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題名:數位音樂產業之訂價策略與社會福利分析:兩階段賽局之應用
書刊名:行銷科學學報
作者:林怡芯
作者(外文):Lin, Yi-shin
出版日期:2014
卷期:10:2
頁次:頁143-169
主題關鍵詞:數位音樂多元訂價雙占市場賽局理路網路效果Digital musicMultiple pricingDuopoly industryGame theoryNetwork effect
原始連結:連回原系統網址new window
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  • 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:21
  • 點閱點閱:30
本研究套用Hotelling(1929)提出的區位模型探討數位商品產業的競爭行為,並以子賽局完全均衡(Sub-Game Perfect Equilibrium)和回推法(Backward Induction)進行兩階段求解,發現品牌價值對商品訂價存在一個正向作用但並不是一個絕對性因素,尚需考量對手的訂價策略。當低品牌價值業者採用滲透訂價法,對高品牌價值業者的市占率極具有影響力但不一定會造成高品牌業者有退出市場的危機。因此,當兩業者提供略為異質商品時,商品訂價能依照品質制訂售價且消費者與業者存在對等的資訊,此時高品牌價值商品制訂較高價格和低品牌價值商品制訂較低價格,此時對整個產業和社會福利是相對較符合公平原則。
This study analyzed competitive behavior in a duopoly music market using game theory and found that brand value positively affects product pricing; however, this is not an absolute factor as the pricing of competitors still needs to be taken into account. The adoption of penetration pricing by companies with low brand value can have a great influence on the market share of companies with high brand value, but it will not necessarily force the latter companies to withdraw from the market. Therefore, when both types of companies provide products with a small degree of heterogeneity, the products can be priced according to their quality and consumers and companies will have equal information. Commodities with high brand value establish higher prices and those with low brand value establish lower prices. This conforms more to the principle of fairness in terms of the whole industry and social welfare.
期刊論文
1.劉忠陽、周盟浩(20060900)。數位音樂購買意願及願意支付價格之研究。電子商務研究,4(3),285-304。new window  延伸查詢new window
2.Zentner, A.(2008)。Online sales, Internet use, file sharing, and the decline of retail music specialty stores。Information Economics and Policy,20(3),288-300。  new window
3.Bhattacharjee, S.、Gopal, R.、Lertwachara, K.、Marsden, J. R.(2005)。Using P2P Sharing Activity to Improve Business Decision Making: Proof of Concept for Estimating Product Life-Cycle。Electronic Commerce Research and Applications,4(1),11-17。  new window
4.Bakker, P.(2005)。File-Sharing-Fight, Ignore or Compete Paid Download Services vs. P2P-Networks。Telematics and Informatics,22,41-55。  new window
5.Lin, Y. S.、Lee, Y. H.(2006)。A Note on Software Protection and Social Welfare。The Journal of Global Business Management,2(1),248-256。  new window
6.陳禹辰、尚榮安、陳祥源(20100900)。非法音樂檔案下載意圖之研究:消費價值觀點之分析。電子商務學報,12(3),381-405。new window  延伸查詢new window
7.李堯賢、呂英瑞、林怡芯(20060700)。贈品價值、油品價格與共同贈送贈品策略。公平交易季刊,14(3),89-112。new window  延伸查詢new window
8.Molteni, L.、Ordanini, A.(2003)。Consumption Patterns, Digital Technology and Music Downloading。Long Range Planning,36(4),389-406。  new window
9.Ozer, M.(2001)。User Segmentation of Online Music Services Using Fuzzy Clustering。Omega: The International Journal of Management Science,29(2),193-206。  new window
10.林啟智、黃麒儒(2007)。雙占廠商垂直控制策略之不對稱均衡。公平交易季刊,15(2),147-170。new window  延伸查詢new window
11.董澤平、黃啟瑞(2010)。網路音樂授權公平訂價之研究--以公開傳輸權為例。公平交易季刊,18(1),43-97。new window  延伸查詢new window
12.Cunningham, B. M.、Alexander, Peter J.、Adilov, Nodir(2004)。Peer-to-peer file sharing communities。Information Economics and Policy,16(2),197-213。  new window
13.Li, Y. M.、Lin, C. H.(2009)。Pricing schemes for digital content with DRM mechanisms。Decision Support Systems。  new window
14.Bhattacharjee, S.、Gopal, R. D.、Lertwachara, K.、Marsden, J. R.(2006)。Whatever Happened to Payola? An Empirical Analysis of Online Music Sharing。Decision Support Systems,42(1),104-120。  new window
15.Chen, Yu-Chen、Shang, Rong-An、Lin, An-Kai(2008)。The intention to download music files in a P2P environment: Consumption value, fashion, and ethical decision perspectives。Electronic Commerce Research and Applications,7(4),411-422。  new window
16.Fetscherin, Marc(2005)。Movie piracy on peer-to-peer networks? the case of KaZaA。Telematics and Informatics,22(1/2),57-70。  new window
17.Gayer, A.、Shy, O.(2003)。Copyright Protection and Hardware Taxation。Information Economics and Policy,15(4),467-483。  new window
18.Gayer, A.、Shy, O.(2003)。Internet and peer-to-peer distributions in markets for digital products。Economics Letters,81(2),51-57。  new window
19.Gayer, A.、Shy, O.(2006)。Publishers, Artists, and Copyright Enforcement。Information Economics and Policy,18(4),374-384。  new window
20.Rhee, B. D.、Norton, S. W.(2001)。Strategic Quality Decisions under Heterogeneous Resource Endowments。Journal of Economics and Management Strategy,10(2),235-264。  new window
21.楊宜桂、梁朝雲(20070700)。臺灣非流行音樂產業行銷管理之創新策略。廣告學研究,28,1-28。new window  延伸查詢new window
22.Hotelling, Harold(1929)。Stability in Competition。The Economic Journal,39(153),41-57。  new window
23.Peitz, M.、Waelbroeck, P.(2006)。Why the Music Industry May Gain from Free Downloading--The Role of Sampling。International Journal of Industrial Organization,24(5),907-913。  new window
24.李娓瑋、黃健杰、游雅淳(2006)。雙占模型下之品質成本、品質競爭與專利權保護。公平交易季刊,14(3),65-88。new window  延伸查詢new window
25.Scott, M. D.(2001)。Case Report, I: Music Copyright on the Internet: The Ninth Circuit Rules in the Napster Controversy。Computer Law and Security Report,17(3),192-193。  new window
26.張容瑛、周志龍(2006)。音樂產業全球化、流動著床與生產模式的重塑-臺灣流行音樂產業為例。臺灣土地研究,9(1),33-61。new window  延伸查詢new window
會議論文
1.周德宇、郭恩忻(2002)。網際網路線上影音多媒體產業之競爭分析。網路與知識經濟學術研討會。新北市。1-29。  延伸查詢new window
研究報告
1.經濟部工業局、財團法人資訊工業策進會(2004)。線上音樂發展與趨勢分析。  延伸查詢new window
圖書
1.方文昌、汪志堅(2004)。電子商務與網路行銷。台北:智高出版社。  延伸查詢new window
2.經濟部工業局、財團法人資訊工業策進會(2012)。2012 Taiwan數位內容產業年鑑。  延伸查詢new window
3.李瑞斌(2003)。台灣唱片業近年的發展。財團法人國際唱片業交流基金會。  延伸查詢new window
4.李瑞斌(2007)。台灣唱片業發展現況。財團法人國際唱片業交流基金會。  延伸查詢new window
5.Shy, Oz(2001)。The Economics of Network Industries。The Cambridge University Press。  new window
其他
1.許志義(20111128)。網路經濟競爭趨勢剖析,http://mis.nchu.edu.tw/teacher/hsu/archives/cat_ce.html。  延伸查詢new window
2.夏嘉玲(2011)。盜版音樂難根除曼島從課稅下手,http://mag.udn.com/mag/world/storypage.jsp?fMAIN_ID=247&f_SUB_ID=4093&f_ART_ID=189766。  new window
3.Melnik, A.,Shy, O.(2005)。Admission Standards and Competition in the Market for Professional Graduate Education,http://ozshy.50webs.com/papers/univ31.pdf。  new window
 
 
 
 
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