在尋求多樣化消費者的二維市場之下的定位與定價

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：80

、訪客IP：3.149.239.209

姓名

劉宛芝(Wan-Zhi Liu) 查詢紙本館藏

畢業系所

工業管理研究所

論文名稱

在尋求多樣化消費者的二維市場之下的定位與定價
(Two dimensional positioning and pricing when facing variety seeking customers)

相關論文

★ 二階段作業研究模式於立體化設施規劃應用之探討–以半導體製造廠X及Y公司為例	★ 推行TPM活動以改善設備總合效率並提昇企業競爭力...以U公司桃園工廠為例
★ 資訊系統整合業者行銷通路策略之研究	★ 以決策樹法歸納關鍵製程暨以群集法識別關鍵路徑
★ 關鍵績效指標(KPI)之建立與推行 - 在造紙業	★ 應用實驗計劃法- 提昇IC載板錫球斷面品質最佳化之研究
★ 如何從歷史鑽孔Cp值導出新設計規則進而達到兼顧品質與降低生產成本目標	★ 產品資料管理系統建立及導入-以半導體IC封裝廠C公司為例
★ 企業由設計代工轉型為自有品牌之營運管理	★ 運用六標準差步驟與FMEA於塑膠射出成型之冷料改善研究(以S公司為例)
★ 台灣地區輪胎產業經營績效之研究	★ 以方法時間衡量法訂定OLED面板蒸鍍有機材料更換作業之時間標準
★ 利用六標準差管理提升生產效率－以Ａ公司塗料充填流程改善為例	★ 依流程相似度對目標群組做群集分析- 以航空發動機維修廠之自修工件為例
★ 設計鏈績效衡量指標建立 —以電動巴士產業A公司為例	★ 應用資料探勘尋找影響太陽能模組製程良率之因子研究

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

當一個市場有利可圖時，會引誘一些廠商加入，因此新進廠商進入市場之後會考慮到既有廠商的位置進而選擇他的位置。我們找了一些有關廠商設點的研究，在過去研究當中，最早是由Hotelling這位學者所提出來的，他提出Hotelling model，而這個模型是在說只有兩個廠商在一個線性的市場上，位置的選擇是整個模型探討的重點。但是我們認為模型有不合理的地方，第一，在現實生活當中線性市場是不可能存在的，因為在市場裡不可能單純的只有一條街，第二，通常廠商想加入這個市場時，大多是認為市場是有利可圖才想加入。因此我們建立一個模型，而這個模型的基本情境是有一個廠商已經在這個二維市場裡很久了，然而一個新的廠商想加入這個市場裡。
新廠商一開始進入市場的時候，因為市場資訊的不足，所以會追隨既有廠商的價格去訂價。然而在第二期的時候，因為有了先前的銷售資訊，並且也了解了消費者有追求多樣性(Variety seeking)的特性，因此，新廠商會將消費者特性和銷售資訊納入訂價考量來。基於所收集到的資訊，我們透過建立的模型來分析新廠商的價格制定。

摘要(英)

New firm will be tempted to enter the market if some of the existing firms in the market are earning positive economic profits; consequently, based on the existing firm’s location, new firm is determining the location. The location research was adopted in many papers. The earliest research is traced back to the study by a scholar named Hotelling who later proposed the Hotelling model. This model indicates that two firms that exist in a linear marketplace need to choose the locations before they start the business.
But this model is not sustainable for two factors: first, the linear market doesn’t exist because there are more than one street than there was; secondary, firms usually join the market on account of the large market share. Consequently, we build up a new model which discusses the situation that there exists a growing market which is dominated by one firm, and the other firm wants to join in the place.
At first, the new firm enters the market, and follows the existing firm’s price since it doesn’t have enough information of the market in period 1. In the period 2, consumers have variety seeking tendencies in the market; therefore, new firm adopted optimal price strategy which takes consideration of not only variety consumer seeking but also the sales information from period 1. Based on the collected information, we build a model to analyze the optimal selling price for new firm in period 2.

關鍵字(中)

★ 追求多樣性
★ Hotelling
★ 效用

關鍵字(英)

★ Variety seeking
★ Hotelling
★ Utility

論文目次

中文摘要 i
Abstract ii
Table of Content iii
List of Tables iv
List of Figures iv
Chapter1 Introduction 1
1.1 Background and motivation 1
1.2 Research objectives 2
Chapter2 Literature review 3
2.1 Utility 3
2.2 Hotelling model 4
2.3 Variety seeking 5
Chapter3 The model 7
3.1 Pricing model of period 0 10
3.2 Positioning model of period 1 11
3.3 Pricing model of period 2 16
Chapter4 Numerical example and extension 18
4.1 Numerical example 18
4.11 Pricing model of period 0 18
4.12 Positioning model of period 1 19
4.13 Pricing model of period 2 20
4.2 Analysis 21
4.3 Inconsistent utility 25
Chapter5 Conclusion and future research 28
5.1 Conclusion 28
5.2 Future research 30
Reference 31

參考文獻

1. Anderson, A., de Palma, Thisse, J.F., (1992), “Discrete Choice Theory of Product Differentiation”. MIT Press, Cambridge.
2. Allais, M., (1984), “The Foundations of the Theory of Utility and Risk. Some Central Points of the Discussion at the Oslo Conference” in Hagen, O., and Wenstop, F. (eds) Progress in Utility and Risk Theory, D. Reidel Publishing Company.
3. Bass,F.,E.A.Pessemier,D.R.Lehmann.,(1972).”An experimental study of relationships between attitudes, brand preference ,and choice”. Behav.Sci. 17(6)532–541.
4. Che,H.,K.Sudhir,P.B.Seethara man.,(2007).”Bounded rationality in Pricing understate dependent demand: Do firms look ahead? How far ahead?” J.Marketing Res. 44(3)434–449.
5. Graff, J., (1967), Theoretical Welfare Economics, Cambridge University Press, Cambridge.
6. Hotelling, Harold., (1929), "Stability in Competition", Economic Journal 39 (153): 41–57
7. Jeuland, A. P.,(1978). Brand preferences over time: “A partially deterministic Operationalization of the notion of variety seeking”. S. Jain, ed. Research Frontiers in Marketing: Dialogues and Directions, Vol. 43. AMA 1978 Educators’ Proc., American Marketing Association, Chicago, 33–37.
8. Kahn,B.E.,M.U.Kalwani,D.G.Morrison.,(1986).”Measuring variety-seeking and
reinforcement behaviors using panel data.”J.MarketingRes. 23(2)89–100.
9. Klemperer, P., (1987). “The competitiveness of markets with switching Costs”. RAND J. Econom. 18(1) 138–150.
10. Lattin,J.M.,L.McAlister.,(1985). “Using a variety-seeking model to identify substitute and complement ary relationships among Competing products”. J. Marketing Res. 22(4)330–339.
11. Lane, D.A., (1987), “Utility, Decision, and Quality of Life”, Journal of Chronic Diseases, 40, 6, 585—591.
12. McAlister, L., E. A. Pessemier.,(1982). “Variety seeking behavior: An Inter disciplinary review”. J. Consumer Res. 9(3) 311–322.
13. Ratner, R. K., B. E. Kahn, D. Kahneman.,(1999).”Choosing less preferred
experiences for the sake of variety”. J. Consumer Res.26(1) 1–15.
14. Rhee, B.-D., (2006). “First-mover disadvantages with idiosyncratic consumer tastes along unobservable characteristics”. Regional Science and Urban Economics 36(1) 99{117.
15. S. Sajeesh, Jagmohan S. Raju., (2010). “Positioning and Pricing in a Variety Seeking Market”. Management science. Vol. 56, No. 6, June 2010, pp. 949-961
16. Sinha, U. Rajan.,(2009). Ross School of Business, University of Michigan, Ann Arbor, MI 48109
17. Philips, L., (1974), Applied Consumption Theory, North Holland Publishing Co., Amsterdam.
18. Tabuchi, T., (1994). “Two-stage two-dimensional spatial competition between two firms”. Regional Science and Urban Economics 24, 207.
19. Veendorp, E.C.H. and A. Majeed.,(1995),” Differentiation in a two-dimensional market”. Regional Science and Urban Economics 25 75.
20. Viner, J., (1925), "Utility Concept in Value Theory and its Critics", in Page (ed.), 1968, Utility Theory: A Book of Readings, John Wiley & Sons.
21. Zandstra, E. H., De Graaf, C., & Van Trijp, H. C. M.,(2000).” Effects of variety and repeated in-home consumption on product acceptance”. Appetite, 35(2), 113-119.
22. Zhang, Z. J., A. Krishna, S. K. Dhar. ,(2000).“The optimal choice of promotion
vehicles: Front-loaded or rear-loaded incentives?.Management Sci. 6(3)348–362.

指導教授

曾富祥(Fu-Shiang Tseng)

審核日期

2011-7-8

推文