| dc.contributor.advisor | 張愛華 | zh_TW |
| dc.contributor.author (Authors) | 林宜縉 | zh_TW |
| dc.creator (作者) | 林宜縉 | zh_TW |
| dc.date (日期) | 2007 | en_US |
| dc.date.accessioned | 14-Sep-2009 09:49:05 (UTC+8) | - |
| dc.date.available | 14-Sep-2009 09:49:05 (UTC+8) | - |
| dc.date.issued (上傳時間) | 14-Sep-2009 09:49:05 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0094933018 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/31335 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理碩士班(IMBA) | zh_TW |
| dc.description (描述) | 94933018 | zh_TW |
| dc.description (描述) | 96 | zh_TW |
| dc.description.abstract (摘要) | 省電燈泡在台灣現代零售通路之價格策略研究─以個案公司為例 | zh_TW |
| dc.description.abstract (摘要) | Abstract A Case Study of Energy Savers Pricing Strategy in Taiwan Modern Retail Channels By Misha Lin The intensive competition, strong bargain power of channels and diversified marketplace has made the pricing management more and more complicated nowadays. Marketing managers have to keep pace with the fast changing markets and equipped with abundant knowledge. Pricing is viewed as the primary driver for short-run revenue and the key factor to impact both top line and bottom line; the pricing decision is critical for sustainability. Premium brands in modern retail channels are getting difficult to dominant the market because of retailers start to invest their own low- priced Private Labels. The case study of research, Philips energy savers, is facing the challenge from price attack from Private Labels and losing market share gradually. This research objective is to find a suitable price range for Philips to react with Private Labels and to maximize the market share, by adopting methodologies include sales transaction data, Price Elasticity, Direct Questioning, Price Sensitive Meter and Brand-Price- Trade Off. The research is expected to be a reference for all premium brands of commodities to approach pricing strategy in modern retail channel. | en_US |
| dc.description.abstract (摘要) | TABLE OF CONTENT Chapter 1 Introduction 1 1.1 Research motive 1 1.2 Research objective 2 1.3 Research organization 2 Chapter 2 Literature Review 3 2.1 Definition of price 3 2.2 Consumer psychology and pricing 4 2.2.1 Reference price and promotion price 4 2.2.2 Price cues 5 2.2.3 Fairness 6 2.2.4 Price-quality 6 2.3 Pricing determinates 7 2.3.1 Internal determinates 7 2.3.2 External determinates 8 2.4 Pricing objectives 10 2.4.1 Survival 10 2.4.2 Maximum current profit 11 2.4.3 Maximum market share 11 2.4.4 Maximum market skimming 11 2.4.5 Product-quality leadership 12 2.4.6 Other objectives 12 2.5 Pricing methods 12 2.5.1. Markup pricing 12 2.5.2 Target –return pricing 13 2.5.3 Customer perceived value pricing 13 2.5.4 Value pricing 20 2.5.5 Going Rate pricing 21 2.5.6 Auction-type pricing 21 2.6 Pricing adjustment 22 2.6.1. Promotional tactics 22 2.6.2. Price discrimination 23 2.6.3. Price reaction to competitors change 25 Chapter 3 Energy Savers Briefing 27 3.1 Introduction of lighting industry 27 3.1.1 Lighting product range 28 3.1.2 Energy savers development 28 3.1.3 Energy savers innovation direction 33 3.1.4 Energy Savers Competition 35 3.2 Energy savers in Taiwan 36 3.2.1 Energy saver market size and distribution 36 3.2.2 Energy savers product portfolio 38 3.3 Philips lighting pricing management 40 3.3.1 Philips product line 40 3.3.2 Philips pricing policy 42 3.3.3 Price waterfall in modern retail channel 43 Chapter 4 Research Framework and Methodology 45 4.1 Conceptual framework 45 4.2 Research proposition 46 4.3 Research scope 47 4.3.1 Leader Panel transaction data details 47 4.3.2 Quantitative Survey details 51 4.4 Research methodology 52 4.4.1 Questionnaire development 52 4.5 Data collection 54 4.6 Validity and reliability 55 Chapter 5 Data Analysis 58 5.1 Review Pricing Strategy 58 5.2 Competition intensity 59 5.3 Customer Perceived Value - Actual transaction data 60 5.3.1 Cross elasticity 61 5.3.2 Arc elasticity 64 5.4 Customer Perceived Value - Quantification survey 66 5.4.1 Direct Questioning 66 5.4.2 Price Sensitivity Meter 67 5.4.3 Brand-Price-Trade-Off 70 5.5 Price gap and market share 75 Chapter 6 Research Finding and Future Research 78 6.1 Conclusion 78 6.2 Recommendation for Philips energy savers pricing strategy 79 6.3 Limitation and future research 81 6.3.1 Limitation 81 6.3.2 Future research suggestion 82 References 84 Appendixes 1 A. Questionnaire 1 B. Questionnaire in Chinese version 13 C. Direct Questioning purchase intention detail 24 LIST OF FIGURES FIGURE 2.1 PRICE-VALUE-CONTEXT 3 FIGURE 2.2 THE VALUE CHAIN BY PORTER 7 FIGURE 2.3 PRICING SCENARIOS 9 FIGURE 2.4 PSM EXAMPLE 17 FIGURE 2.5 BPTO EXAMPLE 19 FIGURE 2.6 STRATEGIC PRICE REACTION FOR PRICE CUT 26 FIGURE 3.1 VISIBLE LIGHT SPECTRUM 27 FIGURE 3.2 PRIMARY LIGHT SOURCES 28 FIGURE 3.3 THE FIRST COMPACT FLUORESCENT LAMP AND COMPACT FLUORESCENT LAMP-INTEGRATED 29 FIGURE 3.4 ELEMENTS OF ENERGY SAVER 30 FIGURE 3.5 BRAND MARKET SHARE IN UNIT IN MODERN RETAIL CHANNEL 37 FIGURE 3.6 VARIETY OF ENERGY SAVERS 38 FIGURE 3.7 ENERGY SAVERS FEATURE ANALYSIS IN MODERN RETAIL- BY SHAPE, UNIT SHARE 39 FIGURE 3.8 ENERGY SAVERS PRICE RANGE BY BRAND IN MODERN RETAIL 40 FIGURE 3.9 PRICE WATERFALL IN MODERN RETAIL CHANNEL 43 FIGURE 4.1 CONCEPTUAL FRAMEWORK: ROOT CAUSES FOR MARKET SHARE RESULT 45 FIGURE 4.2 BRAND SHARE MOVEMENT IN DIFFERENT PRODUCT TYPES 49 FIGURE 4.3 WATTAGE SALES PERFORMANCE IN MODERN RETAILS 49 FIGURE 4.4 ENERGY SAVERS MONTHLY SALES PATTERN IN MODERN RETAIL CHANNEL 50 FIGURE 4.5 QUALITY CONTROL FLOW OF GFK LEADER PANEL DATA 55 FIGURE 5.1 RELATIONSHIPS BETWEEN PRICE AND MARKET SHARE MOVEMENT OF 23-25W 61 FIGURE 5.2 DIRECT QUESTIONING PURCHASE INTENT – INCANDESCENT LAMP USERS 67 FIGURE 5.3 PRODUCT BENEFITS CARD IN PSM 67 FIGURE 5.4 PSM RESULT: ACCEPTABLE PRICE RANGE AND OPP 68 FIGURE 5.5 BPTO TEST DEMONSTRATION 70 FIGURE 5.6 PURCHASE INTENTION SHARE FOR FIXED PRICE AMONG BRANDS 72 FIGURE 5.7 SCENARIO FOR MOVING PRICE AND SHARE OF PURCHASE INTENTION 73 FIGURE 5.8 BRAND VALUE OF BPTO 75 LIST OF TABLES TABLE 2.1 PRICE DISCOUNT AND ALLOWANCES 23 TABLE 2.2 PRICE DISCRIMINATIONS DEGREES 24 TABLE 3.1 EFFICACY COMPARISON BETWEEN ENERGY SAVERS AND INCANDESCENT LAMP 31 TABLE 3.2 CORRESPONDENT BRIGHTNESS OF ENERGY SAVERS AND INCANDESCENT LAMPS 31 TABLE 3.3 TOTAL COST OF OWNERSHIP COMPARISON 32 TABLE 3.4 ENERGY SAVERS TOTAL MARKET VALUE IN TAIWAN-BY CHANNEL 36 TABLE 3.5 ENERGY SAVERS CATEGORY BY FEATURES 38 TABLE 3.6 PHILIPS ENERGY SAVER PRODUCT LINE 41 TABLE 3.7 PHILIPS ENERGY SAVER PRICE LIST 42 TABLE 4.1 STORES COVERAGE IN TRANSACTION DATA 47 TABLE 4.2 STRUCTURE OF QUESTIONNAIRE 53 TABLE 4.3 RESPONDENT DISTRIBUTION CRITERIA 55 TABLE 5.1 CROSS ELASTICITY OF PHILIPS WITH PRIVATE LABEL AND TOA 23-25W 62 TABLE 5.2 CROSS ELASTICITY OF PHILIPS WITH PRIVATE LABEL AND TOA 23-25W –ABSOLUTE VALUE 63 TABLE 5.3 ARC ELASTICITY OF PHILIPS AND PRIVATE LABEL 23W~25W 64 TABLE 5.4 ARC ELASTICITY OF PHILIPS AND PRIVATE LABEL 23W~25W –ABSOLUTE VALUE 65 TABLE 5.5 DIRECT QUESTIONING AND PSM SUMMARY 70 TABLE 5.6 PRICE GAP AND RELATION WITH MARKET SHARE 75 | - |
| dc.description.tableofcontents | TABLE OF CONTENT Chapter 1 Introduction 1 1.1 Research motive 1 1.2 Research objective 2 1.3 Research organization 2 Chapter 2 Literature Review 3 2.1 Definition of price 3 2.2 Consumer psychology and pricing 4 2.2.1 Reference price and promotion price 4 2.2.2 Price cues 5 2.2.3 Fairness 6 2.2.4 Price-quality 6 2.3 Pricing determinates 7 2.3.1 Internal determinates 7 2.3.2 External determinates 8 2.4 Pricing objectives 10 2.4.1 Survival 10 2.4.2 Maximum current profit 11 2.4.3 Maximum market share 11 2.4.4 Maximum market skimming 11 2.4.5 Product-quality leadership 12 2.4.6 Other objectives 12 2.5 Pricing methods 12 2.5.1. Markup pricing 12 2.5.2 Target –return pricing 13 2.5.3 Customer perceived value pricing 13 2.5.4 Value pricing 20 2.5.5 Going Rate pricing 21 2.5.6 Auction-type pricing 21 2.6 Pricing adjustment 22 2.6.1. Promotional tactics 22 2.6.2. Price discrimination 23 2.6.3. Price reaction to competitors change 25 Chapter 3 Energy Savers Briefing 27 3.1 Introduction of lighting industry 27 3.1.1 Lighting product range 28 3.1.2 Energy savers development 28 3.1.3 Energy savers innovation direction 33 3.1.4 Energy Savers Competition 35 3.2 Energy savers in Taiwan 36 3.2.1 Energy saver market size and distribution 36 3.2.2 Energy savers product portfolio 38 3.3 Philips lighting pricing management 40 3.3.1 Philips product line 40 3.3.2 Philips pricing policy 42 3.3.3 Price waterfall in modern retail channel 43 Chapter 4 Research Framework and Methodology 45 4.1 Conceptual framework 45 4.2 Research proposition 46 4.3 Research scope 47 4.3.1 Leader Panel transaction data details 47 4.3.2 Quantitative Survey details 51 4.4 Research methodology 52 4.4.1 Questionnaire development 52 4.5 Data collection 54 4.6 Validity and reliability 55 Chapter 5 Data Analysis 58 5.1 Review Pricing Strategy 58 5.2 Competition intensity 59 5.3 Customer Perceived Value - Actual transaction data 60 5.3.1 Cross elasticity 61 5.3.2 Arc elasticity 64 5.4 Customer Perceived Value - Quantification survey 66 5.4.1 Direct Questioning 66 5.4.2 Price Sensitivity Meter 67 5.4.3 Brand-Price-Trade-Off 70 5.5 Price gap and market share 75 Chapter 6 Research Finding and Future Research 78 6.1 Conclusion 78 6.2 Recommendation for Philips energy savers pricing strategy 79 6.3 Limitation and future research 81 6.3.1 Limitation 81 6.3.2 Future research suggestion 82 References 84 Appendixes 1 A. Questionnaire 1 B. Questionnaire in Chinese version 13 C. Direct Questioning purchase intention detail 24 LIST OF FIGURES FIGURE 2.1 PRICE-VALUE-CONTEXT 3 FIGURE 2.2 THE VALUE CHAIN BY PORTER 7 FIGURE 2.3 PRICING SCENARIOS 9 FIGURE 2.4 PSM EXAMPLE 17 FIGURE 2.5 BPTO EXAMPLE 19 FIGURE 2.6 STRATEGIC PRICE REACTION FOR PRICE CUT 26 FIGURE 3.1 VISIBLE LIGHT SPECTRUM 27 FIGURE 3.2 PRIMARY LIGHT SOURCES 28 FIGURE 3.3 THE FIRST COMPACT FLUORESCENT LAMP AND COMPACT FLUORESCENT LAMP-INTEGRATED 29 FIGURE 3.4 ELEMENTS OF ENERGY SAVER 30 FIGURE 3.5 BRAND MARKET SHARE IN UNIT IN MODERN RETAIL CHANNEL 37 FIGURE 3.6 VARIETY OF ENERGY SAVERS 38 FIGURE 3.7 ENERGY SAVERS FEATURE ANALYSIS IN MODERN RETAIL- BY SHAPE, UNIT SHARE 39 FIGURE 3.8 ENERGY SAVERS PRICE RANGE BY BRAND IN MODERN RETAIL 40 FIGURE 3.9 PRICE WATERFALL IN MODERN RETAIL CHANNEL 43 FIGURE 4.1 CONCEPTUAL FRAMEWORK: ROOT CAUSES FOR MARKET SHARE RESULT 45 FIGURE 4.2 BRAND SHARE MOVEMENT IN DIFFERENT PRODUCT TYPES 49 FIGURE 4.3 WATTAGE SALES PERFORMANCE IN MODERN RETAILS 49 FIGURE 4.4 ENERGY SAVERS MONTHLY SALES PATTERN IN MODERN RETAIL CHANNEL 50 FIGURE 4.5 QUALITY CONTROL FLOW OF GFK LEADER PANEL DATA 55 FIGURE 5.1 RELATIONSHIPS BETWEEN PRICE AND MARKET SHARE MOVEMENT OF 23-25W 61 FIGURE 5.2 DIRECT QUESTIONING PURCHASE INTENT – INCANDESCENT LAMP USERS 67 FIGURE 5.3 PRODUCT BENEFITS CARD IN PSM 67 FIGURE 5.4 PSM RESULT: ACCEPTABLE PRICE RANGE AND OPP 68 FIGURE 5.5 BPTO TEST DEMONSTRATION 70 FIGURE 5.6 PURCHASE INTENTION SHARE FOR FIXED PRICE AMONG BRANDS 72 FIGURE 5.7 SCENARIO FOR MOVING PRICE AND SHARE OF PURCHASE INTENTION 73 FIGURE 5.8 BRAND VALUE OF BPTO 75 LIST OF TABLES TABLE 2.1 PRICE DISCOUNT AND ALLOWANCES 23 TABLE 2.2 PRICE DISCRIMINATIONS DEGREES 24 TABLE 3.1 EFFICACY COMPARISON BETWEEN ENERGY SAVERS AND INCANDESCENT LAMP 31 TABLE 3.2 CORRESPONDENT BRIGHTNESS OF ENERGY SAVERS AND INCANDESCENT LAMPS 31 TABLE 3.3 TOTAL COST OF OWNERSHIP COMPARISON 32 TABLE 3.4 ENERGY SAVERS TOTAL MARKET VALUE IN TAIWAN-BY CHANNEL 36 TABLE 3.5 ENERGY SAVERS CATEGORY BY FEATURES 38 TABLE 3.6 PHILIPS ENERGY SAVER PRODUCT LINE 41 TABLE 3.7 PHILIPS ENERGY SAVER PRICE LIST 42 TABLE 4.1 STORES COVERAGE IN TRANSACTION DATA 47 TABLE 4.2 STRUCTURE OF QUESTIONNAIRE 53 TABLE 4.3 RESPONDENT DISTRIBUTION CRITERIA 55 TABLE 5.1 CROSS ELASTICITY OF PHILIPS WITH PRIVATE LABEL AND TOA 23-25W 62 TABLE 5.2 CROSS ELASTICITY OF PHILIPS WITH PRIVATE LABEL AND TOA 23-25W –ABSOLUTE VALUE 63 TABLE 5.3 ARC ELASTICITY OF PHILIPS AND PRIVATE LABEL 23W~25W 64 TABLE 5.4 ARC ELASTICITY OF PHILIPS AND PRIVATE LABEL 23W~25W –ABSOLUTE VALUE 65 TABLE 5.5 DIRECT QUESTIONING AND PSM SUMMARY 70 TABLE 5.6 PRICE GAP AND RELATION WITH MARKET SHARE 75 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0094933018 | en_US |
| dc.subject (關鍵詞) | 省電燈泡 | zh_TW |
| dc.title (題名) | 省電燈泡在台灣現代零售通路之價格策略研究─以個案公司為例 | zh_TW |
| dc.type (資料類型) | thesis | en |
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