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標題: 多次降價的個人化定價模型以最大化廠商收益或利潤
A Personalized Pricing Model with Multiple Markdowns to Maximize Revenue or Profit
作者: 洪育懷
Hung, Yu-Huai
關鍵字: Dynamic Pricing;動態定價;Purchase Probability;Personalization;Pricing Model;購買機率;個人化;定價模型
出版社: 電子商務研究所

Price is an element of marketing components; it represents the
identified value of the product or service for buyers and sellers. Even more, price making is an important marketing decision. From consumers'or customers' point of view, price is the payment of the purchaser for acquiring the specific product or service. Definitely, price played a critical role in consumer's purchasing behavior. From firms' or enterprises' perspective, price is an important tool for market competition and the main source for their revenue or profit. Compared with the other marketing elements, price has direct and crucial influence on their income. This thesis proposes the related research on price making. First of all, it is different from price equilibrium of demand-supply theory. To respond the trend of personalized service in e-commerce, we propose a pricing model for personal so that the research scope can be narrowed down to individual consumer level. Secondly, in the light of personalized demand, the concepts of price discrimination and quantity discount are applied to this model so that we may transfer single period of price discrimination to multi-period by several price markdowns. Therefore, the relationship between buyers and sellers can be preserved as long as possible. Even more, it can result in a mutual beneficial relationship in transaction.
Finally, we maximized firm's revenue and profit by optimization to optimize each markdown range and corresponding customer accumulative monetary threshold. The interaction between parameters within this model can help firms to know the situation and limitations they may face when applying this proposed personal pricing model.
Appears in Collections:科技管理研究所

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