- 學位論文
相對市場佔有率對價格競爭行為影響之研究 ---數學模型之建構
A Study of the Effects of Relative Market Share for Pricing Strategies－A Mathematical Model
摘要
競爭定價的觀點認為廠商銷售產品和勞務時價格是一項很重要的決策變數，行銷學亦將價格列為重要的行銷組合之一，價格政策不僅直接影響到行銷組合的其他要素也決定企業的利潤多寡與經營的成敗。然而對於影響定價政策的因素，許多研究與理論並沒有一致的看法。產業組織理論提出了市場結構影響定價策略的觀點，以市佔率與價格政策的配適導致最佳的績效是產業組織學「結構-行為-績效」最具價值的研究，許多產業實證研究的結論大多有明顯的配適，但是模型本身卻沒有提及市佔率與價格競爭關係的配適問題。 本研究以經濟學模型的建構方式來探討並解釋相對市場佔有率反應價格競爭特性的結果，在僅考量降價的情況下，進而探討廠商在不同相對市場佔有率下其價格策略的關係，最後以本研究的模型說明並驗證相關實證的研究。
並列摘要
Pricing is one of the four elements well recognized as marketing mix in the practice of business world. Pricing policy, not only interacts with the other elements in the marketing mix, but also determines the company’s profit level. Theory of industrial economics stated that market structure influences pricing policy. Research on “structure-conduct-performance” concludes that a company’s market share for a specific product market when paired with appropriate pricing policy serve a better marketing strategy. Despite of inconclusive evidence, empirical research demonstrates that such combinations do exist in practice This research aims at establishing a mathematical economic model that is capable of deriving a better combination between relative market share and the levels of price reduction. The model was then validated by the conclusions made by existing empirical research before it can be extensively applied.