請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/74140
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃奎隆(Kwei-Long Huang) | |
dc.contributor.author | Chia-Chun Li | en |
dc.contributor.author | 李家君 | zh_TW |
dc.date.accessioned | 2021-06-17T08:21:33Z | - |
dc.date.available | 2021-08-18 | |
dc.date.copyright | 2019-08-18 | |
dc.date.issued | 2019 | |
dc.date.submitted | 2019-08-13 | |
dc.identifier.citation | [1] Bread PM-W (2016). '8 ways retailers are tracking your every move '. Retrieved from http://money.com/money/4506297/how-retailers-track-you/.
[2] Fudenberg and Tirole (2000). 'Customer Poaching and Brand Switching'. The RAND Journal of Economics, Vol. 31, No. 4, 634-657. [3] Fudenberg and Villas-Boas (2006). 'Behavior-Based Price Discrimination and Customer Recognition'. Economics and Information Systems, Vol. 1. [4] Jain and Singh (2002). 'Customer lifetime value research in marketing: A review and future directions'. Interactive Marketing, Vol. 16, 34-46. [5] D. Jain (2005). 'Customer lifetime value research in marketing: A review and future directions'. Journal of Interactive Marketing, Vol. 16, Issue 2, 34-46. [6] Kiera (2018). '10 Examples of Innovative Retail Loyalty Programs'. Retrieved from https://www.shopify.com/retail/10-innovative-loyalty-programs. [7] Turow et al. (2005). 'Open to exploitation: American shoppers online and offline'. A report from the Annenberg Public Policy Center of the University of Pennsylvania. [8] Huppertz, John W., Sidney J. Arenson, and Richard H. Evans (1978). 'An Application of Equity Theory to Buyer-Seller Exchange Situations'. Journal of Marketing Research, Vol.15, No.2, 250–60. [9] Haws, Kelly L., and O. Bearden (2006). 'Dynamic Pricing and Consumer Fairness Perceptions'. Journal of Consumer Research, 33 (3), 304–11. [10] Jin, He, and Zhang (2014). 'How Power States Influence Consumers’ Perceptions of Price Unfairness'. Journal of Consumer Research, Vol. 40, No. 5, 818-833. [11] Reichheld and Teal (1996). 'The Loyalty Effect'. Boston: Harvard Business School Press. [12] Dowling and Uncles (1997). 'Do Customer Loyalty Programs Really Work?'. Sloan management review, 38(4). [13] Klemperer (1995). 'Competition when Consumers have Switching Costs: An Overview with Applications to Industrial Organization, Macroeconomics, and International Trade.' Review of Economic Studies (1995), Vol. 62, 515-539. [14] Chung, Han, and Seung (2001). 'The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification'. Japanese Psychological Research, Vol. 43, No. 4, 195–206. [15] Von (1984). 'The Costs of Substitution'. Econometrica, Vol. 52, issue 5, 1085-1116. [16] Singh, Dipak. Jain, Trichy (2008). 'Research Note - Customer Loyalty Programs: Are They Profitable?'. Management Science, Vol. 54, No. 6, 1205-1211. [17] H. Hotelling (1929). 'Stability in Competition'. The Economic Journal, Vol. 39, No. 153, 41-57. [18] Li, Jain (2015). 'Behavior-Based Pricing: An Analysis of the Impact of Peer-Induced Fairness'. Management Science, Vol. 62, No. 9, 2705-2721. [19] Villas-Boas (1999). 'Dynamic Competition with Customer Recognition'. RAND Journal of Economics, Vol. 30, issue 4, 604-631. [20] Villas-Boas (2004). 'Consumer Learning, Brand Loyalty, and Competition'. Marketing Science, Vol.23, No.1, 134-145. [21] Pazgal and Soberman (2008).' Behavior-Based Discrimination: Is It a Winning Play, and If So, When?'. Marketing Science, Vol.27, No.6, 977-994. [22] Zhang (2011). ' The Perils of Behavior-Based Personalization'. Marketing Science, Vol.30, No.1, 170-186. [23] Yuxin and Zhang (2009). ' Dynamic targeted pricing with strategic consumers'. International Journal of Industrial Organization, Vol. 27, Issue 1, 43-50. [24] Shin and Sudhir (2010). ' A Customer Management Dilemma: When Is It Profitable to Reward One's Own Customers? ' Marketing Science, Vol. 29, No. 4, 671-689. [25] Jing (2015). 'Customer Recognition in Experience vs. Inspection Good Markets'. Management Science, Vol. 62, No. 1, 216-224. [26] Li and J. Sanjay (2016). 'Behavior-Based Pricing: An Analysis of the Impact of Peer-Induced Fairness'. Management Science, Vol. 62, No. 9, 2705-2721. [27] Li (2018). 'Behavior-Based Pricing in Marketing Channels'. Marketing Science, Vol.37, No.2, 310-326. [28] Lewis (2004). ' The Influence of Loyalty Programs and Short-Term Promotions on Customer Retention'. Journal of Marketing Research, Vol. 41, No.3, 281-292. [29] Reichheld, Fredrick F., and W. Earl Sasser (1990). 'Zero Defections: Quality Comes to Services'. Harvard Business Review, Vol. 68, 105–111. [30] Reichheld and Thomas Teal (1996). 'The Loyalty Effect'. Boston: Harvard Business School Press. [31] Dowling and Mark (1997). 'Do Customer Loyalty Programs Really Work?'. Sloan management review, Vol. 38, No. 4. [32] Villanueva and Hanssens (2007). 'Customer Equity: Measurement, Management and Research Opportunities'. Foundations and Trends in Marketing, Vol. 1, No. 1, 1-95. [33] Klemperer (1987). 'The Competitiveness of Markets with Switching Costs'. The RAND Journal of Economics, Vol. 18, No. 1, 138-150. [34] J. Crémer (1984). 'On the economics of repeat buying'. RAND J. Econ, Vol. 15, No. 3, 396–403. [35] Bulkley (1992). 'The role of loyalty discounts when consumers are uncertain of the value of repeat purchases'. Int. J. Ind. Organ, Vol. 10 No. 1, 91–101. [36] Caminal, Matutes(1990). 'Endogenous switching costs in a duopoly model'. Int. J. Ind. Organ, Vol. 8, No.3, 353–373. [37] Z. Tang, M.D. Smith, A. Montgomery (2010). 'The impact of shopbot use on prices and price dispersion: evidence from online book retailing'. Int. J. Ind. Organ, Vol. 28, No.4, 579–590. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/74140 | - |
dc.description.abstract | 使用行為差別取價(behavior-based pricing discrimination, BBPD),廠商可以根據消費者過往購買商品的歷史資料來對之前沒購買過商品的新顧客與舊顧客做差別取價。使用顧客忠誠計畫(customer loyalty program, CLP),廠商可以利用各種形式的獎勵,像是給予贈品、會員集點等,來鼓勵舊顧客持續於該廠商購買商品。行為差別取價與顧客忠誠計畫在現實社會中是很常見的,過往有許多文獻探討行為差別取價以及顧客忠誠計畫如何影響市場競爭。有趣的是幾乎所有過往研究都是探討市場為對稱均衡(symmetric equilibrium)的情況,也就是兩間競爭廠商都是使用行為差別取價策略或是兩間競爭廠商皆採用顧客忠誠計畫策略。因此本研究將著重於非對稱均衡(asymmetric equilibrium),也就是一間廠商使用行為差別取價而另一間廠商使用顧客忠誠計畫,如何影響廠商的定價、利潤與消費者的購買決策,並分析當忠誠獎勵(loyalty reward)的大小以及消費者型態不同下,廠商會使用何種策略。此外本研究也分別討論了當市場存在策略型顧客(strategic customer)與短視型顧客(myopic customer)以及市場部分覆蓋時市場的變動情形。 | zh_TW |
dc.description.abstract | With behavior-based pricing discrimination(BBPD), firms can take advantage of customers’ purchase history data to price discriminate between regular customers and new customers. With customer loyalty program(CLP), firms use various rewards, such as gift giving and membership card, to encourage loyalty customers to keep buying. BBPD and CLP are very common in practice, many researchers have worked at how BBPD and CLP impact on market competition. Interestingly, almost all of the studies have explored symmetric equilibrium case where both of the competing firms simultaneously use behavior-based pricing discrimination strategy or simultaneously offer a loyalty program strategy. Therefore, in our paper, we focus on asymmetric equilibrium where one of the competing firms use behavior-based pricing discrimination strategy and the other one use customer loyalty program strategy. Particularly, we examine how firms’ adoption of BBPD and CLP affects selling price, profits and customers’ purchasing behavior. Furthermore, we explore conditions for the market that simultaneously exists strategic customers and myopic customers and market which is partially covered. | en |
dc.description.provenance | Made available in DSpace on 2021-06-17T08:21:33Z (GMT). No. of bitstreams: 1 ntu-108-R05546040-1.pdf: 2599615 bytes, checksum: 1e1f322c56f2277400d39f1e46200820 (MD5) Previous issue date: 2019 | en |
dc.description.tableofcontents | 致謝 i
摘要 ii Abstract iii 目錄 iv 圖目錄 vii 表目錄 viii 第一章 緒論 1 1.1 研究背景 1 1.2 研究動機 4 1.3 研究目的 5 1.4 研究架構 6 第二章 文獻探討 8 2.1 霍特林模型 8 2.2 行為差別取價 8 2.3 顧客忠誠計畫 10 第三章 模型建構與推導 12 3.1 問題描述及定義 12 3.1.1 行為差別取價設定 13 3.1.2 顧客忠誠計畫設定 13 3.1.3 廠商設定 14 3.1.4 消費者設定 14 3.2 模型建構及推導求解 15 3.2.1 基本模型 16 3.2.2 Case 1模型(BBPD, BBPD) 17 3.2.3 Case 2模型(CLP, BBPD) 21 3.2.4 BBPD囚犯困境 28 3.2.5 CLP均衡 28 3.2.6 小結 29 3.3 多型態消費者 29 3.4 市場部分覆蓋 30 3.4.1 Case 3模型(BBPD, BBPD, Partial market) 31 3.4.2 Case 4模型(CLP, BBPD, Partial market) 35 第四章 數值分析 38 4.1 市場全為策略型消費者之均衡解整理與分析 38 4.1.1 決策變數均衡解分析 38 4.1.2 Case間決策變數大小比較 41 4.1.3 利潤均衡解 43 4.1.4 利潤差比較與分析 44 4.1.5 小結 49 4.2 市場全為短視型消費者之均衡解整理與分析 50 4.2.1 Case 1與Case 2均衡解比較 50 4.3 多型態消費者之均衡解整理與分析 52 4.3.1 Case間均衡解大小比較 52 4.3.2 小結 56 4.4 市場部分覆蓋均衡解分析 57 4.4.1 Case 3均衡解分析 57 4.4.2 Case 4均衡解分析 59 4.4.3 Case 3與Case 4均衡解比較 59 第五章 結論 62 5.1 研究總結 62 5.2 未來研究方向 63 參考文獻 64 附錄 67 | |
dc.language.iso | zh-TW | |
dc.title | 考慮行為差別取價與顧客忠誠計畫之廠商最適定價策略分析 | zh_TW |
dc.title | Optimal pricing strategy between behavior-based pricing discrimination and loyalty program | en |
dc.type | Thesis | |
dc.date.schoolyear | 107-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 郭佳瑋,孔令傑 | |
dc.subject.keyword | 行為差別取價,顧客忠誠計畫,非對稱均衡,賽局理論,霍特林模型, | zh_TW |
dc.subject.keyword | behavior-based pricing discrimination,customer loyalty program,asymmetric equilibrium,game theory,Hotelling’s model, | en |
dc.relation.page | 74 | |
dc.identifier.doi | 10.6342/NTU201903428 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2019-08-14 | |
dc.contributor.author-college | 工學院 | zh_TW |
dc.contributor.author-dept | 工業工程學研究所 | zh_TW |
顯示於系所單位: | 工業工程學研究所 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-108-1.pdf 目前未授權公開取用 | 2.54 MB | 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。