臺灣博碩士論文加值系統

隨科技的進步與網際網路的蓬勃發展，使得資訊技術快速發展，資訊的傳播與分享變得更佳便利，消費者能透過諸多管道輕易地獲得產品的相關資訊，進而推估其未來銷售與定價；而另一方面，資訊技術的成熟，也能被廠商利用做為影響消費者消費行為的工具，如：利用展示存貨水準的方法，影響消費者所承受的缺貨風險程度，目的在於迫使消費者立即購買，減少存貨滯留在廠商手上的時間，盡可能轉移至預先購買的消費者身上，進而達到減少損失增加收益的目的；而產品本身數量較少或造成熱賣時，市場中便存在套利的機會，投機客隨之而生，投機客預測供不應求時，便以買低賣高的方式從市場中獲利。當票券商將上述因素納入考量時，過往之定價策略可能無法有效地極大化其收益，故票券商如何於有限的時間內，運用不同的存貨展示方法影響消費者並訂定最適的定價策略，取得最大的獲利，乃為一值得探討的問題。
因此本研究欲探討票券市場中的獨佔票券商，藉由三種不同存貨展示方法(全部展示、部分展示以及不展示)販售票券給短視近利型消費者、策略型消費者以及投機客之問題，其中全部展示係指票券商展示其當前的存貨水準，消費者便能清楚得知目前的存貨狀況，而部分展示乃票券商在以綠、黃、紅三種顏色依存貨水準分為三個區間，其中綠色表存貨充足，黃色表中等，紅色表熱賣中，資訊並不包含確切的存貨水準，因此消費者只能知道目前約略的銷售情況，但不能清楚知道票券商目前所持有的存貨水準，最後不展示則是完全不公布與存貨水準相關之資訊，故消費者只能憑臆測來評估市場的銷售情況；本研究提供票券商於制定定價策略時，除單考慮需求與定價外，再能將不同的消費行為與投機行為等影響納入決策的考量，並探討存貨展示方式對於模式中各參與者之影響，以期更符合實際市場運作情形，避免決策預期結果與實際結果偏差過大，進而造成獲利損失。
在本研究中，發現存貨資訊較不全的不展示方法會導致消費者較無法準確預測市場狀況，進而提升未來缺貨之風險，導致較多策略型消費者於第一階段立即購買，另外，也吸引較多的投機客進入市場，其不但提升票券商的總銷售量且能分散票券商滯銷的風險，故在票券商獲利方面，承受風險最高的存貨不展示方法最高，部分展示方法次之，而全部展示方法獲利乃三者中最低。

This study assumes that a seller monopolizes the market and uses three different inventory display formats: displaying all, displaying partial, and displaying no inventory information, to sell tickets to myopic and strategic consumers along with a speculator. In addition to the demand and cost, the ticket seller has to consider both strategic and speculative behaviors of customers and the speculators before determining the pricing strategy. The results show that showing no inventory information restricted consumers in accurately predicting sales situation which increases their risk, so strategic consumers would immediately purchase the ticket. In addition, the existence of the speculator not only enhance the total sales volume but also disperse the risk of overstock. With regard to profitability, the ticket seller earns the most profit when showing no inventory information, following by showing partial inventory information. The ticket seller earns the lowest profit when showing all inventory information.

摘要 I
Abstract III
誌謝 XII
目錄 XIV
表目錄 XVI
圖目錄 XVII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究範圍與重要性 3
第五節 論文架構 4
第二章 文獻探討 5
第一節 票券市場 5
第二節 策略型消費者與投機客 7
第三節 存貨資訊 11
第三章 單一票券商與單一投機客之定價模式 14
第一節 問題描述 14
第二節 研究架構 16
第三節 票券市場之定價模式建構 20
一、 存貨水準展示方法 20
(一) 存貨全部展示方法 21
(二) 存貨部分展示方法 22
(三) 存貨不展示方法 23
二、 投機客之定價策略分析 24
三、 票券商之定價策略分析 30
第四節 部分策略型消費者能於轉售期進行轉售 33
一、 投機客之定價策略分析 33
二、 票券商之定價策略分析 39
第四章 實例研究 43
一、 參數設定 43
二、 結果分析 44
三、 敏感度分析 48
第五章 結論與建議 51
第一節 研究貢獻 51
第二節 研究限制 52
第三節 未來研究方向 52
參考文獻 54

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