考量策略型消費者心理層面的訂價策略

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吳懿桓(Yi-Huan Wu) 查詢紙本館藏

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工業管理研究所

論文名稱

考量策略型消費者心理層面的訂價策略
(The pricing strategy with psychological state when facing strategic customers)

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摘要(中)

對於一般的短視型消費者來說，當心中的價值(utility)大於產品售價，就會進行購買。但對策略型消費者來說並非如此，因為策略型消費者所關注的是未來降價的可能性，其消費行為是比較現在買的剩餘(surplus)與未來購買的期望剩餘，何者對自己有利，再決定甚麼時候購買。
在以往研究中，皆假設所有策略型消費者皆是理性的，對於第二期產品獲得率及第二期售價的想法，不受心理狀態影響。而在本論文中考量了各個顧客的心理狀態，來表示市場中的策略型消費者有各自的想法。有人認為第二期降價降得多，有人認為降得少，並且假設認為第二期降價降得多的顧客越策略。而產品獲得率也是影響策略型消費者購買行為的重要因素，因此，在本論文中假設，如果該顧客認為第二期產品獲得率低，那該顧客會傾向在第一期購買。因此，本論文中，除了對產品的utility外，多加了第二期產品獲得率及對第二期售價預期打折折數來代表顧客對產品內心狀態。
本論文中，考量單一廠商，面對市場中存在不同策略程度的策略型消費者，要在兩期銷售期中，對第一二期售價及生產量進行決策，使自身利益最大化。而對策略型消費者而言，則要決定在第一期購買還是在第二期購買，或者完全都不買。在論文中，case1顧客內心並不會依據第一期售價調整對第二期產品獲得率及對第二期售價預期打折折數的看法;case2顧客內心會依據第一期售價調整對第二期產品獲得率及對第二期售價預期打折折數的看法。

摘要(英)

For the general myopic customers, if the utility is greater than the selling price of the product, they will make a purchase. However, this is not the case for strategic customers, because strategic customers are concerned about the possibility of future price discount. Their purchasing behavior relies on comparing the surplus buying now with the expected surplus buying in the future, which is the most beneficial to themselves. Then, they will decide when to buy. In previous studies, it was assumed that all strategic customers are rational.
In this paper, the psychological state of each customer is considered to indicate that strategic customers in the market have their own ideas. Some people think that the price discount in period 2 is much lower, and some people think that the price discount is much higher. The production availability rate is also an important factor that affects the purchasing behavior of strategic customers. It is assumed that if the customer believes that the product availability rate in period 2 is low, then the customer will tend to purchase in the period 1. In addition to the utility of the product, the product availability rate in period 2 and the expected discount rate in period 2 can be added to represent the customer′s psychological state to the product.
In this paper, we consider a firm that faces strategic customers with different ideas in the market. It is necessary to make decisions on the selling price and production quantities at the beginning of the selling season to maximize own profit. As the consideration of customer behavior, it is necessary to decide whether to buy in the period 1 or in the period 2, or not at all. Case 1 customers will not adjust their views on the product availability rate and the expected discount in period 2 based on the selling price in period 1; Case 2 customers will adjust their views on the product availability rate and the expected discount in period 2 based on the selling price in period 1.

關鍵字(中)

★ 策略型消費者
★ 消費者剩餘
★ 產品可得性
★ 心理層面

關鍵字(英)

★ Strategic customer behavior
★ Surplus
★ Production availability
★ Psychological state

論文目次

中文摘要 i
Abstract ii
Table of Content iii
List of Figures v
List of Tables vi
Chapter 1 Introduction 1
1.1 Background and motivation 1
1.2 Research objective 2
Chapter 2 Literature review 3
2.1 Strategic customer behavior 3
2.2 Surplus 4
2.3 Production availability 5
2.4 Psychological state 6
Chapter 3 Methodology 8
3.1 Environment and assumption 8
3.2 Joint probability function describe particular customer 10
3.2.1 Case 1 11
3.2.2 Case 2 11
3.3 Strategic customer behavior and purchasing probability 13
3.4 Profit model of the firm 16
3.5 Numerical example 18
Chapter 4 Sensitivity analysis 20
4.1 The sensitivity analysis on c 20
4.2 The sensitivity analysis on "α" _"a" , "λ" _"a" 21
4.3 The sensitivity analysis "α" _"b" , "λ" _"b" 24
4.4 The sensitivity analysis on "α" _"u" , "λ" _"u" 27
4.5 The sensitivity analysis on K 30
Chapter 5 Summary and future research 32
Reference 34

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指導教授

曾富祥(Fu-Shiang Tseng)

審核日期

2020-8-10

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