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研究生： 陳餘郁
Chen, Yu-Yu
論文名稱： 考量團購行為成功機率下兩競爭廠商之定價研究
A study on the pricing of two competing firms under the probability of confirmed group buying
指導教授： 謝中奇
Hsieh, Chung-Chi
學位類別： 碩士
Master
系所名稱： 管理學院 - 工業與資訊管理學系
Department of Industrial and Information Management
論文出版年： 2019
畢業學年度： 107
語文別： 中文
論文頁數： 63
中文關鍵詞： 團購策略 、定價策略 、等待成本 、雙通路 、不對稱廠商競爭
外文關鍵詞： Group-buying strategy, Pricing strategy, Waiting cost, Dual channel, Asymmetric firm competition
相關次數： 點閱：111  下載：0 
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    • 由於資訊科技的迅速發展與網際網路的高普及率，廠商除了在傳統的實體通路販售產品之外，網路通路也成為一個熱門的選擇。其中，網路團購通路因為累積一定的銷售數量產生規模經濟以降低生產成本且提供較低的行銷成本，因此廠商可以優惠的價格快速吸引顧客，增加市場占有率。而廠商該如何善用團購通路，在吸引到更多顧客前往購買的情況下最大化自己的利潤是個重要的議題。
    本研究探討在一個競爭市場中，知名品牌廠商僅有實體通路，具有很高的市場佔有率且客源穩定，而新興品牌廠商為了競爭其市場佔有率以增加利潤，決定除了實體通路外再加入團購通路，因此建構出三種模型，分別為模型一：無團購通路；模型二：無成團不確定性的團購通路；模型三：具成團不確定性的團購通路。而顧客對於產品的價值及等待時間的耐心程度皆不同，他們將根據其效用函式選擇適合的通路購買產品。透過數值分析觀察參數對廠商間價格及獲利的變化，發現顧客認為新興品牌廠商的產品價值越高、新興品牌廠商實體通路成本越高或顧客認為此團購越容易成團時，加入團購通路對新興品牌廠商利潤較佳，若團購等候時間太長、經營團購網站或團購通路產品成本太高時，加入團購通路反而利潤較差。

    Due to the rapid development of information technology and the high penetration rate of the Internet, firms sell products through not only traditional retail channels, but also online channels to reach a wider range of customers. Especially through the online group-buying channel, firms can accumulate a certain amount of orders to reduce the production cost owing to the effect of economies of scale and have lower marketing cost. Cutting down these costs leads to a lower price so firms can attract more customers and increase their market share. For firms, how to make good use of group-buying channel and maximize their profits while attracting more customers is an important issue.

    This thesis considers two firms, one is a well-known brand and the other is a new brand. In the first period, they sell products through the retail channel and compete with each other simultaneously. To increase market share, the new brand frim decides to add the group-buying channel in the second period. Based on real-world situations, our model considers two group-buying channels and the difference between the two is whether customers face the uncertainty of confirmed group buying or not. Customers have heterogenous production valuation and patience of waiting time, and they will choose the appropriate channel to buy the product according to their utility function. The numerical analysis reveals that some parameters affect the new brand firm’s profit, so the new brand firm can decide whether to add the group-buying channel according to the threshold values of the parameters.

    摘要 I Extended Abstract II 誌謝 V 目錄 VI 表目錄 IX 圖目錄 X 第一章 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 2 1.3 研究流程 3 1.4 研究架構 4 第二章 文獻探討 5 2.1 團購策略 5 2.1.1 團購機制 5 2.1.2 團購定價 6 2.2 雙通路管理 9 2.3 不對稱零售商之互動 12 2.4 小結 14 第三章 模式建構與發展 15 3.1 模型情境 15 3.1.1 模型假設 17 3.1.2 符號定義 17 3.2 模型一：實體通路 19 3.2.1 顧客效用與需求函式 19 3.2.2 利潤函式與價格求解 20 3.3 模型二：新興品牌廠商加入團購且無成團不確定性之通路 21 3.3.1 顧客效用與需求函式 21 3.3.2 利潤函式與價格求解 24 3.4 模型三：新興品牌廠商加入團購且具成團不確定性之通路 27 3.4.1 顧客效用與需求函式 28 3.4.2 利潤函式與價格求解 31 3.5 小結 33 第四章 數值分析 35 4.1 參數設定 35 4.1.1 參數變動範圍設定 36 4.2 顧客認知價值折扣因子γ之敏感度分析 37 4.2.1 γ對產品價格的影響 37 4.2.2 γ對產品需求的影響 38 4.2.3 γ對利潤的影響 40 4.3 新興品牌廠商實體通路成本比例∅之敏感度分析 41 4.3.1 ∅對產品價格的影響 42 4.3.2 ∅對產品需求的影響 42 4.3.3 ∅對利潤的影響 44 4.4 經營團購網站的成本ρ之敏感度分析 45 4.4.1 ρ對利潤的影響 45 4.5 團購等待時間β之敏感度分析 46 4.5.1 β對產品價格的影響 46 4.5.2 β對產品需求的影響 47 4.5.3 β對利潤的影響 48 4.6 團購成團機率θ之敏感度分析 49 4.6.1 θ對產品價格的影響 49 4.6.2 θ對產品需求的影響 50 4.6.3 θ對利潤的影響 51 4.7 新興品牌廠商實體通路成本C_B之敏感度分析 52 4.7.1 C_B對產品價格的影響 52 4.7.2 C_B對產品需求的影響 53 4.7.3 C_B對利潤的影響 54 4.8 小節 55 第五章 結論 58 5.1 結論 58 5.2 未來研究方向 59 參考文獻 60

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