受售價影響的參考價格下的競爭

Competition under price-affected reference price

唐寧(Ning Tang)

指導教授 ： 曾富祥

國立中央大學/管理學院/工業管理研究所/碩士(2012年)

摘要

現今的產品市場競爭越來越激烈，許多不同的產品與供應商充斥在消費者所面對的市場中，利用不同的通路管道來銷售商品或服務。由於競爭如此的激烈，也使得定價環境要求更好、更快、且比平常更頻繁的定價決策。當競爭越多，影響消費者的購買行為也會越快。因此，定價策略不僅影響了廠商的利潤多寡，而且也會影響消費者的購買行為。因此，在研究中，我們討論在競爭下該如何訂定最佳定價策略。我們建立一個在固定銷售期間銷售產品的競爭定價模型，在研究當中，我們結合保留價格為內部參考價格，售價為外部參考價格來形成消費者的效用函數，並利用參考價格函數來代表消費者的效用函數。
　　我們假設消費者的參考價格分配受競爭者的價格影響，來建立一個消費者的效用模型。我們將發展出兩個模型來討論競爭如何影響消費者參考價格的變動。在模型一中假設我們為市場的進入者，當我們進入之後市場的總利潤減少且消費者的參考價格下降，而折扣活動是促進消費者短期需求一個很好的方式。此外，我們應用模型二來理解當精品與平價品在各自的市場以及進入同一個市場時的消費者參考價格的變化。不同品牌會互相影響各自的潛在消費者參考價格。
　　因此，我們的研究目的就是發展一個在參考價格之下消費者認知的模型。此研究的貢獻在於兩個部分。第一，在先前的文獻中有提到參考價格與消費者效用間的關係是互相影響的，但卻沒有發展出一個完整的數學模型，而這正是我們這篇研究所著重的部分。第二，我們相信我們的研究結果將帶給管理者重要的涵義。將參考價格的影響模型化，使零售商可以更容易了解消費者對售價的認知而做出更好的定價策略。

關鍵字

保留價格 ； 參考價格 ； 競爭

並列摘要

In the reality, there has more competition in the market, which change the customers’ purchase behavior rapidly. We construct a model to sell a product during a fixed selling period for compete suppliers. In our study, we use the reference price function to present the customers utility distribution. The concept of a reference price asserts that consumers make decisions based on both actual and perceived prices. We incorporate the term "reservation price" to refer to these internal reference price levels and “selling price” to refer to these external reference price levels for finding that how reference prices affect the customer’s perceptions of the product.
　　We model the customer’s utilities of the product, proposed a model that reference price distribution is affected by price. In this paper, two models are developed to describe and illustrate how the customers’ reference price change in the competition. In model 1, suppose we are the entrants of specific product market, we find out that the total profit of specific market will decrease and customers’ reference prices will decrease, too. Moreover, discount activity is a good way to increase customers’ perception of product in short-term. Besides, we apply model 2 to realize how the competition affect customers’ reference price when the common brand and the luxury brand in the different market respectively and in the same market. The customers’ reference prices in different brands will influence each other.
　　The contribution to the pricing literature is two fold. First, the relationship between reference prices and customer’s perceptions of the product has not been modeled and estimated in previous literature and we do so in this paper. Second, we believe our results have implications for retail managers. Modeling the impact of reference prices enables retailers to better manipulate the perceived transaction value—that is, the pleasure buyers get from taking advantage of a price deal.

並列關鍵字

Reference Price ； Reservation Price ； Competition

參考文獻

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