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題 名 | Beethoven還是Chausson?古典音樂廠商的出片策略與新產品的承諾價值=Beethoven or Chausson? How Classical Music CD Industry Selects its New Products |
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作 者 | 紀志毅; 邱敬淵; | 書刊名 | 經濟論文叢刊 |
卷 期 | 26:4 1998.12[民87.12] |
頁 次 | 頁387-408 |
分類號 | 553.5 |
關鍵詞 | 產品差異; Coase猜測; Product differentiation; Coase conjecture; |
語 文 | 中文(Chinese) |
中文摘要 | 本文以一個簡單的兩期 Hotelling 空間模型說明,若產品為耐久財,且獨佔廠商 不具承諾未來價格的能力,廠商推出新產品時,選擇留在既有產品市場的動機要強過於開發 新市場。因為當新產品與既有產品有替代關係,未來販賣過量的既有商品將會損害來自新產 品的利潤,獨佔廠商有動機抑制既有產品的銷售。選擇替代性新產品,可使理性預期消費者 相信廠商減少未來既有商品銷售的承諾, 改善既有產品的跨期銷售困境, 此即所謂 Coase 猜測問題。本文以替代性新產品的承諾價值來解釋古典音樂廠商寧願增加舊曲目新版本,而 不願擴展新曲目的現象。 |
英文摘要 | We use a two-period Hotelling model to show that if a durable goods monopolist cannot commit itself to its future pricing plan, it will introduce in the second period a substitute for its existing product rather than a totally unrelated new product. After the monopolist has decided to introduce a substitute, it will decrease the profit of the new product if it floods the market in the second period with its old product. Therefore the choice of the substitute commits the monopolist to limiting the price cut of the old product in the second period. This then persuades the consumers to buy more of its old product in the first period and increases its total profit. I.e., the Coase conjecture problem is alleviated. We apply this result to explain why many versions of popular classical music titles coexist on the market. |
本系統中英文摘要資訊取自各篇刊載內容。