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題 名 | Incentives for Resale Price Maintenance from a Risk Perspective: Using a Real Options Analysis=從風險觀點探討零售價格維持之誘因:運用實質選擇權分析 |
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作 者 | 陳冠儒; 陳妙玲; | 書刊名 | 公平交易季刊 |
卷 期 | 14:1 民95.01 |
頁 次 | 頁135-151 |
分類號 | 553.5 |
關鍵詞 | 零售價格維持; 實質選擇權; Resale rice maintenance; Real options; |
語 文 | 英文(English) |
中文摘要 | 本研究運用實質選擇權分析,由風險觀點分析製造商實施零售價格維持之誘因。製造商面對價格與銷售數量之風險,前者來自品牌內價格競爭,而後者來自需求之波動。因為價格之下方風險已經被控制,所以實施最低零售價格維持相當於取得一項選擇權。當品牌內價格競爭較為激烈時,由於選擇權之價值增加,導致製造商實施零售價格維持之誘因上升。雖然價格之風險導致製造商較容易實施零售價格維持,而銷售量之風險卻導致製造商較不容易實施零售價格維持。因此當面對品牌內價格競爭上升與銷售量波動之下降時,製造商實施零售價格維持之誘因即隨之上升。另一方面,當產品之零售價格與銷售數量呈現正相關時,製造商有較高之誘因以實施零售價格維持。 |
英文摘要 | Looking at the situation from a risk perspective and using real options as an analogy, this study delves into the incentives for manufacturers to impose resale price maintenance (RPM). Manufacturers simultaneously face risks with respect to pricing and sa1es quantity, with the former from intrabrand price competition and the latter from demand fluctuations. Practicing minimum RPM is analogous to acquiring an option in that the price downside risk is controlled. Intrabrand price competition intensifies manufacturers’ incentives to impose RPM because of the rising value of the option. Although price risks are favorable to RPM, risks vis-à-vis sales quantity are not. Thus, the incentives to impose RPM are greater as intrabrand price competition increases and sales quantity fluctuations decrease. In addition, as the retail price and sales quantity of products are positively correlated, manufacturers have greater incentives to impose RPM. |
本系統中英文摘要資訊取自各篇刊載內容。