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題 名 | 差額變量效率衡量模式在商品之設計規格與訂價之應用=An Application of the Slacks-based Measure of Efficiency in Product Design Specifications and Pricing |
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作 者 | 楊志慶; 林宜幸; 蔡明松; | 書刊名 | 服務業管理評論 |
卷 期 | 16 2021.12[民110.12] |
頁 次 | 頁1-25 |
分類號 | 496.1 |
關鍵詞 | 特徵價格; 產品效率; 資料包絡分析法; 差額變量效率衡量模式; 冷氣機; Hedonic price; Product efficiency; Data envelopment analysis; Slacks-based measures of efficiency; Air conditioners; |
語 文 | 中文(Chinese) |
中文摘要 | 特徵價格理論是探究商品如何藉由規格或屬性以創造消費者效用,進而決定商品價格之實用方法,當廠商所提供之商品具價格競爭力及屬性優勢,則稱該商品具產品效率(product efficiency; PE)。資料包絡分析法(data envelopment analysis; DEA)是估計產品效率常用之方法,過去的研究在運用此方法時,其目的大都在評估 PE 以了解品牌競爭力及提供消費者選購商品之參考,對於如何調整商品屬 性及價格,則甚少關注。絕大部份的研究在測量 PE 時,都是使用 Shephard 距離函數,這是一種射線測量尺度,代表無效率商品必須等比率提升所有屬性品質,才會有效率,這種調整方式在實務上極為少見。本研究使用差額變量效率尺度 (slacks-based measures of efficiency)建構一系列模型,廠商可依需要選擇合適的模型以估計其可調整屬性之變動範圍,或改變訂價策略,進而提升產品競爭力。所建議的模型不是等比率調整屬性,而是依需要調整。在實證應用部份,本文以 8 個品牌計 74 款分離式變頻冷氣為分析標的,實證結果顯示本文所提出模型的可應用性。 |
英文摘要 | Hedonic price theory is a useful method identifying a commodity’s price according to internal specifications or characteristics that generate utility consumers gain from consuming the good. Product efficiency (PE) is an index measuring whether or not a commodity’s price is matched with its characteristics. Data envelopment analysis (DEA) is a commonly used approach for measuring PE. Previous studies using the approach mostly only aimed at identifying a brand’s competitiveness or offering advice to consumers for choosing a good through calculating a commodity’s PE, but rarely concerned with how a firm can adjust the commodity’s characteristics or prices to improve efficiency. Most previous studies applied the Shephard distance function, a radial or proportional measure, to calculate PE. Using the measure implies that a firm can only improve PE by proportionally ameliorating the quality of all the good’s characteristics at the same time. It is really quite uncommon in the real world. The present research, alternatively, would apply slacks-based measures to develop a series of models. With these models, firms can choose suitable models for changing a commodity’s adjustable attributes or prices to improve brand competitiveness. The suggested models do not adjust attributes proportionally. Rather, they change a commodity’s attributes according to the feasibility of redesigning the commodity. The proposed models are applied to an empirical illustration based on 74 inverter split-type air conditioners attached to 8 brands. All empirical results show the practicability of the suggested approaches. |
本系統中英文摘要資訊取自各篇刊載內容。