跳到主要內容

臺灣博碩士論文加值系統

(52.203.18.65) 您好!臺灣時間:2022/01/19 16:04
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:張曼玲
論文名稱:競爭環境下之產值管理策略分析
論文名稱(外文):Yield Management with Competition
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
中文關鍵詞:產值管理競爭消費者區隔
外文關鍵詞:Yield ManagementCompetition
相關次數:
  • 被引用被引用:0
  • 點閱點閱:742
  • 評分評分:
  • 下載下載:235
  • 收藏至我的研究室書目清單書目收藏:4
產值管理(Yield Management),為差別取價之應用,其可使廠商在固定的資源下,創造最大利潤(Badinelli, 2000)。最典型的產值管理應用個案為航空業與旅館業。觀察現實生活中,已有不少產業採行多重訂價,如唱片業、服飾業、電影票等。由此可知,多期間定價之產值管理策略儼然已成為企業制定價格策略時的重要決策之一。
隨著國際化的趨勢以及網際網路的蓬勃發展,廠商所面對的環境競爭愈趨激烈。因此廠商要如何利用產值管理策略因應此競爭環境,為本研究所欲探討之問題。此外,面對多元化的消費者市場,廠商應該如何掌握消費者之訊息及特性以有效區隔市場,使產值管理發生效益,為廠商在制定決策時的重要考量。
本研究分別探討消費者之需求面及廠商之收益面,兼顧競爭環境之影響,以求得廠商最適定價策略。研究結論顯示:1.當廠商採行單一價格策略時,預售未必較現售為佳;2.YMS為優勢策略。3.當廠商採行單一價格策略,或採行以 為主之混合型價格策略時,廠商之最佳價格為消費者之低保留價格;4.高所得消費者所佔比例(β)、消費者的時間偏好(α),以及消費者於現售期時的不確定因素(q),均會影響廠商之定價策略。5.price buyers可以強化競爭的強弱程度,但其存在並不一定會造成廠商採行低價競爭。
最後提出決策建議以及未來研究方向,以供參考。

Yield management encompasses all practices of discriminatory pricing used to maxmize the profit generated from a fixed amount of resources (Badinelli 2000). The typical YMS case is airline and hotel. In the real world, many industries use multi-period pricing, such as records, fashion dress, movie etc. Thus yield management becomes more important to the firms when making price decisions today.
The more rising and flourishing globalization and the advancement of Internet is, the more intense competition firms face. How the firms to employ yield management to face the competitive environment is the important problem. Besides, how the firms to use the information and characteristics of consumers to separate markets effectively that make YMS work is the more important issue when the firms make decision.
This study will show the optimal pricing strategies by analyzing consumers’ demand side and firm’s revenue side. In addition, we consider the effect of competition. The results appear:
1. When the firm only use single pricing strategies, spot sale is better than advance sale.
2. YMS is the dominate strategy.
3. When the firm makes pricing decision, consumers’ low reservation is a good choice.
4. Some factors will influence the firm’s pricing decision including the proportion of high income consumers, time preference, and the probability a consumer has a high value in spot period.
5. The presence of price buyers does not necessarily cause low price competition.

第一章、 緒論………………………………………………………… 1
第一節 研究背景與動機………………………………………. 1
第二節 研究目的………………………………………………. 4
第三節 論文架構………………………………………………. 5
第四節 研究流程………………………………………………. 6
第二章、 文獻探討…………………………………………………… 7
第一節 產值管理………………………………………………. 7
第二節 市場區隔……………………………………………….13
第三節 競爭環境……………………………………………….17
第三章、 研究設計……………………………………………………21
第一節 基本假設……………………………………………….21
第二節 符號定義與說明……………………………………….27
第三節 模型推導……………………………………………….28
第四章、 最適定價策略………………………………………………37
第一節 單一定價策略………………………………………….37
第二節 混合型定價策略……………………………………….40
第三節 比較單一定價策略與混合型定價策略……………….48
第四節 與過去文獻比較……………………………………….49
第五章、 結論與建議…………………………………………………51
第一節 結論…………………………………………………….51
第二節 建議…………………………………………………….56
第三節 研究限制……………………………………………….59
第四節 未來研究方向………………………………………….61
參考文獻………………………………………………………………64
附錄A A廠商之期望需求量………………………………………69
附錄B A廠商之期望收益(一)…………………………………73
附錄C A廠商之期望收益(二)…………………………………78

中文部份
1. EMBA編輯部(2001)“用光速掌握顧客關係",EMBA世界經理文摘,第180期,頁65-72。
2. EMBA編輯部(2001)“用動態訂價迎接網路時代”,EMBA世界經理文摘,第182期,頁46-51。
3. 王麗娟(2000)“我國觀光旅館營收管理運作及其成效影響因素之研究”,文化大學觀光事業研究所碩士論文。
4. 李啟安(2001)“貨櫃航商收益管理之研究─以艙位分配為例”,成功大學交通管理學研究所碩士論文。
5. 陳曉晴(1998)“服務容量過預約上限政策訂定之研究”,元智大學工業工程研究所碩士論文。
6. 陳雅妮(2001)“航空公司航班客位需求與訂位艙等規劃”,交通大學運輸工程與管理學研究所碩士論文。
7. 張育霖(1998)“服務業預約系統及失約模式之研究”,元智大學工業工程研究所碩士論文。
8. 鄭正豐(2002)“跨國企業在國際化趨勢下之最適產值管理策略評析”,彰化師範大學商業教育研究所未出版碩士論文。
9. 戴照煜(2000)“企業不斷求變才能創造未來”,震旦月刊,第四期,頁57-63。
10. 謝登隆、徐繼達(1998)個體經濟理論與應用,台北,智勝文化事業。
11. 蕭崑龍(2001)“CRM讓電子商務運用如虎添翼”,通訊雜誌,第88期,頁32-37。
英文部份
1. Anon (1987) American Airline Annual Report, 22-25.
2. Badinelli, R. and Olsen, M., (1990) “Hotel Yield Management Using Optimal Decision Rules,” Journal of the International Academy of Hospitality Research, 1: 1-21.
3. Badinelli, Ralph D. (2000) “ An Optimal, Dynamic Policy for Hotel Yield Management,” European Journal of Operational Research, 121: 476-503.
4. Baker, Timothy Kevin and David A. Collier (1999) “A Comparative Revenue Analysis of Hotel Yield Management Heuristics.” Decision Sciences, 30: 239-263.
5. Banks, Jeffrey and K. Sridhar Moorthy (1999) “A Model of Price Promotions with Consumer Search,” International Journal of Industrial Organization, 17: 371-398.
6. Bierman, H. Scott and Luis Fernandez (1998) Game Theory with Economic Applications, USA, Addison-Wesley.
7. Bitran, G., and Mondschein, V. (1995) “An Application of Yield Management to the Hotel Industry Considering Multiple Day Stays,” Operations Reasearch, 43(3): 427-443.
8. Brotherton, B. and Mooney, S., (1992) “Yield Management-Progress and Prospects,” International Journal of Hospitality Management, 11(1): 23-32.
9. Dana, J. D. (1998) “Advance-Purchase Discounts and Price Discrimination in Competitive Markets,” Journal of Political Economy, 106(2): 395-422.
10. Desiraju, Ramarao and Steven M. Shugan (1999) “Strategic Service Pricing and Yield Management,” Journal of Marketing, 63: 44-56.
11. Donaghy, K., McMahon, U., and McDowell, D., (1995) “Yield Management: An Overview,” International Journal of Hospitality Management, 14(2): 139-150.
12. Douglas, Susan P. and C. Samuel Craig (1995) Global marketing strategy, Singapore, McGraw-Hill.
13. Dunn, K. and Brooks, D. (1990) “Profits Analysis: Beyond Yield Management,” Cornell Hotel and Restaurant Administration Quarterly, 31(3): 80-90.
14. Eliman, A. A. and B. M. Dodin (2001) “Incentives and Yield Management In Improving Productivity of Manufacturing Facilities,” IIE Transactions, 33: 449-462.
15. Fitzsimmons, James A. and Mona J. Fitzsimmons (1999) “Service Management, operations, strategy, and information technology.” Singapore, Irwin McGraw-Hill.
16. Harris and Peacock. (1995) “Hold My Place, Please,” Marketing Management, 4: 34-46
17. Jakob Nielsen’s Alertbox, (2000) “Profit Maximization vs. User Loyalty,”
18. Jones, P. and Jamilton, D., (1992) “Yield Management: Putting People in the Big Picture,” Cornell Hotel and Restaurant Administration Quarterly, 33(1): 89-95.
19. Kimes, Sheryl E. (1989) “Yield Management: A Tool for Capacity Constrained Service Firms,” Journal of Operations Management, 8: 348-363.
20. Kimes, Sheryl E. (1994) “Perceived Fairness of Yield Management,” Cornell Hotel and Restaurant Administration Quarterly, 35(1): 22-29.
21. Lamb Charles W., Joseph F. Hair and Carl McDaniel. (1996) Marketing, Cincinnati, Ohio, International Thamson Publishing.
22. Lieberman, W. (1992) “Implementing Yield Management,” ORSA/TIMS National Meeting Presentation, San Francisco.
23. MacVicar, A. and Rodger, J., (1996) “Computerized Yield-Management Systems: A Comparative Analysis of the Human Resource Management Implications,” International Journal of Hospitality Management, 15(4): 325-332.
24. Moorthy, K. Sridhar (1985) “Using Game Theory to Model Competition,” Journal of Marketing Research, 22: 262-282.
25. Narasimhan, Chakravarthi. (1984) “A Price Discrimination Theory of Coupons,” Marketing Science 3: 128-147.
26. Narasimhan, Chakravarthi. (1988) “Competitive Promotional Strategies,” Journal of Business, 61(4): 427-449.
27. Pessemier, Edgar A., (1959) “A New Way to Determine Buying Decisions,” Journal of Marketing, 24:41-46.
28. Png, I. P. L. (1989) “Reservations: Customer Insurance in the Marketing of Capacity,” Marketing Science, 8(3): 248-264.
29. Porter, Michael E. (1980) Competitive Strategy: Techniques for Analyzing Industries and Competitiors, New York: Free Press.
30. Raju, Jagmohan S., V. Srinivasan and Rajiv Lal (1990) “The Effects of Brand Loyalty on Competitive Price Promotional Strategies,” Management Science, 36(3): 276-304.
31. Raju, Jagmohan S., Raj Sethuraman and Sanjay K. Dhar (1995) “The Introduction and Performance of Store Brands,” Management Sciences, 41(6): 957-978.
32. Relihan, W. J. (1989) “The Yield-Management Approach to Hotel-Room Pricing,” Cornell Hotel and Restaurant Administration Quarterly, 30(3): 40-45.
33. Robinson, L. W. (1995) “Optimal and Approximate Control Policies for Airline Booking with Sequential Nonmonotonic Fare Classes,” Operations Research, 43(2): 252-263.
34. Sa, J., (1987) “Reservation Forecasting in Airline Yield Management,” MIT thesis, Cambridge, MA, Flight Transportation Lab.
35. Shubik, Martin, (1980) Market Structure and Behavior, Cambridge, Mass, Harvard University Press.
36. Shugan, Steven M. and Jinhong Xie (1997) “Forward Selling Strategies,” Working paper.
37. Shugan, Steven M. and Jinhong Xie (2000) “Advance Pricing of Services and Other Implications of Separating Purchase and Consumption,” Journal of Service Research, 2(3): 227-239.
38. Shugan, Steven M. and Jinhong Xie (2001) “Advance-Selling Strategies with Competition,” Working paper.
39. Smith, Barry C., John F. Leimkuhler, and Ross M. Darrow, (1992) “Yield management at American Airlines,” Interfaces, 22(1): 8-31.
40. Smith, Wendell R. (1956),“ Product, Differentiation and Market Segmentation as Alternative Marketing Strategies,” The Journal of Marketing, 3-8.
41. Varian, Hal R. (1980) “A Model of Sales,” Amer Economic Rev., 70: 651-659.
42. Weatherford L.R. and Bodily S.E. (1992) “A taxonomy and research overview of perishable-asset revenue management: yield management, overbooking, and pricing.” Operations Research, 40(5): 831-844.
43. Weatherford, L. R. and Pe Pfeifer (1994) “The Economic Value of Using Advance Booking of Orders,” Omega, 22(1): 105-111.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top