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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃恆獎(Heng-Chiang Huang) | |
dc.contributor.author | YUEH-LUNG LEE | en |
dc.contributor.author | 李岳隆 | zh_TW |
dc.date.accessioned | 2021-06-17T07:03:48Z | - |
dc.date.available | 2021-01-22 | |
dc.date.copyright | 2021-01-22 | |
dc.date.issued | 2020 | |
dc.date.submitted | 2021-01-09 | |
dc.identifier.citation | 中文部分 王文科,《教育研究法》(台北:五南圖書公司,2002) 朱浤源,《撰寫碩博士論文實戰手冊》(臺北:正中書局,1999),頁186 拉斐·穆罕默德 (2018)產品分級 全方位有擁抱客戶,循序執行三階定價 哈佛商業評論 2018年10月號。 林嘉誠、朱浤源主編,《政治學大辭典》(台北:五南出版,1994) 孫本初,《如何撰寫一篇優質得碩博士論文》(臺北大學:「撰寫碩博士論文與投稿學術期刊」論壇,2005) 陳李綢,《個案研究》(台北:心理出版社,1996) 許禎元,《政治學研究與網路應用:網際網路(InterNet)的資料蒐集》,(臺北:立威,1998),頁19 ;楊國樞等,《社會及行為科學研究方法》,(臺北:東華書局,2000),頁51。 曾光華(2006)。 行銷管理:理論與實務應用 台北:前程文化。 黃俊英,2007 ,行銷學原理,二版,台北:天下文化出版 張傳章、趙慶祥、葉錦徽 購屋決策之定錨偏誤-分量觀點,經濟論文叢刊,46:3,451-500。國立台灣大學經濟學系出版 Hawkins, Best Coney,譯者:葉日武,2004,消費者行為 建立行銷策略,p373、214,前程企業管理有限公司 英文部分 Blackwell, R.D., Miniard P.W., and Engel, J.F., 2006 Consumer behavior , 10th:South-Western. Beatty, S.E. and Smith, S.M.,1987 External search effort: An investigation across several product categories. Journal of Consumer Research, 14(1),83-95 Dodds, W.B., Monroe, K.B., and Grewal, D., 1991, Effects of price, brand and storeinformation on buyers’ product evaluations, Journal of Marketing Research,28(3)307-319. Engel, J.F., Blackwell, R. D., and Kollat, D.T., 1995 Consumer Behavior, 8th New York: Dryden Press. Grewal, D., Monroe, K.B., Krishnan, R. (1998). The effects of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value and behavioral intentions . Journal of Marketing 62(2), 46-59. Hilleke, K. and Butscher, S. (1997), “How to use a two-produc strategy against low-price competition”, Price Strategy Practice, Vol. 5 No. 3, pp.108-15. Kotler, Philip , Kevin Lane Keller, Swee Hoon Ang, Chin Tiong Tan , Siew Meng Leong , “Marketing Management An Asian Perspective” Pearson , pp.465-466. Kaustia, Markku, Eeva Alho, and Vesa Puttonen(2008), “How Much Does Expertis Reduce Behavioral Biases? The Case of Anchoring Effects in Stock Return Estimates,” Financial Management, 37, 391-411. Levin, I. and Johnson, R. (1984), “Estimating price-quality tradeoffs using comparative judgments”, Journal of Consumer Research, Vol.11, June, pp. 593-600. Langness, L. L. Frank G. (1981). Live : An anthropological approach to biography. Novata: Chandler Sharp Publishers Inc. Lynch, J.G., and Srull, T.K.,1982 Memory and Attentional Factors in Consumer Choice: Concepts and Research Methods, Journal of Consumer Research, 9(1),18-37. Monroe, K. and Krishnan, R. (1985), “The effect of price in subjective products evaluations”, in Jacoby, J. and Olson, J. (Eds), Perceived Quality : How Consumers View Stores and Merchandise, Lexington Books, Lexington, MA, pp. 209-22. Northcraft, Gregory and Margaret Neale(1987), “Expert, Amateurs, and Real Estate: An Anchoring-and-Adjustment Perspective on Property Pricing Decisions,” Organizational Behavior and Human Decision Process,39,84-97. Payne, J. (1982), “Contingent decision behavior, ”Psychological Bulletin, Vol 92, pp. 382-402. Petroshius, S. and Monroe, K.(1987), “The moderating effect of prior knowledge on cue utilization in product evaluations”, Journal of Consumer Research, Vol. 15 September , pp. 253-64 P, Joseph. Guiltinan (2000) Managing quality cues for product-line pricing , Journal of product brand management VOL. 9 NO.3 2000, pp.150-163 Simonson, Itamar (1989) , “Choice Base on Reasons: The Case Of Attraction and Compromise Effects”, Oxford University Press Shafir, E., Simonson, I., and Tversky, A. (1993). “Reason-based choice,” Cognition, Vol. 49, pp. 11-36. S.S Ivengar and M.R.Lepper. When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology, 79(6):995—1006,2000 Southey ,Robert (1837), “Goldilocks and the Three Bears”. Stanton, William J, Michael J.Etzel and Bruce J. Walker, 1991, Fundamentals of Marketing,p114,McGraw-Hill,Inc. ,New York Theodor, Gustav Fechner . (1860) “How humans perceive physical magnitudes, Elemente der Psychophysik (Elements of Psychophysics). Tversky, Amos and Daniel Kahneman(1974),”Judgment under Uncertainty: Heuristics and Biases” Science, 185,1124-1131. Wilson, Timothy,Christopher Houston, Kathryn Etling, and Nancy Brekke(1996),”A New Look at Anchoring Effects: Basic Anchoring and Its Antecedents,” Journal of Experimental Psychology:General,125,387-402. Yin , R.K., 2003,Case Study Research: Design methods(3rd ed.) California: Sage Publications. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/72694 | - |
dc.description.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。 | zh_TW |
dc.description.abstract | 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. | en |
dc.description.provenance | Made available in DSpace on 2021-06-17T07:03:48Z (GMT). No. of bitstreams: 1 U0001-0901202114050800.pdf: 2067342 bytes, checksum: 65e451a779bd44fd9a925dc1ad4e7b0b (MD5) Previous issue date: 2020 | en |
dc.description.tableofcontents | 第一章 緒論 1 第一節 研究動機 1 第二節 研究目的 2 第三節 研究流程 3 第二章 文獻探討 4 第一節 價格意義定價方式 6 第二節 三階定價相關原理 11 第三節 三階定價實行策略 13 第三章 研究方法 19 第一節 研究設計 19 第二節 研究方法 20 第三節 研究架構 21 第四章 個案研究 22 第一節 個案產業狀況 22 第二節 個案公司介紹與手機事業概況 27 第三節 個案A公司之手機定價策略 28 第四節 個案A公司之手機新品之開發程序 30 第五節 個案A公司手機三階定價執行步驟 35 第五章 結論與建議 41 第一節 研究結論與發現 41 第二節 管理意涵 43 第三節 研究限制與範圍 46 第四節 後續研究與建議 46 參考文獻 | |
dc.language.iso | zh-TW | |
dc.title | 手機行銷之三階定價法分析 以A公司旗艦手機為例 | zh_TW |
dc.title | An Analysis of Good-Better-Best Pricing in Mobile Phone Marketing A Case Study of Company A’s Flagship Phone | en |
dc.type | Thesis | |
dc.date.schoolyear | 109-1 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 王仕茹(Shih-Ju Wang),陳亭廷(Ting-Ting Chen) | |
dc.subject.keyword | 三階定價,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,建構消費者抉擇, | zh_TW |
dc.subject.keyword | Good-Better-Best (G-B-B) approach,Compromise Effect,Price-Quality Perception,Goldilocks Principle,Anchoring Effect,Numerical and Verbal Cues,Consumer Decision Making, | en |
dc.relation.page | 51 | |
dc.identifier.doi | 10.6342/NTU202100035 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2021-01-11 | |
dc.contributor.author-college | 進修推廣學院 | zh_TW |
dc.contributor.author-dept | 事業經營碩士在職學位學程 | zh_TW |
顯示於系所單位: | 事業經營碩士在職學位學程 |
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