of Economic Theory, 14(2), 373-388, 1977.
Sigue, S. P. and Karray, S. Price competition during and after promotion- s. Canadian Journal of Administrative Sciences-Revue Canadienne Des Sciences De L Administration, 24(2), 80-93, 2007.
Sinitsyn, M. Characterization of the support of the mixed strategy price e- quilibria in oligopolies with heterogeneous consumers. Economics Letters, 99(2), 242-245, 2008a.
Sinitsyn, M. Price promotions in asymmetric duopolies with heterogeneous consumers. Management Science, 54(12), 2081-2087, 2008b.
Varian, H. R. A model of sales. American Economic Review, 70(4), 651-659, 1980.
Villas-Boas, J. M. Consumer learning, brand loyalty, and competition. Mar- keting Science, 23(1), 134-145, 2004.
Villas-Boas, S. B. and Villas-Boas, J. M. Learning, forgetting, and sales. Management Science, 54(11), 1951-1960, 2008.
Wernerfelt, B. Brand loyalty and market equilibrium. Marketing Science, 10(3), 229-245, 1991.
Zhao, Y. Price dispersion in the grocery market. Journal of Business, 79(3), 1175-1192, 2006.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2015-08-09起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2015-08-09起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw