網際網路興起對廠商產品差異化決策 與定價策略之影響

The Impacts of the Internet Channel on Manufacturers’ Optimal Product Differentiation and Pricing Strategies

謝旻錡(Min-Chi Hsieh)

指導教授 ： 周善瑜

國立臺灣大學/管理學院/商學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.00749

摘要

本研究旨在以賽局分析的方法，探討網際網路興起對消費品廠商之產品差異化策略與價格策略所造成的影響。產品差異化的好處，是部分消費者會對差異化產品的評價提升，因此廠商在價格上擁有更多調整空間。但壞處是在調高差異化產品的價格後，必須放棄部分顧客，將那些對差異化產品評價未提高的消費者，拱手讓與競爭對手。而在網路興起後，廠商進行產品差異化將使其在網路上不用陷入同質性產品的激烈價格競爭，且可引導位於不同地理區域卻有相同偏好之可上網消費者至網路通路購物，而可以維持穩定的銷售量。本文在消費者「上網能力不同」與「所處地理區隔不同」的假設下，獲致以下結果：(i)網路興起後，競爭廠商在進行差異化策略後，當上網人口比例越多時會使得競爭越趨於緩和，但上網人口比例較少時，廠商差異化後可能因互相搶奪實體通路消費者的行為，使得競爭較產品差異化前更加激烈；(ii)網路興起後，社會福利可能在產品差異化之後下降；(iii) 上網人口的增加，會使得廠商更有動機從事產品差異化，當廠商無法跨區搶奪對手實體通路之消費者時，廠商是否從事產品差異化之決策受到對手上網族比例的影響也較大。

關鍵字

多重通路訂價 ； 網際網路 ； 市場區隔 ； 水平差異化產品

並列摘要

This paper uses a game-theoretic model to analyze the impacts of the Internet channel on the product differentiation and pricing strategies of two competing firms. Product differentiation raises the valuation of some consumers, thus allowing firms to raise the prices of their products, while at the same time may force firms to give up those consumer who do not appreciate the differentiated products. After the emergence of the Internet, product differentiation prevents firms to engage in intense price competition on the Internet; furthermore, consumers who are located in different areas but with similar preferences can be induced to purchase their preferred differentiated products on the Net. Under the assumption that consumers differ in their capability of accessing the Internet and in their locations, we find that in the presence of the Internet, (i)the higher the proportion of Internet users, the more likely it is that product differentiation can soften the competition between firms; (ii)social welfare may decrease with product differentiation; (iii)when consumers have a higher cost of traveling to another trading area, the extent that the profits of firms after differentiation depend on his rival’s Internet users is also higher.

並列關鍵字

The Internet ； market segment ； Horizontal product differentiation ； Multi-channel pricing

參考文獻

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