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題名：觀光休閒產業訂價競爭與行銷策略之研究
作者：陳惠君
作者(外文)：Hui-chun Chen
校院名稱：中華大學
系所名稱：科技管理學系(所)
指導教授：李堯賢
學位類別：博士
出版日期：2008
主題關鍵詞：訂價競爭；廣告策略；多樣追尋行為；賽局理論；觀光產業；Pricing competition；Advertising strategy；Variety-seeking behavior；Game theory；Tourism Industry
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觀光產業被視為21世紀的明星產業，許多證據顯示觀光休閒產業對經濟成長有十足的影響。因此，本研究針對觀光休閒產業中影響廠商訂價行為與行銷策略的相關主題，利用賽局理論建立模型以進行探討。不同於一般業者使用的單一訂價方式，本研究發現在遊客休閒遊憩多樣化追尋強度越高的情況下，單一訂價與差別訂價策略下的廠商利潤、消費者剩餘或社會福利水準間的差異越小。因此，休閒遊憩廠商針對其提供的不同服務訂價時，應將顧客的多樣化追尋行為一併考慮。其次，本研究發現有效的廣告策略與良好的口碑效果會提高廠商的利潤，而市場佔有率偏重在某一特定廠商時，將使社會福利水準提高。最後，在非合作賽局下，考量休閒遊憩業者具有景點的獨特性時，會選擇不從事行銷努力，但是會充分學習合作夥伴的行銷努力策略。
Tourism industry is regarded as one of the star industries of the 21st century. A lot of evidences show that the tourism industry will play an important role to the global economy growth. This study begins with analyzing how a firm prices its two recreation activities in the presence of tourists’ variety-seeking recreation behavior in the recreation industry. Next, how to attract the tourists to purchase the firm’s services at their first visit by adopting some appropriate marketing strategies and how to use the pricing strategies, marketing strategies and the visitors’ word-of-mouth effect to persuade the tourists who have purchased from the rival switch to the firm while they revisit is also discussed here. Finally, the study canvasses how two firms located in the same scenic spot decide learn or not to learn the marketing strategy from the competitive rival. By using game theory, the sub-game perfect equilibrium can be solved. The results demonstrate that the pricing policy adopted by a firm in tourism industry should be varied with the tourists’ variety-seeking recreation behavior, the market shares as well as marketing strategies.
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