請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/53679
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 孔令傑 | |
dc.contributor.author | Chia-Hao Chen | en |
dc.contributor.author | 陳嘉豪 | zh_TW |
dc.date.accessioned | 2021-06-16T02:27:28Z | - |
dc.date.available | 2017-08-05 | |
dc.date.copyright | 2015-08-05 | |
dc.date.issued | 2015 | |
dc.date.submitted | 2015-08-04 | |
dc.identifier.citation | Andrews, I.R., E.R. Valenzi. 1971. Combining price, brand, and store cues to form an
impression of product quality. Proceedings of the Annual Convention of the American Psychological Association, vol. 6. American Psychological Association, 649{650. Bagwell, K., M.H. Riordan. 1991. High and declining prices signal product quality. The American Economic Review 81(1) 224{239. Blattberg, R.C., S.A. Neslin. 1989. Sales promotion: the long and the short of it. Mar- keting Letters 1(1) 81{97. Bodily, S.E., L.R. Weatherford. 1995. Perishable-asset revenue management: Generic and multiple-price yield management with diversion. OMEGA 23(2) 173{185. Chen, S.-F. S., K.B. Monroe, Y.-C. Lou. 1998. The e ects of framing price promotion messages on consumers' perceptions and purchase intentions. Journal of Retailing 74(3) 353{372. Choi, S., A.S. Mattila. 2004. Hotel revenue management and its impact on customers' perceptions of fairness. Journal of Revenue and Pricing Management 2(4) 303{314. Desai, P., K. Srinivasan. 1995. Demand signaling under unobservable e ort in franchising: Linear and nonlinear price contracts. Management Science 41(10) 1608{1623. Dodds, W.B., K.B. Monroe, D. Grewal. 1991. E ects of price, brand, and store informa- tion on buyers' product evaluations. Journal of Marketing Research 28(3) 307{319. Gardner, D.M. 1974. Is the price/quality relationship important? Working Paper #186, FacultyWorking Papers, College of Commerce and Business Administration, University of Illinois. Greenleaf, E.A. 1995. The impact of reference price e ects on the pro tability of price promotions. Marketing Science 14(1) 82{104. Hartley, S.W., J. Cross. 1988. How sales promotion can work for and against you. Journal of Consumer Marketing 5(3) 35{42. Jedidi, K., C.F. Mela, S. Gupta. 1999. Managing advertising and promotion for long-run pro tability. Marketing Science 18(1) 1{22. Kasilingam, R.G. 1997. Air cargo revenue management: Characteristics and complexities. European Journal of Operational Research 96(1) 36{44. Kimes, S.E., R.B. Chase, S. Choi, P.Y. Lee, E.N. Ngonzi. 1998. Restaurant revenue management applying yield management to the restaurant industry. Cornell Hotel and Restaurant Administration Quarterly 39(3) 32{39. Kopalle, P.K., J. Lindsey-Mullikin. 2003. The impact of external reference price on consumer price expectations. Journal of Retailing 79(4) 225{236. Kotler, P. 2000. A framework for marketing management, tenth edition. Prentice Hall. Mayhew, G.E., R.S. Winer. 1992. An empirical analysis of internal and external reference prices using scanner data. Journal of Consumer Research 19(1) 62{70. Mazumdar, T., S.P. Raj, I. Sinha. 2005. Reference price research: Review and proposi- tions. Journal of Marketing 69(4) 84{102. Quelch, J.A. 1989. Sales promotion management. Prentice Hall. Raghubir, P., K. Corfman. 1999. When do price promotions a ect pretrial brand evalu- ations. Journal of Marketing Research 36(2) 211{22. Render, B., T.S. O'Connor. 1976. The in uence of price, store name, and brand name on perception of product quality. Journal of the Academy of Marketing Science 4(4) 722{730. Srinivasan, K. 1991. Multiple market entry, cost signaling and entry deterrence. Man- agement Science 37(12) 1539{1555. Talluri, K.T., G.J. van Ryzin. 2006. The theory and practice of revenue management. Springer. van Ryzin, G., J. McGill. 2000. Revenue management without forecasting or optimization: An adaptive algorithm for determining airline seat protection levels. Management Science 46(6) 760{775. Wang, W.-Y., S.-T. Shu. 2004. The impact of price bundling and product message content on impulsive buying behavior Unpublish master thesis, National Kaohsiung First University of Science and Technology. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/53679 | - |
dc.description.abstract | 折扣是一種廣泛被各類商家採用的手段,這種價格促銷的商業行為經常可以在我們日常生活中被觀察到。藉由提供折扣,商家降低產品或服務的價格來刺激短期銷售量,因而增加短期獲利。然而一旦價格降低,消費者可能會對折扣的原因感到疑惑,因而對產品的品質有所疑慮。許多過去的研究都發現折扣確實可能會降低顧客對產品的認知價值,並且對長期獲利造成負面的影響。換言之,因為可能會導至消費者對這項產品的認知品質惡化,折扣的確可能造成商家長期獲利下降。
在考量折扣會對消費者的認知品質造成負面影響為前提下,本研究探討折扣策略的長期獲利性,並試圖去了解在什麼樣的環境下,商家採用折扣作為商業的手段才真的能使自己受益。本研究利用賽局理論的形式提出一個數學模型來描述折扣行為中所有參與者、行為以及互動,並使用非線性最佳化來求得均衡解、辨別最佳的折扣策略,並且分析結果。本研究在最後使用數值研究來驗證先前的結果,並得到一些新的觀察。 本研究發現產品本身的原始價格和真實的品質在商家的折扣策略中扮演重要的角色。當一個產品的原始價格足以反映其真實品質時,提供折扣將能使商家有利可圖;反之,使用折扣可能損害商家利益。此外,消費者的認知品質對折扣的敏感度(可能因產品特性或環境而不同)在商家的決策中也擔當很重要的角色。 | zh_TW |
dc.description.abstract | As one of the most well-recognized price promotion activities, discounts have been widely used by all kinds of sellers. Discounts increase the sales by reducing the price of a product/service and directly increase the short-term profit. However, once the price becomes lower, customers who are uncertain about the reason may have a quality concern about the product. Previous studies have shown that discounts may deteriorate a customer’s perceived value to a product/service and cause negative consequences for the long-term profit. This then reduces the perceived quality of the product and poses potential loss for future profits.
In this thesis, we investigate the long-term profitability of a discounting strategy. By taking into consideration the impact of discounts on perceived quality, we try to realize under what circumstances a discount-offering strategy is indeed an instrument to benefit sellers. To conduct our research, a game-theoretic model is proposed to describe the players, the actions, and the interaction between a seller and customers. Nonlinear optimization is used to analytically solve for equilibria, identify the optimal discounting strategies, and analyze the results. Furthermore, some numerical studies are conducted to verify the results and extract some more intrinsic insights. Our research finds that a product’s original price and its true quality serve important roles in a seller’s discounting strategy. When a product’s original price is close enough to reflect its true quality, a discounting strategy could be beneficial; otherwise, offering a discount could be harmful. Moreover, we show that the sensitivity for customers to a price reduction acts as a vital role in a seller’s decision as well. | en |
dc.description.provenance | Made available in DSpace on 2021-06-16T02:27:28Z (GMT). No. of bitstreams: 1 ntu-104-R02725018-1.pdf: 898259 bytes, checksum: 09497c3571c1719797889ad0893f9b7b (MD5) Previous issue date: 2015 | en |
dc.description.tableofcontents | 1 Introduction 1
1.1 Background and motivation . . . . . . . . . . . . . . . . . . . . . . . . . 1 1.2 Research objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 1.3 Research methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 1.4 Research plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2 Literature review 7 2.1 Revenue management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 2.2 Perceived quality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 2.3 Price promotion/discounting . . . . . . . . . . . . . . . . . . . . . . . . . 10 2.4 Reference prices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 3 Problem description and formulation 13 3.1 Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 3.2 Assumptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 3.3 Notations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 4 Analysis 19 4.1 The general model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 4.1.1 Two-period discounting problem . . . . . . . . . . . . . . . . . . . 19 4.1.2 Common restrictions . . . . . . . . . . . . . . . . . . . . . . . . . 24 4.2 Extensions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 4.2.1 Multi-period discounting problem . . . . . . . . . . . . . . . . . . 26 4.2.2 Discounting problem with unit production cost . . . . . . . . . . 30 5 Conclusions and future works 37 5.1 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 5.2 Future works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 A Proofs of Propositions 41 Bibliography 47 | |
dc.language.iso | en | |
dc.title | 考慮認知品質下探討折扣策略的長期獲利性 | zh_TW |
dc.title | The Discounting Strategy for Long-Term Profitability with a Consideration of Perceived Quality | en |
dc.type | Thesis | |
dc.date.schoolyear | 103-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 余峻瑜,郭佳瑋 | |
dc.subject.keyword | 折扣/價格促銷,認知品質/認知價值,長期獲利性,非線性最佳化,收益管理, | zh_TW |
dc.subject.keyword | Discount/Price promotion,Perceived quality/Perceived value,Long-term profitability,Nonlinear optimization,Revenue management, | en |
dc.relation.page | 49 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2015-08-04 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 資訊管理學研究所 | zh_TW |
顯示於系所單位: | 資訊管理學系 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-104-1.pdf 目前未授權公開取用 | 877.21 kB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。