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研究生:賴靜儀
研究生(外文):LAI,JING-YI
論文名稱:具動態價格競爭下產品導入策略之研究
論文名稱(外文):Product rollover strategies in a dynamic price competition
指導教授:吳政翰吳政翰引用關係
指導教授(外文):WU, CHENG-HAN
口試委員:邱靜娥陳盈彥
口試委員(外文):CHIU, JING-ERCHEN, YIN-YANN
口試日期:2018-07-05
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:工業工程與管理系
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:2018
畢業學年度:106
語文別:中文
論文頁數:80
中文關鍵詞:新品導入策略價格競爭動態規劃單一商品政策
外文關鍵詞:product rollover strategyprice competitiondynamic programmingsingle product policy
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近年來科技日新月異,為了滿足消費者各式各樣的需求,製造商不斷地將產品推陳出新,此外,產品生命週期逐漸縮短,產品定價策略上更顯得重要。本研究考量兩廠商間之動態價格競爭,並探討單一商品條件下,各新產品導入策略對成員決策與利潤之影響;即不同情境中,各成員獲利最大化的情況下,探討彼此最佳上市時機之策略互動,制定對應之新產品價格。本研究針對上述情境建構動態規劃模型,並推導兩製造商之定價決策,藉此研究提供決策者於競爭激烈市場上實務管理意涵。
Due to the rapid development on technology, manufacturers continuously introduce their new products to meet the desires of consumers. As a result, product rollover strategies and pricing decisions are significant to firm profits, especially regarding short-life-cycle products. This study considers dynamic pricing competition between two firms and examines different scenarios that are developed based on firms’ product rollover strategies under a single-product policy. Specifically, firms maximize their profits by optimizing their pricing decisions and choosing the profitable rollover strategies. We develop dynamic programming models to optimize firms’ pricing decisions. We further provide managerial insights to managers.
摘要 i
ABSTRACT ii
目錄 iii
表目錄 v
圖目錄 vi
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章 文獻探討 6
2.1 新產品導入策略 6
2.2 定價策略 8
2.3 小結 9
第三章 模型建構 11
3.1 模型描述 11
3.2 成員決策 11
3.3 模型符號設定 13
3.4 模型建立 14
3.4.1追隨者的新產品比領導者早上市之情境E 14
3.4.2追隨者的新產品比領導者同時上市之情境S 24
3.4.3追隨者的新產品比領導者晚上市之情境L 28
第四章 解析分析 35
4.1情境E:追隨者比領導者之新產品早進入市場販售 35
4.1.1 決策分析 35
4.1.2 需求分析 38
4.2情境S:追隨者與領導者之新產品同時進入市場販售 39
4.2.1 決策分析 39
4.2.2 需求分析 39
4.3情境L:追隨者比領導者之新產品晚進入市場販售 40
4.3.1 決策分析 40
4.3.2 需求分析 41
4.4小結 42
第五章 數值分析 44
5.1敏感度分析 44
5.1.1 情境E:追隨者比領導者早進入市場之敏感度分析 44
5.1.2 情境S:追隨者比領導者同時進入市場之敏感度分析 49
5.1.3 情境L:追隨者比領導者晚進入市場之敏感度分析 52
5.2策略偏好分析 57
第六章 結論 59
6.1結論 59
6.2 延伸方向 60
參考文獻 62
附錄 64
附錄1 需求函式推導 64
附錄2 第四章之解析分析結果證明 65

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