任立中2006-07-262018-06-292006-07-262018-06-292002http://ntur.lib.ntu.edu.tw//handle/246246/17029http://ntur.lib.ntu.edu.tw/bitstream/246246/17029/1/902416H002045.pdf異質性(Heterogeneity)與動態性(Dynamics) 是解釋市場競爭行為之發生與演變過程的最重要 因素與特性。若以行銷組合中之價格策略為例，就 異質性而言，廠商彼此間的定價策略鮮有一致，而 消費者的價格認知更是因人而異。就動態性而言， 廠商的定價會隨時間的演進而有不同的策略，而消 費者的價格敏感度亦會隨時起伏。本研究之目的旨 在從隨機動態觀點來思考「供」（廠商的訂價決策） 「需」（消費者反應）互動模型，以分析零售商的 訂價策略如何藉由改變價格結構來影響消費者的 價格敏感度，以及消費者的反應如何使市場失衡而 再度影響零售商的訂價策略等問題進行探討。 本研究首先將根據Dickson(1992)「競爭哲理 之一般化理論」(A General Theory of Competitive Rationality)，提出零售商的訂價決策和消費者價格 敏感度之互動模型的理論基礎。進而從實務中獲取 零售商行銷資料庫中的銷售與價格等之歷史資 料，透過實證研究以驗證此理論模型之假設推論。 實證研究首先根據各商品每週價格變動的情形，觀 察零售商訂價策略所呈現的特定循環變動規則，以 分析供給面之動態性。接著利用動態迴歸模型 (Dynamic Regression Model)來估計出隨時間變動 而變動的消費者價格敏感度(β t)，以體現需求面之 動態性。最後結合供需二面之特性，以研究消費者 的價格敏感度與零售商的動態訂價策略之間的互 動關係。 實證結果指出，由於廠商動態調整價格所造 成價格結構的改變，確實顯著地影響消費者價格敏 感度的變化。但是，這項需求面的異動卻沒有進一 步影響廠商的定價決策，換言之，在實務中廠商的 價格決策事實上並未根據消費者的反應做出最適 的決策。此項互動關係之研究結論，不僅在學理上 具體說明「競爭哲理之一般化理論」在廠商定價策 略上的適用性，其實務上之意涵(insights)更可提升 行銷經理人員在價格管理與促銷策略等方面之執 行效果。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.application/pdf390908 bytesapplication/pdfzh-TW國立臺灣大學國際企業學系暨研究所競爭哲理動態訂價策略價格敏感度動態迴歸模式Competitive RationalityDynamic Pricing StrategyPrice SensitivityDynamic Regression Modelreporthttp://ntur.lib.ntu.edu.tw/bitstream/246246/17029/1/902416H002045.pdf