Price Setting for the Target Customers of Personalized Products

由於經濟環境變動與網際網路的快速發展，大眾化商品已逐漸不適用於每一個人。許多消費者願意購買與他人不同的個人化商品，客製化行銷形成一種趨勢。為能維持長遠的利潤，及能滿足不同種類客戶的不同需求，必須要能與客戶維持良好的關係。價格策略為吸引顧客的有效方法，然而降價以求之價格戰只能維繫與顧客間短暫的關係。本研究之目的在於如何利用有效的工具以維繫長遠關係，亦即必須確認誰為願意支付較高價格取得屬於她（他）專有商品的顧客。因此，我們首先需依不同偏好有效地將客戶進行區隔，不同特性的客戶分入不同區隔中，再導以適合的行銷策略以符合不同需求。以資料採礦手法可求得每一區隔之需求曲線，基於贏－贏策略之理念，導入賽局理論可求解每一區隔之最佳價格。本研究最後以一實例加以說明與討進行討論。

關鍵字

資料採礦；個人化商品；客戶區隔；價格策略；對局論

並列摘要

Due to the changeable economic environment and the fast development of the internet, the mass marketing can not always satisfy every one. Many customers are willing to get a personalized product which is different from the others. Customized marketing has become a trend of the world. In order to keep a long term benefit, fulfilling different kinds of customers' requirements is the necessity for maintaining a good relationship with customers. Pricing strategy has been an effective way to attract customers, yet discounting war can only win a short-term relation with customers. How to use this effective tool to win a long term relation with customers is equivalent to identify who is willing to obtain his/her own self product with higher price, and this is the focus of our study. For this purpose, we need to efficiently cluster customers into different segmentations according to different preferences. Based on different characteristics of different clusters, suitable marketing strategies can be developed to meet different requests. Based on such win-win concept, the concept of Game Theory is adopted to obtain optimal prices of different clusters from the derived demand curves by using data mining techniques. An example is used for illustration and discussion.