產品特性與差別取價:以液晶螢幕為例

Product Characteristics and Price Discrimination:An Empirical Study of LCD Monitors

王貞懿(Chen-I Wang)

指導教授 ： 劉錦龍

國立中央大學/管理學院/產業經濟研究所/碩士(2007年)

摘要

1998年液晶顯示器產業列入「兩兆雙星產業發展計畫」的主要核心產業之一，受到各界的矚目期盼，而液晶螢幕產品推出至今已有五年的時間，隨著技術的突破，該產品價格逐漸受到消費者所接受。由於面板技術改變迅速，且廠商考量市場的需求，使得短時間內可能就有許多不同類型的液晶螢幕產品推出上市，因此，同期上市的液晶螢幕均各自具有不同的特徵。據此，本研究採用2001年1月至2006年8月PC Shopper雜誌中所列出的液晶螢幕產品資料，藉由特徵價格模型（hedonic price model）和半參數模型（semiparametric model）來分析液晶螢幕產品的特徵對於價格的影響，並了解廠商是否有採取差別取價的情形。
實證結果發現，由於資訊市場技術變動快速，在傳統特徵價格參數模型下，無法精確估計各項特徵隨著時間改變對於價格的影響程度；在半參數模型下，結果顯示隨時間變動液晶螢幕各項特徵與價格間呈現非線性的關係。此外，從國外和國內廠商的比較結果中發現，早期國外廠商擁有技術優勢得以採取較高的價格，近來國內廠商的技術進步，國外廠商無法藉由領先技術採取差別取價，亦顯示現今液晶螢幕市場競爭相當激烈。

關鍵字

液晶螢幕 ； 特徵價格模型 ； 半參數模型

並列摘要

In 1998, “Two Trillion, Two Stars” plan was devised by the Ministry of Economic Affairs, and the TFT LCD was one of the key industries included in the plan. Up to now, the LCD monitor was proposed to the market for five years. With the breakthrough of technology, the LCD monitor is gradually accepted by the consumers. As a result of the rapid change of technology and the market demand, many kinds of LCD monitors may be proposed in a short time. Therefore, the LCD monitors proposed in the same period have different characteristics. For this reason, we collected data on the issue of every month from January 2001 to August 2006, and our source of data is PC Shopper. We apply hedonic price model and semiparametric model to analyze the effects of the LCD monitor characteristics to the price, and also examine whether firms charge the differential price for their LCD monitors.
In this paper, we compare the empirical results of two models. Because the technological improvements vary frequently in the PC market, the use of parametric model to estimate the effect of the characteristics to the price isn’t appropriate. And the results of semiparametric model show nonlinearities in the pricing of LCD monitor characteristics over time. Furthermore, we find that foreign firms have advanced technology to charge higher price for their monitors in the early period. In recent years, foreign firms aren’t able to charge differential price for their products since domestic firms make progress in their technology. The results also show that competition nowadays is strong in the LCD monitor market.

並列關鍵字

semiparametric model ； hedonic price model ； LCD monitor

參考文獻

Anglin, P.M. and Gencay, R.（1996）, Semiparametric estimates of a hedonic price function, Journal of Applied Econometrics, 11, 633-648.

Baltas, G. and Freeman, J.（2001）, Hedonic price methods and the structure of high-technology industrial markets, Industrial Marketing Management, 30, 599-607.

Baker, T.A.（1997）, Quality-adjusted price indexes for portable computers, Applied Economics, 29, 1115-1123.

Berndt, E.R., Griliches, Z. and Rappaport, N.J.（1995）, Econometric estimates of price indexes for personal computers in the 1990''s, Journal of Econometrics, 68, 243-268.

Berndt, E.R. and Rappaport, N.J.（2001）, Price and quality of desktop and mobile personal computers: a quarter-century historical review, American Economic Review, 91, 268-273.