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題名 廠商訂價理論架構與方法--以個案公司為例
Firm`s Pricing Theoretic Structure and Method作者 邵茂龍
Shaw, Maw-Long貢獻者 周文賢
Chou, Wen-Shyan
邵茂龍
Shaw, Maw-Long關鍵詞 訂價理論
訂價方法
行銷策略
Pricing theory
Pricing method
Marketing strategy日期 1992 上傳時間 2-May-2016 13:24:01 (UTC+8) 摘要 在所有的行銷變數中，價格是攸關公司是否獲利，從而決定企業成敗最直接的因素。經濟學中的價格理論一直佔著很重要的地位，而在其理論中卻有太多的假設，以致與現實市場情況脫節。且對於廠商實際上應如何訂價也很少提及，導致企業在訂價時，有許多技術性的問題無法克服，因此便無從運用這些理論。以下所列者為本研究所探討的幾個重要的課題。 參考文獻 中文部份1.江啟明(民78) 模組化行銷偵測系統，交大管科所未出版碩士論文2.余朝權(民77)，競爭性行銷，著者自印3.李蘭甫(民79) 管理經濟學，雖經出版公司，4.李明棋(民79)，市場區隔應用於公用事業之研究，交大管科所未出版碩士論文5.李漢材(民70)，分期付款產品訂價決策之研究，文化大學企管研究所未出版碩士論文6.李漢材(民70)，分期付款產品訂價決策之研究，文化大學企管研究所未出版碩士論文7.周文賢、李宏達(民78) ，『市場調查與行銷策略研擬』，華泰書局8.周文賢(民75) ，『中共1984 年投入產出表編製:貝氏RAS方法之運用』，中國經濟學會年會論文抽印本9.林保相(民73) ，台灣自來水公司合理報酬之研究，東海大學企管研究所未出版碩士論文10.高瑞麟編譯(民76) 國際行銷學，華泰書局11.張雙洲(民7 7) ，我國運動用品業國際訂價之研究，政治大學企管研究所未出版碩士論文12.郭崑謨， (民78) ，管理會計，五南圖書出版公司13.郭崑謨， (民71) ，國際行銷管理，六國出版社14.陳研次， (民75) , 『看圖學訂價』，生產力， pp.17-1915.陳振銳(民6 7) ，管理會計，華泰書局16.陳蓓瑩(民73) ，我國祖實業訂價決策之研究，政治大學會計研究所未出版碩士論文17.陳振遠蝙譯(民80) .訂價策略，書泉出版社18.陳錦滄(民80) .商情預測，華泰書局。19 .陳隆麒(民7 7) .現代財務管理，華泰書局20.陳隆麒(民7 9 ) .財務規劃理論實際與運用，華泰書局21.曾廣倫(民6 g) ·國際行銷學，台北六國出版社22.黃俊英(民80 年) .多變量分析，中國經濟企業研究所。23.黃俊英(民76) .行銷研究:管理與技術，第三版，華泰書局24.楊介中譯(民72) .國際行銷管理學，巨浪出版社，初版25.葉進成(民78) ·行銷資訊系統之建立，淡大管科所未出版碩士論文26.趙琪 (民8 1) . 『突破訂價策略的迷思』突破. pp.42-43英文部份1 . Aaker, David A.(1984), “Strategic Market Management”, P1762.Aaker,D.A. and Grorge, S. Day (1986), "Marketing Research, 3rd Ed. ,New York: John Wi ley & Sons Inc.3.Bennett,Sidney and Wi Ikinson, J.B. (1974), "Price-Quality Relationships and Price Elasticity Under In-Store Experimentation", Journal of Business Research, Jan. ,pp.27-384.Bartakovich,Denes (1990), "Building Competitive Advantage Through Creative Pricing Strategies", Business Qtrly,Vol.55 ,pp.45-485.Bitta,Della ,Albert J. ,Monroe, Kent B. ,and McGinnis, John M., (1981)"Consumer Perceptions of Comparative Price Advertisements", Journal of Marketing Research,18,pp.416-427 6.Buttle,F.(1980),"How to Price by Market, "Management Today7.Cook,Thomas (1992), "Pricing for Maximum Profit", Telephone Engineer & Management, Vo 1.96, pp . 50-538.Choi,S.Chan (1990), "Product Position Under Price Competition", Management Science, Vol .36,pp. 175-1999.Cohen,Jack (Jan.1991), "Planning an Effective Pricing Strategy", Supermarket Busi ness, Pp. 27-3510.Cannon,Hugh M. and Morgan, Fred W. (1990),"Astrategic Pricing Framework, "The Journal of Consumer Marketing ,Summer11.Gotlieb,Jerry B. and Sarel, Dan (1991),"Effects of Price Advertisements on Perceived Quality and Purchase Intensions", Journal of Business Research ,Vol.22,pp.195-21012.Henley,Donald S. (1976), Evaluating International Product Line Performance :A Conceptual Approach in Multinational Product Management, Combridgo Mass: Marketing Science Institute ,pp.13-1613.Jain & Tucker(1979), International Marketing: Managerial Perspectives, (Boston: CBI PubIishing Company, Inc., P. 37914.Kotler,Philip (1988) ,Marketing Management: Analysis ,Planning, and Control,6th ed. ,Prentice-Hall15.Keegan,Warren J. (1980) ,Multinational Marketing Management,2nd ed. ,New Jersey: Prentice-Hall ,p30016 .Leahy, John I.(1978).”Trade-offs in Brand Strategy”, Pricing Practices and Strategies, The Conference Board Inc.,p.1417.Lanzillotti,Robert F.(1958),"Pricing Objectives in Large Companies", American Economic Review, Dec.18.Leaming,George F. (1990), "New Product Pricing IS 3-Steps Process", Marketing Hews,Vol.24,p1919.Magrath,Allan J.(1989),"8 Timeless Truths About Pricing", Sales and Marketing Management, Oct.20.Monroe,Kent B. (1990),"Price : Making Profitable Decision",2nd Ed. McGraw-Hill Publishing Company21.Hagle,Thomas T. (1987) ,The Strategy and Tactics of Pricing - A Guide to Profitable Decision Making, Prentice-Hall22.0xenfeldt,Alfred R. (1960), "Multi - Stage Approach to Pricing, "Harvard Business Review, July-Aug23.0xenfeldt,Alfred R. (1973), "A Decision-Making Structure for Price Decisions, "Journal of Marketing,Jun.pp.48-5324.Plinke,Wulff (1983),"Cost-Based Pricing", Journal of Business Research, p44725.Scherer,F.M. (1988) ,"Industrial Market Structure and Economic Performance" ,Second Ed., Houghton Mifflin Company,1980,p.426. Steenkamp, E. M. (1990) , "Conceptual Model of the Quality Perception Process", Journal of Business Research, Vo I. 21, p .13727.Stern,Andrew A. (1989), "Pricing and Differentiation Strategies", Planning Review, Sep/Oct.28.Thaler,Richard (1985), "Mental Accounting and Consumer Choice", Marketing Science ,Vol.4,Summer,pp.199-21429 . Tull, D.S. ,Boring, R.A. and Gonsier, M.H. (1964), "A Note on the Relationship of Price and Imputed Quality" Journal of Business ,April ,pp.186-19130. Urbany, Joe IE. and Dickson, Peter R. (1991), "Consumer Normal Price Estimate: Market Versus Personal Standards" ,Journal of Consumer Research,Vol.18,June,pp.45-5131.Winkler,John (1990), "Marketing Guide: Pricing", Marketing,pp.17-2032.Wi Ide, Louis (1980), "The Economics of Consumer Information Acquisition", Journal of Business,July,pp.143-15833.Wishart,Ronald S.(1978),"Price Forecasting", in Earl L. Bailey ed. ,Pricing Practices,p.65 描述 碩士
國立政治大學
企業管理學系
G80355027資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002004071 資料類型 thesis dc.contributor.advisor 周文賢 zh_TW dc.contributor.advisor Chou, Wen-Shyan en_US dc.contributor.author (Authors) 邵茂龍 zh_TW dc.contributor.author (Authors) Shaw, Maw-Long en_US dc.creator (作者) 邵茂龍 zh_TW dc.creator (作者) Shaw, Maw-Long en_US dc.date (日期) 1992 en_US dc.date.accessioned 2-May-2016 13:24:01 (UTC+8) - dc.date.available 2-May-2016 13:24:01 (UTC+8) - dc.date.issued (上傳時間) 2-May-2016 13:24:01 (UTC+8) - dc.identifier (Other Identifiers) B2002004071 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/89041 - 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) G80355027 zh_TW dc.description.abstract (摘要) 在所有的行銷變數中，價格是攸關公司是否獲利，從而決定企業成敗最直接的因素。經濟學中的價格理論一直佔著很重要的地位，而在其理論中卻有太多的假設，以致與現實市場情況脫節。且對於廠商實際上應如何訂價也很少提及，導致企業在訂價時，有許多技術性的問題無法克服，因此便無從運用這些理論。以下所列者為本研究所探討的幾個重要的課題。 zh_TW dc.description.tableofcontents 第一章前言----------11.1研究動機----------21.2研究目的----------31.3章節結構----------4第二章文獻回顧----------62.1訂價策略與環境----------62.2訂價策略的發展----------72.3訂價目標----------112.4訂價模式----------132.5訂價的步驟----------142.6訂價導向與訂價方法之探討----------162.7訂價有關的實證研究----------232.8需求曲線----------252.9產品知覺空間----------252.10財務規劃活動----------29第三章訂價理論架構與方法----------323.1訂價理論研究架構----------323.2確認目標市場----------343.3行銷策略因素與特色之考慮----------363.4訂價與其他功能部門之間的配合----------383.5訂價目標----------393.6需求結構分析----------433.7成本結構估計----------503.8競爭結構分析----------523.9需求曲線的修正----------553.10決定訂價導向----------603.11成本導向訂價法----------633.12需求導向訂價法----------683.13競爭導向訂價法----------763.14整理導向訂價法----------773.15短期促銷因素----------863.16成本需求與競爭監視----------86第四章實務運作----------884.1個案公司與產業概況簡介----------884.2目標市場分析----------914.3產品生命週期判斷----------924.4訂價目標的選擇----------934.5市場供給面分析----------944.6需求函數估計----------974.7成本函數的估計----------1014.8競爭結構分析----------1024.9知覺價值訂價法----------1044.10銷售額最大訂價法----------1184.11最大利潤訂價法----------1204.12權益報酬率極大化訂價法----------第五章結論----------1345.1研究發現----------1345.2研究貢獻----------1345.3研究限制----------1355.4後續研究方向----------136附錄----------138參考文獻----------141 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004071 en_US dc.subject (關鍵詞) 訂價理論 zh_TW dc.subject (關鍵詞) 訂價方法 zh_TW dc.subject (關鍵詞) 行銷策略 zh_TW dc.subject (關鍵詞) Pricing theory en_US dc.subject (關鍵詞) Pricing method en_US dc.subject (關鍵詞) Marketing strategy en_US dc.title (題名) 廠商訂價理論架構與方法--以個案公司為例 zh_TW dc.title (題名) Firm`s Pricing Theoretic Structure and Method en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部份1.江啟明(民78) 模組化行銷偵測系統，交大管科所未出版碩士論文2.余朝權(民77)，競爭性行銷，著者自印3.李蘭甫(民79) 管理經濟學，雖經出版公司，4.李明棋(民79)，市場區隔應用於公用事業之研究，交大管科所未出版碩士論文5.李漢材(民70)，分期付款產品訂價決策之研究，文化大學企管研究所未出版碩士論文6.李漢材(民70)，分期付款產品訂價決策之研究，文化大學企管研究所未出版碩士論文7.周文賢、李宏達(民78) ，『市場調查與行銷策略研擬』，華泰書局8.周文賢(民75) ，『中共1984 年投入產出表編製:貝氏RAS方法之運用』，中國經濟學會年會論文抽印本9.林保相(民73) ，台灣自來水公司合理報酬之研究，東海大學企管研究所未出版碩士論文10.高瑞麟編譯(民76) 國際行銷學，華泰書局11.張雙洲(民7 7) ，我國運動用品業國際訂價之研究，政治大學企管研究所未出版碩士論文12.郭崑謨， (民78) ，管理會計，五南圖書出版公司13.郭崑謨， (民71) ，國際行銷管理，六國出版社14.陳研次， (民75) , 『看圖學訂價』，生產力， pp.17-1915.陳振銳(民6 7) ，管理會計，華泰書局16.陳蓓瑩(民73) ，我國祖實業訂價決策之研究，政治大學會計研究所未出版碩士論文17.陳振遠蝙譯(民80) .訂價策略，書泉出版社18.陳錦滄(民80) .商情預測，華泰書局。19 .陳隆麒(民7 7) .現代財務管理，華泰書局20.陳隆麒(民7 9 ) .財務規劃理論實際與運用，華泰書局21.曾廣倫(民6 g) ·國際行銷學，台北六國出版社22.黃俊英(民80 年) .多變量分析，中國經濟企業研究所。23.黃俊英(民76) .行銷研究:管理與技術，第三版，華泰書局24.楊介中譯(民72) .國際行銷管理學，巨浪出版社，初版25.葉進成(民78) ·行銷資訊系統之建立，淡大管科所未出版碩士論文26.趙琪 (民8 1) . 『突破訂價策略的迷思』突破. pp.42-43英文部份1 . Aaker, David A.(1984), “Strategic Market Management”, P1762.Aaker,D.A. and Grorge, S. Day (1986), "Marketing Research, 3rd Ed. ,New York: John Wi ley & Sons Inc.3.Bennett,Sidney and Wi Ikinson, J.B. (1974), "Price-Quality Relationships and Price Elasticity Under In-Store Experimentation", Journal of Business Research, Jan. ,pp.27-384.Bartakovich,Denes (1990), "Building Competitive Advantage Through Creative Pricing Strategies", Business Qtrly,Vol.55 ,pp.45-485.Bitta,Della ,Albert J. ,Monroe, Kent B. ,and McGinnis, John M., (1981)"Consumer Perceptions of Comparative Price Advertisements", Journal of Marketing Research,18,pp.416-427 6.Buttle,F.(1980),"How to Price by Market, "Management Today7.Cook,Thomas (1992), "Pricing for Maximum Profit", Telephone Engineer & Management, Vo 1.96, pp . 50-538.Choi,S.Chan (1990), "Product Position Under Price Competition", Management Science, Vol .36,pp. 175-1999.Cohen,Jack (Jan.1991), "Planning an Effective Pricing Strategy", Supermarket Busi ness, Pp. 27-3510.Cannon,Hugh M. and Morgan, Fred W. (1990),"Astrategic Pricing Framework, "The Journal of Consumer Marketing ,Summer11.Gotlieb,Jerry B. and Sarel, Dan (1991),"Effects of Price Advertisements on Perceived Quality and Purchase Intensions", Journal of Business Research ,Vol.22,pp.195-21012.Henley,Donald S. (1976), Evaluating International Product Line Performance :A Conceptual Approach in Multinational Product Management, Combridgo Mass: Marketing Science Institute ,pp.13-1613.Jain & Tucker(1979), International Marketing: Managerial Perspectives, (Boston: CBI PubIishing Company, Inc., P. 37914.Kotler,Philip (1988) ,Marketing Management: Analysis ,Planning, and Control,6th ed. ,Prentice-Hall15.Keegan,Warren J. (1980) ,Multinational Marketing Management,2nd ed. ,New Jersey: Prentice-Hall ,p30016 .Leahy, John I.(1978).”Trade-offs in Brand Strategy”, Pricing Practices and Strategies, The Conference Board Inc.,p.1417.Lanzillotti,Robert F.(1958),"Pricing Objectives in Large Companies", American Economic Review, Dec.18.Leaming,George F. (1990), "New Product Pricing IS 3-Steps Process", Marketing Hews,Vol.24,p1919.Magrath,Allan J.(1989),"8 Timeless Truths About Pricing", Sales and Marketing Management, Oct.20.Monroe,Kent B. (1990),"Price : Making Profitable Decision",2nd Ed. McGraw-Hill Publishing Company21.Hagle,Thomas T. (1987) ,The Strategy and Tactics of Pricing - A Guide to Profitable Decision Making, Prentice-Hall22.0xenfeldt,Alfred R. (1960), "Multi - Stage Approach to Pricing, "Harvard Business Review, July-Aug23.0xenfeldt,Alfred R. (1973), "A Decision-Making Structure for Price Decisions, "Journal of Marketing,Jun.pp.48-5324.Plinke,Wulff (1983),"Cost-Based Pricing", Journal of Business Research, p44725.Scherer,F.M. (1988) ,"Industrial Market Structure and Economic Performance" ,Second Ed., Houghton Mifflin Company,1980,p.426. Steenkamp, E. M. (1990) , "Conceptual Model of the Quality Perception Process", Journal of Business Research, Vo I. 21, p .13727.Stern,Andrew A. (1989), "Pricing and Differentiation Strategies", Planning Review, Sep/Oct.28.Thaler,Richard (1985), "Mental Accounting and Consumer Choice", Marketing Science ,Vol.4,Summer,pp.199-21429 . Tull, D.S. ,Boring, R.A. and Gonsier, M.H. (1964), "A Note on the Relationship of Price and Imputed Quality" Journal of Business ,April ,pp.186-19130. Urbany, Joe IE. and Dickson, Peter R. (1991), "Consumer Normal Price Estimate: Market Versus Personal Standards" ,Journal of Consumer Research,Vol.18,June,pp.45-5131.Winkler,John (1990), "Marketing Guide: Pricing", Marketing,pp.17-2032.Wi Ide, Louis (1980), "The Economics of Consumer Information Acquisition", Journal of Business,July,pp.143-15833.Wishart,Ronald S.(1978),"Price Forecasting", in Earl L. Bailey ed. ,Pricing Practices,p.65 zh_TW
