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題名：服務費，訂金預收率，與贈品價值：兩階段賽局之應用
作者：呂英瑞
作者(外文)：Ying-Jui Lu
校院名稱：中華大學
系所名稱：科技管理研究所
指導教授：李堯賢
王瑜哲
學位類別：博士
出版日期：2006
主題關鍵詞：服務費；訂金預收率；贈品價格；收益管理；兩階段賽局；service charge；the rate of advance-payment；gift value；yield management；two-stage game
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本研究針對三個研究主題分為三個章節進行探討，並做經營策略的分析。在第二章中，分析休閒遊憩廠商如何在競爭的市場結構中，從收益管理的角度，決定其對消費者所收取的遊憩服務價格與服務費。由於國內的休閒遊憩廠商若對消費者收取服務費則都是採取相同固定比例的服務費，本研究以理論模型說明廠商採取一致性的服務費訂價在遊憩服務價格競爭與收益管理上有何意涵。研究結果顯示，目前廠商一致性的服務費訂價方式，不利於消費者剩餘與社會福利。換言之，一致性的服務費訂價具有反競爭效果。其次，在第三章中，本研究探討遊客生活型態差異對休閒旅遊業決定訂金預收率之影響效果。本研究將消費者分為週日間消費群與週末間消費群，兩者之間對廠商所提供的休閒旅遊勞務各有不同的評價，並且將遊客對勞務價格敏感度納入理論模型。本研究發現，廠商訂金預收率之決定是取決於遊客型態的市場佔有率，遊憩勞務價格，遊客對遊憩勞務的不敏感度，以及遊憩勞務之邊際成本。本研究的社會福利結論顯示，當遊憩勞務之邊際成本充分小(大)廠商對遊客所收取的訂金預收率會高(低)於社會最適的訂金預收率，導致廠商的訂金預收率不具(具過度)經濟效率。最後，在第四章中，本研究探討贈送贈品策略為何會在競爭的環境中存在？贈送贈品策略對廠商的贈品價值、油品價格與利潤水準，消費者剩餘，以及社會福利有何影響？基於實務上廠商皆有從事贈送贈品的一致性行為，本研究亦分析廠商是否有誘因從事共同贈送贈品策略？共同贈送贈品策略是否不利於消費者而且會降低經濟效率？本研究的研究顯示：(1)贈品價值不會影響油品價格競爭，(2)贈送贈品策略可緩和油品價格競爭，使得廠商超額利潤，但不利於消費者剩餘。然而，該策略可以增加社會福利因為廠商的超額利潤大於消費者的剩餘損失，以及(3)廠商並無誘因實施共同贈送贈品策略，因為有無實施該策略皆不會影響其超額利潤水準。換言之，廠商的超額利潤與執行贈送贈品策略的方法無關。
This study investigates three subjects. First, in Chapter 2 we investigate how firms in a recreation industry determine their recreation service prices and service charges through a yield management perspective. Since the firms require customers to pay the same service charge in terms of the fixed ratio of recreation service price, we use a theoretical model to analyze the implications of joint service charge within the firms. Our result shows that joint service charge within the firms is disadvantage to consumer surplus and social welfare. In other words, we highlights the anticompetitive effect of joint in service charge.
Secondly, in Chapter 3 we examine the effect of the difference between tourists’ lifestyle on determining the advance-payment rate of a leisure tourism industry. We separate consumers into two groups, the weekday-type group and the weekend-type group. Two groups have different valuations about the leisure service provided by a firm. We also incorporate the tourist’s consumer’s price insensitivity into the analytic model. We find that the firm’s rate of advance-payment depends on the market share of tourist’s type, the price of leisure service, the leisure service price insensitivity, and the marginal cost of leisure service. Our welfare conclusion is that when the marginal cost of leisure service is sufficiently small(large), the advance-payment rate determined by the firm is higher(lower) than the socially optimal rate of advance-payment, this indicates that the firm’s rate of advance-payment is not(over) economic efficient.
Finally, in Chapter 4 we show that a gift-giving strategy can be a profitable alternative that weakens price competition. We investigate the impact of differentiating gift-giving strategy on the retail oil prices, profits, consumer’s surplus, and social welfare. We derive three results: (1) the gift value does not affect the retail oil price competition, (2) the gift-giving strategy mitigates the retail oil price competition and reduces consumer’s surplus, and yet it increases social welfare because firms gain more than consumer’s lose, and (3) there is no incentive for firms to explicitly coordinate and declare a joint industry-wide gift-give strategy. In other words, firms’ profit is independent of the methods used by firms to execute the gift-giving strategy.
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