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題名 評估消費性電子產業中價值導向定價的策略有效性：全球視角與台灣市場分析
Assessing the strategic effectiveness of Value-Based Pricing in consumer electronics: a global perspective with evidence from Taiwan
作者 程琬惟
Cheng, Wan-Wei
貢獻者 劉秀明
Liu, Sandra
程琬惟
Cheng, Wan-Wei
關鍵詞 價值導向定價
消費性電子產業
支付意願
顧客感知價值
台灣市場
Value-Based Pricing
Consumer Electronics
Willingness to Pay
Customer Perceived Value
Taiwan Market
日期 2025
上傳時間 2-Jun-2025 14:38:00 (UTC+8)
摘要 價值導向定價常見於奢侈品產業，但在價格敏感的消費性電子產品領域卻較少被深入研究。本研究透過全球個案分析（以蘋果公司為例）與337位台灣消費者的問卷調查，評估價值導向定價在消費性電子產品市場的策略有效性。 透過混合研究方法，本研究分析了蘋果成功採行價值導向定價的因素，包括強大的品牌資產、有效的價值溝通，以及持續的產品創新；同時也探討了台灣消費者如何看待與回應價值導向定價策略。 調查結果顯示，消費者對價值導向定價的熟悉程度與支付溢價的意願之間呈現正向關係；同時，消費者的價值感知與實際的支付行為亦有明顯正向關聯。儘管價格因素對台灣消費者而言重要，但並未明顯降低其對價值產品的支付意願。當產品價值明確時，高收入群體對溢價的接受程度更高，但低收入的受訪者也呈現出相當程度的支付意願。 本研究結論指出，價值導向定價在消費性電子產業具備明確的策略優勢，但前提是企業需重視價值評估、品牌定位、一致且清晰的價值溝通、持續創新，以及在地化的定價策略。
Value-Based Pricing (VBP), common in luxury sectors, remains underexplored in price-sensitive consumer electronics. This thesis evaluates the strategic effectiveness of VBP by combining a global case study of Apple Inc. with a survey of 337 Taiwanese consumers. Using a mixed-methods approach, it analyzes Apple’s VBP success—driven by strong brand equity, effective value communication, and continuous innovation—and explores how Taiwanese consumers perceive and respond to VBP. Survey results show a positive relation between VBP familiarity and willingness to pay (WTP) premiums as well as between perceived value and WTP behavior. Though price matters to Taiwanese consumers, it does not significantly reduce their WTP for value. Higher-income groups show greater acceptance of premium pricing when value is clear, though lower-income respondents also show notable WTP. The study concludes that VBP offers strategic advantages in consumer electronics, provided companies prioritize value assessment, brand positioning, consistent communication, innovation, and localized pricing strategies.
參考文獻 Adams, C., Alldredge , K., & Kohli, S. (2024, June 10). State of the Consumer 2024: What’s Now and What’s Next. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-consumer#/ Allen, S. (2024, November 5). Brand Equity Explained: How to Build and Measure Success. Harvard Business School Online. https://online.hbs.edu/blog/post/brand-equity Apple Inc. (2024). Form 10-K annual report for the fiscal year ended September 28, 2024. https://investor.apple.com/sec-filings/sec-filings-details/default.aspx?FilingId=17933082 Apple Inc. (2025, February 24). Apple Will Spend More than $500 Billion in the U.S. over the next Four Years. https://www.apple.com/newsroom/2025/02/apple-will-spend-more-than-500-billion-usd-in-the-us-over-the-next-four-years/ Blut, M., Chaney, D., Lunardo, R., Mencarelli, R., & Grewal, D. (2023). Customer Perceived Value: A Comprehensive Meta-Analysis. Journal of Service Research, 27(4), 501–524. https://doi.org/https://doi.org/10.1177/10946705231222295 Catsaros, O. (2023, October 5). Despite Stagnant Unit Sales, Apple Loyalty and High-End Adoption May See Apple Revenue in the US Grow in FY24, Finds Bloomberg Intelligence. Bloomberg. https://www.bloomberg.com/company/press/despite-stagnant-unit-sales-apple-loyalty-and-high-end-adoption-may-see-apple-revenue-in-the-us-grow-in-fy24-finds-bloomberg-intelligence/ Chou, T., & Chen, F. (2004). Retail Pricing Strategies in Recession Economies: The Case of Taiwan. Journal of International Marketing, 12(1), 82–102. https://www.jstor.org/stable/25048965 Colla, E., & Besson, M. (2011). Capturing Value by Improving Consumer Experience: The Case of Apple. EAERCD Conference. Consumer Electronics. (n.d.). Statista. https://www.statista.com/markets/418/topic/485/consumer-electronics/#statistic2 Hinterhuber, A. (2004). Towards Value-Based Pricing—An Integrative Framework for Decision Making. Industrial Marketing Management, 33(8), 765–778. https://doi.org/10.1016/j.indmarman.2003.10.006 Hinterhuber, A. (2008). Customer Value‐based Pricing Strategies: Why Companies Resist. Journal of Business Strategy, 29(4), 41–50. https://doi.org/https://doi.org/10.1108/02756660810887079 Laricchia, F. (2024, November 19). Leading True Wireless Stereo (TWS) Headset Vendors Worldwide 2024. Statista. https://www.statista.com/statistics/1105407/leading-tws-vendors/ Laricchia, F. (2025, March 5). Global Market Share Held by Tablet Vendors 2011-2024. Statista. https://www.statista.com/statistics/276635/market-share-held-by-tablet-vendors/ Levy, S. and Montevirgen, K. (2025, March 26). Apple Inc.. Encyclopedia Britannica. https://www.britannica.com/money/Apple-Inc Nagle, T., & Müller, G. (2018). The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (Sixth). Routledge. Netseva-porcheva, T. (2011). Value-Based Pricing: A Success Factor in the Competitive Struggle. Marketing, 42(4), 227–236. https://doi.org/10.5937/markt1104227N Podolny, J. M., & Hansen, M. T. (2020). How Apple Is Organized for Innovation. Harvard Business Review. https://hbr.org/2020/11/how-apple-is-organized-for-innovation Ricca, M., ilverman, G., & Stubbs, J. (2024). Best Global Brands 2024. Interbrand. https://interbrand.com/best-brands/ Samsung Electronics Co., Ltd. (2024). Consolidated Financial Statements. https://www.samsung.com/global/ir/financial-information/audited-financial-statements/ Sherif, A. (2025, January 16). Wearables Shipments Worldwide Market Share 2014-2024, by Vendor. Statista. https://www.statista.com/statistics/435944/quarterly-wearables-shipments-worldwide-market-share-by-vendor/ Slotta, daniel. (2024, October 29). Monthly Share of Apple in the Mobile Market in Taiwan from January 2018 to September 2024. Statista. https://www.statista.com/statistics/955411/taiwan-apple-smartphone-market-share/?utm_source=chatgpt.com Worldwide Smartphone Shipments Grew 6.4% in 2024, Despite Macro Challenges According to IDC. (2025, January 13). IDC. https://www.idc.com/getdoc.jsp?containerId=prUS53072325 Xiaomi Inc. (2023). 2023 Annual Report. https://ir.mi.com/financial-information/annual-interim-reports?6d8b6f01f934de3ac2627d2ae128ca39dd25897392c09bb164a5e31f3b1edbb8_year[value]=2023 Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://www.jstor.org/stable/1251446 Zeithaml, V. A., Verleye, K., Hatak, I., Koller, M., & Zauner, A. (2020). Three Decades of Customer Value Research: Paradigmatic Roots and Future Research Avenues. Journal of Services Research, 23(4), 409–432. https://doi.org/https://doi.org/10.1177/1094670520948134
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
111933018
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111933018
資料類型 thesis
dc.contributor.advisor 劉秀明zh_TW
dc.contributor.advisor Liu, Sandraen_US
dc.contributor.author (Authors) 程琬惟zh_TW
dc.contributor.author (Authors) Cheng, Wan-Weien_US
dc.creator (作者) 程琬惟zh_TW
dc.creator (作者) Cheng, Wan-Weien_US
dc.date (日期) 2025en_US
dc.date.accessioned 2-Jun-2025 14:38:00 (UTC+8)-
dc.date.available 2-Jun-2025 14:38:00 (UTC+8)-
dc.date.issued (上傳時間) 2-Jun-2025 14:38:00 (UTC+8)-
dc.identifier (Other Identifiers) G0111933018en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/157211-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 111933018zh_TW
dc.description.abstract (摘要) 價值導向定價常見於奢侈品產業，但在價格敏感的消費性電子產品領域卻較少被深入研究。本研究透過全球個案分析（以蘋果公司為例）與337位台灣消費者的問卷調查，評估價值導向定價在消費性電子產品市場的策略有效性。 透過混合研究方法，本研究分析了蘋果成功採行價值導向定價的因素，包括強大的品牌資產、有效的價值溝通，以及持續的產品創新；同時也探討了台灣消費者如何看待與回應價值導向定價策略。 調查結果顯示，消費者對價值導向定價的熟悉程度與支付溢價的意願之間呈現正向關係；同時，消費者的價值感知與實際的支付行為亦有明顯正向關聯。儘管價格因素對台灣消費者而言重要，但並未明顯降低其對價值產品的支付意願。當產品價值明確時，高收入群體對溢價的接受程度更高，但低收入的受訪者也呈現出相當程度的支付意願。 本研究結論指出，價值導向定價在消費性電子產業具備明確的策略優勢，但前提是企業需重視價值評估、品牌定位、一致且清晰的價值溝通、持續創新，以及在地化的定價策略。zh_TW
dc.description.abstract (摘要) Value-Based Pricing (VBP), common in luxury sectors, remains underexplored in price-sensitive consumer electronics. This thesis evaluates the strategic effectiveness of VBP by combining a global case study of Apple Inc. with a survey of 337 Taiwanese consumers. Using a mixed-methods approach, it analyzes Apple’s VBP success—driven by strong brand equity, effective value communication, and continuous innovation—and explores how Taiwanese consumers perceive and respond to VBP. Survey results show a positive relation between VBP familiarity and willingness to pay (WTP) premiums as well as between perceived value and WTP behavior. Though price matters to Taiwanese consumers, it does not significantly reduce their WTP for value. Higher-income groups show greater acceptance of premium pricing when value is clear, though lower-income respondents also show notable WTP. The study concludes that VBP offers strategic advantages in consumer electronics, provided companies prioritize value assessment, brand positioning, consistent communication, innovation, and localized pricing strategies.en_US
dc.description.tableofcontents 1. Introduction 1 1.1. Research Motivation 1 1.2. Research Objective 2 1.3. Scope and Methodology 2 2. Literature Review 4 2.1. Overview of Pricing Strategies in Context 4 2.2. Theoretical Foundations of Value-Based Pricing 5 2.3. Challenges of Value-Based Pricing 8 2.4. Key Success Factors for Value-Based Pricing 10 3. Research Methodology 14 3.1. Research Design: A Mixed-Methods Approach 14 3.2. Secondary Data to Build the Apple Case Study 15 3.3. Survey for Taiwan Consumer Study 15 3.3.1. Survey Design and Content 16 3.3.2. Survey Distribution and Data Collection 16 3.3.3. Survey Result Process Flow 20 3.3.4. Data Analysis Methods 20 4. Value-Based Pricing in Action: Apple (Global Perspective) 22 4.1. Why Apple? The Selection Criteria 22 4.2. Value-Based Pricing Strategy in Practice 23 4.3. Outcomes of Value-Based Pricing Strategy 28 5. Taiwan Consumer Survey: Exploring VBP Effectiveness 30 5.1. Hypotheses and Survey Results 30 5.2. Findings from Survey 37 6. Conclusion 45 6.1. Key Takeaways and Strategic Suggestions 45 6.2. Limitations and Future Research Suggestions 47 Reference 49 Appendix 52zh_TW
dc.format.extent 2092144 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111933018en_US
dc.subject (關鍵詞) 價值導向定價zh_TW
dc.subject (關鍵詞) 消費性電子產業zh_TW
dc.subject (關鍵詞) 支付意願zh_TW
dc.subject (關鍵詞) 顧客感知價值zh_TW
dc.subject (關鍵詞) 台灣市場zh_TW
dc.subject (關鍵詞) Value-Based Pricingen_US
dc.subject (關鍵詞) Consumer Electronicsen_US
dc.subject (關鍵詞) Willingness to Payen_US
dc.subject (關鍵詞) Customer Perceived Valueen_US
dc.subject (關鍵詞) Taiwan Marketen_US
dc.title (題名) 評估消費性電子產業中價值導向定價的策略有效性：全球視角與台灣市場分析zh_TW
dc.title (題名) Assessing the strategic effectiveness of Value-Based Pricing in consumer electronics: a global perspective with evidence from Taiwanen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Adams, C., Alldredge , K., & Kohli, S. (2024, June 10). State of the Consumer 2024: What’s Now and What’s Next. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-consumer#/ Allen, S. (2024, November 5). Brand Equity Explained: How to Build and Measure Success. Harvard Business School Online. https://online.hbs.edu/blog/post/brand-equity Apple Inc. (2024). Form 10-K annual report for the fiscal year ended September 28, 2024. https://investor.apple.com/sec-filings/sec-filings-details/default.aspx?FilingId=17933082 Apple Inc. (2025, February 24). Apple Will Spend More than $500 Billion in the U.S. over the next Four Years. https://www.apple.com/newsroom/2025/02/apple-will-spend-more-than-500-billion-usd-in-the-us-over-the-next-four-years/ Blut, M., Chaney, D., Lunardo, R., Mencarelli, R., & Grewal, D. (2023). Customer Perceived Value: A Comprehensive Meta-Analysis. Journal of Service Research, 27(4), 501–524. https://doi.org/https://doi.org/10.1177/10946705231222295 Catsaros, O. (2023, October 5). Despite Stagnant Unit Sales, Apple Loyalty and High-End Adoption May See Apple Revenue in the US Grow in FY24, Finds Bloomberg Intelligence. Bloomberg. https://www.bloomberg.com/company/press/despite-stagnant-unit-sales-apple-loyalty-and-high-end-adoption-may-see-apple-revenue-in-the-us-grow-in-fy24-finds-bloomberg-intelligence/ Chou, T., & Chen, F. (2004). Retail Pricing Strategies in Recession Economies: The Case of Taiwan. Journal of International Marketing, 12(1), 82–102. https://www.jstor.org/stable/25048965 Colla, E., & Besson, M. (2011). Capturing Value by Improving Consumer Experience: The Case of Apple. EAERCD Conference. Consumer Electronics. (n.d.). Statista. https://www.statista.com/markets/418/topic/485/consumer-electronics/#statistic2 Hinterhuber, A. (2004). Towards Value-Based Pricing—An Integrative Framework for Decision Making. Industrial Marketing Management, 33(8), 765–778. https://doi.org/10.1016/j.indmarman.2003.10.006 Hinterhuber, A. (2008). Customer Value‐based Pricing Strategies: Why Companies Resist. Journal of Business Strategy, 29(4), 41–50. https://doi.org/https://doi.org/10.1108/02756660810887079 Laricchia, F. (2024, November 19). Leading True Wireless Stereo (TWS) Headset Vendors Worldwide 2024. Statista. https://www.statista.com/statistics/1105407/leading-tws-vendors/ Laricchia, F. (2025, March 5). Global Market Share Held by Tablet Vendors 2011-2024. Statista. https://www.statista.com/statistics/276635/market-share-held-by-tablet-vendors/ Levy, S. and Montevirgen, K. (2025, March 26). Apple Inc.. Encyclopedia Britannica. https://www.britannica.com/money/Apple-Inc Nagle, T., & Müller, G. (2018). The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (Sixth). Routledge. Netseva-porcheva, T. (2011). Value-Based Pricing: A Success Factor in the Competitive Struggle. Marketing, 42(4), 227–236. https://doi.org/10.5937/markt1104227N Podolny, J. M., & Hansen, M. T. (2020). How Apple Is Organized for Innovation. Harvard Business Review. https://hbr.org/2020/11/how-apple-is-organized-for-innovation Ricca, M., ilverman, G., & Stubbs, J. (2024). Best Global Brands 2024. Interbrand. https://interbrand.com/best-brands/ Samsung Electronics Co., Ltd. (2024). Consolidated Financial Statements. https://www.samsung.com/global/ir/financial-information/audited-financial-statements/ Sherif, A. (2025, January 16). Wearables Shipments Worldwide Market Share 2014-2024, by Vendor. Statista. https://www.statista.com/statistics/435944/quarterly-wearables-shipments-worldwide-market-share-by-vendor/ Slotta, daniel. (2024, October 29). Monthly Share of Apple in the Mobile Market in Taiwan from January 2018 to September 2024. Statista. https://www.statista.com/statistics/955411/taiwan-apple-smartphone-market-share/?utm_source=chatgpt.com Worldwide Smartphone Shipments Grew 6.4% in 2024, Despite Macro Challenges According to IDC. (2025, January 13). IDC. https://www.idc.com/getdoc.jsp?containerId=prUS53072325 Xiaomi Inc. (2023). 2023 Annual Report. https://ir.mi.com/financial-information/annual-interim-reports?6d8b6f01f934de3ac2627d2ae128ca39dd25897392c09bb164a5e31f3b1edbb8_year[value]=2023 Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://www.jstor.org/stable/1251446 Zeithaml, V. A., Verleye, K., Hatak, I., Koller, M., & Zauner, A. (2020). Three Decades of Customer Value Research: Paradigmatic Roots and Future Research Avenues. Journal of Services Research, 23(4), 409–432. https://doi.org/https://doi.org/10.1177/1094670520948134zh_TW