手機與電信品牌商在異業結盟下的訂價與折價

Pricing and Discount in Telecommunication Company Alliance with Mobile phone Manufacturer

許勝雲(Shen-Yun Hsu)

指導教授 ： 許鉅秉

國立臺灣大學/管理學院/商學研究所/碩士(2017年)

https://doi.org/10.6342/NTU201701464

摘要

近年以來，智慧型手機的問世到現在已經逐漸成長為較為成熟的手機市場，而手機在消費上常常是以與電信商做合約交易的方式進行，利用合約的方式，電信商可以同時銷售自身的服務以及與異業合作的上游手機廠商所購買的手機。當第一期消費時，我們將不必考量折價的問題，但是若時間進行至第二期，手機的回收也將成為一個受到重視的議題，因此折價的考量將浮現檯面。
本研究探討兩期合約價格對利潤的影響，再加上折價對於利潤的影響，其中利用羅吉特模式將消費者認知面對合約價格以及折價時所反應的可能購買機率表現出來，最後利用機率以及消費者使用量分群的比例以及單位利潤結合，而算出期望利潤，再利用這樣的方式以電信品牌商為主角計算最大利潤。
本研究得到幾點結論，分別為：
1. 價格並非無限提高利潤會最高
2. 在兩期價格略高於消費者期望時利潤的損失較小
3. 依照使用量族群比例不同第一期手機合約價格應有偏高或偏低的訂價，使用量偏高族群多時應訂較高價格才可得到較高利潤
4. 適當的折價可以給與廠商更高的利潤

關鍵字

手機合約價格 ； 折價 ； 羅吉特模式 ； 消費者認知

並列摘要

Nowadays, smartphone market have been mature market gradually. Smartphone always have a contract with Telecommunication Company. At the same time, Telecommunication Company could sale their telecom service and smartphone in one contract. When we are in first period, we won’t consider about discount. When time goes to second period, recycling of smartphone would be question. Then, discount should be considered.
The purpose of this study is to investigate how smartphone price of first period, price of second and discount price in the contract affect profit. In this study, using the logistic model to illustrate consumer recognition toward contract price and discount by probability. The author combine unit profit with probability and proportion of consumer usage amount clustering to profit.
According to the result of the model, there are several conclusions as the following:
1. Profit won’t be higher infinitely when price grow up.
2. There will be lower effect of profit losing when the price is slightly higher than consumer recognition.
3. When the highly price recognition consumer is in majority, we should give higher pricing strategy. Since we could have higher profit.
4. Proper discount of contract would bring higher profit of Telecommunication Company.

並列關鍵字

Smartphone contract price ； Discount ； Logistic model ； Consumer recognition

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