換購機制下多世代耐用品的最適訂價策略

機構典藏 > College of Business and Management > Graduate Institute & Department of Business Administration > Thesis > Item 987654321/105365

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Title:	換購機制下多世代耐用品的最適訂價策略
Other Titles:	Optimal pricing strategy for multi-generations durable products with a trade-in program
Authors:	高逸峰;Gao, Yi-Feng
Contributors:	淡江大學企業管理學系碩士班羅惠瓊;Lo, Hui-Chiung
Keywords:	訂價策略;耐用品;多世代產品;換購行為;新進顧客;Pricing Strategy;Durable Products;Multi-generation Products;Trade-in;New Customers
Date:	2015
Issue Date:	2016-01-22 14:54:15 (UTC+8)
Abstract:	隨著科技不斷地創新發展和市場競爭的加劇，舊款產品與技術隨時都會隨著科技不斷地創新發展和市場競爭的加劇，舊款產品與技術隨時都會被新的技術和產品所取代。企業為了在激烈的競爭中存活，需要不斷的更新產品，來獲得更多的利潤及專業技術的積累，以保證企業在科技高速發展的環境下存活更久。同時企業為了獲得更多利益，不斷地開發新市場，以尋求新的利潤成長空間。與此同時，零售商為了增加其新款產品的銷量，推出了利用舊產品換購新產品的促銷行為，促使更多的顧客更換新款產品。另一方面，這些被更換的舊產品通常仍有使用價值而可被轉賣到二手市場，進而提供了消費者有多元的考慮，即在未使用過的多代全新產品與二手產品之間的選擇。有鑑於此，本研究是主要針對產品品質不斷升級的多代耐用品，且考量換購行為和新進顧客的影響下，探討多代產品的最適訂價與訂購量，以達製造商和零售商的最佳利潤。另外，本研究亦進行了部分重要參數因子的敏感度分析，以了解它們對最適解及利潤的影響。研究結果顯示，產品升級品質、產品折舊因子、新進顧客以及換購行為，均對製造商和零售商的利潤有直接影響。其中產品升級品質的提升，開始會使製造商利潤提高，但隨著研發成本的上升，過高的研發成本會使製造商利潤下降。因此，合適的產品品質對製造商很重要。新進顧客的增多對零售商與製造商的利潤均有明顯提升，說明積極的拓展新市場對製造商與零售商雙方均有益。產品折舊因子越大，產品的損壞就越小，說明大多數消費者能正確保護產品，當產品損壞越小時，製造商與零售商利潤也就越大。換購行為優惠程度越高，新產品銷量就越多，製造商的利潤會上升，但是零售商利潤會下降。若製造商與零售商合作，換購行為會帶給雙方更多利益。 In recent years, technological innovations have become more and more popular, and customers prefer the latest generation products to the old ones. The company has kept upgrading their products in order to meet customers’ demands. Therefore, multi- generation products are sold at the same time. The new generation products compete with the old ones. So, how does the company reduce competition between products of different versions? In order to increase the product market share, many retailers offer the trade-in service, which means customers can sell old generation products as part payment for buying the new products. That service will promote the sale of new products effectively. Meanwhile, developing a new market is also an important strategy to increase company income. In addition, the second-hand product is also an important issue in durable study. This research explores the pricing strategies of multi-generation products at the same time, which means that in the situation of the original models, the new, original and used products all exist in the product market. Considering that different prices of various products have different impacts on product sales and firm profits, the company has to develop pricing strategies to maximize corporate profits. In addition, this study also takes into consideration the trade-in services and new market. On that basis, this study builds model to assess the optimal prices of products in different scenarios, analyzing the optimal strategies in different economic conditions. The results reveal that product quality, durability, trade-in service and the scale of new market will directly affect their product pricing and profits. Among them, if the quality of new products increases, the development cost of new products will increase. So, the manufacturer should decide the quality of the new products according to the ability of the development in order to achieve higher profits. Increasing the scale of the new market will also boost the profits of the total supply chain, which implies developing new market is an effective way to improve profits. Furthermore, the more the residual value of the used products, the higher the total profit. Also, if the extra cost for providing the trade-in service is simply offered by the retailer, the manufacturer will not get higher profits. Instead, if the manufacturer and retailer work together, both will get more benefits from the trade-in service.
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