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研究生: 薛信賢
Hsien, Hsueh-Hsin
論文名稱: 應用賽局理論於產品差異化銷售與定價策略-以UHMWPE圓棒產品為例
Applying Game Theory to Product Differentiation Sales and Pricing Strategy - Case of UHMWPE Material Rod
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碩士在職專班
Department of Industrial and Information Management (on the job class)
論文出版年: 2019
畢業學年度: 107
語文別: 中文
論文頁數: 83
中文關鍵詞: 供應鏈管理產品差異化顧客異質性定價策略
外文關鍵詞: Supply chain management, Product differentiation, Customer heterogeneity, Pricing strategy
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  • 工程塑膠在工業之中被大量使用,台灣每年生產及銷售量達到數十萬公噸,本研究針對工程塑膠中的UHMWPE (Ultra High Molecular Weight Polyethylene;UPE)材質圓棒市場來研究,該材質由於綜合性能高,所以被大量使用,但該材質由於素材定義規範,造成該產品市場具有品質差異化特性,且該產品市場顧客因為對品質偏好有所不同而形成顧客異質性。
    雖然UPE圓棒市場需求持續增加,但市場競爭激烈且主要以價格為競爭手段,不過在該產業之中高品質的產品仍有其存在必要性,本研究希望配合實務情境及運用產品差異化策略來改善銷售方式,提升獲利。本研究架構情境為市場存在兩家公司,個案公司為UPE圓棒市場主要供應商及製造商,而競爭者則是單純從國外進口來販售,而競爭對手由於其商業考量決定轉向跟個案公司進貨,將會對目前市場供應鏈架構及銷售方式產生影響,而在本研究之中將透過產品差異化策略來做為研究主軸,運用不同的銷售策略來建構三種模型,後透過賽局理論來探討在不同模型中當整個市場達到均衡情況下的價格、需求、利潤,之後透過數值分析研究在不同模型下的影響,然後找出個案公司最有利銷售模式。
    透過數值分析發現對個案公司來說,將高品質及低品質產品分開銷售給市場,同時銷售低品質產品給競爭者的情境下為最有利銷售模式。所以個案公司應改掉過去由業務端來決定出貨產品類型並以統一價格販售高品質及低品質產品的銷售方式,在未來改為將不同品質產品分開銷售,並針對不同的目標客戶訂定價格,達到市場區隔,此外也應盡量維持市面上的產品有較高的產品差異化,避免需降價求售導致獲利下滑。

    This thesis studied the market for Ultra High Molecular Weight Polyethylene rod (UHMWPE rod, also known as UPE rod), which, due to the standards of how such substances are defined, possesses the characteristics of quality differentiation, and therefore, results in customer heterogeneity. Although the competitors in the market primarily focus on price competition, high-quality products still play a crucial role in the industry. The purpose of the thesis is to combine the practical situation with product differentiation strategies in the hope of improving sales methodology and boosting profit.
    The thesis framework is based on the setting in which two companies compete with each other in the local market. One of them is the case study company which has been the primary supplier and manufacturer of UPE rod in the local market, while its competitor distributed products which are imported from abroad. Recently, with business considerations the competitor turned to the case-study company for supply, hence making an impact on the market in terms of its supply chain structure and sales strategies. This thesis studied different sales strategies by developing three game models. The numerical analysis showed that separately fulfilling the demands for high- and low-quality products in the market while selling low-quality products to the competitor is the most favorable sales strategy for the case study company. Moreover, product differentiation should be made as much distinctly as possible in order to segment the market and increase profit.

    第一章 緒論 1 1.1 研究背景 1 1.2 研究動機 1 1.3 研究目的 2 1.4 研究流程 3 1.5 研究架構 4 第二章 文獻探討 6 2.1 UHMWPE (Ultra High Molecular Weight Polyethylene)材質 6 2.1.1 UPE材質介紹 6 2.2 供應鏈管理 7 2.2.1 供應鏈及供應鏈管理定義 7 2.2.2 供應鏈模型應用 10 2.3 賽局理論 11 2.4 產品差異化 12 2.4.1 產品差異化策略及定義 12 2.4.2 產品差異化實務應用之研究 13 2.4.3 產品差異化學術研究應用模型 14 2.5 消費者異質性 16 2.5.1 消費者異質性概念及應用 16 2.5.2 效用函式 17 2.6 定價策略 18 2.6.1 定價策略概念 18 2.6.2 定價策略相關研究 20 2.7 小結 20 第三章 模型建構 22 3.1 研究情境 22 3.1.1 情境假設 24 3.1.2 符號定義 24 3.2 顧客效用函式 26 3.3 模型一: M公司從國外進口 28 3.3.1 模型一:需求函式 29 3.3.2 模型一:利潤函式 32 3.3.3 模型一:求解均衡解 33 3.4 模型二:M公司跟H公司購買,提供產品一樣為混合產品 35 3.4.1 模型二:需求函式 36 3.4.2 模型二:利潤函式 39 3.4.3 模型二:求解均衡解 40 3.5 模型三:M公司跟H公司進貨,H公司採取產品差異化銷售策略 42 3.5.1 模型三:需求函式 43 3.5.2 模型三:利潤函式 47 3.5.3 模型三:求解均衡解 49 3.6 小結 52 第四章 數值分析 53 4.1 參數設定 53 4.2 參數變動範圍設定 54 4.3 模型一參數變動分析 55 4.3.1 模型一:UPE圓棒品質差異程度 δ 之敏感度分析 55 4.3.2 模型一:H公司可額外增加UPE圓棒品質程度 λ 之敏感度分析 57 4.3.3 模型一:高品質(A類)UPE圓棒產品所佔比例 α 之敏感度分析 58 4.4 模型二參數變動分析 60 4.4.1 模型二:UPE圓棒品質差異程度 δ 之敏感度分析 60 4.4.2 模型二:H公司可額外增加UPE圓棒品質程度 λ 之敏感度分析 61 4.4.3 模型二:高品質(A類)UPE圓棒產品所佔比例 α 之敏感度分析 64 4.5 模型三參數變動分析 65 4.5.1 模型三:UPE圓棒品質差異程度 δ 之敏感度分析 65 4.5.2 模型三:Hm公司可額外增加UPE圓棒品質程度 λ 之敏感度分析 67 4.5.3 模型三:高品質(A類)UPE圓棒產品所佔比例 α 之敏感度分析 69 4.6 參數變動獲利比較 71 4.6.1 UPE圓棒品質差異程度 δ 變動下模型獲利比較 71 4.6.2 H公司可額外增加UPE圓棒品質程度 λ 變動下模型獲利比較 72 4.6.3 高品質(A類)UPE圓棒產品所佔比例 α 變動下模型獲利比較 73 4.7 小結 74 第五章 結論與未來研究方向 77 5.1 結論 77 5.2 未來研究方向 78

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