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題名：臺灣地區數位學習產業定價策略之研究：模糊理論的應用
書刊名：傳播管理學刊
作者：陳耀竹／韓衍輝
作者(外文)：Chen, Yaw-chu／Han, Yen-hui
出版日期：2006
卷期：7:2
頁次：頁151-174
主題關鍵詞：數位學習；定價策略；模糊多評準決策；Digital learning；Pricing strategy；Fuzzy multi-criteria decision-making
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)
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  • 共同引用共同引用:579
  • 點閱點閱:17
本文旨在模糊環境中，為臺灣數位學習產業建構一套評選最適定價策略的模式。本研究首先參考文獻，分別從經濟學、行銷學、作業研究等觀點來探討定價之相關文獻，進而整理出擬訂定價策略之準則。本文依據行銷學的觀點，就行銷組合、需求、成本、競爭者、目標、社會福利與政府法令等七關鍵因子來歸納準則。再針對臺灣地區的數位學習產業之實際參與決策或與其職務相關之主管人員及專業幕僚進行問卷訪查，經重要性分析後，建構出數位學習產業定價策略評估模式之層級結構。本研究再利用成對比較，與模糊多評準決策方法，發展出尋找最佳定價策略的演算法則。該演算法則是根據三角形模糊數與語言變數兩個主要觀念，作為評估準則之「重要性」與方案滿足各準則之「滿意度」評估之用。藉由層級整合得出各方案之綜合評價，並利用修正之Chang & Chen模糊數排序法求出最適的定價策略。本研究以數位學習產業個案公司為例，為所提出之定價決策模式進行實證應用，以供數位學習產業擬訂定價策略參考之用。
The main purpose of this paper is to provide a pricing strategy evaluation method for the digital learning industry under fuzzy environment. With the literature review we find the pricing criteria for Economics, Marketing and Operations Research and then we find out some criteria of pricing strategy. This paper bases on the view of marketing, we discuss 7 sectors: marketing mixed, demand, cost, competitor, objective, welfare and government policy. This research investigates Taiwan digital learning industry experts as respondents, find references and make pricing strategy criteria. The fundamental concepts we have adopted include the analytic hierarchy process, fuzzy set theory and multi-criteria decision-making method. The concepts of triangular fuzzy number and linguistic variables are used to assess the preference ratings of linguistic variables, ‘importance’ and ‘appropriateness’. Through the hierarchy integration, we obtain the final scores of alternatives. Then we use a revised Chang and Chen's ranking method to rank the final scores and rank the final scores for choosing the optimal alternative. This research takes Taiwan digital learning industry as an example, carrying on real example application for the decision ways put forward, to provide enterprise the best pricing method when they make decisions.
期刊論文
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16.Chung, W. Y.、Chow, C. M.、Sit, W. H.、Wong, K. S.(2005)。Experiences of online learning: students’ perspective。Nurse Education Today，25，140-147。  new window
17.Daripa, A.、Kapur, S.(2001)。Pricing on the Internet。Oxford Review of Economic Policy，17(2)，202-216。  new window
18.Dias, O.(1993)。Ranking alternatives using fuzzy numbers: A computational approach。Fuzzy Sets and Systems，56，247-252。  new window
19.Domon, K.、Yamazaki, N.(2004)。Unauthorized file-sharing and the pricing of digital content。Economics Letter，85，179-184。  new window
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21.Kotkamp, S.(2000)。Pricing strategies for information products。Inhouse Consulting Manger，3，40-45。  new window
22.Stewart, B. L.(2004)。Online learning: a strategy for social responsibility in educational Access。Internet and Higher Education，7，299-310。  new window
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24.Zadeh, L. A.(1975)。The Concept of a Linguistic Variable and Its Application to Approximate Reasoning。Information Science，8(3)，199-249。  new window
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26.陳耀竹、謝友甄(20020700)。廣告主評選廣告代理商執行整合行銷傳播之研究。廣告學研究，19，55-87。new window  延伸查詢new window
27.Fortemps, P.、Roubens, M.(1996)。Ranking and defuzzification methods based on area compensation。Fuzzy Sets and Systems，82(3)，319-330。  new window
28.陳耀竹、楊志弘、邱琪瑄(20010100)。網路廣告媒體選擇之研究。廣告學研究，16，1-30。new window  延伸查詢new window
29.徐村和(19980800)。模糊德菲層級分析法。模糊系統學刊，4(1)，59-72。  延伸查詢new window
30.Dubois, Didier、Prade, Henri(1978)。Operations on fuzzy numbers。International Journal of Systems Science，9(6)，613-626。  new window
31.陳耀竹、王俊菘(20020400)。臺灣網路服務供應商評選應用軟體服務供應商策略聯盟夥伴之研究。管理與系統，9(2)，239-257。new window  延伸查詢new window
32.Fresen, J. W.、Boyd, L. G.(2005)。Caught in the web of quality。International Journal of Educational Development，25，317-331。  new window
33.鄧振源、曾國雄(19890700)。層級分析法（AHP）的內涵特性與應用。中國統計學報，27(7)，13767-13786。new window  延伸查詢new window
34.Zadeh, Lotfi Asker(1965)。Fuzzy sets。Information and Control，8(3)，338-353。  new window
會議論文
1.Altinkemer, K.、Jaisingh, J.(2002)。Pricing bundled information goods。the 4th IEEE Int’I workshop on advancedissuesof e-commerce and web-basedinformation systems。New York：IEEE。  new window
2.Bhargava, H. K.、Choudhary, V.(2001)。Second-degree price discrimination for information goods under nonlinear utility functions。34th Hawaii International Conference on System Sciences，1-6。  new window
學位論文
1.陳耀竹(1994)。一個模糊多評準決策方法之構建及其應用(博士論文)。國立交通大學。new window  延伸查詢new window
2.李佳穗(2004)。數位學習平台對不同年資之員工學習成果探討--以國內某公司為例(碩士論文)。銘傳大學。  延伸查詢new window
圖書
1.Abdel-Kader, M. G.、Dugdale, D.、Taylor, P.(1998)。Investment decisions in advanced manufacturing technology。England：Ashgate Publishing Company。  new window
2.Taha, H. A.(2003)。Operations research。New Jersey：Prentice-Hall。  new window
3.Varian, H. R.(1998)。Markets for information goods。California：University of California, Berkeley。  new window
4.經濟部數位內容產業推動辦公室(2005)。2005台灣數位內容產業白皮書。台北：經濟部數位內容推動辦公室。  延伸查詢new window
5.Zimmermann, H.-J.(1996)。Fuzzy Set Theory and Its Applications。Boston：Dordre。  new window
6.Chen, S. J. J.、Hwang, C. L.(1992)。Fuzzy multiple attribute decision making: Methods and applications。Springer-Verlag。  new window
7.黃俊英(1991)。多變量分析。華泰書局。  延伸查詢new window
8.Saaty, T. L.、Kearns, K. P.(1985)。Analytical planning: The organization of systems。Pergamon Press。  new window
9.邱皓政(2000)。量化研究與統計分析。臺北市：五南圖書公司。  延伸查詢new window
10.Saaty, Thomas L.(1980)。The Analytic Hierarchy Process: Planning, Priority Setting, Resource Allocation。McGraw-Hill。  new window
其他
1.Brooks, C. H.，Durfee, E. H.(2000)。Toward automated pricing and bundling of information goods，http://www.igec.umbc.edu/kbem/final/brooks.pdf。  new window
 
 
 
 
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