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題名：獨占競爭廠商最適價格,廣告及研發決策之研究--小包裝白米廠商之個案
作者：翁逸群 引用關係
作者(外文)：Yi-Chun Weng
校院名稱：國立中興大學
系所名稱：農業經濟學系
指導教授：詹益郎
學位類別：博士
出版日期：1999
主題關鍵詞：獨占競爭廠商；廣告；研發；策略；小包裝白米廠商；Monopolistic Competition Firm；Advertising；R&D；Strategies；Small-Packet Polished Rice Firm
原始連結：連回原系統網址new window
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論文提要
早期的經濟學者對「價格」機能非常重視，然對非價格競爭策略（如廣告與研發策略等）則甚少被提及，即使偶而涉及亦難脫傳統價格決策之陰影（如「品質固定」及「無進入障礙」等不合理假設），或者欠缺週嚴的思考（如未能考慮廣告之動態性及持續與累積效果）。
有鑑於此，本文乃綜合古典消費者需求理論，Verma（1980）之家計生產理論，Leland（1977）的品質選擇理論，及獨占競爭廠商之非價格競爭行為，建立動態累積銷售模型。依據模型設計之方便與約束條件之限制，本文採用Pontryagin法的極大化原理來導出無窮期獨占競爭廠商最適價格、廣告及研發決策。由於累積銷售模型不僅具實證研究之便且較容易求解，故本文乃採用此模型針對聯米有限公司為研究個案，來進行實證推估與求解。
在理論模型之命題上，本文共推導出六項命題：
命題一：當廣告彈性增大時，廠商最適之廣告費用應隨之增加；同理，研發彈性上升，則最適之研發支出應上升；若市場之壟斷力量愈強，此時廠商之最適廣告與研發支出應同時增加。
命題二：累積銷售量之現值影子價格是取決於四項動態因素：需求面之擴張效果，廣告效果，成本學習現象及折現率。
命題三：考慮：在累積銷售量之影子價格為正且隨累積銷售量的增加，廣告與品質效果會增強而銷售、價格效果及邊際品質成本卻會降低的情況下，若研發能強化廣告之邊際利潤，且價格提高會削弱廣告與研發之邊際利潤時，廠商之最適價格、廣告與研發策略為：「遞增之廣告與研發支出伴隨遞減的價格水準」；反之，若累積銷售量的增加會降低廣告與品質效果及提高邊際品質成本，而價格上升能增強廣告與研發之邊際利潤時，則「讓價格、廣告與研發同時遞減」將是最適策略。
命題四：同命題三之假設且品質提升會削弱廣告效果，但卻會提升價格效果與邊際品質成本時，則廠商應採「遞增廣告與研發支出搭配遞減之價格策略」來因應政府縮減研發經費之衝擊；在此情況下政府與廠商之研發間存在著負向關係。
命題五：同命題三之假設，當競爭對手之價格上升能增強廠商之價格效果，但會降低廣告與品質效果時，則廠商同樣會採「降價並配合廣告與研發支出遞增」之策略來因應競爭對手之削價競爭。
命題六：當累積銷售量之影子價格為正且隨累積銷售量的增加，廣告效果會增強而價格效果與銷售會減少之情況下，若價格下降能提高廣告之邊際利潤，則面對既定的品質水準時，廠商應採「遞增廣告支出伴隨遞減之價格」策略。換言之，當品質固定時，廣告會逐漸喪失其效果（Mizuno & Odagiri（1990）），因此，持續廣告必須配合降價策略才能提升利潤；也因此，價格與廣告間的負相關可被證實。
而針對個案公司當前行銷策略問題，透過實證分析後重要結果如下：
1. 個案公司之廣告與研發效果均為正，且研發彈性值大於廣告彈性值。此表示個案公司應增加廣告與研發經費，且研發支出應大於廣告費用，如此，方能擴大其市場占有率，進而提升利潤。
2. 政府研發經費增加能提升個案公司的銷售量。因此，個案公司可針對政府研發成功之新良質米品種，增加其契約收購量，此舉不僅可節省研發支出，亦能提升其產品品質與銷售。
3. 個案公司之需求面擴張效果為正（等於0.014）。此顯示：個案公司之產品已建立良好之品牌形象，隨著銷售量之擴大，消費者經由耳語效果宣揚本產品之優點使本期銷售量增加。故個案公司應善於掌握此優勢，促銷其產品。
4. 廣告與研發彈性值會隨規劃期間（由第20至21期）的增長而降低（分別由0.4299及0.3064降至0.3841及0.2802），然個案公司仍應增加廣告與研發支出，方能滿足追求現值利潤極大之目標。
5. 其他狀況不變下，個案公司應同時增加廣告與研發支出，直到廣告費用等於15565.76仟元、研發支出等於22953.52仟元為止，爾後持續維持此水準不變；至於產品價格則由市場決定，不予任意變動。
6. 當政府研發經費增加1仟萬元時，長期而言，個案公司之廣告費用應降至15285.82仟元，研發支出須降為22393.63仟元。在此情況下，政府與廠商之研發間存在著負向關係。
7. 當產品之市場價格每公斤上漲1元時，個案公司之廣告費用應增加至15923.28仟元，研發支出也應調升為23668.56仟元。換言之，個案公司應視市場價格之上漲，彈性調升其廣告與研發支出以茲因應。
8. 當折現率上升1﹪時，個案公司之廣告費用應減少至15134.77仟元，研發支出也須降為22091.54仟元，且長期均衡值會提前達至。故個案公司應視折現率之上升，警覺其未來融資成本將加重，進而調整其廣告與研發策略：即提高近期之廣告與研發支出，使其長期均衡值早日到達。
Abstracts
The literatures show that in all marketing strategies, three important strategies highlight food stores are price, advertising and R & D.Due to advertising with continuous and accumulative effect and R & D improving product quality which can raise a food store''s sale to get the maximal profit.
The study investigates the price,advertising and R & D strategies of a packet-polished rice firm amd specify a dynamic,partial equilibrium analysis model which includes a food store''s price, advertising and R & D strategies.
The theoretic framework consists an optimal control theory, according to the feature of rice industry,pricing,advertising activity and the effect of R & D, to set the objective function,state equation,initial condition, and transversality condition.The nonlinear regression analysis is applied to find the concerned parameters.
By using pontraygin''s maxium principle,the optimal turnpike of a small-packet polished rice firm''s price,advertising and R & D strategies can be solved.(six theorems and eight results)
Finally,according to the features of equilibrium solution,the paper suggets a small-packet polished rice firm to make optimal price,advertising and R & D strategies.
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