觀光旅遊業者頂級住房與平價住房之訂價決策－防殺價均衡法之應用

The Pricing Decision of Luxury Room and Middle Room in a Tourism Firm: A Undercut-proof Equilibrium Approach

楊琮泰(Tsung-Tai Yang)

《中華管理學報》 11卷2期 (2010/06) Pp. 63-74

https://doi.org/10.30053/CHJM.201006.0004

摘要

本文探討五星級觀光旅館之頂級住房訂價與其投資之平價旅館住房訂價間是否具關連性？本文將Shy(2001)的模型擴展至旅館產業中的一家五星級觀光飯店業者面對兩類型的遊客，但分別銷售不同的住房服務－平價住房與頂級住房時，業者要如何定價？
根據本文的分析結果，我們得知五星級觀光飯店業者對頂級住房的價格定的愈高，則其平價住房價格也會愈高。換言之，一家已有一定口碑的五星級觀光飯店業者的頂級住房，其平價住房價格亦不會「平價」。再者，五星級觀光飯店業者不管是針對頂級住房或平價住房遊客做廣告行銷，皆會因為可提高住房的基本效用而提高頂級與平價住房之價格。

關鍵字

頂級住房 ； 平價住房 ； 防殺價均衡 ； 網路外部性

並列摘要

In this paper, I investigate the pricing decision of luxury room and middle room in a tourism firm by using undercut-proof equilibrium defined by Shy (2001). I extend the undercut-proof equilibrium to the tourism industry in which there is a firm that uses the idea of the equilibrium to pricing the luxury room and the middle room.
The results of this paper can be summarized as follows: First, the higher price is the luxury room, the higher is the price of middle room. 1n other words, the reputed firm that has the luxury room intends to set the higher price level for the middle room. Second, the firm uses advertising marketing to promote the luxury room or the middle room, as a result, the prices of both the luxury room and the middle room would be higher. This shows that the advertising policy has the positive spillover effect on the room prices.

並列關鍵字

Luxury room ； Middle room ； Undercut-proof equilibrium ； Network externality