折價券轉售市場對製造商最適訂價、 促銷與產品策略之影響

Abstract

本研究旨在分析，出現折價卷轉售市場之後，獨占製造商的最適折價卷與產品品質設計策略。結果顯示，折價卷轉售市場的影響效果決定於高低端消費者是否有不同的機會接觸折價卷轉售市場。當兩種消費者都有相同的機會接觸折價卷轉售市場時，折價卷轉售的活動會迫使製造商降低最適折價卷面額，進而對製造商造成傷害，且當折價卷轉售活動對社會效率有越大的助益時，廠商所受到的傷害越大，此時折價卷轉售市場的出現將會鼓勵廠商發展高端產品。反之，當高端消費者相對於低端消費者較難接觸折價卷轉售市場時，折價卷轉售活動將會降低低端消費者實際付出的折價卷兌換成本，幫助製造商利用折價卷區辨消費者，進而鼓勵製造商提供低端產品。

This paper analyzes a monopolist’s optimal coupon and product strategies in the presence of coupon resale markets. The results show that the effects of coupon resale depend crucially on whether the highs and the lows have differential access to the coupon resale market. When they have equal access, coupon resale hurts the manufacturer by reducing the optimal coupon face value, and the higher the social value of coupon resale, the more the manufacturer gets hurt. In this case, coupon resale encourages the manufacturer to develop a high-end item. When it is more difficult for the highs than for the lows to access the coupon resale market, coupon resale may facilitate screening for the manufacturer by reducing the effective redemption cost of lows, and may encourage the latter to offer a low-end item.