價值定價法, 第三需求法則, 與多品質產品之定價研究

Value-Based Pricing, the Third Law of Demand, and the Pricing Policy of Multiple-Quality Product

翁韻雯(Yun-Wen Wong)

指導教授 ： 曲祉寧

中原大學/商學院/企業管理研究所/碩士(2015年)

https://doi.org/10.6840/cycu201500552

摘要

在現代營銷學的理論中，價值定價法是最合乎營銷概念的定價方法。價值定價法的意義是產品在定價時，應以顧客知覺的產品價值為定價的依據。不過，根據顧客認知的產品價值進行定價形式多種，本研究依照符合第三需求法則的定價方法，研究在高度競爭的多品質產品市場中，不同品質內容可能為顧客帶來的價值所進行的價值定價策略。本研究以國內某家著名拼圖連鎖店全台門市單月拼圖裱框的交易資料為樣本，以裱好框的拼圖為完整的產品分析單位，我們發現，價值定價法可以協助我們探索不同細分市場中顧客的產品偏好。
本研究的量化分析工具採用最小平方法 (OLS) 與兩階段最小平方法 (2SLS)。將裱框的拼圖依照片數、圖面風格分類成不同的細分市場進行實證分析，研究發現拼圖的價格與裱框金額呈現顯著的正相關，表示當產品當中的主要品質的願付價格越高，產品的價格也會越高。另外，在片數及圖面風格的細分市場下，消費者對圖框的偏好順序會與全體顧客圖框的偏好順序不同，代表著在不同細分市場下之顧客，對同一產品的認知價值會有所不同。上述實證結果不僅支持了第三需求能夠用來探索多品質產品的品質價值，也支持第三需求法則與多品質產品的概念能夠為價值定價法提供明確的學理基礎。
特別說明: 本論文的問題發想、資料蒐集、假說之設定至實證模型的設計，皆由本論文之指導老師曲祉寧提出與指導下完成。

關鍵字

第三需求法則 ； 多品質產品 ； 產品概念 ； 價值定價法 ； 綑綁銷售

並列摘要

In the modern marketing theories, value-based pricing is the pricing strategy fits marketing concept most. The essence of value-based pricing is the product pricing strategy depends upon the product value perceived by customers. However, there are different forms of value-based pricing. In this research, we apply the third law of demand, or the Alchian and Allen effect, to explore the nature of value-based pricing in the highly competitive market of multiple-quality products and try to decipher how different quality may generate different perceived value to customers. In the empirical research, we adopt one-month transaction data of the framed pictures of jigsaw puzzles from a famous jigsaw puzzle company in Taiwan. The full transaction and analysis unit includes both the frame and the picture of jigsaw puzzles. The empirical analysis suggests that both the third law of demand the value-based pricing is a useful approach to explore the customers' product preferences in different market segments.
In our research, the least square method (OLS) and the two stage of least square method (2SLS) are two primary quantitative and empirical techniques of investigation. The demand of jigsaw puzzles is categorized into different market segments for empirical analysis based on different features of jigsaw puzzles, like the piece number of jigsaw puzzles, the style of jigsaw puzzles, and so on. The empirical finding suggests that there is significantly positive correlation between the price of jigsaw puzzle and the frame price. It implies that the higher primary quality price, the higher full product price. In addition, the empirical research also informs us that the preference sequence of frames in different market segments, based upon the piece number and the image style, is different from the preference sequence of frames of whole sample data. It implies that customers in different market segments have different perceived values of products. The above-mentioned empirical results support not only that the third law of demand can be applied to probe into the value of the multiple-quality product, but also that the concepts of the third law of demand and the multiple-quality product can provide the definite theoretical foundation for value-based pricing.

並列關鍵字

The third law of demand ； Multiple-quality product ； Product concept ； Value-based pricing ； Bundling strategy

參考文獻

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