手機行銷之三階定價法分析 以A公司旗艦手機為例

Abstract

產品的價格定義出消費者所要付出的“代價”，去取得有“價值”的產品，所有的產品都有一個價格，如果消費者可以接受這個價格，交換的行為才有可能發生。 定價的策略及方法有許多種類，三階定價其實在日常生活上相當常見的一種定價模式，但是鮮少有研究討論三階定價法，也就是Good、Better、Best定價法，本研究將會透過文獻討論的歸納去了解三階定價背後的邏輯及學理基礎，諸如折衷效應，價格品質推論，定錨效應，金髮女孩效應，數字語言提示，及建構消費者抉擇，等等。 本研究將會以次級資料研究方式，針對手機產品，及某一手機品牌大廠為研究對象，去探討該研究個案如何做三階定價，並且了解其三階定價實行的步驟及結果。

The price of a product defines the price the consumers would like to pay so that they can acquire valuable products. All products come with the price, While consumers are willing to accept the price, the transaction behavior occurs. As pricing strategies and methodologies are various. Good-Better-Best(G-B-B) approach is one of the most common pricing model in our daily life, however, the amounts of literatures discussing the approach are limited. This research will use the induction of literatures discussion to understand and the logic and theoretical foundation of G-B-B approach, such as the Compromise Effect, Price-Quality Perception, Goldilocks Principle, Anchoring Effect, Numerical and Verbal Cures and Consumer Decision Making, etc. This research will base on second data to study the cellphone products, especially the product of the one name-brand cellphone company as the case study to learn how the company to leverage the G-B-B approach and its implantation process of pricing. Keyword: Good-Better-Best (G-B-B) approach, Compromise Effect, Price-Quality Perception , Goldilocks Principle, Anchoring Effect, Numerical and Verbal Cues, Consumer Decision Making.