臺灣博碩士論文加值系統

擴散模型與網路外部性已在學術界盛行了一段時間、多數的擴散模型研究探討的是產品在市場上擴散的過程或新一代產品的發表的最適時機等題。我們發現在過去的產品擴散研究裡缺乏在考量產品關鍵存續量之下的訂價策略之相關探討。本研究以Bass擴散模型為基礎，建立一個探討達到關鍵存續量前後之兩期式訂價策略模型，本研究成果為協助廠商制定其產品銷售前期之最佳折扣率，以達到整體產品生命週期之總利潤最大化。

Diffusion model and network externalities have existed for a period of time in academic field, most of the research topics on diffusion model are concentrated on product diffusion process and timing of introduction of next generation’s product on to the market. To our understanding, there is no prior study that focuses on pricing strategies for profit maximization with regards to product’s critical mass. In this study we have constructed a diffusion model based on Bass diffusion model that can formulate a two stage pricing strategy during product’s diffusion process before and after critical mass is reached. Results from this research could help firms in determining the optimal pricing discount percentage during the first stage of product diffusion to ensure profit maximization throughout the entire product life cycle.

致謝 I
摘要 II
Abstract III
Table of Content IV
Tables VI
Figures VII
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Purpose 3
Chapter 2 Literatures Review 9
2.1 Externalities 9
2.2 Critical Mass 11
2.3 Diffusion Model 17
2.3.1 Robinson and Lakhani (1975) and others 17
2.3.2 Bass (1980) 18
2.3.3 Kamakura and Balasubramanian (1988) 19
2.4 Summary 22
Chapter 3 Research Model Setting 25
3.1 Basic Model for Consumer Utility 25
3.2 Diffusion Model 27
3.3 Calculation of Gross Profit 32
3.4 User Utility to Price Ratio 33
Chapter 4 Simulation and Analysis 35
4.1 Simulation for Benchmark Case 35
4.2 Simulation under Different Externality 37
4.3 Simulation under Different Critical Mass 41
4.4 Simulation under Different Transportation Cost 46
4.5 Analysis and Interpretation of Simulation Results 49
Chapter 5 Conclusions and Discussions 55
5.1 Contributions and Managerial Implications 56
5.2 Limitations of Research 57
5.3 Suggestions and Future Research 57
References 59
Appendix 61

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