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題名:贈品的經濟分析
作者:鄭家麟
作者(外文):Cheng, chia Lin
校院名稱:國立政治大學
系所名稱:財政研究所
指導教授:蔡攀龍
學位類別:博士
出版日期:2007
主題關鍵詞:反托拉斯法贈品猜測變量管制福利效果
原始連結:連回原系統網址new window
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廠商為了求取利潤,永續經營,必須規劃策略發展自己的競爭優勢。藉由發送贈品促銷,建立或找出能讓目標消費群產生購買自己商品或服務的意願,從而引發實際的交易行為,便是常見的銷售策略。雖然時時可見到廠商贈品促銷的行為,但是相對於其他的銷售策略而言,例如廣告及折價券的研究,廠商發送贈品的行為,不論在實務面或理論面,皆缺乏系統化的整理,亦沒有嚴謹的經濟理論加以分析。
另一方面,參酌各國管制廠商競爭行為的反托拉斯法規,多已將廠商贈品促銷活動納入規範。進一步觀察,各國以法規面認為應該「適當」限制贈品,甚至是嚴格「禁止」贈品活動舉辦的理由,除缺乏系統化的經濟理論檢驗其是否正確外,對於應該如何來規範贈品的促銷,方可真正落實維護交易秩序與消費者利益,確保公平競爭以提高社會福利,目前亦無相關的探討。
綜上,本論文關於「贈品的經濟分析」之研究目的,主要即欲探討贈品促銷對於社會福利的影響,以及規範贈品促銷能否提昇社會福利。為達成研究目的,本論文以彙整蒐集相關促銷工具的文獻為出發點,首先分析贈品促銷在何種條件下,方能有實際的促銷效果。其次藉由架構獨占廠商贈品促銷的簡單模型,分析廠商贈品促銷的各項最適條件,並與社會福利的最適條件加以比較,進而討論政府管制贈品促銷的福利效果。最後援引「猜測變量」的分析方法,建構雙占市場結構的模型,分別在價格設定與產量設定的模式下,探討雙占廠商「贈品的猜測變量」及其大小關係,對於廠商的各項均衡條件,以及社會福利的影響,進而評析管制雙占廠商的贈品促銷能否提昇社會福利。
關鍵詞:反托拉斯法、贈品、猜測變量、管制、福利效果。
第一章參考文獻
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鄭家麟(2001),「公平交易法對贈品贈獎促銷行為之規範」,行政院公平交易委員會第八屆競爭政策與公平交易法學術研討會論文集。
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第二章參考文獻
Becker, G.S. and Murphy, K.M.(1993),“A Simple Theory of Advertising AS a Good or Bad. ” The Quarterly Journal of Economics 108(4): 941-964.
Dixit, P.A. and Norman, D. (1978),“Advertising and Welfare ” Bell Journal of Economics 9(1): 1-17.
Bester, H. and Petrakis, E.(1996),“Coupons and Oligopolistic Price Discrimination.” International Journal of Industrial Organization 14: 227-242.
Brown, R.(1974),“Sales Response to Promotions and Advertising.” Journal of Advertising Research 8: 33-39.
Campebll, L. and Diamond, W.D.(1990),“Framing and Sales Promotion.” Journal of Consumer Marketing 7(4): 25-31.
Caminal, R. and Matutes, C. (1990),“Endogenous Switching Costs in a Duopoly Model.” International Journal of Industrial Organization 8: 353-373.
Chen, Y.(1997),“Paying Customers to Switch.” Journal of Economics & Management Strategy 6: 877-897.
Corts, K.(1998),“Third-Degree Price Discrimination in Oligopoly: All-Out Competition and Strategic Commitment.” Rand Journal of Economics 29: 306-323.
Holmes, T. (1989),“The Effects of Third Degree Price Discrimination in Oligopoly.” American Economic Review 79: 244-250.
Kaldor, N.(1950), “The Economic Aspects of Advertising.” Reviews of Economic Studies: 18: 1-27.
Klemperer, P.(1987), “Markets with Consumer Switching Costs.” Quarterly Journal of Economics 102: 375-394.
Nilssen, T.(1992), “Two Kinds of Switching Costs.” Rand Journal of Economics 23: 579-589.
Shaffer, G. and Zhang, Z.J. (1995),“Competitive Coupon Targeting,” Marketing Science 14: 395-416.
Shaffer, G. and Zhang, Z.J.(2000),“Pay to Switch or Pay to Stay,” Journal of Economics & Management Strategy 9: 397-424.
Varian, Hal .R. (1992), Microeconomic Analysis 3rd ed, W.W. Norton & Company, Inc.
第三章參考文獻
蔡攀龍、陳彧夏(1994),經濟學數學方法導論(靜態分析)台北:茂昌圖書有限公司,1994。
鄭家麟(2001),「我國相關法規對贈品贈獎促銷行為之規範」,《公平交易法季刊》第九卷第一期,頁141-154。
黃麗霞(2002),「贈品促銷型式對消費者的知覺價值與購買意願之影響」國立台灣大學商學研究所博士論文。new window
Becker, G.S. and Murphy, K.M. (1993),“A Simple Theory of Advertising AS a Good or Bad. ”The Quarterly Journal of Economics 108(4): 941-964.
Dixit, P.A. and Norman, D. (1978),“Advertising and Welfare ”Bell Journal of Economics 9(1): 1-17.
Dorfman, R. & Steiner, P.O. (1954),“Optimal advertising and optimal quality.” American Economic Review 44: 826–836.
Kaldor, N. (1950),“The Economic Aspects of Advertising” Reviews of Economic Studies 18:1–27.
Scherer, F.M. 1980, Industrial Market Structure and Economic Performance, 2ed. Houghton Mifflin Company.
Schmalensee, R. (1983),“Advertising and Entry Deterrence: An Exploratory Model.” Journal of Political Economy 91: 636-653.
Tirole, J. (1988), The Theory of Industrial Organization, The MIT Press, Cambridge Massachusetts.
Varian, H .R (1992), Microeconomic Analysis 3rd ed, W.W. Norton & Company, Inc.
第四章參考文獻
Becker, G.S. and Murphy, K.M. (1993),“A Simple Theory of Advertising AS a Good or Bad ”The Quarterly Journal of Economics 108(4): 941-964.
Bresnahan, T.F. (1981),“Duopoly Models with Consistent Conjectures ” American Economic Review, American Economic Association 71 (5): 934-45.
Cheng, L. (1985),“Comparing Bertrand and Cournot equilibria: a geometric approach. ”Rand Journal of Economics 16: 146-152.
Dixit, P.A. and Norman, D. (1978),“Advertising and Welfare ”Bell Journal of Economics 9(1): 1-17.
Eaton, Jonathan and Grossman, Gene M. (1986), “Optimal Trade and Industrial Policy under Oligopoly. ” The Quarterly Journal of Economics 101(2): 383-406.
Holmes, T. (1989),“The Effects of Third Degree Price Discrimination in Oligopoly. ” American Economic Review 79: 244-250.
Hwang, H. and Mai, C. -C. (1988),“On the Equivalence of Tariffs and Quotas under Duopoly: A Conjectural Variation Approach”, Journal of International Economics 24: 373-80.
Jeremy, B.; Geanakoplos , J. and Klemperer , P. (1985), “Multimarket Oligopoly: Strategic Substitutes and Complements” Journal of Political Economy 93: 488-511.
Tsai, Pan-Long and Chen, Jyh An (1994),“Tariffs versus Quotas under Duopoly:A Conjectural Variation Approach Revisited.”Journal of Economic Studies 21( 2): 57-67.
Singh, N. and Vives, X. (1984),“Price and quantity competition in a differentiated duopoly.”Rand Journal of Economics 15: 546-554.
 
 
 
 
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