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研究生： 呂玫青
Mei-ching Liu
論文名稱： 保留價格改變受價格和產品過時之動態定價問題
Dynamic Pricing with Reservation Price Altered bySelling Price and Product Obsolescence
指導教授： 曾富祥
Fu-Shiang Tseng
口試委員:
學位類別： 碩士
Master
系所名稱： 管理學院 - 工業管理研究所
Graduate Institute of Industrial Management
畢業學年度： 97
語文別： 英文
論文頁數： 36
中文關鍵詞： 定價策略 、產品過時 、保留價格 、動態規劃
外文關鍵詞： Dynamic Pricing, Pricing Strategy, Product Obsolescence, Reservation price
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    • 現今，顧客的喜好和消費型態由於受到產品汰舊、過時的影響隨時在變動，特別是在流行性商品上更為明顯。產品受到趨勢、流行款式、環境，以及科技的快速演進，商品出現過時現象，使得產品在消費者心中的價值隨時間流逝。因此，如何訂定價格對於管理者而言一直是一個很重要也是很困難的環節。本篇論文我們提出了一個受銷售價格影響的保留分配並結合產品過時於架構之中。在此架構中有4個參數：參數A0, 表示產品販售初期受流行創新因素等影響顧客的需求程度，A0值越大消費者易會受流行趨勢影響而提升其需求程度，反之表示產品較不受流行性因素的影響；參數α, 代表產品販售一段時間後，顧客對於產品的需求程度，其值決定於產品本身的特性，當α值越大代表需求程度越高，越傾向是民生用品，反之則越是流行性商品或娛樂性產品；參數d, 代表產品過時的速度快慢，用來影響A0到達至α位置的快慢；參數k，表示銷售通路，影響消費者保留價格分配被影響的速度快慢。我們透過架構可以提升消費者的保留價格，增加利潤。在參數分析中也發現，在不同的產品特性以及衰退環境下，所選擇的價格策略、銷售通路、訂定價格，以及折扣促銷也會有所差異，因此我們也針對了不同情境下的結果，所產生的不同決策做出管理上的解釋，來說明消費者購買行為和市場上的定價策略現象。

    There are a lot of available marketing tools to managers, and pricing has been the effective one. Pricing is one of the most important but also most difficult tasks that firms have to make. Nowadays, customers’ preference and purchasing behavior may change over time due to product obsolescence, especially for fashion goods. Obsolescence is related to products which are subject to rapid change in taste, fashion, style, environment, or rapidly evolving technology. As the result, the value of product in customers’ mind gradually drops. In this study, we propose a reservation price distribution which can be altered by the selling price and take into account product obsolescence.
    We developed three models to show how the prices change under markdown environment, and we try to determine the appropriate pricing strategy to maximize the total expected profit. Furthermore, we find some observations from the sensitivity analysis then illustrate the customers’ purchasing behavior and phenomena in the market. We observe the of the product affect by fashion A0, the product characteristics α, selling channel k and the degree of decay d helps us understand more about the relationship between customers, markets and pricing.

    Content Chiness Abstract I Abstract II Content III List of Figures V List of Tables V 1. Introduction 1 1.1 Background and Motivation 1 1.2 Research objective 3 1.3 Research framework 4 2. Literature Review 6 2.1 Reservation price 6 2.2 Product obsolescence 7 2.3 Dynamic pricing 8 2.4 Pricing strategy 9 3. The Model 10 3.1 Problem and environment statement 10 3.1.1 Selling environment 10 3.1.2 Customers’ behavior 10 3.2 The Notations and demand function 11 3.3 The structure of the reservation price parameter,θ 12 3.4 The descriptions of parameters used in the model 14 3.4.1 The product parameters -- A0 and α 14 3.4.2 The decay parameter -- d 15 3.4.3 Selling channel -- k 15 3.5 The Pricing model 16 3.5.1 Model 1-- fixed price through all periods 16 3.5.2 Model 2-- one markdown in the last period 17 3.5.3 Model 3-- dynamic pricing 17 3.6 Numerical example 18 3.6.1 Example 1-- A0 is higher than α 18 3.6.2 Example 2-- A0 is lower than α 19 4. Sensitivity Analysis 21 4.1 Sensitivity analysis of parameter d 21 4.1.1 The selling price and profit under different d 21 4.1.2 The change of θ under different d 23 4.2 Sensitivity analysis of R=α/ A0 24 4.2.1 Different R andαwith same A0 25 4.2.2 Different R and A0 with sameα 26 4.3 Sensitivity analysis of parameter k 27 4.3.1 The selling price and profit under different k 27 4.3.2 The selling price and profit with different k under different d 29 4.4 Sensitivity analysis of parameter c 30 5. Summary 31 6. Future Research 33 References 35

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