| dc.contributor.advisor | 蔡攀龍 | zh_TW |
| dc.contributor.advisor | Tasi, Pan Long | en_US |
| dc.contributor.author (Authors) | 鄭家麟 | zh_TW |
| dc.contributor.author (Authors) | Cheng, chia Lin | en_US |
| dc.creator (作者) | 鄭家麟 | zh_TW |
| dc.creator (作者) | Cheng, chia Lin | en_US |
| dc.date (日期) | 2006 | en_US |
| dc.date.accessioned | 18-Sep-2009 10:54:22 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 10:54:22 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 10:54:22 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0087255503 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/34678 | - |
| dc.description (描述) | 博士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 財政研究所 | zh_TW |
| dc.description (描述) | 87255503 | zh_TW |
| dc.description (描述) | 95 | zh_TW |
| dc.description.abstract (摘要) | 廠商為了求取利潤，永續經營，必須規劃策略發展自己的競爭優勢。藉由發送贈品促銷，建立或找出能讓目標消費群產生購買自己商品或服務的意願，從而引發實際的交易行為，便是常見的銷售策略。雖然時時可見到廠商贈品促銷的行為，但是相對於其他的銷售策略而言，例如廣告及折價券的研究，廠商發送贈品的行為，不論在實務面或理論面，皆缺乏系統化的整理，亦沒有嚴謹的經濟理論加以分析。 另一方面，參酌各國管制廠商競爭行為的反托拉斯法規，多已將廠商贈品促銷活動納入規範。進一步觀察，各國以法規面認為應該「適當」限制贈品，甚至是嚴格「禁止」贈品活動舉辦的理由，除缺乏系統化的經濟理論檢驗其是否正確外，對於應該如何來規範贈品的促銷，方可真正落實維護交易秩序與消費者利益，確保公平競爭以提高社會福利，目前亦無相關的探討。綜上，本論文關於「贈品的經濟分析」之研究目的，主要即欲探討贈品促銷對於社會福利的影響，以及規範贈品促銷能否提昇社會福利。為達成研究目的，本論文以彙整蒐集相關促銷工具的文獻為出發點，首先分析贈品促銷在何種條件下，方能有實際的促銷效果。其次藉由架構獨占廠商贈品促銷的簡單模型，分析廠商贈品促銷的各項最適條件，並與社會福利的最適條件加以比較，進而討論政府管制贈品促銷的福利效果。最後援引「猜測變量」的分析方法，建構雙占市場結構的模型，分別在價格設定與產量設定的模式下，探討雙占廠商「贈品的猜測變量」及其大小關係，對於廠商的各項均衡條件，以及社會福利的影響，進而評析管制雙占廠商的贈品促銷能否提昇社會福利。關鍵詞：反托拉斯法、贈品、猜測變量、管制、福利效果。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 ………………………………………………………………1 第一節 問題緣起與研究動機 …………………………………………1 第二節 研究目的 ………………………………………………………5 第三節 章節安排 ………………………………………………………8 本章附錄 …………………………………………………………………9本章參考文獻……………………………………………………………13第二章 文獻回顧 …………………………………………………………14第一節 差別取價相關文獻探討 ………………………………………14第二節 折價券相關文獻探討 …………………………………………16第三節 廣告相關文獻探討 ……………………………………………17第四節 贈品相關文獻探討 ……………………………………………19第五節 小結 ……………………………………………………………21本章參考文獻……………………………………………………………22第三章 獨占市場結構下的贈品模 ………………………………………24第一節 贈品的基本模型 ………………………………………………26第二節 政府管制獨占廠商贈品促銷模型 ……………………………38第三節 本章結論 ………………………………………………………58 本章附錄…………………………………………………………………60 本章參考文獻……………………………………………………………69第四章 雙占市場結構下的贈品模型 ……………………………………70第一節 雙占市場結構下的贈品基本模型 ……………………………72第二節 線性需求函數 …………………………………………………94第三節 本章結論………………………………………………………118 本章附錄 ………………………………………………………………120本章參考文獻 …………………………………………………………128第五章 政府管制雙占廠商贈品的福利分析……………………………129第一節 產量設定下管制雙占廠商贈品的福利效果…………………130第二節 價格設定下管制雙占廠商贈品的福利效果…………………144第三節 本章結論………………………………………………………154本章附錄 ………………………………………………………………159第六章 結論與未來研究方向 …………………………………………165第一節 結論……………………………………………………………165第二節 未來研究方向…………………………………………………168 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0087255503 | en_US |
| dc.subject (關鍵詞) | 反托拉斯法 | zh_TW |
| dc.subject (關鍵詞) | 贈品 | zh_TW |
| dc.subject (關鍵詞) | 猜測變量 | zh_TW |
| dc.subject (關鍵詞) | 管制 | zh_TW |
| dc.subject (關鍵詞) | 福利效果 | zh_TW |
| dc.title (題名) | 贈品的經濟分析 | zh_TW |
| dc.type (資料類型) | thesis | en |
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