Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/20725
標題: The Firm's Optimal Strategic Combination of Coupon, Rebate and Price Advertising
廠商折價券、現金退款與價格廣告之最適策略組合
作者: 王承緯
Wang, Cheng-Wei
關鍵字: coupon;折價券;cash rebate;price advertising;manufacturer's competitiveness;promotion mix;現金退款;價格廣告;廠商競爭力;促銷組合設計
出版社: 企業管理學系所
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摘要: 
Coupon and cash rebate are most commonly used pull-type promotion strategy. Past researches had not clearly define the difference of the two promotion tools. In recent years, few researchers began to focus on the differences between coupon and cash rebate. From the perspective of game theory, the present paper explores the combination of coupon and cash rebate, and discusses the effects of manufacturer's competitiveness, its influence on the selection of promotion tools and price advertising. It further explores the effect of two different promotion tools on the product's price and face value under different market environments.
The model design, adopted from Lu and Moorthy (2007), includes monopolistic manufacturer and face market consumers directly. This model is divided into four zones, according to consumers' willingness-to-pay and redemption cost. Coupon is used at the time of purchase, whereas cash rebate are used after purchase. This difference in timing and use of the promotion tools would affect the profitability of the manufacturer. Therefore, manufacturer may have different promotion mix under different market environments.
The study has four main conclusions:
1. Under different rebate cost, the manufacturer would adjust product's price and face value as the consumer population proportion changes. The order of adjustment is determined according to the promotion tool used and level of redemption cost.
2. The results indicate that manufacturer would adopt cash rebate as the promotion tool when there is a insignificant difference between high and low redemption cost consumer proportion; whereas manufacturer would adopt coupon as the promotion tool when there is a significant difference between high and low redemption cost consumer proportion.
3. Coupon tends to be more suitable when manufacturer is not competitive, whereas cash rebate tends to be more suitable when manufacturer is highly competitive. When a manufacturer is highly competitive, it tends to use the promotion strategy without the combination of price advertising.
4. The manufacturer tends not to use promotion tool, but directly set a single price for the high willingness-to-pay consumer group.

折價券(coupon)與現金退款(rebate)一直是廠商最常使用之拉式促銷策略。過去的研究並沒有深入地去區分這兩種促銷工具的差異,常把折價券與現金退款混為一談。但近來開始有學者注意到這兩種促銷工具本質上的差異。本研究藉由賽局理論探討廠商使用價格廣告與折價券和現金退款之間的搭配,以及討論廠商競爭力對於促銷工具與價格廣告之間搭配的影響。此外探討在不同市場環境下,廠商使用兩種促銷工具後,對於產品售價與面額產生之變化。
在模型設計部份,市場上存在獨佔之廠商,直接面對消費者。本研究沿用Lu and Moorthy (2007)的模型,將消費者依願付價格高低與贖回成本高低分為四種區隔。而折價券與現金退款由於使用方式的不同,折價券為購買當下贖回,而現金退款為購買後贖回,因為贖回的先後所產生的差異,會影響廠商使用不同促銷工具所能產生的利潤,也造成在不同市場環境下,廠商會有不同的最適促銷組合(promotion mix)設計。
本研究有以下四項主要結果:
1.給定不同贖回成本下,當消費者區隔比例變動時,廠商會調整之產品售價與面額,依使用之工具與贖回成本高低,調整順序會有所不同。
2.高低贖回成本消費者分別佔高低願付價格消費者區隔中比例平均
時,廠商會採用現金退款為促銷策略;當高低贖回成本消費者比例差距大時,廠商會採用折價券為促銷策略。
3.當廠商競爭力高時,最適策略較有可能為現金退款;而當廠商競爭力低時,最適策略較有可能為折價券再加上價格廣告之策略組合;若廠商競爭力適中時,最適策略為使用折價券。
4.當高願付價格消費者比例很大,並且高願付價格很大時,廠商會不
使用促銷策略而直接採用針對高願付價格消費者作統一定價。
URI: http://hdl.handle.net/11455/20725
其他識別: U0005-0807200817304400
Appears in Collections:企業管理學系所

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