摘要(英) |
The purposes of this thesis are to analyze four cases of price competition in four different industries on the basis of the cooperative pricing theory. With the analyses, we intend to understand the various factors that affect the patterns of the price competition in different industries as well as their respective effects on the decisions of price setting. The four cases to be analyzed are the TFT-LCD TV in its birth stage of the life cycle, the cosmetic products of the department store in their mature stage of the life cycle, the vans in the automobile industry, and the retailers of the 3C products.
For these four cases of price competition, we intend to find out whether or not each of the case can be defined to be consistent with the cooperative pricing. If not, we then try to analyze the reasons why the price competition failed to become a cooperative pricing and identify the specific factors behind the price competition. After the studies of each case, we found that because the LCD TV has little differentiation and strong brand reputation effects, consumers care about the price seriously, firms have strong incentives to reduce the prices and wage a intensive price war. Cosmetices belong to experience goods, consumers rely heavily on the brand reputation for their purchases. For the local cosmetics firms with not so strong brand reputation, the cooperative pricing strategies simply could not sustain in this industry. The discount war gradually became a regular pattern of the price competition. The case of Toyota-Wish vs Mitsubishi- Savrin can be identified as a case of cooperative pricing. The newly launched Toyota-Wish followed closely the pricing strategy of the Mitsubishi-Savrin and try to compete against its opponents with advanced specifications. This strategy was proved to be successful. The discount war between two 3C retailers turned out to be the outcomes of emotional reactions to the dramatic pricing behavior.
|
參考文獻 |
中文部分
1. 電子時報
2. 工商時報
3. 經濟日報
4. 蘋果日報
5. 大紀元網站
6. ETToday網站
7. 數位時代雙週
8. 行政院國科會科學技術資料中心
9. 工研院
10. 雅光電器公司研究部資料
11. 東元電機財務報表
12. 聲寶股份有限公司財務報表
13. 佳麗寶化妝品網站
http://www.kanebocos.com.tw
14. 資生堂化妝品網站
http://www.shiseido.com.tw
15. 聯合新聞網:化妝品牌的故事
http://issue.udn.com./LIFESTYLE/Cosmetic/
16. 化妝品論文
http://tim.nccu.edu.tw
17. 佳麗寶百貨公司內部資料整合
18. “真的喊通殺? Toyota Wish 影響市場也將”無視界限””,AUTONET 汽車日報
19. “Savrin延伸戰線Savrin Inspire車系正式推出搶攻年輕族群”,網路汽車共和國
20. “Toyota 的一輛國產休旅車 Wish 正式發表會 國產休旅車市場進入動盪期”,
網路汽車共和國
21. “選戰方休車是正紅”,車主雜誌
22. “2004年8/9/10 月份台灣汽車市場相售報告”,網路汽車共和國
23. 和泰汽車網站
24. 中華汽車網站
英文部分
1. Ball, L., and D. Romer (1991) ‘Sticky Prices as a Coordination Failure’, American EconomicReview 81, 539–552.
2. Bils, M. (1989) ‘Pricing in a Customer Market’, Quarterly Journal of Economics 104, 699–718.
3. Brander, J. A., and A. Zhang (1993) ‘Dynamic Oligopoly Behaviour in the Airline Industry’,International Journal of Industrial Organization 11, 407–435.
4. Green, E. J. and R. H. Porter (1984) ‘Noncooperative Collusion Under Imperfect PriceInformation’, Econometrica 52, 87–100.
5. Judd, L Lynn;Lewis, Barry T;Nance, Jon R (1989), “Pricing strategies in the small business retail grocery area: can they affect retail profitability?” Journal of Business and Entrepreneurship, pp.1-8.
6. Kreps, D.M., A Course in Microeconomic Theory, Princeton, NJ, Princeton University Press, 1990.
7. Merilees, W., “Anatomy of a Price Leadership Challenge: An Evaluation of Pricing Strategies in the Australian Newspaper Industry,” Journal of Industrial Economics 31, March 1983, pp. 291-311.
8. Mischel, K. (1998) ‘Sticky Prices as a Coordination Success’, Atlantic Economic Journal 26,162–171.
9. Porter, R. H. (1985) ‘On the Incidence and Duration of Price Wars’, Journal of IndustrialEconomics 33, 415–426.
10. Richards, T. J., P. M. Patterson, and R. Acharya (2001) ‘Price Behavior in a Dynamic
Oligopsony: The Case of Washington Potatoes’, American Journal of Agricultural Economics83, 259–271.
11. Richards,T. J. and P. M. Patterson (2005) “Sales Promotion and Cooperative Retail Pricing Strategies,” Review of Industrial Organization (2005) 26:391–413.
12. Scherer, F.M. and D. Ross (1991), Industrial Market Structure and Economic Performance, New York, Houghton Mifflin.
13. Slade, M. E. (1990) ‘Strategic Pricing Models and Interpretation of Price-War Data’,European Economic Review 34: 524–537.
14. Slade, M. E. (1998) ‘Optimal Pricing with Costly Adjustment: Evidence from Retail-GroceryPrices’, Review of Economic Studies 65, 87–107.
15. Slade, M. E. (1999) ‘Sticky Prices in a Dynamic Oligopoly: An Investigation of (s, S) Thresholds’,International Journal of Industrial Organization 17, 477–511.
|