Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/25176
標題: 直接通路下,炫耀性商品之最適產品線設計
Product Line Design of Conspicuous Goods in a Direct Channel
作者: 王寶瑞
Wang, Pao-Juei
關鍵字: 炫耀性商品
conspicuous goods
產品線設計
直接通路
product line design
direct channel
出版社: 高階經理人碩士在職專班
引用: 一、中文部分 1. 賴英照(1997),「台灣金融版圖之回顧與前瞻」,聯經出版社出版。 二、英文部分 1.Amaldoss, W., S. Jain. 2005. "Conspicuous consumption and sophisticated thinking." 2.Amaldoss, W., S. Jain. 2005. “Pricing of conspicuous goods: A competitive analysis of social effects.” 3.Amaldoss, W., S. Jain. 2008. “Trading up: A strategic analysis of reference group effects.” 4.Amaldoss & Jain_MGSC 2010 “Reference groups and product line decisions. ” 5.Balachander, S., A. Stock. 2009. “Limited edition products: When and when not to offer them.” 6.Bearden, W., M. Etzel. 1982. “Reference group influence on product and brand purchase decision.” 7.Betts, P. 2002. National hero bearing the burden of success. 8.Bourdieu, P. 1984. Distinction: A Social Critique of the Judgment of Taste. Harvard University Press, Cambridge, MA. 9.Bryson, B. 1996. “Anything but heavy metal: Symbolic exclusion and musical dislikes.” 10.Childers, T., A. Rao. 1992. “The influence of familial and peer-based reference group on consumer decisions.” 11.Gopalan, Ram S., (2000) “Multiple Distribution Channel in Asia.” 12.Katz, M. L. (1984). Firm specific differentiation and competition among multi-product firm. 13.Kotler, P., Keller, K. L., Ang, S. H., Leong, S. M. and Tan, C. T. 2007. Marketing Management: An Asian Perspective (4th Edition), Prentice Hall. 14.Leibenstein, H. 1950. “Bandwagon, snob, and veblen effects in the theory of consumer demand.” 15.Moorthy, K. S. and Png, I. P. L. 1992. “Market Segmentation, Cannibalization, and the Timing of Product Introductions.” 16.Mussa, M. and S. Rosen. 1978. “Monopoly and product quality.” 17.Simmel, G. 1957. “Fashion.” Amer. 18.Veblen, T. 1899. The Theory of Leisure Class: An Economic Study of Institutions. Unwin Books, London, UK. 19.Wilson, L. O. and Norton, J. A. (1989), “Optimal Entry Timing for a Product Line Extension.”
摘要: 台灣金融業自1990年代開放民營銀行申請設立以來,面對一波接一波的金融變革,金融業者深刻體認,唯有不斷創新、提供全方位的金融服務,滿足不同消費者的需求,方能不被市場所淘汰。服務的提供,靠的就是通路,金融業的通路幾乎均為直接通路,如何將金融服務的品質,藉由產品線的設計,提供完整的服務,滿足消費者的需求,創造更高的金融利潤,為本研究之主要目的。 本研究援用Leibenstein, H (1950)所提之Snobs(特立獨行)effect 及 Bandwagon (流行風潮)effect兩種效果,同時參考Amaldoss & Jain(2005)文獻中消費者的效用函數,以賽局理論建構基本模型及延伸模型,探討在直接通路下,炫耀性效果對於商品之價格及品質的影響,進而對業者利潤產生的變化。本研究主要結果有三: 1.追求流行風潮的效果越強,產品的價格和品質會越低,市場的需求及業者的利潤則會增加。 2.對於特立獨行消費者的市場需求,當追求特立獨行的程度越高時,炫耀性效果可能使特立獨行消費者的需求增加,也可能減少。 3.在產品線設計下,高低端產品之價格差距與品質差距,會因追求流行風潮的效果增強而拉大,同時低端產品品質降幅大於高端產品的降幅,反之當追求特立獨行的效果增強時會縮小高低端產品之間的差距。
URI: http://hdl.handle.net/11455/25176
其他識別: U0005-2506201322222200
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-2506201322222200
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