考量功能導向與情感導向之廣告特性下永續產品導入與其定價最佳化決策

Abstract

隨著全球環保意識日益增強，企業紛紛投入永續產品的開發與推廣，使得永續產品的行銷策略逐漸成為關鍵議題。在當前自媒體蓬勃發展的背景下，許多企業也開始與關鍵意見領袖合作，藉由 YouTube、Facebook 等社群媒體宣傳產品，影響消費者的購買決策。其中，廣告又分為功能導向與情感導向兩種主要類型：功能導向廣告透過資訊傳遞與產品展示，幫助消費者深入了解新產品，降低對新產品的疑慮；情感導向廣告則是滿足用戶的娛樂、情感釋放以及休閒需求。基於上述背景，本研究建立決策模型，將消費者區分為偏好永續產品及不偏好永續產品兩大族群，探討企業在不同的功能導向廣告和情感導向廣告配置下，開發新世代永續產品時應採取的最適策略，包含產品導入策略及最適定價的制定。本研究歸納出三種決策情境：除了單一產品導入外，亦依據市場需求結構，將雙產品導入情境細分為低價滲透策略與高價吸脂策略。透過逆向歸納法針對各情境進行計算與比較分析後，推導出最適的產品導入與定價組合。研究結果顯示，隨著偏好永續產品的消費者比例增加，企業應採取吸脂定價策略，並提高對功能導向廣告的投入比例。此外，企業的成本結構亦對策略選擇產生重大影響：當舊產品的生產成本顯著低於新產品時，企業傾向採用雙產品導入之滲透策略，反之，若舊產品的成本較高，企業則更傾向吸脂定價，透過差異化定價以提升整體利潤。

As environmental awareness continues to rise, companies are placing greater emphasis on developing and promoting sustainable products, making marketing strategies increasingly important. With the growth of social media, many firms are partnering with key opinion leaders on platforms such as YouTube and Facebook to influence consumer purchasing decisions. Advertising is generally divided into two types: informational advertising and entertainment advertising. Informational advertising helps consumers understand new products and reduce uncertainty, while entertainment advertising addresses emotional needs and provides leisure value. Both types have a positive impact on consumers' willingness to purchase sustainable products. This study constructs a decision model that categorizes consumers by their preference for sustainable products and examines the most effective combination of product introduction and pricing strategies under different advertising allocations. Three scenarios are analyzed: single rollover, dual rollover with low-price penetration, and dual rollover with high-price skimming. The findings suggest that as the share of consumers favoring sustainable products increases, firms should adopt a skimming pricing strategy and invest more in entertainment advertising. In addition, cost structure significantly affects strategic choices. When the new product has a lower production cost, single rollover is preferred. When the old product is more cost-efficient, firms tend to retain both products and apply differentiated pricing to maximize profit.