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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 任立中 | |
dc.contributor.author | Chi-Lei Chung | en |
dc.contributor.author | 鍾繼磊 | zh_TW |
dc.date.accessioned | 2021-06-13T08:19:14Z | - |
dc.date.available | 2005-07-27 | |
dc.date.copyright | 2005-07-27 | |
dc.date.issued | 2005 | |
dc.date.submitted | 2005-07-19 | |
dc.identifier.citation | 中文部分:
1.任立中(2002),「動態訂價策略與消費者價格敏感度互動關係之研究」。國立台灣大學國際企業學系暨研究所國科會研究計畫。 2.林意敏(1998),「零售商動態定價策略之理論與實證研究」。國立台灣大學國際企業學研究所未出版碩士論文。 3.張清溪等(1993),「經濟學理論與實際」。 4.陳超塵(1992),「計量經濟學原理」。 5.陳靜怡(2005),「購買量與購買時程雙變量之預測-層級貝氏潛藏行為模型之建構」。國立台灣大學國際企業學研究所未出版博士論文。 6.劉俊廷(2003),「顧客價格敏感度之動態性與異質性對最適定價策略之影響」。國立台灣大學國際企業學研究所未出版碩士論文。 英文部分: 1.Allenby, G. M. and James L. Ginter (1995), “Using Extremes to Design Product and Segment Markets,” Journal of Marketing Research, Vol. 32 (November), 392-403. 2.Allenby, G. M., Neeraj Arora and James L. Ginter (1998), “On the Heterogeneity of Demand,” Journal of Marketing Research, Vol. 35 (August), 384-389. 3.Amemiya, Takeshi (1973),”Generalized Least Squares with an Estimated Autocovariance Matrix.” Econometric 41, pp.723-732. 4.Athans, Michael(1974),”The Importance of Kalman Filtering Methods for Economic Systems.”, Annals of Economic and Social Measurement 3, pp.49-64. 5.Box,G.E.P.,and Jenkins,G.M.(1976),”Time Series Analysis: Forecasting and Control,” revised edition,Holden-Day,San Francisco 6.Chakravarthi, Neslin and Sen (1996), “Promotional Elasticties and Category Characteristics,” Journal of Marketing, Vol. 60 (April), 17-30. 7.Dickson, Peter R. (1982), “Person-Situation: Segmentation’s Missing Link,” Journal of Marketing, Vol. 46 (Fall), 56-64. 8.Dickson, Peter. R. and James L. Ginter (1987), “Market Segmentation, Product Differentiation, and Marketing Strategy,” Journal of Marketing, Vol. 51 (April), 1-10. 9.Dickson, Peter R. (1992), “Toward a General Theory of Competitive Rationality,” Journal of Marketing, Vol. 56 (January), 69-83. 10.Dickson, Peter R. (1996), “The Static and Dynamic Mechanics of Competition: A Comment on Hunt and Morgan’s Comparative Advantage Theory,”Journal of Marketing, Vol. 60 (October), 102-106. 11.Etgar, Micheal and Naresh K. Malhotra (1981), “Determinants of Price Dependency: Personal and Perceptual Factors.” Journal of Consumer Research, 8 (September), 217-222. 12.Gerstrer, Eitan (1985), “Do Higher Prices Signal Higher Quality?” Journal of Marketing Research, Vol. 22(May), 209-215. 13.Ghosh, Auijit, Scott A. Neslin, and Robert Shoemaker (1983), “Are There Association Between Price Elasticity and Brand Characteristics?” Fall Educators’ Conference Proceedings, Chicago: American Marketing Association, pp. 228. 14.Green, P. E. and V. Srinivasan (1990), “Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice,” Journal of Marketing, Vol. 54 (4), 3-17. 15.Hunt, Shelby D. and Robert M. Morgan (1995), “The Comparative Advantage Theory of Competition,” Journal of Marketing, Vol. 59 (April), 1-15. 16.Jen, Li-Chung and Wang Shih-Ju (2002), “Segmentation vs. Individualization: The Indisputable Role of Heterogeneity,” Western Decision Sciences Institute, Thirty-First Annual Meeting, Las Vegas, Nevada. 17.Krishnamurthi, Laksman and S. P. Raj (1991), “An Empirical Analysis of the Relationship Between Brand Loyalty and Consumer Price Elasticity,” MarketingScience, Vol. 10 (Spring), 172-183. 18.Lilien, Gary L. and Philip Kotler (1985), Marketing Decision Making: A Model-Building Approach, New York: Harper & Row. 19.Liu, L. and Dominique Hanssens (1981), “A Bayesian Approach to Time-Varing Cross- sectional Regression Models,” Journal of Econometrics, Vol. 15, 341-356. 20.Monroe (1990), Pricing-Making Profitable Decision, 2nd edition, New York: McGraw-Hill. 21.Nagle, Thomas T.(1987), Strategies and Tactics of Pricing, Englewood Cliffs, NJ: Prentice Hill. 22.Paker (1992), 'Price Elasticity Dynamics over the Adoption Life Cycle,' Journal of Marketing Research, Vol. 56, 29. 23.Paker (1992a), “Pricing Strategies in Markets with Dynamic Elasticities,” Marketing Letters, Vol. 3 (July), 227-238. 24.Porter, Michael (1980), Competitive Strategy, New York: The Free Press. 25.Reibstein and Gatignon (1984), “Optimal Product Line Pricing: The Influence of Elasticities and Cross-Elasticities,” Journal of Marketing Research, Vol. 21 (August), 259-67. 26.Sawyer, Alan G. and Peter R. Dickson (1984), “Psychological Perspectives on Consumer Response to Sales Promotion,” Research on Sales Promotion: Collected Paper, Marketing Science Institute, 1-21. 27.Simon, Hermann (1979), “Dynamics of Price Elasticity and Brand Life Cycles: An Empirical Study,” Journal of Marketing Research, Vol. 16 (November), 439-452. 28.Sinkula, James M. (1994), “Market Information Processing and Organizational Learning,” Journal of Marketing Research, Vol. 58 (January), 35-45. 29.Tellis, Gerard J. (1986), 'Beyond the Many Faces of Price: An Integration of Pricing Strategies,' Journal of Marketing, Vol. 50, 146-160. 30.Tellis, Gerard J. (1988), “The Price Elasticity of Selective Demand: A Meta-Analysis of Econometric Models of Sale,” Journal of Marketing Research, Vol. 25 (November), 331-341. 31.Urbany, Joel E. and Peter R. Dickson (1991), 'The Effects of Price-Cutting Momenturm and Consumer Search on Price Setting in the Grocery Market,' Marketing Letters, 2(4), 393-402. 32.Walters (1991), “Assessing the Impact of Retail Price Promotions on Product Substitution, Complementary Purchase, and Interstore Sales Displacement,” Journal of Marketing, Vol. 55 (April), 17-28. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/36852 | - |
dc.description.abstract | 本研究建立層級貝式動態迴歸模型,針對美國鮪魚罐頭市場作研究以觀察消費者的價格敏感度,對於Dickson的動態競爭理論提出驗證。並探討價格彈性的變化對於零售商在做定價決策時的行銷策略意涵。
根據上述的研究目的,本研究首先探討廠商的定價策略,且定價方式如何改變市場上的價格結構以及消費者的價格敏感度。廠商在制訂價格策略時,會以消費需求來設定價格上限,並以成本來設定價格下限。消費者對於價格變化的敏感度會利用價格彈性來衡量。同時,消費者的價格彈性也可能會影響廠商在價格上的調整。 此外,針對絕對價格的變動會影響品牌銷量市場佔有率的變動,而市佔率變動的過程呈現時間動態序列。根據Dickson(1992)「理性的競爭理論」(competitive rationality theory),提出一動態供(廠商的定價)需(消費者反應)互動關係,並且藉由層級貝式理論建立層級貝式動態迴歸模型,用以估計出供需之間的變動值,證明消費者的價格敏感度呈現時間動態變化,且加入二個影響消費者自我價格彈性變化的因素。 在模型運用上,本研究採用的模型估計值與依據最大概似估計法(OLS)的比較結果發現,本模型在估計上偏誤較小。 最後,本研究發現消費者的價格彈性的確會隨時間而變化,且市場上的相對價格與絕對價格的變動是相關的,並會對於消費者的價格彈性造成影響。當消費者價格彈性變動後,廠商的價格也隨著變動。如此循環的過程,符合了Dickson的動態競爭理論。 對於廠商而言,要能夠察覺消費者購買行為的改變,並能夠有效分辨消費者的消費型態,而價格彈性可做為廠商在做定價策略以及後續行銷策略的參考,例如差別取價的方式、降價的幅度以及品牌的選擇等。 | zh_TW |
dc.description.abstract | The main idea of this thesis is to build a Hierarchy Bayesian dynamic regression model to analyze consumer price sensitivity by using the tuna scanner data from Chicago Jewel Food Store Co. and further to afford retailer marketing strategy, and to examine the Dickson’s competitive rationality theory.
According to the issue mentioned above, this thesis first analyzes the retailer’s pricing strategy and how to change the price structure and consumer’s price sensitivity. When retailers make pricing decision, they might set the ceiling price base on demand of consumption, and the bottom-line price by production cost. Others, the heterogeneity in consumer’s response to the changes of price structure would affect the retailer’s adjustment of price strategy. Besides, the change of absolute price would affect the change of market share and performs time-varying mode. On the basis of Dickson’s competitive rationality theory, this thesis affords a dynamic interaction between supply (retailer’s pricing strategy) and demand (consumer’s reaction). Through the Hierarchy Bayesian dynamic regression model adding some influences factors, this thesis try to predict the price elasticity and to prove the dynamic changes of consumer’s elasticity. Finally, this thesis found that the price elasticity would change with time, and there are some relevance between the change of relative price and absolute price that also affect consumer’s price elasticity. Further, retailer’s price would change when consumer’s price elasticity change. There is cyclic interaction between retailer price strategy and consumer reaction. The implication of this study for retailer is followed: successful retailers should figure out the changes of purchasing behavior and to recognize the purchasing style. The price elasticity could be the foundation to make the pricing strategy and further marketing strategy, for example, price discrimination strategy, chosen brands etc | en |
dc.description.provenance | Made available in DSpace on 2021-06-13T08:19:14Z (GMT). No. of bitstreams: 1 ntu-94-R92724059-1.pdf: 1150383 bytes, checksum: 8c8ae4c05a9e93f9ab1f0b9514c72b79 (MD5) Previous issue date: 2005 | en |
dc.description.tableofcontents | 謝 詞 一
中文摘要 二 Abstract 三 目 錄 五 表 次 七 圖 次 八 第一章 緒論 1 1.1 研究背景與動機 1 1.2 研究問題 3 1.3 研究目的 4 1.4 研究流程與論文架構 4 第二章 文獻探討 6 2.1 消費者的價格彈性 7 2.1.1 需求價格彈性 7 2.1.2 影響價格彈性的因素 11 2.1.3 價格彈性的延伸思考 15 2.2 消費者價格知覺理論 18 2.2.1 韋伯定律 19 2.2.2 適應水準理論:參考價格的概念 19 2.2.3 同化-對比理論 22 2.3 競爭哲理之一般化理論 23 2.4 動態迴歸模型 27 2.4.1 運用GLS與Kalman filter 27 2.4.2 利用貝式過程的估計方式 29 第三章 研究方法 34 3.1 貝氏統計模型 34 3.1.1 一般貝氏統計模型 34 3.1.2 層級貝氏統計模型 35 3.2 分析步驟與模型假設 40 3.3 模型推導 43 3.3.1 第一層模型 43 3.3.2 第二層模型 44 3.3.3 第三層模型 47 第四章 實證分析 56 4.1 初步資料分析 56 4.1.1 價格水準與市場佔有率 56 4.1.2 價格指數與相對價格之變動 57 4.2 模型估計結果 63 4.3 消費者自我價格彈性分析 67 4.4 與傳統OLS估計之比較 70 第五章 結論與建議 72 5.1 研究結論與發現 72 5.2 策略意涵 73 5.3 研究限制與後續研究建議 75 參考文獻 76 | |
dc.language.iso | zh-TW | |
dc.title | 層級貝氏動態迴歸模型--探討消費者價格彈性之變化 | zh_TW |
dc.title | The Hierarchy Bayesian Dynamic Regression Model | en |
dc.type | Thesis | |
dc.date.schoolyear | 93-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳厚銘,周建亨 | |
dc.subject.keyword | 層級貝氏模型,動態迴歸,定價策略, | zh_TW |
dc.subject.keyword | Hierarchy Bayesian model,dynamic regression,pricing strategy, | en |
dc.relation.page | 80 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2005-07-19 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
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