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題 名 | 數位音樂產業之訂價策略與社會福利分析:兩階段賽局之應用=Pricing Strategies and Social Welfare Analysis in the Digital Music Industry: The Application of Two-Stage Game Theory |
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作 者 | 林怡芯; | 書刊名 | 行銷科學學報 |
卷 期 | 10:2 2014.10[民103.10] |
頁 次 | 頁143-169 |
分類號 | 489.72 |
關鍵詞 | 數位音樂; 多元訂價; 雙占市場; 賽局理路; 網路效果; Digital music; Multiple pricing; Duopoly industry; Game theory; Network effect; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究套用Hotelling(1929)提出的區位模型探討數位商品產業的競爭行為,並以子賽局完全均衡(Sub-Game Perfect Equilibrium)和回推法(Backward Induction)進行兩階段求解,發現品牌價值對商品訂價存在一個正向作用但並不是一個絕對性因素,尚需考量對手的訂價策略。當低品牌價值業者採用滲透訂價法,對高品牌價值業者的市占率極具有影響力但不一定會造成高品牌業者有退出市場的危機。因此,當兩業者提供略為異質商品時,商品訂價能依照品質制訂售價且消費者與業者存在對等的資訊,此時高品牌價值商品制訂較高價格和低品牌價值商品制訂較低價格,此時對整個產業和社會福利是相對較符合公平原則。 |
英文摘要 | This study analyzed competitive behavior in a duopoly music market using game theory and found that brand value positively affects product pricing; however, this is not an absolute factor as the pricing of competitors still needs to be taken into account. The adoption of penetration pricing by companies with low brand value can have a great influence on the market share of companies with high brand value, but it will not necessarily force the latter companies to withdraw from the market. Therefore, when both types of companies provide products with a small degree of heterogeneity, the products can be priced according to their quality and consumers and companies will have equal information. Commodities with high brand value establish higher prices and those with low brand value establish lower prices. This conforms more to the principle of fairness in terms of the whole industry and social welfare. |
本系統中英文摘要資訊取自各篇刊載內容。