- 學位論文
定價模式之系統架構－以DRAM產品為例
A Systematic Framework for Pricing Models - DRAM Products as an Example
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摘要
定價是維持企業競爭力的重要決策。在獨占性競爭與寡占市場中，個別廠商的價格將互相牽制，進而影響銷售量、獲利以及產業整體的價格走勢。過去關於定價方面較具系統化的多為定性研究，提供決策者策略的指導方針。決策者要根據定性的定價策略制定出具管理意涵的價格數字是困難的。量化的定價研究中，賽局理論與動態定價是普遍被運用的方法。然而這些研究多數為散佈的無法互相比較，只適用於特殊議題或產業。量化的定價模式過去亦少有實證研究。 本研究目的為發展一系統化的決策架構並建構與定價策略一致的整合量化定價模式。本研究提出的架構包含市場吸脂定價、市場滲透定價、領導者定價、平價定價、低價供應商、以及收割策略。此外，本研究以動態隨機存取記憶體（DRAM）產業作為實證案例。本研究比較模式價格與產業平均銷售價格在四種DRAM產品的表現，包括DDR 256Mb、DDR 512Mb、DDR2 512Mb、以及DDR2 1Gb。實證結果證明了本研究架構之可行性。
並列摘要
Pricing is an important decision for sustaining an enterprise’s competence. In monopolistic competition and oligopoly market, prices of individual firms are mutual interdependent, and further influence the sales volumes, profits and the industry price trend. Most systematic pricing studies in the past are qualitative, which provide the decision maker strategic guidelines. It is difficult for the decision maker to set a management-meaningful price digit based on the qualitative pricing strategies. In regard to quantitative research on pricing, game theory and dynamic pricing are the general methodologies. However, most of the studies are scattered and incomparable. They can only be applied to specific issues or industries. Empirical studies on the quantitative pricing models are also few. This research aims to develop a systematic decision framework, in which integrated quantitative pricing models can be constructed in accordance with the pricing strategies. The proposed framework incorporates market-skimming pricing, market-penetration pricing, leader pricing, parity pricing, low-price supplier, and harvesting strategy. This research also conducts an empirical study in the dynamic random access memory (DRAM) industry. This research compares the performances of the model prices with the industry average selling prices of four DRAM products, including DDR 256Mb, DDR 512Mb, DDR2 512Mb, and DDR2 1Gb. The results of the empirical study provide the viability of the proposed framework.
參考文獻
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