:::

詳目顯示

回上一頁
題名:定位與反向定位雙元性—行銷與經濟跨界整合觀點
作者:許瑞翔
作者(外文):Jui-Hsiang Hsu
校院名稱:中原大學
系所名稱:商學博士學位學程
指導教授:呂鴻德
曲祉寧
學位類別:博士
出版日期:2012
主題關鍵詞:第三需求法則綑綁銷售觀光旅館定位反向定位de-positioningbundlingpositioningtourist hotelsthird law of demand
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:0
  • 點閱點閱:44
中文摘要
目前以經濟學為研究取向的行銷研究文獻中,關於產品定位不明導致不為市場接受以致失敗的原因與研究,主要都是從資訊不對稱(information asymmetry)和反向選擇(adverse selection)的角度進行探討。不過,從曲祉寧 (2011) 的研究中看到不同的現象, 研究發現 「綑綁銷售」(bundling)和「第三需求法則」(third law of demand)的運用是透過改變產品的相對價格(relative price)來提高產品的需求。本研究進一步驗證從將元行(APEX)的質性研究中, 發現關於綑綁會影響相對價格以及行銷定位的觀點。在本研究中,我們專注在實證資料的研究與分析上。希望透過實際的資料與數據,驗證上述觀點。而旅館產業則是我們進行研究與應用理論的主要對象。
本研究經文獻探討所提出之六個命題,經台灣地區觀光旅館的資料實證後皆獲得支持。即:若觀光旅館提供的服務越豐富,則高單價旅遊(自由行)人數越多; 若觀光旅館提供的服務越豐富,則低單價旅遊(團體行)人數越少; 若觀光旅館的平均房價越高(反應旅館應多樣服務的成本),則高單價旅遊(自由行)人數越多; 若觀光旅館的平均房價越高(反應旅館應多樣服務的成本),則低單價旅遊(團體行)人數越少;若觀光旅館提供的服務越豐富,則平均房價越高; 若觀光旅館提供的服務越豐富, 則高單價旅遊(自由行)相對價格越低。
Abstract
Recently, as to economics as research-oriented marketing literatures¸ the vague product positioning resulting in failure and not accepted by the market is mainly because of carrying on the research from information asymmetry and adverse selection angle. However, a different phenomenon is found from Chu (2011) study; that is to make use of bundling and the third law of demand by changing the relative price of products to raise the product demand. The study, further, verifies the view point of bundling affecting relative price and positioning found from the qualitative research of APEX. In the study, focusing on the research and analysis of empirical data, we hope to verify the above viewpoints through the practical data and information. And the hotel industry is the target of the study and the theory application.
This study provides six propositions, which are supported after the empirical data collecting for the tourist hotels in Taiwan: The more services the tourist hotels provide, the more population of IFT; the more services the tourist hotels provide, the less population of GPT; the higher of the average price for the rooms of tourist hotels ( reflect the prosperous service cost) the more population of IFT; the higher of the average price for the rooms of tourist hotels ( reflect the prosperous service cost) the less population of GPT; The more services the tourist hotels provide ,the higher of the average price for the rooms of tourist hotels; The more service the hotels offer, the lower the relative price for the high-priced travel ( IFT).
References in English:
Aaker, D.A. (1982). Positioning Your Product, Business Horizons, 25, 56-62.
Akerlof, G. A. (1970). The market for lemon: Qualitative uncertainty and the market mechanism. Quarterly Journal of Economics, 84(3), 488-500.
Alchian, Armen A. and William R. Allen(1964). University Economics: Elements of Inquiry, Belmont, California: Wadsworth.
Andrews, K. R. (1951). Executive raining by the case Method, Harvard Business Review.
Eisenhardt K. M. (1989). Building Theories from Case Study Research, Academy of Management, 14(4), 5 32.
Barzel, Yoram (1976). An Alternative Approach to the Analysis of Taxation, Journal of Political Economy, 84, 1177-1197.
Becker, G. (1971). Economic Theory. New York: Alfred Knopf.
Bertonazzi P., Maloney M. and Mccormick R. (1993). Some Evidence on The Alchian and Allen Theorem: The Third Law of Demand? Economic Inquiry, 16, 383-393.
Binter, J. M. (1990). Evaluating Service Encounters: The Effects of Physicial Surroundings and Employee Response, Journal of Marketing, 54, 69-82.
Bond, E. W. (1982). A direct test of the lemons model: The market for used pickup trucks, The American Economic Review, 72(4), 836-840.
Borcherding T. and Silberberg E. (1978). Shipping the Good Apples Out: The Alchian and Allen Theorem Reconsidered, The Journal of Political Economy, 86(1), 131-138.
Brown, Matthew T. , Rascher, Daniel A., McEvoy Chad D., & Nagel Mark S. (2006). Treatment of Travel Expenses by Golf Course Patrons: Sunk or Bundles Costs and the First and Third Laws of Demand. International Journal of Sport Finance, 1, 239-252.
Cockburn-Wootten, C., Friend, L., & McIntosh, A. (2006). A discourse analysis of representational spaces: writings of women independent traveler. Refereed Journal Articles, 54(1), 7-16.
Cronin, J. J., Jr., & Taylar, S. A. (1992). Measuring service quality: Areexamination and extension. Journal of Marketing, 56, 55-68.
Fuerderer, R., Herrmann, A., and Wuekbker, G. (1999). Optimal Bundling-Marketing Strategies for Improving Economic Performance, Springe: New York.
Gall, M.D., Brog, W. R., & Gall, J.P. (1996). Educational research: An introduction (6th ed.). White Plains, NY: Longman.
Gay, L. R. (1992). Educational research: Competencies for analysis and application (4th ed.). NY: Macmillan Publishing Company.
Genesove, D. (1993). Adverse selection in the wholesale used car market, The Journal of Political Economy, 101(4), 644-665.
Gibbons, R., and I. F. Katz (1991). Layoffs and lemons, Journal of Labor Economics, 9(4), 351-380.
Gould J. & Segall J. (1969). The Substitution Effects of Transportation Costs, The Journal of Political Economy, 77(1), 130-137.
Greenwald, B. C. (1986). Adverse selection in the labor market, Review of Economic Studies, 53, 325-347.
Greenwald, B. C; R. R. Glasspiegel (1983). Adverse selection in the market for slaves: New Orleans, 1830-1860, Quarterly Journal of Economics, 98(3), 479-499.
Guiltinan, J. P. (1987). The Price Bundling of Services: A Normative Framework, Journal of Marketing, 51, 74-85.
Heal, G. (1976). Do bad products drive out good? The Quarterly Journal of Economics, 90(3), 499-502.
Herriott, R.E & Firestone, W.A. (1983). Multisite Qualitative Policy Research: Optimizing Description and Generalizability, Educational Researcher, 12(2), 14-19.
Hsieh, S., J. T. O’Leart and A. M. Morrison (1994). A Comparison of Package and Non-package Travelers from the United Kingdom, Global Tourists Behavior, 6(3), 79-100.
Hwang, Shiuh-Nan and Chang, Te-Yi (2003). Using data envelopment analysis to measure hotel managerial efficiency change in Taiwan, Tourism Management, 24, 357-369.
Kotler, P., (1997). Marketing Management: Analysis, Planning, Implementation, and Control. 9th Ed., David Borkowsky, NJ.
Kotler, Philip & Armstrong, Gary (2005). Principles of Marketing: An Asia perspectives, Pearson Education South Asia Pte Ltd.
Li Qin, Anil Gualti, Ling He & Wei Fang (2009). Adverse Selection for Luxury Goods in Online Auctions, Journal of Internet Commerce, 8, 272-273.
Lacko, J. (1986). Product quality and information in the used car market, Bureau of Economics Staff Report to the Federal Trade Commission.
Louise, H., Carter, R. W., Sherrie; W. and Hein, R. (2002). Profiling the Senior Traveler: An Australian Perspective. Journal of Travel Research, 41(8), 23-37.
Parasuuraman, A., Leonard Berry and Valarie Zeitham (1985). A Conceptual Model of Services Quality and Its Implications for Future Research, Journal of Marketing, 49(Fall), 41-50.
Richards, G., & Wilson, J. (2004). The Global Nomad: Backpacker Travel in Theory and Practice. UK: Channel View Publications.
Ries Al & Trout Jack (2001). Positioning:The Battle for Your Mind, The McGraw-Hill Companies,Inc.
Ruyter, K. D., Wetzels, M. and Bloemer, J. (1998). On the relationship between perceived service quality, service loyalty and switching costs, International Journal of Service Industry Management, 9, 436-453.
Sheldon, P. J. & Mak, J.(1987). The Demand for Package Tours: A Mode Choice Model. Journal of Travel Research, Wnter, 13-17.
Stremersch S. & Tellis G. J. (2002). Strategic Bundling of Products and Prices: A New Synthesis for Marketing, Journal of Marketing, 66, 55-72.
Teas, R. Kenneth and Sanjeev Agarwal. (2000). The Effect of Extrinsic Product Cues on Consumers’ Perceptions of Quality, Sacrifice, and Value, Journal of the Academy of Marketing Science, 28(2), 278-290.
Thaler, R., (1985). Mental Accounting and Consumer Choice, Marketing Science, 4(3), 199-214.
Umbeck J. (1980). Shipping the Good Apples Out: Some Ambiguities in the Interpretation of “Fixed Charge”, The Journal of Political Economy, 88(1), 199-208.
Yin, R. K. (1981). The case study crisis: some answers, Administrative Science Quarterly, 26, 58-65.
Yadav, M.S. and Monroe, K.B. (1993). How Buyers Perceived Saving in a Bundle Price: An Examination of a Bundle’s Transaction Value, Journal of Marketing Research, 30(3), 350-358.
Yin, R. K. (1994). Case Study Research: Design and Methods (2nd ed.). Thousand Oaks, CA: Sage.


References in Chinese:
江玉琪(1998),「個別產品購買意願、產品價格差異、消費者價格意識極風險接受程度對組合產品購買意願之影響-以行動電話為例」,國立成功大學交通管理所碩士論文。
任立中、林婷鈴、陳靜怡、李吉仁(2006),「高科技產業產品價值創造與行銷價值專屬化之最是資源配置」, 中山管理評論,第十四卷,第一期,頁11~42。new window
任正中(2002),「成組產品中主次產品種類搭配、價格折扣方式對消費者價值認知與購買意願之影響-以產品涉入為干擾變數」,實踐大學企業管理研究所碩士論文。
交通部觀光局(2010),中華民國98年臺灣地區國際觀光旅館營運分析
報告,台北:交通部 。
曲祉寧(2011),以經濟學理解營銷活動的新觀點: 從一個個案分析開始,台北:翰蘆圖書。
沈青慧(1995),「半自助旅遊產品之消費者行為研究-以大陸及日本來台旅客為例」,台灣大學國際企業管理研究所碩士論文 。
李淑宏(1999),「因為旅行,所以存在-旅行世紀的台灣新生代 研究」,台灣大學新聞研究所碩士論文 。
林冠伸(2009),「 住房率及不確定需求對台灣國際觀光旅館成本結構之影響」,國立暨南國際大學經濟學研究所碩士論文。
周宛真(1998),「組合產品與價格認知對消費者評價之影響」,台灣大學商學研究所碩士論文。
吳柏林、賴家瑞 、劉勇杉(1994),「臺灣地區外籍觀光旅客人數預測模式之探討」,國立政治大學學報,第68期,頁267-295。
吳勉勤(1998),旅館管理-理論與實務,台北:揚智文化。
張宮熊(2002) ,休閒事業概論,台北市:揚智文化出版社。
張博文(2007),「飯店服務品質、顧客滿意度、信任及再宿意願關係之探討-以飯店之特約廠商為例」,南華大學旅遊事業管理研究所碩士論文 。
張淑青(2001),「價格之絕對顧客滿意度影響之研究-以觀光旅遊為
例」,台北大學企業管理學系博士論文 。
張清溪、許嘉棟、劉鶯钏、吳聰敏(1987),經濟學(上冊),台北:新陸書局 。
張淑婷(2004),「來華旅客國際觀光旅館住宿需求預測之研究—以日本、香港為例」, 私立朝陽科技大學休閒事業管理系碩士論文。
陳偉航,「產品在行銷的6大策略」,工商時報,D3經營知識,2006/06/07。
曹勝雄、江麗文、蔡倩雯(1996),「計量經濟模式在國際觀光需求應用之研究」,戶外遊憩研究,第9卷,第1期,頁1~29。new window
黃蔚萱(2006),「國際觀光旅館國人住宿需求季節性之研究」,朝陽科技大學休閒事業管理系碩士論文。
樓永堅、方世榮譯(2006),行銷管理學,台北:東華書局 。
劉永炬(2009),玩定位,北京:機械工業出版社。
劉陳宏(2002),「成組產品角色與類型之搭配、品牌知名度、價格折扣幅度對消費者價值認知與購買意願之影響」,實踐大學企業管理研究所碩士論文。
鄭天澤、時巧煒(1995),「來華觀光旅客需求預測模式比較分析」,管理評論,第14卷,第1期,頁77~116。new window
鄭靖吉(1995),「貿易自由化對台灣肉品消費者福利之影響研究—以完整需求體系與補償變量估計」,國立台灣大學農業經濟學研究所博士論文,台北。new window
韓小蒂(2011),嚴選百大—台灣好享住飯店109選,台北: 欣傳媒。
蘇淑芬(1996),「國人出國旅遊型態選擇行為之研究-以美國地區為例」,中國文化大學觀光研究所碩士論文 。
聶建中、周明智(2003),「影響來台旅遊人數及觀光外匯收入總體變數決定因素之研究」,管理學報,第19卷,第6期,頁1153~1172。new window
顧景昇(2004),旅館管理,台北:揚智文化。
Silk, Alvin(2008) ,行銷是什麼?,譯者:林奕伶,台北:大是文化。
Frederick E. Webster, Jr. (2000), 市場導向管理,譯者:洪瑞彬,台北:商周出版社。
內政部地政司全球資訊網網址: http://www.land.moi.gov.tw。
四方通行旅遊網網址: http://www.easytravel.com.tw。
交通部觀光局行政資訊系統:http://admon.taiwan.net.tw。
晶華酒店 年報查詢網址:http://newmops.twse.com.tw。


 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關書籍
 
無相關著作
 
QR Code
QRCODE