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來源資料
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題 名 | 零售業廣告與配送服務之經濟分析=An Economic Analysis of Advertising and Distribution Services of Retail Markets |
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作 者 | 黃盈裕; 林義屏; | 書刊名 | 南臺科技大學學報 |
卷 期 | 25 2001.03[民90.03] |
頁 次 | 頁59-65 |
分類號 | 498.2 |
關鍵詞 | 配送服務; 廣告; 價格彈性; 利潤函數; Distribution services; Advertising; Price elasticity; Profit function; |
語 文 | 中文(Chinese) |
中文摘要 | 零售商為建立並維繫消對其零售品牌的忠誠度,並提高其營業額,進而增加利潤,除可加強配務水準的提昇之外,另一直接有效的方法即是透過廣告效果之影響。所以本文同時納入配送服務與廣告做為研究的對象,探討此二者水準之高低對訂價策略之影響;並推導出四個命題,結果顯示在零售市場中,價格需求彈性愈高時與顧客的需求受外在因素影響而提高時,零售商之配送服務與廣告水準均會隨著產生變化。 |
英文摘要 | To build and maintain the consumers’ loyalty, retailers can enhance their distribution services. It may entail higher sales volume and thereby increase retail margins. Advertising is another effective method to obtain better performance than distribution services. Therefore, this paper includes both distribution services and advertising to investigate their effects upon pricing strategy of retailers. Four propositions are deduced. The results show that both the higher price elasticity of demand and an exogenous increase in the responsiveness of demand will impact upon the levels of distribution services and advertising of retail markets. |
本系統中英文摘要資訊取自各篇刊載內容。