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題名 耐久性消費品新品牌競爭性行銷策略選擇之實例研究
Competitive Marketing Decision Study for New Durable Consumer Product作者 陳朝福
Chen, Shao-Fu貢獻者 洪順慶
Horng, Shun-Ching
陳朝福
Chen, Shao-Fu關鍵詞 行銷管理
行銷模擬
決策支援系統
蒙特卡羅模擬法
新產品策略
Marketing management
Marketing simulation
Decision support system
Monte Carlo Simulation日期 1992 上傳時間 2-May-2016 13:23:45 (UTC+8) 摘要 本研究以過去類似研究的發展經驗為基礎,參照國內企業界的特殊決策環境及決策型態,並考量行銷問題的特質,建立一套整合性行銷系統模擬架構( 以蒙特卡羅模擬法為基本架構,以行銷系統模式為核心 ),協助決策者評估╱選擇新產品上市時之最適競爭性行銷策略,以提高新產品上市後的成功率。本研究從決策者立場的角度來建構整個架構,採用「互動式漸進法」讓決策者能共同參與模式之建構,並透過「結構式詢問法」輸入資料卷協助決策者在問題答覆的過程中,將系統行為的隱性心智模式轉化成顯性數理模式,使本模擬架構能成為實用的電腦輔助工具,縮短行銷科學與行銷實務的距離。本研究在國內行銷實務及學術界中尚屬較新的嚐試, 參考文獻 一.中文部份1.鄭振明. (民80) .廣告決策支援立在統之研究,中山企管研究所論文。2. 潘銘雄. (民81 ) .銷售反應系統之建構、使用興決策績效之衡量,政大企管研究所論文。3. 高仲炯,李坤清. (民80. 十月) .我國企業策略電腦化調查分析--決策支援系統運用有待加強,資訊傳真雜誌。二、英文部份1.Alberts, Willian W. (1989), "The Experience Curve Doctrine Reconsidered," Journal of Marketing, Vol. 53 (July), pp. 36-49.2.Bass,F. (1969),"A New Product Growth Model for Consumer Durables," Management Science, Vol.15 (January),pp.215-227.3.Bell,D. E., Ralph L. Keeney, and J. D. C. Little (1975),"A Market Share Theorem," Journal of Marketing Research, Vo1.12 , pp. 136-141. 4.Boston Consulting Group (1970) ,Perspectives on Experience, Boston: Authors.5.Booz,Allen and Hamilton (1981), New Products Management for the 1980 : phase I, Chicago6.Ching-cha Hsieh, Ming-te Lu, and Chien-chun Pan (1992),"Current Status of DSS use in Taiwan, "Information & Management 22,pp.199-206. 7.Clarke D. G., "Marketing analysis and Decision Making: Text and Cases with Lotus 1-2-3 ," The Scientific Press,1987.8.Cooper,Lee G. and Masao Nakanishi (1983), Market-Share Ananysis ,Norwell, Ma : Kluwer9. Dodson, Joe A. and Eitan Muller (1973), "Models of New Product Diffusion Through Advertising and word-of-Mouth," Management Science, 24(November), pp.1568-78.10.Easingwood,Christopher J. ,Vijay Mahajan, and Eitan Muller (1983) ," A Nonuniform Influence Innovation Diffusion Model of New Product Acceptance," Marketing Science, Vol. 2 (Summer) , pp. 273-296.11.Everett M. Rogers, Diffusion of Innovation (New York: The Free Press,1962),p.13.12. Feichtinger, Gustarv( 1982) , "Optimal Pricing in Diffusion Model With Concave Pricing-Dependent Market Potential," Operations Research Letters,1,236-40.13.Fourt,Louis A. and Joseph W. Woodlock (1960) , "Early Prediction of Market Success for New Grocery Products," Journal of Marketing ,Vol.24(October), pp.31-38.14.Takada,Hirokazu and Dipak Jain (1991) ,"Cross-National Analysis of Diffusion of Consumer Durable Goods in Pacific Rim Countries," Journal of Marketing, Vol.55 (April) ,pp.48-54.15.Horskey,Dan and Leonard S. Simon (1978) ,"Advertising in a Model of New Product Diffusion," presented at the TIMS/ORSA National Meeting in New York City, May.16.Horskey,Dan and Leonard S. Simon (1983) ,"Advertising and the Diffusion of New Products," Management Science,1 (Winter) ,1-18.17.Horskey,Dan and Karl Mate (1988) ,"Dynamic Advertising Strategies of Competing Durable Good Products," Marketing Science,Vol.7,No.4 (Fall), pp.356-367.18.Horskey,Dan (1990) ,"A Diffusion Model Incorporating Product Benefits, Price, Income and Information," Marketing Science, Vol.9,No.4(Fall),pp.342-365.19.Jack D. C. Kleijnen (1975) ,Statistical Techniques in Simulation ,Part Ⅰ,Part Ⅱ Marcel Dekker, Inc. ,New York.20.Kalish,Shlomo (1983) ,"Monopolist Pricing with Dynamic Demand and Production, Costs ," Marketing Science, Vol.2,No.2(Spring) ,pp.135-159.21.Kalish,Shlomo (1985) ,"A New Product Adoption Model with Price, Advertising, and Uncertainty," Management Science, Vol.31,No. 12(December) ,pp.1569-1585.22.Kamakura,Wagner A. and Siva K. Balasubramanian (1988) ,"Long-Term View of the Diffusion of Durables," International Journal of Research in Marketing,5,l-13.23.Kendall,M. G., and A. Stuart (1967) ,The Advanced Theory of Statistics,Vol.2, London ; Griffin.24.Kotler,Philip (1965) ,"Competitive Strategies for New Product Marketing over the Life Cycle," Management Science, Vol.12,No. 4(December),B104-119.25.Kotler,Philip (1971) ,"Marketing Decision Making: A Model Building Approach," New York: Holt, Rinehart and Winston.26.Kuehn,Alfred A. (1962) ,"Consumer Brand Choice - A Learning Process ? " Journal of Advertising Research,Vol.2 (December) ,pp.l0-17.27.Lambin,Jean-Jacques (1972) ,"A Computer On-Line Marketing Mix Model," Journal of Marketing Research, Vol.IX (May) ,119-126.28.Lekvall,P. and C. Wahlbin (1973) ,"A study of Some Assumptions Underlying Innovation Diffusion Functions," Swedish Journal of Economics,75,362-77.29.Lilien G. L. and A. G. Rao (1978),"A Marketing Promotion Model with Word of Mouth Effect," working Paper 976-78, Boston: Sloan School of Management, Massachusetts Institute of Technology.30.Lilien G. L., Kotler Philip & Moorthy K. Sridhar (1992), Marketing Models , Englewood Cliffs , New Jersey, Prentice-Hall International, Inc.31.Little J. D. C., "Models and Managers: the Concept of Decision Calculus, "Management Science, Vo1.16,No.8,April 1970,pp.466-485. 32.Little J. D. C. ,"BRANDAID : A Marketing Mix Model, Part 2: Implementation, Calibration, and Case Study," Operation Research, Vol.23,No.4,July-August 1975, pp.657-673.33.Little J. D. C. and Leonard M. Lodish (1981) ,"Commentary on` Judgment Based Marketing Decision Models, `" Journal of Marketing ,Vo1.45,No.4(fall) ,pp.24-29.34.Lodish,Leonard M. (1971),"CALLPLAN : An Interactive Salesman`s Call Planning System," Management Science, Vol.I8,No.4,pt.2 (December) ,pp.25-40.35.Lodish,Leonard M. (1980),"A User Oriented Hodel for Sales Force Size, Product and Marketing Allocation Decision," Journal of Marketing,Vol.44(Summer) ,pp.70-78.36.Lodish,Leonard M. (1982),"A Marketing Decision Support System for Retailers ,"Marketing Science, Vol.1,No.l(Winter) ,pp.31-56. 37.Lodish,Leonard H., Ellen Curtis, Michael Ness, and M. Kerry Simpson (1988) ,"Sales Force Sizing and Deployment Using a Decision Calculus Model at Syntex Laboratories," Interfaces, Vol.18,No.l(January/February) ,pp.5-20.38.Hahajan,V.and R. A. Peterson (1978) ,"Innovation Diffusion in a Dynamic Potential Adopter Population," Management Science, 15 (November) ,1589-97.39.Mahajan,V.,Eitan Muller, and frank M. Bass (1990),"New Product Diffusion Models in Marketing : A Review and Directions for Research," Journal of Marketing,Vol.54(January) ,pp.I-26.40.Mahajan,V. ,Eitan Muller, and Rajendra Srivastava (1990) ,"Determination of Adopter Categories by using Innovation Diffusion Hodels," Journal of Marketing Research,Vol.27(February) ,pp.37-50. 41.Mansfield,EdlVin (1961),"Technical Change and the Rate of Imitation," Econometrica,Vol.29,No.4(October),pp.741-765.42.Marsaglia,G., and Bray,T. A. (1964),"A Convenient method forgenerating normal variables," SIAM Rev.6,pp.260-264.43.l-ling-te Lu, Ching-cha Hsieh, and Chien-chun Pan (1989)," Implemen-ting Decision Support Systems in Developing Countries," IMDSNo.7,pp.21-26.44.Montgomery,D. B., A. J. Silk, and C. E. Zaragoza (1971),"A Mul-tiple-Product Sales Force Allocation Model," Management Science, Vol.18,No.4, pt.2(December),pp.3-24.45.Montgomery,D. B., etal (1977),"A Framework for the Comparision ofMarketing Models: A Delphi Study," Journal of Marketing Research,Vol. XIV (November) ,pp.487-498.46. Naert P. A. & Weverbergh M. (1981) , "Subjective Versus Empirical DecisionModels," In R. Schultz and A. A. Zoltners, eds. ,Marketing Decision Models ,New York: North-Holland ,pp.99-124.47.Naert P. A. & Alain V. Bultez (1973) ,"Logically Consistent Market Share Models," Journal of Marketing Research,Vol.10,pp.334-340.48.Naert P. A.& Leeflang P. S. H.(1978), Building Implementable Marketing Models, Martinus Nijhoff Social Science Devision .49.Naert P. A.& Weverbergh M. (1985) ,"Market Share Specification, Estimation, and Validation: Toward Reconciling Seemingly Divergent Views," Journal of Marketing Research, Vol. XXII (November) ,453-461.50.Peterson,R. A. and V. Mahajan (1978) ,"Multi-Product Growth Models ," in Research in Marketing, J. Sheth, ed., Greenwich: JAI Press. 51.Robinson,Bruce and Chet Lakhani (1975) ,"Dynamic Price Models for New Product Planning," Management Science,10(June) ,1113-22.52.Rogers,E. M. (1983),Diffusion of Innovations,3rd ed. New York: The Free Pres.53.Sands,S. and Warwich,L. M. "Successful Business Innovation: A Survey of Current Professional Views", Californian Management Review, vol. 20, No.2, 1977, pp.5-16.54.Simon,Herman and Karl-Heinz Sebastian (1987) ,"Diffusion and Advertising :The German Telephone Company," Management Science, 33 (April) ,451-66.55.Urban,Glen L. (1968) ,"A New Product analysis and Decision Model," Management Science, Vol.14,No.8 (April) ,B490-517.56 .Weinberg, Charles B. (1981), "Marketing Models in Public and Nonprofit Organizations," In R. Schultz and A. A. Zoltners, eds., Marketing Decision Models ,New York: North-Holland ,pp.251-274.57.White,Ro, Consumer Product Development, Penguin Books, 1976. 描述 碩士
國立政治大學
企業管理學系
G798546資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002004052 資料類型 thesis dc.contributor.advisor 洪順慶 zh_TW dc.contributor.advisor Horng, Shun-Ching en_US dc.contributor.author (Authors) 陳朝福 zh_TW dc.contributor.author (Authors) Chen, Shao-Fu en_US dc.creator (作者) 陳朝福 zh_TW dc.creator (作者) Chen, Shao-Fu en_US dc.date (日期) 1992 en_US dc.date.accessioned 2-May-2016 13:23:45 (UTC+8) - dc.date.available 2-May-2016 13:23:45 (UTC+8) - dc.date.issued (上傳時間) 2-May-2016 13:23:45 (UTC+8) - dc.identifier (Other Identifiers) B2002004052 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/89034 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理學系 zh_TW dc.description (描述) G798546 zh_TW dc.description.abstract (摘要) 本研究以過去類似研究的發展經驗為基礎,參照國內企業界的特殊決策環境及決策型態,並考量行銷問題的特質,建立一套整合性行銷系統模擬架構( 以蒙特卡羅模擬法為基本架構,以行銷系統模式為核心 ),協助決策者評估╱選擇新產品上市時之最適競爭性行銷策略,以提高新產品上市後的成功率。本研究從決策者立場的角度來建構整個架構,採用「互動式漸進法」讓決策者能共同參與模式之建構,並透過「結構式詢問法」輸入資料卷協助決策者在問題答覆的過程中,將系統行為的隱性心智模式轉化成顯性數理模式,使本模擬架構能成為實用的電腦輔助工具,縮短行銷科學與行銷實務的距離。本研究在國內行銷實務及學術界中尚屬較新的嚐試, zh_TW dc.description.tableofcontents 第一章緒論.........1第一節研究背景.........1第二節研究動機.........3第三節研究目的.........5第四節論文結構.........5第二章文獻探討.........7第一節市場反應函數及決策計算模式.........7一.市場反應函數.........7二.決策計算模式.........9第二節新產品擴散模式.........11一.新產品分類.........11(一).新產品創新程度連續帶.........11(二).新產品分類矩陣.........11(三).研究標的.........12二.新產品擴散模式.........13(一).擴散過程概念來源.........13(二).新產品擴散區隔.........13(三).影響擴散過程式移轉機制之因素.........13三.基本擴散模式及Bass模式.........14(一).基本擴散模式.........14(二).Bass模式.........161.數學式定義.........162.Bass模式基本假設及限制.........19四.Bass模式之修正或延伸.........20(一).NUI模式.........20(二).Bass模式修正.........21第三節品牌市場佔有率模式.........24一.市場佔有率理論.........24(一).Kotler基本理論.........24(二).BKL市場佔有率理論.........25(三).其他市場佔有率模式.........27二.BRANDAID模式.........27第三章研究架構與研究方法.........30第一節研究架構.........30一.界定問題與研究範圍.........30二.成立基本假設.........32三.建構行銷系統模式.........32四.建構整合性行銷系統模擬架構.........32五.設計「結構式詢問法」輸入資料卷.........32六.模擬架構驗證及實例研究.........33七.結論與建議.........33第二節研究方法.........33第三節行銷系統模式.........35一.競爭性行銷策略矩陣.........35(一).行銷策略.........371.非適應性策略.........37(1).中庸策略.........37(2).市場吸脂策略.........38(3).市場滲透策略.........392.時間依序策略.........39(1).先高價再低價策略.........40(2).先低價再高價再低價策略.........413.競爭性適應策略.........42(1).模仿策略.........42(2).掠奪策略.........424.銷售反應策略.........435.利潤反應策略.........446.市場佔有率反應策略.........45(二).行銷策略矩陣.........46二.產業銷售量計算模式.........46(一).第一次購買者新產品擴散模式.........46(二).季節變化指數.........52(三).產業銷售量模式.........53三.品牌市場佔有率模式.........53四.市場績效模式.........63(一).公司新品牌銷售量模式.........63(二).攸關成本模式.........63(三).利潤模式.........651.損益平衡點銷售量計算.........652.短期利潤計算.........653.短期現金流量計算.........654.長期累積利潤計算.........65(四).淨現值模式.........65(五).累積現金現值-投資比模式.........66四.策略評估模式.........66(一).行銷目標.........66(二).決策準則.........671.貝氏最大期望值準則.........672.最大期望效用準則.........673.期望利潤-風險區域準則.........674.樂觀或最大之最大報償準則.........695.悲觀或最大的最小報償準則.........696.最小之最大遺憾準則.........707.最小之最大損失準則.........708.衡突情況下的決策準則.........70第四節整合性行銷系統模擬架構.........70一.決定決策變數之悲觀值、最佳估計值、樂觀值.........71二.蒙持卡羅隨機取樣法.........73三.決定系統反應值及重覆執行.........73四.系統反應值統計量計算.........73五.市場績效矩陣.........74六.策略評估/選擇.........74七.系統反應靈敏度分析.........74第四章模擬架構驗證及實例研究.........76第一節模擬架構驗證.........76第二節羽田小型轎跑車「經典祥瑞」行銷策略選擇之實例研究.........77一.羽田機械公司背景介紹.........78二.行銷環境分析.........79(一).一般環境趨勢與變動.........79(二).產業分析.........801.產品特性.........802.國內小型轎跑車產業特性.........813.消費暨市場特性.........82(三).競爭分析.........851.現有競爭對手.........852.潛在競爭對手.........873.替代品.........87三.羽田祥瑞車種當蒯勢態分析.........88(一).產品特色.........88(二).目標市場.........88(三).垂直整合程度.........88(四).規模經濟.........89四.確認主要問題.........89五.解決方案.........89六.資料蒐集、結果分析與討論.........90(一).資料蒐集.........90(二).分析與討論.........90(三).靈敏度分析..........1011.樣本數目對結果之影響.........1012.降價效果分析.........1013.漲價效果分析.........1034.重要參變數靈敏度分析.........105第五章結論與建議.........107第一節結論.........107第二節研究限制.........108第三節未來研究領域與建議.........109參考文獻.........111附錄一「結構式詢問法」輸入資料卷.........115附錄二蒙特卡羅模擬程式輸入資料檔(MOCLO.DAT).........138附錄三機率分配無關寬限度分析法.........141 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004052 en_US dc.subject (關鍵詞) 行銷管理 zh_TW dc.subject (關鍵詞) 行銷模擬 zh_TW dc.subject (關鍵詞) 決策支援系統 zh_TW dc.subject (關鍵詞) 蒙特卡羅模擬法 zh_TW dc.subject (關鍵詞) 新產品策略 zh_TW dc.subject (關鍵詞) Marketing management en_US dc.subject (關鍵詞) Marketing simulation en_US dc.subject (關鍵詞) Decision support system en_US dc.subject (關鍵詞) Monte Carlo Simulation en_US dc.title (題名) 耐久性消費品新品牌競爭性行銷策略選擇之實例研究 zh_TW dc.title (題名) Competitive Marketing Decision Study for New Durable Consumer Product en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一.中文部份1.鄭振明. (民80) .廣告決策支援立在統之研究,中山企管研究所論文。2. 潘銘雄. (民81 ) .銷售反應系統之建構、使用興決策績效之衡量,政大企管研究所論文。3. 高仲炯,李坤清. (民80. 十月) .我國企業策略電腦化調查分析--決策支援系統運用有待加強,資訊傳真雜誌。二、英文部份1.Alberts, Willian W. (1989), "The Experience Curve Doctrine Reconsidered," Journal of Marketing, Vol. 53 (July), pp. 36-49.2.Bass,F. (1969),"A New Product Growth Model for Consumer Durables," Management Science, Vol.15 (January),pp.215-227.3.Bell,D. E., Ralph L. Keeney, and J. D. C. Little (1975),"A Market Share Theorem," Journal of Marketing Research, Vo1.12 , pp. 136-141. 4.Boston Consulting Group (1970) ,Perspectives on Experience, Boston: Authors.5.Booz,Allen and Hamilton (1981), New Products Management for the 1980 : phase I, Chicago6.Ching-cha Hsieh, Ming-te Lu, and Chien-chun Pan (1992),"Current Status of DSS use in Taiwan, "Information & Management 22,pp.199-206. 7.Clarke D. 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