市場訂價的比較機制

A Comparison of Price Mechanisms

周宏騏(Hung-Chi Chou)

指導教授 ： 吳健瑋

國立暨南國際大學/管理學院/經濟學系/碩士(2010年)

摘要

團購是線上購物的新興交易型態，擁有不受區域限制的優勢及以量制價的特性。賣方可以藉此刺激需求，創造規模經濟、降低成本；而買方可以以較低價格購買產品，達到互惠雙贏的目標。
本研究從廠商策略及成本的角度切入，並在市場消費者需求不確定性(demand uncertainty)前提下，構建數學模型。首先當廠商假設不考慮生產成本下，比較「團購之差別取價」及「單一標價出售」兩種訂價策略模式，廠商應採取何種的訂價策略以極大化利潤。其次排除生產成本為沉沒成本(sunk cost)的假設，延遲生產模式下，模型加入了規模經濟(economies of scale)的設定。結果可知，消費者的偏好不是影響訂價的主要因素，規模經濟才是廠商該採取團購機制訂價的考量。

關鍵字

團購 ； 需求不確定性 ； 延遲生產 ； 規模經濟

並列摘要

Group buying is the newly arisen bargain type of online shopping, with no regional restrictions on the advantages and price depends on quantity of characteristic. The seller can take to stimulate demand, create economies of scale to reduce cost; and the buyer can purchase a product at lower prices to achieve win-win situation.
The study is from the cost angle and the viewpoint of strategy, and consumer demand uncertainty in the market under the premise of building mathematical models. First of all, when the manufacturers do not consider the cost of production under the assumption that we derive the optimal revenues from group buying and posted prices and compare the two. Secondly, rule out the production cost as the assumption of sunk cost that the model of production postponement mode joined economies of scale. Results display, consumer preferences are not the main factor affecting pricing, and economies of scale are the manufacturers of the mechanism to adopt group buying pricing considerations.

並列關鍵字

group buying ； demand uncertainty ； production postponement ； economies of scale

參考文獻

參考文獻

[1] Alger, I. (1999). "Consumer strategies limiting the monopolist's power: Multiple and joint purchases." The Rand Journal of Economics 30(4): 736-757.

[2] Anand, K. and R. Aron (2003). "Group buying on the web: A comparison of price-discovery mechanisms." Management Science 49(11): 1546-1562.

[3] Benton, W. and S. Park (1996). "A classification of literature on determining the lot size under quantity discounts." European Journal of Operational Research 92(2): 219-238.

[4] Jeon, D. and D. Menicucci (2005). "Optimal second-degree price discrimination and arbitrage: on the role of asymmetric information among buyers." RAND Journal of Economics 36(2): 337-360.