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研究生:戴仲賢
研究生(外文):Chung-Hsien Tai.
論文名稱:不同市場結構下聯合促銷策略對廠商利潤效果之研究
論文名稱(外文):The Impact of Joint Sales Promotion on Profit under Different Market StructuresMarket Structures
指導教授:趙琪趙琪引用關係
指導教授(外文):Chyi Jaw
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2003
畢業學年度:91
語文別:中文
論文頁數:88
中文關鍵詞:聯合促銷互補性品牌權益獨佔Bertrand
外文關鍵詞:Brand EquityMonopolyBertrandComplementarityJoint Sales Promotion
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在激烈的產業競爭下,「聯合促銷」(joint sales promotion)策略可利用其他企業的行銷資源來增加產品的銷售,故成為現今很多中小企業運用的行銷策略之一。過去經濟學者的文獻均忽略了品牌對產品銷售的影響。在實務上「聯合促銷」常見不同品牌的產品組合在一起銷售,但不同品牌權益的產品對「聯合促銷」的影響為何,此部分的研究卻尚未有經濟學者來加以探討。基於此種情況,本研究以廠商利潤為目標,建構聯合促銷模型,分析在不同市場競爭狀態、品牌權益與組成產品關係對聯合促銷效益的影響,探討廠商的最適的聯合促銷訂價策略,以對廠商提出策略性建議。研究結果如下:
(一)個別訂價策略(pure component strategy)
若寡佔市場與獨佔市場產品間互補性高時,獨佔廠商會受到寡佔產品的影響而降低其對獨佔產品的獨佔力,並迫使獨佔廠商降低產品價格以吸引消費者購買。另外,若獨佔廠商之產品的品牌權益高時會對具有互補性質的寡佔產品產生外溢效果,增加寡佔廠商互補產品的銷量。
(二)混合聯合促銷(mixed-joint sales promotion)
當獨佔產品之品牌權益或產品間互補性越高,可使聯合促銷中的寡佔產品減少直接與另一寡佔廠商的價格競爭,使獨佔廠商提高產品訂價並增加產品銷量。反之當產品間互補性低且獨佔產品的品牌權益低時,市場中寡佔廠商將平分整個寡佔產品市場;而其他情況下無參與聯合促銷之寡佔廠商將被迫退出市場。
(三)單純聯合促銷(pure-joint sales promotion)
此時廠商間會形成一種勾結的狀態,並同時對其產品訂定高於混合聯合促銷的售價。此策略對參與合作的寡佔廠商是優勢策略,不論產品間互補性或是獨佔產品之品牌權益為何,其利潤將大於另外兩種策略。但有一例外情況,即聯合促銷產品間互補性與獨佔產品之品牌權益均低時,此時採用單純聯合促銷策略將無法增加兩合作廠商的利潤。
Under sever industrial competition, joint sales promotion strategies are to integrate the marketing resources from other enterprises to increase product sales and become one of feasible strategies for small-and-medium enterprises. However, the past literature of economics neglects the effects of brand on product sales. In practice, joint sales promotion combines the products sales of different brands but little research has been conducted on the effects of products with different brand equity on joint sales promotion. Bases on the situation, the study aims at firm profit and constructs a joint sales promotion model, analyzing the effects of brand equity and relationship of composite products on joint sales promotion under different types of market competitions. Optimal joint pricing strategies of joint sales promotion are studied and strategic suggestion is also proposed for firms. The study results come as follows:
1. Pure component strategy
When the complement level of the products from oligopoly and monopoly markets is high, monopoly firms will be affected by oligopoly products and their monopoly power over monopoly products will be diminished, forcing monopoly firms reduce product prices to increase consumer purchase. When oligopoly firm products with high brand equity will lead to spill-over effects on complementary monopoly products and increase the sales of complementary products from oligopoly firms.
2.Mixed-joint sales promotion
When the brand equity of monopoly products or the complementary level of products is higher, the possibility of direct price competition is reduced between two oligopoly firms, one of which is involved in joint sales promotion, leading monopoly firms increase product prices and sales. Conversely, when the brand equity of monopoly products or the complementary level of products is lower, the oligopoly firms equally share the market of oligopoly products. Besides, the oligopoly firms which are not involved in the joint sales promotion will be forced to withdraw from the market.
3.Pure-joint sales promotion
When pure joint sales promotion occurs, firms will form a kind of collaboration, and products will be priced higher than those of mixed joint sales promotion. This is an advantageous strategy and leads to bigger profit that other two strategies for cooperated oligopoly firms, no matter of what kinds of complement between or brand equity of monopoly products is. The only exception is pure joint sales promotion won’t increase of the profit of two cooperated firms when both of complement between or brand equity of monopoly products are low.
中文摘要……. ……………………………………………………………………. ...i
英文摘要……. ……………………………………………………………………. ..ii
誌謝…………. ……………………………………………………………………. .iv
目錄…………. ……………………………………………………………………. ..v
表目錄………. ……………………………………………………………………. vii
圖目錄………. ……………………………………………………………………. viii
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 研究範圍與前提假設………………………………………. ...3
第四節 研究流程……………………………………………………. ...4
第二章 文獻探討…………………………………………………………. ...5
第一節 聯合促銷……………………………………………………. ...5
第二節 產品特性與訂價對聯合促銷之影響………………………. .15
第三節 品牌與聯合促銷……………………………………………. .21
第四節 市場競爭對聯合促銷的影響………………………………. .27
本章註釋 ……………………………………………………………………. .31
第三章 研究方法…………………………………………………………. .32
第一節 模型建構……………………………………………………. .32
第二節 個別訂價模型………………………………………………. .33
第三節 聯合促銷模型……………….……………………………… .35
第四章 模型結果與討論…………………………………………………. .40
第一節 個別訂價模型分析………………………………….……… .40
第二節 聯合促銷模型分析……………………….………………… .43
第三節 不同策略下獨佔廠商利潤之比較……….………………… .54
第五章 結論與建議……………………….……………………………… .59
第一節 研究結論…………………………………………………… .59
第二節 策略性建議……………………………….………………… .61
第三節 研究貢獻與未來研究方向……….………………………… .64

參考文獻……. ……………………………………………………………………. .65
附錄一………. …………………………………………………………………..... .71
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