資料載入處理中...
臺灣人文及社會科學引文索引資料庫系統
:::
網站導覽
國圖首頁
聯絡我們
操作說明
English
行動版
(3.145.41.72)
登入
字型:
**字體大小變更功能,需開啟瀏覽器的JAVASCRIPT,如您的瀏覽器不支援,
IE6請利用鍵盤按住ALT鍵 + V → X → (G)最大(L)較大(M)中(S)較小(A)小,來選擇適合您的文字大小,
如為IE7以上、Firefoxy或Chrome瀏覽器則可利用鍵盤 Ctrl + (+)放大 (-)縮小來改變字型大小。
來源文獻查詢
引文查詢
瀏覽查詢
作者權威檔
引用/點閱統計
我的研究室
資料庫說明
相關網站
來源文獻查詢
/
簡易查詢
/
查詢結果列表
/
詳目列表
:::
詳目顯示
第 1 筆 / 總合 1 筆
/1
頁
來源文獻資料
摘要
外文摘要
引文資料
題名:
網路興起對雙占廠商產品差異化決策、定價策略與社會福利之影響
書刊名:
臺大管理論叢
作者:
陳其美
/
周善瑜
/
吳奕慧
/
謝旻錡
作者(外文):
Chen, Chyi-mei
/
Chou, Shan-yu
/
Wu, I-huei
/
Hsieh, Min-chi
出版日期:
2009
卷期:
19:2
頁次:
頁141-170
主題關鍵詞:
網際網路
;
產品差異化
;
社會福利
;
The internet channel
;
Product differentiation
;
Social welfare
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(
1
) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:
1
共同引用:
6
點閱:39
本研究以賽局分析的方法,探討網路興起對雙占廠商的產品差異化策略、定價策略與社會福利所造成的影響。本文之產品差異化兼具垂直與水平差異化的特性,即當廠商差異化後會提升部分消費者對產品的評價,並獲致以下結果:(i) 網路興起打破地域藩籬,但未必有害於過去受地域屏障保護的競爭廠商,因為網路興起後廠商進行產品升級、增加產品變化的努力能獲得更多不同地域消費者的青睞,而較多的產品差異化在彌補缺乏地域屏障之餘,甚至可能提升獲利。(ii) 網路興起後,在競爭激化下,迫使廠商更須經由產品差異化來提升消費者毛效用或擴充銷售量,以提升利潤;在某些條件下即便差異化創造的消費者價值不及成本,廠商仍會進行差異化,此時整體社會福利因廠商的過度投資而下降。本研究結果為行銷實務者在網路興起後應如何調整產品差異化與定價策略提供具體建議,亦可為廠商在網路通路的客製化、品牌經營與說服性廣告策略上提供行銷意涵。
以文找文
This paper takes a game-theoretic approach to analyze how the availability of e-commerce may change duopolistic firms' incentives of engaging in product differentiation, thereby altering equilibrium product prices and social welfare. The migration of transactions from traditional outlets to Internet markets implies that firms that gained local monopoly power in different geographic areas must now compete in one integrated market, but this does not necessarily imply that e-commerce makes firms worse off. We obtain the following results: (i) The presence of internet markets also allows firms to reach consumers that could not be reached in the past because of prohibitively high transportation costs, and the presence of new potential customers raises the profitability of investments in product differentiation. (ii) With products being more differentiated, the equilibrium product prices may become higher, making firms better off in the presence of Internet markets. (iii) The presence of the Internet channel will intensify price competition between firms with homogeneous products, which in turn strengthens their incentives to conduct product differentiation. Under some conditions, even if the value created to customers cannot cover the associated cost, firms may well differentiate their products. In this case, social welfare is decreased by the overinvestment by firms on product differentiation. (iv) Our results provide implications for practitioners on how to adjust their product and pricing strategies in the presence of the Internet. Furthermore, we provide marketing implications for customization, branding and persuasive advertising on the Internet.
以文找文
期刊論文
1.
Balasubramanian, S.(1998)。Mail versus mall: A strategic analysis of competition between direct marketers and conventional retailers。Marketing Science,17(3),181-195。
2.
Alba, J.、Weitz, B.、Janiszewski, C.、Sawyer, A.、Wood, S.、Lutz, R.、Lynch, John(1997)。Interactive Home Shopping: Consumer, Retailer, and Manufacture Incentives to Participate in Electronic Marketplace。Journal of Marketing,61(3),38-53。
3.
周善瑜、楊欣怡(20020400)。以網際網路區別消費者之最適通路設計。管理學報,19(2),209-241。
延伸查詢
4.
Overby, Jeffrey W.、Lee, Eun-Ju(2006)。The effects of utilitarian and hedonic online shopping value on consumer preference and intentions。Journal of Business Research,59(10/11),1160-1166。
5.
Lynch, John G. Jr.、Ariely, Dan(2000)。Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution。Marketing Science,19(1),83-103。
6.
Childers, Terry L.、Carr, Christopher L.、Peck, Joann、Carson, Stephen(2001)。Hedonic and utilitarian motivations for online retail shopping behavior。Journal of Retailing,77(4),511-535。
7.
Bakos, J. Yannis(1997)。Reducing Buyer Search Costs: Implications for Electronic Marketplaces。Management Science,43(12),1676-1692。
8.
Brynjolfsson, Erik、Smith, Michael D.(2000)。Frictionless Commerce? A Comparison of Internet and Conventional Retailers。Management Science,46(4),563-585。
9.
Menon, Satya、Kahn, Barbara(2002)。Cross-category Effects of Induced Arousal and Pleasure on the Internet Shopping Experience。Journal of Retailing,78(1),31-40。
10.
Forsythe, Sandra M.、Shi, Bo(2003)。Consumer patronage and risk perceptions in Internet shopping。Journal of Business Research,56(11),867-875。
11.
Bakos, J. Y.(1998)。Towards friction-free markets : The emerging role of electronic marketplaces on the Internet。Communications of the ACM,41 (8),35-42。
12.
Bakos, J. Y.(2001)。The emerging landscape for retail e-commerce。Journal of Economic Perspective,15 (1),69-80。
13.
Baye, M. R., Morgan, J.,、Scholten, P.(2004)。Price dispersion in the small and the large:Evidence from an Internet price comparison site。Journal of Industrial Economics,52 (4),463-496。
14.
Brynjolfsson, E.、Smith, M. D.、Hu, Y. J.(2003)。Consumer surplus in the digital economy:Estimating the value of increased product variety at online booksellers。Management Science,49(11),1580-1596。
15.
Chen, Y., Narasimhan, C.,、Zhang, Z. J.(2001)。Individual marketing with imperfect targetability。Marketing Science,20 (1),23-41。
16.
Chen, Y.、Sudhir, K.(2004)。When shopbots meet emails : Implications for price competition on the Internet。Quantitative Marketing and Economics,2(3),233-255。
17.
Chevalier, J.,、Goolsbee, A.(2003)。Measuring prices and price competition online: Amazon vs. Barnes and Noble。Quantitative Marketing and Economics,1 (2),203-222。
18.
Clemons, E. K.、Hann, I. H.、Hitt L. M.(2002)。Price dispersion and differentiation in online travel: An empirical investigation。Management Science,48(4),534-549。
19.
Dewan, R., Jing, B.,、Seidmann, A.(2003)。Product customization and price competition on the Internet。Management Science,49 (8),1055-1070。
20.
Iyer, G.,、Pazgal, A.(2003)。Internet shopping agents: Virtual co-location and competition。Marketing Science,22 (1),85-106。
21.
Kuksov, D.(2004)。Buyer search costs and endogenous product design。Marketing Science,23 (4),490-499。
22.
Kung, M., Monroe, K. B.,、Cox, J. L.(2002)。Pricing on the Internet。Journal of Product and Brand Management,11 (5),274-288。
23.
Kuttner, R.(1998)。The net: A market too perfect for profits。Business Week,May 11,20。
24.
Lal, R.,、Sarvary, M.(1999)。When and how is the Internet likely to decrease price competition?。Management Science,18 (4),485-503。
25.
Sharma, S., Bearden, W. O.,、Teel, J. E.(1983)。Differential effects of in-home shopping methods。Journal of Retailing,59 (4),29-51。
26.
Shugan, S. M.(2002)。In search of data: An editorial。Marketing Science,21 (4),369-377。
27.
Steinfield, C.、Bouwman, H.、Adelaar, T.(2002)。The dynamics of click-and-mortar electronic commerce: Opportunities and management strategies。International Journal of Electronic Commerce,7(1),93-119。
28.
Stylianou, A. C.、Kumar, R. L.,、Robbins, S. S.(2005)。Pricing on the Internet and in conventional retail channels : A study of over-the-counter pharmaceutical products。International Journal of Electronic Commerce,10 (1),135-148。
29.
Wu, D., Ray, G., Geng, X.,、Whinston, A.(2004)。Implications of reduced search cost and free riding in e-commerce。Marketing Science,23 (2),255-262。
圖書
1.
Kotler, Philip、Ang, S. H.、Leong, S. M.、Tan, C. T.(2003)。Marketing management: An Asian perspective。Prentice Hall。
推文
當script無法執行時可按︰
推文
推薦
當script無法執行時可按︰
推薦
引用網址
當script無法執行時可按︰
引用網址
引用嵌入語法
當script無法執行時可按︰
引用嵌入語法
轉寄
當script無法執行時可按︰
轉寄
top
:::
相關期刊
相關論文
相關專書
相關著作
熱門點閱
1.
資訊管理研究在臺灣:歷史回顧與未來展望
2.
人力銀行數位資本、服務氣候與求職者滿意關聯性之研究
3.
網際網路與消費者結構對廠商通路策略之影響
4.
以數位資本觀點建構入口網站服務指標之研究:以臺北大學學生為例
5.
競爭廠商之產品策略與網路通路策略
6.
網際網路興起對數位產品獨佔廠商產品決策與通路策略之影響
7.
製造來源國與品牌名稱對消費者購買意願影響之研究--以國際性服飾品牌為例
8.
以網際網路區別消費者之最適通路設計
無相關博士論文
無相關書籍
無相關著作
無相關點閱
QR Code