動態訂價策略與消費者價格敏感度互動關係之研究
Other Title
The Interaction between Dynamic Pricing Strategy and Consumer Price Sensitivity
Date Issued
2002
Date
2002
Author(s)
DOI
902416H002045
Abstract
Heterogeneity and dynamic are the most important
factors when explaining the evolution process of
market competitive behavior. Using pricing strategy
as an example, heterogeneity represents that it is very rare to observe that firms have identical pricing
strategy and no to mention that the perceived prices
are different among consumers. In terms of
dynamic, firms constantly adjust prices through out
the time and consumer’s price sensitivity also change
over the time. The purpose of this study is based on
a stochastic perspective to build up an interactive
model between supply (i.e. firm’s pricing strategy)
and demand (i.e. consumer response) to analyze how
retailer’s pricing strategy to influence consumer price
sensitivity by changing price structure.
Based on Dickson’s general theory of competitive
rationality, we propose a dynamic model of
interaction between retailer pricing strategy and
consumer price sensitivity. We further use sales and
prices data from a retailer marketing database to test
the hypothesis. The empirical study will first
investigate the price movement to observe the
regularity of retailer pricing strategy. Then, a
dynamic regression model is employed to estimate
the consumer price sensitivity which is changed over
the time to present the nature of dynamic demand.
Finally, integrating supply and demand side of
characteristics, the correlation between consumer
price sensitivity and retailer pricing strategy is
identified to illustrate their interactive relationship.
According to the empirical results, the changing
price structure by retailer pricing strategy does
significantly influence the reactions of consumer
price sensitivity. However, the reverse relation does
not hold. That is, retailer pricing strategy does not
make optimally to reflect the changes in consumer
price sensitivity. This study provides not only an
empirical evidence about the appropriateness of the
theory of competitive rationality on retailer pricing
strategy problem, but also some insights to marketing
practitioners about price management and sales
promotion strategies.
Subjects
Competitive Rationality
Dynamic
Pricing Strategy
Pricing Strategy
Price Sensitivity
Dynamic
Regression Model
Regression Model
Publisher
臺北市：國立臺灣大學國際企業學系暨研究所
Type
report
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