建立非對稱市場潛力及非對稱自身價格函數之替代品重新探討RCM和CC環境;Re-investigating RCM and Category Captainship for Substitute Products under Non-Symmetric Market Potential and Non-Symmetric Own-Price Sensitivity

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題名:	建立非對稱市場潛力及非對稱自身價格函數之替代品重新探討RCM和CC環境;Re-investigating RCM and Category Captainship for Substitute Products under Non-Symmetric Market Potential and Non-Symmetric Own-Price Sensitivity
作者:	高士鈞;Kao, Shih-Chun
貢獻者:	工業管理研究所
關鍵詞:	品類管理;品類統帥;非對稱市場潛力;對稱互補性;非對稱自身價格函數;定價及貨架空間決策;Category Captainship;RCM;category management;non-Symmetric Own-Price Sensitivity;non-Symmetric Market Potential
日期:	2018-08-22
上傳時間:	2018-08-31 11:28:55 (UTC+8)
出版者:	國立中央大學
摘要:	品類指的是在市面上被認為可以互相取代的商品種類或是服務，故如何做好品類管理是個很重要的議題。在傳統上，零售商通常都是關注於品牌的管理，認為品牌才是吸引消費者的重要元素，隨著販賣的商品推陳出新，在貨架空間漸漸的供不應求後，如何有效率的使用有限的貨架空間是個很重要的議題。便有學者提出Category Captainship (CC)的品類管理，此種的品類管理就是著重於category captain可以自行在有限的貨架空間下訂定此配銷通路裡的商品價格。故我們的研究在探討在有限的貨架空間下在使用傳統的零售品類管理(Retail Category Management)或使用品類統帥(Category Captainship)下對於零售商及兩個製造商的商品銷售數量的影響以及價格決策，進而討論零售商、Category Captain和Non-captain製造商應該要選擇何種品類管理較有利。本研究沿用Singh and Vives (1984)所提出的效用函數推導出非對稱的市場潛力及非對稱自身價格函數的需求函數，並採用Kurtulus and Toktay (2011)的作法，使用無差異曲線來探討零售商、Category Captain和Non-captain製造商在兩個商品有不同的市場潛力和自身價格函數的條件下應該要選擇RCM還是CC品類管理才較有利，並且給予一些管理上的建議。 ;The category is the types of goods or services that are considered to be substitutable or complementary in the market. Therefore, how to manage the category is an important issue. Traditionally, retailers usually focus on the management of the brand, thinking that the brand is the most important element to attract consumers. With the new product increase quickly, how to efficiently use the limited shelf space after the shelf space is gradually in short supply, it is be very concerned about. Then some scholars have proposed a category management called as category captainship (CC) which is focused on the category captain’s ability to set the price of goods in the distribution channel under the limited shelf space. Therefore, our research explores the effect of using traditional retail category management or CC under the limited shelf space on retailer and two manufacturers’ pricing decision and quantities of products, and then discuss the retailer, category captain and non-captain manufacturers should choose whether RCM or CC. In this study, we derived the non-symmetric demand function from the utility function in Singh and Vives (1984) and use the method of Kurtulus and Toktay (2011) to use indifference curves to explore retailer, category captain and non-captain manufacturers should choose which category management is more favorable.
顯示於類別:	[工業管理研究所 ] 博碩士論文

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