資料載入中.....
|
請使用永久網址來引用或連結此文件:
http://nhuir.nhu.edu.tw/handle/987654321/25665
|
| 題名: | 不適隨人體移動被展示之新產品的養價模式 |
| 其他題名: | Price Cultivation Model for the New Product Unsuitable for Moved to be Displayed Along with Its Owner |
| 作者: | 王憲斌
WANG, HSIEN-BIN |
| 貢獻者: | 企業管理學系管理科學碩博士班
陳淼勝;李謀監
CHEN, MIAO-SHENG;LI, MOU-JIAN |
| 關鍵詞: | 臨櫃潛在消費者;BASS擴散模式;養價模式
Price Cultivation Model;Walk-in Potential Consumers;BASS Model |
| 日期: | 2017 |
| 上傳時間: | 2017-12-06 15:44:34 (UTC+8) |
| 摘要: | 本文主要是針對某些不適合被穿戴或不適合隨人移動而被展示在大眾面前之新產品的養價問題進行研究與探討。這類型新產品包括不動產、遊樂園區、或大型傢具等皆屬之。將新產品的養價問題製作成可具體討論的養價模式，並尋求使得廠商利潤最大之模式最佳解性質為本研究主要內容。利用某時點潛在消費群人數估算當時產品成交訊息傳播擴散力量，並應用消費者願買價格上限分配機率密度函數估計潛在消費群人數購買比例和各時點單位時間內的銷售量，進而訂定各時點訂價以追求廠商折現總利潤最大化為目標。研究顯示養價模式之最佳解具有下列性質：性質1：從養價時間區間給定且可針對兩時段訂定不同訂價水準之條件下，其最佳解性質發現第二時段訂價低於第一時段之訂價。因無限時段訂價模式可分割成許多連續相鄰的兩時段訂價模式，性質1等於證明廠商各時點最佳訂價控制應隨時間經過而遞減。性質2：養價擴散模式討論廠商在折現利潤最大化考量下，是否應選擇養價擴散策略。即廠商是否應選擇一最恰當的養價時間長度 T*，T*≠0 且 T^≠∞，使得在養價時段 [0,T*) 具較高水準訂價，而在 [T*,∞) 則具有較低的訂價水準；亦即 T* 是否存在的問題。研究結果顯示：當廠商單位資金在單位時間內的成本（利率) r 大於成交價傳播影響消費者願買價格上限調整幅度 s 時，上述 T* 必存在。即當 r>s 時，廠商在折現利潤最大化考量下，應採取養價擴散策略。此條件適用資金成本較高且較缺乏行銷資源以影響消費者願買價格上限調整幅度的中小型企業。反之，若 r≤s，廠商應始終維持原單一最佳訂價，不必進行養價擴散策略即可使其折現利潤最大。此條件適用於資金成本較低且具有較多行銷資源以影響消費者願買價格上限調整幅度的之大型企業。
This study explored price cultivation issues mainly for new products which are not suitable for worn or moved to be displayed along with its owner in front of the public. This sort of new products includes real estate, amusement parks, or major furniture. This study made the issue into mathematical models to be discussed specifically and sought its optimal solution for the firm to optimize its discounted selling profits. To end this goal, the study estimated the sales volume of each time unit by using the number of walk-in potential consumers at a point in time to estimate the diffusion power of the product transaction information and by adopting the distribution density function of ceiling prices which consumers are willing to pay to estimate the purchase ratio among potential consumers, and then, set the appropriate pricing at a point in time to maximize the total discounted profits for manufacturers. The finding indicated that the optimal solution has the following properties. Property I: In two-period pricing model, under the condition of given price cultivation period and of price levels be differently priced, the pricing of the second period was found to be lower than that of the first period. Due to the infinite time period pricing model be divided into many consecutive adjacent two-period pricing model, Property 1 would imply the optimal pricing control of the firm at each point in time should decrease with time. Property 2: The price cultivation diffusion model would be discussed, under considering optimizing discounted profits for the firm, whether price cultivation diffusion strategy should be implemented or not. That is, whether or not the firm should choose the most appropriate price cultivation period T*, T*≠0 and T*≠∞, in order to set higher price level in the period of [0,T*) and lower price level in the period of [T*,∞). This is about whether T* exists or not. As a result, when the cost of the firm's unit of capital in the unit time (the interest rate) r is greater than the adjustment of the ceiling price, s, that the consumer is willing to buy, the stated T* must exist. That is, when r>s, under considering the optimal discounted profit, firms should adopt the price cultivation diffusion strategy. This condition could apply to small and medium-sized enterprises which usually have higher costs of capital and less marketing resources to influence the adjustment of the ceiling price which consumers are willing to buy. On the contrary, if r≤s, the firm should always maintain the original single best price, not implement price cultivation diffusion strategy, in order to optimize their discounted profits. This condition suitable for large-scale enterprises which usually have lower costs of capital and more marketing resources to affect the adjustment of the ceiling price which consumers are willing to buy. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班
|
文件中的檔案:
| 檔案 |
描述 |
大小 | 格式 | 瀏覽次數 |
|---|
| 105NHU00457002-001.pdf | | 4878Kb | Adobe PDF | 861 | 檢視/開啟 | | index.html | | 0Kb | HTML | 391 | 檢視/開啟 |
|
在NHUIR中所有的資料項目都受到原著作權保護.
|
