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研究生:鄭正豐
研究生(外文):Cheng-Feng Cheng
論文名稱:跨國企業在國際化趨勢下之最適產值管理策略評析
論文名稱(外文):The Optimal Yield Management of Transnational Company in Global Markets
指導教授:陳世良陳世良引用關係
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:商業教育學系
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:123
中文關鍵詞:產值管理收入管理跨國企業
外文關鍵詞:Yield ManagementTransnational Company
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二十世紀末期,知識管理(Knowledge Management)以及知識經濟(The Knowledge -based Economy)的觀念問世,正式宣告了繼傳統的農業、工業經濟體系之後,新經營時代的來臨。同時,對全球的整體經濟體系造成的衝擊除了資訊交流與交易時間的縮短、成本的減少以及在創新精神與貿易利潤的誘因日漸提昇之外,更縮短了商品的有效生命週期。有如長江後浪推前浪般的汰舊換新速度以及替代產品的上市都說明了現在的企業組織面臨的重要問題是如何有效地實行產值管理系統(Yield Management System)以因應時代潮流的趨勢。
自1980年代中期開始,產值管理首先發展應用於航空業,而後隨著服務業的日益蓬勃,開始擴及於其他服務產業,包括租車公司、醫院、旅館等(Harris and Peacock, 1995)。綜觀以往學者的研究,如Desiraju and Shugan (1999)、Weatherford and Pfeifer (1994)等均僅分析採行預售(Advance Sales)制度或實行認購憑證(Reservation)的經濟效益。本研究提出一理論模型,修正Weatherford and Pfeiferz (1994)與PNG(1989),Shugan and Xie (2000)等模型,並且加以整合深入探討,同時運用認購憑証(reservation)、預售(advance sales)、現貨銷售(spot sales)三種價格策略組合加以分析廠商之最適產值管理策略,並且探討產值管理策略的有效性。
In the end of the twenty-century, the concept of the Knowledge Management and the Knowledge-Based Economy come to the world, which influenced the whole economies in global markets. The influences include the high speed of information exchange and transaction, innovation, and so on. Additionally, the globalization is major trend for the world economy. To the domestic industries, there are two important issues to face, liberalization and globalization. How to use YMS to solve these problems become more important issues than before to industries.
First developed in the mid-1980 in the airline industry, YMS now are appearing in other services including lodging, transportation, rental firms, hospital, and satellite transmission (Harris and Peacock 1995). At past, scholars such as Desiraju and Shugan (1999), Png (1989), and Shugan and Xie (2000) explored the YMS problem about advance sales or reservation under the single market. This study provide a theoretical model revised Weatherford and pfeiferz (1994), Png (1989) and Shugan and Xie (2000) by analyzing strategies of reservation, advance sales, and spot sales to show the efficiency of YMS.
第一章 緒論……………………………………………………………………….. 1
第一節 研究背景與動機…………………………………………………….. 1
第二節 研究目的…………………………………………………………….. 3
第三節 研究架構…………………………………………………………….. 4
第二章 文獻回顧與探討………………………………………………………….. 5
第一節 企業結構文獻回顧………………………………………………….. 5
第二節 市場區隔相關文獻回顧…………………………………………….. 8
第三節 產值管理相關研究回顧……………………………………………..11
第三章 研究設計…………………………………………………………………..15
第一節 研究流程……………………………………………………………..16
第二節 符號定義與說明……………………………………………………..17
第三節 基本模型發展─主要市場…………………………………………..22
第四節 基本模型發展─次級市場(一) ……………………………………..26
第五節 基本模型發展─次級市場(二) ……………………………………..37
第六節 單一價格策略………………………………………………………..49
第四章 結果與分析………………………………………………………………..61
第一節 結果說明與分析……………………………………………………..63
第二節 結果比較與發現……………………………………………………..79
第五章 結論與建議………………………………………………………………..82
第一節 研究結論……………………………………………………………..82
第二節 研究限制……………………………………………………………..86
第三節 後續研究建議………………………………………………………..87
參考文獻……………………………………………………………………………..90
附錄A-1……………………………………………………………………………...94
附錄A-2……………………………………………………………………………...96
附錄B-1……………………………………………………………………………...98
附錄B-2…………………………………………………………………………….104
附錄C-1…………………………………………………………………………….107
附錄C-2……………………………………………………………………………..113
附錄D-1…………………………………………………………………………….116
附錄D-2…………………………………………………………………………….120
附錄E……………………………………………………………………………….123
參考文獻
中文部份:
1. 方世榮(1993),行銷管理學,台北:東華書局。
2. 李翔祖、李興緯、聶振亞(1999),結合GIS與數位印刷特性,建立印刷連鎖便利店選址系統雛型之研究-以桃園市圖資為例。
英文部份:
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33. Xie, Jinhong and Steven M. Shugan (2001) “Electronic Tickets, Smart Cards, and Online Prepayments: When and How to Advance Sell,” Journal of Marketing Science, 20(3): 219-243.
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