請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/97517完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃奎隆 | zh_TW |
| dc.contributor.advisor | Kwei-Long Huang | en |
| dc.contributor.author | 呂沛芸 | zh_TW |
| dc.contributor.author | Pei-Yun Lu | en |
| dc.date.accessioned | 2025-07-02T16:15:33Z | - |
| dc.date.available | 2025-07-03 | - |
| dc.date.copyright | 2025-07-02 | - |
| dc.date.issued | 2025 | - |
| dc.date.submitted | 2025-06-26 | - |
| dc.identifier.citation | Aaker, D.A., & Norris, D. (1982). Characteristics of TV commercials perceived as informative. Journal of Advertising Research, 22 (2), 61-70.
Agi, M., & Yan, X. (2020). Greening products in a supply chain under market segmentation and different channel power structure. International Journal of Production Economics, 223. https://doi.org/10.1016/j.ijpe.2019.107523. Aswad, O. A. (2015, July). Social media for brand awareness: Implementing the TAM to examine the attitudes in the A/E business. In Proceedings of 31st International Business Research Conference, 27, 29. Billington, C., Lee, H. L., & Tang, C. S. (1998). Successful Strategies for Product Rollovers. Sloan Management Review, 39(3), 23-30. Brochado, A., Teiga, N., & Oliveira-Brochado, F. (2017). The ecological conscious consumer behaviour: Are the activists different? International Journal of Consumer Studies, 41(2), 138–146. Cao, B., Zhou, Y.-W., Xie, W., & Zhong, Y. (2017). Optimal pricing/ordering and advertising investment strategies for a capital-constrained retailer. Computers & Industrial Engineering, 114, 274-287. https://doi.org/10.1016/j.cie.2017.09.051 Chaab, J., & Rasti-Barzoki, M. (2016). Cooperative advertising and pricing in a manufacturer-retailer supply chain with a general demand function; A game-theoretic approach. Computers & Industrial Engineering, 99, 112-123. Chen, Q. (1999). Attitude toward the site. Journal of advertising research, 39 (5), 27-37. Chen, T. (2015). Effects of the pricing and cooperative advertising policies in a two-echelon dual-channel supply chain. Computers & Industrial Engineering, 87, 250-259. https://doi.org/10.1016/j.cie.2015.05.013 Clancey, M. (1994). Prize for outstanding research on media-the television audience examined. Journal of Advertising Research, 34 (4), 38-49. Ducoffe, R. H. (1995). How Consumers Assess the Value of Advertising. Journal of Current Issues & Research in Advertising, 17 (1), 1–18. https://doi.org/10.1080/10641734.1995.10505022. Ducoffe, R.H. (1996). How consumers assess the value of advertising. Journal of Advertising Research, 17 (1), 21-35. Eighmey, J., & McCord, L. (1998). Adding value in the information age: uses and gratifications of sites on the World Wide Web. Journal of business research, 41 (3), 187-194. Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: a cross-country validation study. Journal of Marketing, 70 (1), 34-49. Ghobadi, S. N., Bagherinejad, J., & Taleizadeh, A. A. (2021). A two-generation new product model by considering forward-looking customers: Dynamic pricing and advertising optimization. Journal of Retailing and Consumer Services, 63. https://doi.org/10.1016/j.jretconser.2020.102387 Gori, L., Sodini, M., & Fanti, L. (2015). A nonlinear Cournot duopoly with advertising. Chaos, Solitons & Fractals, 79, 178-190. https://doi.org/10.1016/j.chaos.2015.01.022 Gourville, J. T. (2005, June). The Curse of Innovation: A Theory of Why Innovative New Products Fail in the Marketplace. HBS Marketing Research Paper. http://dx.doi.org/10.2139/ssrn.777644 Gupta, M. C., & Di Benedetto, C. A. (2007). Optimal pricing and advertising strategy for introducing a new business product with threat of competitive entry. Industrial Marketing Management, 36(4), 540-548. https://doi.org/10.1016/j.indmarman.2006.02.004 Hamilton, S. (2009). Informative advertising in differentiated oligopoly markets. International Journal of Industrial Organization, 27(1), 60-69. https://doi.org/10.1016/j.ijindorg.2008.04.002. He, Y., Wang, H., Guo, Q., & Xu, Q. (2019). Coordination through cooperative advertising in a two-period consumer electronics supply chain. Journal of Retailing and Consumer Services, 50, 179-188. https://doi.org/10.1016/j.jretconser.2019.05.010 Huang, L., & Li, F. (2022). Product rollover strategy and emission reduction with intertemporal carbon emission regulation versus consumer supervision. Environmental Science and Pollution Research, 29(18), 26524-26538. Kim, D. Y., & Kim, H.Y. (2021). Trust Me, Trust Me Not: A Nuanced View of Influencer Marketing on Social Media. Journal of Business Research, 134, 223–232. https://doi.org/10.1016/j.jbusres.2021.05.024. Kordshouli, H. R., Ebrahimi, A., & Bouzanjani, A. A. (2015). An analysis of the green response of consumers to the environmentally friendly behaviour of corporations. Iranian Journal of Management Studies, 8, 315–334. Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330–347. https://doi.org/10.1108/MIP-03-2014-0068 Lee, W.N., & Choi, S.M. (2005). The role of horizontal and vertical individualism and collectivism in online consumers' responses toward persuasive communication on the Web. Journal of Computer-Mediated Communication, 11 (1), 317-336. Levinthal, D. A., & Purohit, D. (1989). Durable goods and product obsolescence. Marketing Science, 8(1), 35-56. Li, S., & Kallas, Z. (2021). Meta-analysis of consumers' willingness to pay for sustainable food products. Appetite, 163, 105239. https://doi.org/10.1016/j.appet.2021.105239 Liang, C., Çakanyildirim, M., & Sethi, S. P. (2014). Analysis of product rollover strategies in the presence of strategic customers. Management Science, 60(4), 1033-1056. Liu, Z., Anderson, T. D., & Cruz, J. M. (2012). Consumer environmental awareness and competition in two-stage supply chains. European Journal of Operational Research, 218(3), 602-613. https://doi.org/10.1016/j.ejor.2011.11.027 Liu, X. (2024). The introduction and market expansion effects of green products considering network externalities. Omega, 124, 1-12. https://doi.org/10.1016/j.omega.2023.103017 Lu, L., Gou, Q., Tang, W., & Zhang, J. (2016). Joint pricing and advertising strategy with reference price effect. International Journal of Production Research, 54(17), 5250-5270. https://doi.org/10.1080/00207543.2016.1165878 MacKenzie, S.B., & Lutz, R.J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53 (2), 48-65. McQuail, D. (2005). Mass communication theory. Sage Publications Ltd. Nahm, J. (2004). Durable‐goods monopoly with endogenous innovation. Journal of Economics & Management Strategy, 13(2), 303-319. Rubin, A. M. (1994). Media effects: Advances in theory and research. Lawrence Erlbaum Associates. Shen, B., Liu, S., Zhang, T., & Choi, T. M. (2019). Optimal advertising and pricing for new green products in the circular economy. Journal of Cleaner Production, 233, 314-327. https://doi.org/10.1016/j.jclepro.2019.06.022 Wang, D., & Liu, S. (2023). Advertising strategy and channel structure selection on an online retail platform. Industrial Management and Data Systems, 123(5), 1359-1400. Yam-Tang, E., & Chan, R. (1998). Purchasing behaviours and perceptions of environmentally harmful products. Marketing Intelligence & Planning, 16(6), 356–362. Yang, T., Tiaojun, X., Yu, Ning., & Songhe, X. (2025). Single or dual rollover? The product rollover strategy of an electric vehicle manufacturer with strategic consumers. International Transactions in Operational Research, 0(2025), 1-29. https://doi.org/10.1111/itor.70000 Ye, T., Wang, N., & Wang, N. (2020). Analysis on product rollover strategies: The innovation level perspective. Industrial Marketing Management, 88, 59-69. https://doi.org/10.1016/j.indmarman.2020.04.015 Yue, J., Austin, J., Huang, Z., & Chen, B. (2013). Pricing and advertisement in a manufacturer–retailer supply chain. European Journal of Operational Research, 231(2), 492-502. https://doi.org/10.1016/j.ejor.2013.06.007 Zhang, Y., & Zhang, W. (2022). Optimal pricing and greening decisions in a supply chain when considering market segmentation. Annuals of Operations Research, 324, 93-130. Zheng, Y., Bar, T., & Kaiser, H. M. (2010). Generic Advertising in an Asymmetric Cournot Oligopoly. American Journal of Agricultural Economics, 92(3), 740-754. https://doi.org/10.1093/ajae/aap032 Zheng, J. H., Chiu, C. H., & Choi, T. M. (2012). Optimal Advertising and Pricing Strategies for Luxury Fashion Brands With Social Influences. IEEE Transactions on Systems, Man, and Cybernetics - Part A: Systems and Humans, 42(4), 827-837. https://doi.org/10.1109/tsmca.2011.2178828 | - |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/97517 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2025-07-02T16:15:33Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2025-07-02T16:15:33Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 致謝 i
摘要 ii Abstract iii 目 次 iv 圖 次 vi 表 次 vii 第1章 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 4 1.3 研究架構 5 第2章 文獻回顧 7 2.1 永續產品 7 2.2 產品導入策略 8 2.3 情感導向廣告與功能導向廣告 10 2.4 定價與廣告決策 12 第3章 問題描述與模型建構 14 3.1 問題描述和符號定義 14 3.2 基本模型架構 17 3.1.1 廠商設定 19 3.1.2 消費者設定 20 第4章 均衡解分析 22 4.1 單一產品導入策略 22 4.1.1 消費者購買決策 22 4.1.2單一產品導入均衡解 25 4.2 雙產品導入策略 28 4.2.1 消費者購買決策 28 4.2.2滲透定價策略之消費者購買決策 31 4.2.3 滲透定價策略均衡解 34 4.2.4 吸脂定價策略之消費者購買決策 37 4.2.5 吸脂定價策略均衡解 40 第5章 數值分析 43 5.1 最佳產品導入策略分析 43 5.2 利潤分析 49 第6章 延伸案例 58 6.1 延伸案例一 58 6.2 延伸案例二 65 第7章 結論 75 7.1 研究總結 75 7.2 未來研究方向 78 參考文獻 80 附錄 85 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 定價策略 | zh_TW |
| dc.subject | 決策模型 | zh_TW |
| dc.subject | 永續產品 | zh_TW |
| dc.subject | 情感導向廣告 | zh_TW |
| dc.subject | 功能導向廣告 | zh_TW |
| dc.subject | 產品導入策略 | zh_TW |
| dc.subject | entertainment advertising | en |
| dc.subject | informational advertising | en |
| dc.subject | pricing strategy | en |
| dc.subject | product rollover | en |
| dc.subject | decision model | en |
| dc.subject | sustainable products | en |
| dc.title | 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 | zh_TW |
| dc.title | Optimal Product Rollover and Pricing Decisions for Sustainable Products Considering Functional and Emotional Advertising Characteristics | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 113-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 孔令傑;余峻瑜;郭佳瑋 | zh_TW |
| dc.contributor.oralexamcommittee | Ling-Chieh Kung;Jiun-Yu Yu;Chia-Wei Ku | en |
| dc.subject.keyword | 產品導入策略,定價策略,功能導向廣告,情感導向廣告,永續產品,決策模型, | zh_TW |
| dc.subject.keyword | product rollover,pricing strategy,informational advertising,entertainment advertising,sustainable products,decision model, | en |
| dc.relation.page | 92 | - |
| dc.identifier.doi | 10.6342/NTU202501328 | - |
| dc.rights.note | 未授權 | - |
| dc.date.accepted | 2025-06-26 | - |
| dc.contributor.author-college | 工學院 | - |
| dc.contributor.author-dept | 工業工程學研究所 | - |
| dc.date.embargo-lift | N/A | - |
| 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-113-2.pdf 未授權公開取用 | 3.92 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。