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研究生:曾夢薇
研究生(外文):Meng-Wei Tseng
論文名稱:數位化產品廠商訂價模式及產品組合策略
論文名稱(外文):Digital attributes products merchants fixed price pattern and product combination strategy
指導教授:蘇純繒蘇純繒引用關係
指導教授(外文):Chwen-Tzeng Su
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:工業工程與管理研究所碩士班
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:102
中文關鍵詞:數位化產品組合產品賽局理論。
外文關鍵詞:Game Theory.BundlingAttributes Products
相關次數:
  • 被引用被引用:2
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:6
網路科技的蓬勃發展改變了經濟體系的競爭結構,隨之產生的電子商務提供了企業另一種銷售產品的通路型態,使消費者可以透過電腦及網路設備的新通路直接在網路上購買產品。網路科技所帶來的不單是通路型態的改變,企業透過網際網路開發出一系列的「數位屬性(digital attributes)」產品例如:電子書、論命、音樂…等等;在網路興起後能輕易的在網路上銷售;因此各家企業紛紛投入網路市場。但是,也因為產品種類眾多,而且產品差異性不大,在銷售上對於業者來說是一問題點,除了產品的多樣化外,如何藉由產品的組合來達到銷售的目的是現今企業常用的行銷策略。因此本研究考量網路市場中數位商品的銷售組合效益,使用賽局理論來建立兩企業產品銷售組合的定價模式,進一步分析其產品組合之差異程度,以其尋求企業間利潤最大之銷售組合。
Rapid development of internet technology changed the competition configuration of the overall economic system. E-commerce serves as another powerful distribution channel to market product & services. Internet Technology did not only change the distribution channel itself, there were other innovations developed through internet. Costumers can shop online as long as they have access to the internet
Those innovations are called digital attributes products, such as e-book, future-telling, music et cetera. As internet technology advanced exponentially, many enterprises started to invest in this mavlcet sector. Nevertheless, there are miscellaneous products with little differentiation among themselves. If seems to be a critical problem for the marketers. Other than product diversification, enter pusses have to structure their marlceting strategy with adequate product mix in order to achieve their sales target. Hence this research will look at the following aspects digital attributes product and its marketing mix effectiveness, apply the game theory to establish the pricing of various product mix, analysinning the level of differentiation among these product mix, the marketing mix which maximizes profit.
目錄
數位化產品廠商定價模式及產品組合策略 i
國立雲林科技大學工業工程與管理碩士班 i
摘 要 i
ABSTRACT ii
表目錄 vi
圖目錄 vii
第一章 緒 論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究方法與架構 3
第二章 文獻探討 5
2.1 數位化產品 5
2.1.1 數位化產品相關定義 5
2.1.2 數位化產品之應用 6
2.1.3 數位化產品的特性 7
2.1.3.2 數位化產品為客戶導向生產 8
2.1.3.3 鎖住(Lock-in)與轉換成本(Switching cost) 9
2.1.3.4 交易成本的降低 9
2.2 組合產品 10
2.2.1組合產品相關定義 10
2.2.2組合產品的策略 11
2.3 數位化產品訂價定價模型 13
第三章 基本模型建構 20
3.1 問題分析 20
3.1.1 問題描述 21
3.1.2 模型基本假設 21
3.2 Hotelling價格競爭模型 23
3.2.1兩廠商都採用個別訂價策略之子賽局均衡 24
3.2.2一廠商採用組合定價策略另一廠商採用個別定價策略之子賽局均衡 32
3.2.3兩廠商都採用組合定價策略之子賽局均衡 40
3.2.4 Hotelling均衡分析 49
3.3 Stackelberg 價格競爭模型 50
3.3.1領導廠商與追隨廠商都採用個別定價策略之子賽局均衡 51
3.3.2領導廠商採用個別定價策略追隨者採用組合定價策略之子賽局均衡 57
3.3.3領導廠商採用組合定價策略追隨者採用個別定價策略之子賽局均衡 67
3.3.4 領導廠商與追隨廠商都採用混合定價策略之子賽局均衡 74
3.3.5 Stackelberg均衡分析 83
第四章 實例分析—以數位廠商電子郵件為例 85
4.1 建立模型假設 85
4.2 數位廠商應用分析 87
4.3 建議 89
第五章 結論與建議 90
5.1 結論 90
5.2 後續研究與建議 91
參考文獻 93
【1】高立翰,2002,數位化資訊產品電子商務訂價模式之研究,世新大學,碩士論文。
【2】胡鋐淙,2000,資訊數位化產品之訂價策略,國立台灣大學,碩士論文。
【3】張維迎,民90,賽局理論與信息經濟學,劉楚俊,修訂版,茂昌圖書有限公司,台北市。
【4】黃慧玲,2002,網路外部性產品預告、轉換成本與市場競爭分析,國立高雄第一科技大學,碩士論文。
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【7】Coase, Ronald , 1960, “The Problem of Social Cost,” Journal of Law and Economics, Vol. 3, pp. 1-44.
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【9】Eppen, G. D., W. A. Hanson, and R. K. Martin, 1991, “ Bundling-New Products, New Markets, Low Risk,” Sloan Management Review, vol. 32 , pp.7-14, Summer
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【15】Nagle, T., 1984, “Economic Foundations for Pricing,” Journal of Business, vol. 57, No.1, Part 2, pp.3-26.
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【18】Schmalensee, R., 1984, “Gasuuian Demand and Commodity Bundling,” Journal of Business, vol. 57, No. 1, Part 2, pp.211-230.
【19】Schwartz, Evan I., 1997, “Webnomics,” Broadway Books.
Shapiro, Carl and Hal R. Varian , 1999, “Information Rules,” Harvard Business Press.
【20】Varian, Hal R., 2000, “Buying, sharing and renting information goods,” Working paper, http://www.sims.berkeley.edu/~hal
【21】Varian, Hal R., 1995, “Pricing information goods,” Working paper, http://www.sims.berkeley.edu/~hal
【22】Varian, Hal R., 2001, “Information goods and vertical differentiation,” Journal of Management Information System, Fall 2001, Vol. 18, No. 2, pp.89-106.
【23】Yadav, M. S., 1994, “How Buyers Evaluate Product Bundles: A Model of Anchoring and Adjustment,” Journal of Consumer Research, vol. 21, pp.342-353, September.
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