賣家在面對策略型消費者與產品過時下之折扣策略;Seller’s discount policy when facing strategic consumer and product obsolescence

NCU Institutional Repository > 管理學院 > 工業管理研究所 > 博碩士論文 > Item 987654321/80233

請使用永久網址來引用或連結此文件: http://ir.lib.ncu.edu.tw/handle/987654321/80233

題名:	賣家在面對策略型消費者與產品過時下之折扣策略;Seller’s discount policy when facing strategic consumer and product obsolescence
作者:	王映婷;Wang, Ying-Ting
貢獻者:	工業管理研究所
關鍵詞:	策略型顧客;消費者效用;產品過時;折扣頻率;折扣深度;Strategic Consumer;Consumer Utility;Product Obsolescence;Discount Frequency;Discount Depth
日期:	2019-07-24
上傳時間:	2019-09-03 12:24:11 (UTC+8)
出版者:	國立中央大學
摘要:	當賣方面對市場中的策略型消費者時，他必須做出幾個重要的決定來支持他的事業，例如他想要提供的折扣頻率和折扣深度，以便最大化他的利潤。在我們的日常生活中，我們經常會在購買商品時看到不同類型的促銷活動，特別是如果我們的產品有時效性。而這些不僅僅只是市場銷售策略，背後更重要的是賣家透過該策略來改變消費者對原本產品的效用。賣家和消費者最困難的選擇是：選擇哪一個促銷手法對他們是最有利的？折扣幅度較大但是較少見的折扣，或是折扣幅度較小但是經常性的折扣？通常，人們更喜歡折扣幅度較大但不太頻繁的折扣，因為產品永久性的。但是，如果產品有時效性，並且我們假設賣方會隨著時間的推移打折因為產品有時效性，那麼我們如何知道哪種方法對賣方和消費者都更有利可圖？為了解決與賣方和消費者決策相關的這些現象，我們建立了消費者剩餘模型，以在產品有時效性的條件和消費者為策略性消費者的情況下，找到最優折扣深度和最優折扣頻率。我們使用該模型分析具時效性的產品和折扣深度和折扣頻率的不同情況。 ;When seller face strategic consumers in the market, he has to make several important decisions to support his business, some of the important decisions are the discount frequency and discount depth that he wants to provide in order to maximize his profit. In our daily life, we often see different kinds of promotions when we purchase goods especially if our product is going to be obsolescent. The most difficult choice for both seller and consumer is : which one to choose? Deep but less frequent discount or little but frequently discount? More importantly, these strategies are not just strategies, sellers use these strategies to change the consumer’s utility to the product. Usually, people prefer deep but less frequent discount because the product is durable. However, if the product is going to be obsolescent, and we assume seller will make a discount as time goes by, then how do we know which method is more profitable both for seller and consumer? To address this phenomenon related to both seller’s and consumer’s decision, we develop a model of consumer’s surplus to find the optimal discount depth and optimal discount frequency under the situation which the product is obsolescent and the consumer is strategic. We use the model to analyze the different cases to the obsolescent product and discount depth and discount frequency.
顯示於類別:	[工業管理研究所 ] 博碩士論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
index.html		0Kb	HTML	204	檢視/開啟

在NCUIR中所有的資料項目都受到原著作權保護.

社群 sharing

資料載入中.....