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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/71183

    Title: 競爭下的忠誠計畫與定價策略;Loyalty program and pricing strategy under competition
    Authors: 王仲宇;WANG,CHUNG-YU
    Contributors: 工業管理研究所
    Keywords: 參考價格;定價策略;競爭;忠誠獎勵計畫;Reference price;Pricing strategy;Competition;Loyalty reward program
    Date: 2016-07-15
    Issue Date: 2016-10-13 12:11:06 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 現今市場上,因製造商普遍具有相同製程能力來提供消費者幾乎相似的商品選擇,導致在銷售面多數僅能利用定價、促銷或服務等其他手段來獲得消費者的青睞。同時,因為消費者可以選擇&比價的管道太多,所以銷售者在定價決策是如此重要,不管是初始的訂價或是過程中需要不斷的改變。因為這不僅影響消費者的購買行為同時直接的影響到自身的利益。
    我們使用兩個環境來討論競爭與促銷活動是如何影響消費者的參考價格。在環境一中,假設當市場存在兩銷售者,在純競爭環境下其定價的方式對消費者參考價格以及銷售者自身利潤的影響。在環境二中,同樣假設市場存在兩銷售者,且此時其中一方提出一促銷手段 – 忠誠方案給予消費者,此時兩銷售者雙方定價方式對消費者的參考價格以及自身利潤的影響。
    ;In the marketplace, because manufacturers have same process capability and offer consumers similar product selection. As a result, most sellers can only use some approaches, for example, pricing, promotion, service or others to enhance consumers to choose them. Simultaneously, consumers have too many channels to select and compare the pricing. Pricing strategy becomes important to sellers′ decision. No matter initial pricing setting or he changes his pricing during selling period. Because it not only affects consumers’ behaviors but also affects sellers’ profit.
    In this paper, we try to use a competition pricing model at a fixed period to investigate sellers’ pricing strategy and expected profit. We incorporate internal and external reference price of economics to form the consumers’ utility function. Among the internal reference price means the price of their memory. External reference price means the effects of price of competition and promotion under sale environment. Moreover, we suppose the consumer utility function follows bivariate weibull distribution. As a result, we can depict a selection model of consumer which under a duopoly marketplace.
    We discuss under two environments, how influence about competition and promotion affect consumer reference price. First, we assume there are two sellers in the marketplace. If both of them without offer any promotion - a completely pricing competition environment - the variation of consumer reference price and sellers’ profit that under sellers′ pricing strategies. Second, same environment – two sellers – but one of them offers a promotion – loyalty program – to consumers. When this moment, how is the variation of consumer reference price and sellers’ profit that under sellers′ pricing strategies.
    Appears in Collections:[工業管理研究所 ] 博碩士論文

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