行動網路定價策略之研究

本研究參考相關文獻及應用修正式德菲法建立出行動網路定價策略影響因子「定價目標」、「消費者」、「產品」及「市場」此四項構面之因素指標，並建立層級架構，再運用層級分析法（AHP）求得此四項構面在定價策略影響因素之權重，並建立起權重體系。本研究於四項主要準則中，實證結果「定價目標」為影響最顯著之指標，其次為消費者、產品，權重最低則為市場因素。而若以十三項次要準則來看，「數量導向」、「利潤導向」、「需求強度」為最顯著之因素。這也反映了市占率為業者考量的首要。本研究旨在透過此研究結果，更能掌握業界定價的思維，提供類似產品線規劃上，更切確的設計方向，並也做為未來調查消費者所重視的產品價值因素之比對研究參考用。

關鍵字

行動網路； 4G ；定價策略；德菲法；層級分析法

並列摘要

This study, referring to relevant literature and the application of modified Delphi method, establishes four factors, such as ＂pricing target＂, ＂consumer＂, ＂product＂ and ＂market＂, and establishes a hierarchical structure, and then uses the hierarchy analysis method (AHP) to find the impact of the four aspects on the pricing strategy and establish the weights of index of the hierarchy model. This study is based on the four main criteria. The empirical results ＂pricing goals＂ are the most significant indicators, followed by consumers, products, and the lowest weight is market factor. In terms of thirteen sub criteria, ＂quantity oriented＂, ＂profit oriented＂ and ＂demand intensity＂ are the most significant factors. This also reflects the market share is the primary consideration. The purpose of this study is to grasp the thinking of the telecommunications industry in formulating prices and to provide a more accurate design direction for similar products, and to use it as a reference for future research.

並列關鍵字

Mobile Network ； 4G ； Pricing Strategies ； Delphi Method ； analytic hierarchy process

參考文獻

Murry, J. W., & Hammons, J. O. (1995). Delphi: A versatile methodology for conducting qualitative research, The Review of Higher Education, 18(4), 333~358,423-436. doi: 10.1353/rhe.1995.0008

Saaty. (1980). How to make a decision: the Analytic Hierarchy Process. European Journal of Operational Research, 48(1), pp. 9-26. doi: 10.1016/0377-2217(90)90057-I

方世榮(2004)。行銷學原理。臺北市：東華。