臺灣博碩士論文加值系統

在行銷方面,促銷是增加銷售額和利潤的重要因素，促銷又分為價格促銷或降價、免費樣品和優惠券等類型，我們經常在許多產品類別中看到這些促銷類型，例如食品，藥品，化妝品和書籍等。促銷活動將吸引其他市場區隔的消費者購買主題產品，這種效果會增加製造商的利潤。發放優惠券和價格促銷具有相同的效果，來自其他市場區隔的消費者將被吸引購買主題產品，因為它提供較低的價格。在免費樣品策略中，消費者將嘗試免費樣品，通過嘗試免費樣本，他們對主題產品的感知可能會改變，一些消費者可能會感到正向的體驗，另一些可能會感到負面的體驗。得到正向的體驗之消費者，其中一些將在下一期購買該產品。

我們的促銷策略包含價格促銷、發放免費樣品，以及同時發放免費樣品和優惠券。我們使用CPG（民生消費性產品）為對象建構模型。以一家壟斷公司為例，該公司銷售兩種品質不同的產品（高品質產品和低品質產品），並專注於推廣高品質產品。通過促銷活動，一些來自低品質產品估值區段的消費者將嘗試高品質產品並暫時提高其估值（結轉效應）。估值的增加可能會導致這些消費者以原價再次購買高品質產品。我們的目標是為製造商找到最佳的促銷策略。

結果顯示，免費樣品策略比免費樣品和優惠券策略更具有優勢。當免費樣品的成本較低時，無論是僅提供免費樣品還是免費樣品和優惠券策略，製造商將更有利可圖。當免費樣品成本不小，但是結轉效應大時，免費樣品策略與免費樣品和優惠券策略仍然優於價格促銷策略。但是，當免費樣本成本很高時，價格促銷策略會優於其他策略。

In marketing's view, promotions are an important element to increase sales and profits. Price promotion or price reduction, free samples, and coupons are different types of promotions. We often see promotions in many categories, such as food, cosmetics, drugs, and books. Promotions can attract consumers from another segment to buy the manufacturer's product and hence can increase the manufacturer's profit. The distribution of coupons yields the same effect as price promotion, and is able to attract the consumers from another segment because products with coupons are offered at a lower price. Under free-sample strategies, the consumers will try the free-sample and their perception about the product might be changed. Some of the consumers may feel a positive disconfirmation and the others may feel a negative disconfirmation. The consumers who got a positive disconfirmation are likely to buy the product in the following period.

We focus on price promotion, the distribution of free samples, and the distribution of free samples and coupons. We use CPG (Consumer Packaged Goods) as an example of our model. We model a monopoly firm that sells two quality-differentiated products (high- and low-quality products), and allow for promotion of high-quality products. With promotions, some consumers who buy low-quality products regularly will try high-quality products and may increase their valuations of high-quality products temporarily (carry-over effect). Such a valuation increase may lead these consumers to purchase high-quality products later at regular price. Our aim is to find the best promotion strategy for the manufacturer. Our analysis reveals that the free-sample strategy is always dominated by the free-sample with coupon strategy. When the cost of the free sample is low, it is more profitable for the manufacturer to choose free-sample strategies, either the free-sample strategy or the free-sample with coupon strategy. With a small cost of free-sample and a large carry-over effect, the free-sample strategy and the free-sample with coupon strategy can perform better than price promotion although the free-sample cost is not small. But, when the free-sample cost is large, price promotion always performs better than the other strategies.

Table of Contents
Abstract in Chinese............. ii
Abstract............... iii
Acknowledgements............. iv
Table of Contents............ vi
List of Figures.............. viii
List of Tables.............. viii
1 Introduction............. 1
1.1 Research Background and Motivation........ 2
1.2 Research Objectives.......... 4
1.3 Research Process........... 5
1.4 Research Structure.......... 6
2 Literature Review............ 7
2.1 Price Promotion Strategy......... 7
2.2 The Distribution of Samples and Coupons...... 8
2.3 Learning and Forgetting Effect........ 10
2.4 Carry-over Effect........... 12
3 Model Construction and Development......... 13
3.1 Model Framework and Notations......... 13
3.1.1 Model Assumption.......... 14
3.1.2 Notations........... 15
3.2 Customer Segmentation and Manufacturer’s Profit..... 16
3.2.1 Benchmark Model: no promotion...... 16
3.2.2 Model 1: Price Promotion........ 18
3.2.3 Model 2: Free-sample Promotion...... 23
3.2.4 Model 3: Free-sample and Coupon Promotion.... 26
4 Analysis............. 31
4.1 Profit in terms of one parameter......... 32
4.1.1 Profit in terms of
.......... 32
4.1.2 Profit in terms of .......... 33
4.1.3 Profit in terms of c2.......... 34
4.1.4 Profit in terms of cs.......... 34
4.2 Profit in terms of multi-parameters........ 35
4.2.1 Changing two parameters........ 36
4.2.2 Changing three parameters........ 38
4.2.3 Changing all the parameters....... 41
5 Conclusion.............. 43
5.1 Conclusion............ 43
5.2 Future Research Direction.......... 44
References.............. 45

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