依據消費者偏好的市場區隔下之訂價策略

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姓名

柯宏融(Hung-jung Ko) 查詢紙本館藏

畢業系所

工業管理研究所

論文名稱

依據消費者偏好的市場區隔下之訂價策略
(Pricing Strategy to Market Segmentation based on consumer's preference)

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摘要(中)

現在社會上常會看到許多無限制消費次數的服務，例如吃到飽餐廳，行動上網吃到飽或者是某種會員服務的使用次數（例如：健身房）等。在這些服務的使用消費者中，有很多消費者會寧願選擇高價的契約，例如：智慧型手機上網的客戶有大多數都會選擇上網吃到飽（無限使用量），而非那種低價方案（有限使用量），這種現象往往令人感到不解，為什麼消費者會選擇一些看似對他們不利的方案來使用，而並非選擇較低價的方案來使用。
　　根據文獻所指出，有許多消費者在做選擇時，會把他們心裡的因素也加進考量，因此無法光是依據價格便判斷出此契約是否對他有利，但是在文獻中提到，雖然目前有很多人證明初真的有心理因素會影響消費者所做的決定，但是卻沒有實際的計算出到底此類因素是如何影響消費者的決定，因此本篇文章就根據文獻中所提出之影響消費者決策之因素，提出模型來衡量消費者的決策。
　　根據此模型，我們可以發現消費者在做決策時，不僅僅只有考慮價格為唯一的因素，會在將內心的因素加入進行考量，倘若供應商能夠即時抓住這些因素，並且把此種因素納入訂價策略的考量，將可從中獲取更大利潤。根據我們所做出的結果可以推論，有更多的心理因素可以加入進行研究。

摘要(英)

We can see some unlimited allowance services in our society such as all you can eat restaurant, surfing on internet by smart phone and some limit time service of members (ex: health club). Some of the consumers who use these services would choose the higher price contract rather than the contract which is lower price. For example, the consumer surf on internet by smart phone would choose the contract with unlimited allowance but not the limited allowance. The phenomenon is strange that why consumers choose the contract seems to be disadvantage to them.
According to the literature review, consumers make decision by the price and also the other factors in their mind. So we cannot judge that the contract is good or bad for the consumer by price of the contract. However, there are some people prove that there are some minded factors affect the consumer’s decision in the literatures. In fact, there is not any paper to calculate how these factors affect the consumer by volume. In our study, we calculate the utility by these factors which were mentioned in the literatures to measure the consumer’s decision.

關鍵字(中)

★ 效用
★ 消費者剩餘
★ 價格選擇偏誤
★ 差別訂價

關鍵字(英)

★ price discrimination
★ tariff choice bias
★ surplus
★ utility

論文目次

Content i
Contents of Figures iii
Contents of Tables iii
1. Introduction 1
1.1 Motivation 1
1.2 Objective 2
2. Literature Review 3
2.1 Utility and surplus 3
2.2 Tariff choice bias 4
2.2.1 Choice bias existence 4
2.2.2 Causes of biases 5
2.3 Price discrimination 6
2.3.1 First degree discrimination 6
2.3.2 Second degree discrimination 6
2.4 Third degree discrimination 7
3. Model and Analysis 8
3.1 Statement of environment 8
3.1.1 Supplier’s environment 8
3.1.2 Consumer’s decision 8
3.2 The Notations and model. 9
3.3 Numerical Example 12
3.3.1 Case 1: risk averse (with d = 8 and k = 45) 12
3.3.2 Case 2: risk averse (with d = 8 and k = 32.5) 13
4. Numerical analysis 16
4.1 Insurance attitude and risk preference 16
4.1.1 The consumer characteristic is risk averse and k = 25. 16
4.1.2 The consumer characteristic is risk prone at k = 25. 18
4.1.3 The consumer characteristic is risk averse at k = 35. 19
4.1.4 The consumer characteristic is risk prone at k = 35. 20
4.1.5 The consumer characteristic is risk averse at k = 45. 21
4.1.6 The consumer characteristic is risk prone at k = 45. 22
4.1.7 Profit of insurance attitude and risk preference. 23
4.2 Average usage and risk preference 25
4.2.1 The consumer characteristic is risk averse at d = 6. 25
4.2.2 The consumer characteristic is risk prone at d = 6. 26
4.2.3 The consumer characteristic is risk averse at d = 10. 27
4.2.4 The consumer characteristic is risk prone at d = 10. 28
4.2.5 Profit of average usage and risk preference. 29
4.3 Insurance attitude and average usage 31
4.3.1 Consumer’s average usage and insurance attitude k = 45. 31
4.3.2 Consumer’s average usage and insurance attitude k = 32.5. 32
4.3.3 Profit of insurance attitude and average usage. 33
4.4 Insurance attitude, average usage and risk preference 36
5. Conclusion and further research 38
5.1 Conclusion 38
5.2 Future research 40
Reference 41

參考文獻

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指導教授

曾富祥(Fu-Shiang Tseng)

審核日期

2012-7-23

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