以產品生命週期為基礎之多世代產品競爭主動式雙贏定價模式

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Title:	以產品生命週期為基礎之多世代產品競爭主動式雙贏定價模式
Other Titles:	Aggressive Win-Win Pricing Modeling for PLC-based Multi-generation products
Authors:	林郁文 Lin, Yu-Wen
Contributors:	張炳騰 Chang, Ping-Teng 東海大學工業工程與經營資訊學系
Keywords:	定價;產品生命週期;多世代產品;競爭主動雙贏定價模式;市場佔有率;基因演算法 Pricing;Product Life Cycle;Multi-generation Product;Aggressive Win-Win Pricing Model;Market Share;Genetic Algorithm
Date:	2003
Issue Date:	2011-05-19T05:59:43Z (UTC)
Abstract:	摘要過去台灣的資訊產品設計，只注重產品性能、如何降低成本，很少注意到消費者到底是需要什麼樣的產品，與自身企業於市場中的定位。但在自有品牌的經營模式下，立即突顯出行銷管理的重要性，其中定價策略(Pricing Strategy)不僅是企劃行銷的外在表現，它更可以將企業的經營理念傳達給市場大眾。但是傳統上定價只是其餘行銷組合、成本利潤、或市場競爭下的被動機能。雖然目前多數的管理者都已經注意到價格決策的重要，知道可以用價格抓牢顧客的心，也可以利用它一舉攻下市場，但是對於定價方法卻總是意見紛歧，決策過程缺乏一個較完整的標準程序與根據。以往對定價模式的研究中，多將角色背景設定為零售業者以隨機需求與存貨清倉為主要結構。但是忽略了市場競爭價格、品牌形象(Brand Image)、產品生命週期對於消費者行為、生產者行為、市場佔有率波動，都將造成定價作業的衝擊。其實在一個動態的市場，我們要考量的不僅是自我廠商、顧客、競爭者及其他外在因素在特定時空下靜態關係，更要思考因時間改變而產生的動態變化可能性。本研究方法將以產品生命週期(Product Life Cycle)為基礎針對多世代流行性商品(Multi-generation Product)，在雙頭寡佔競爭市場中以品牌擁有企業的角度，採取競爭主動定價策略，首先將焦點放在整體市場利潤上，再追求與對手間之相互市場佔有率，建立競爭主動雙贏定價模式(Aggressive Win-Win Pricing Model)。首先對於定價策略組織層級、決策流程、以及價格競爭策略作策略性意涵之分析。本研究之競爭主動式定價模式加入產品生命週期、品牌形象、市場佔有率、對手價格反應、主動與被動價格攻勢之差異，並設定市場佔有率競爭策略因子，根據不同產品生命週期時期市場佔有率變動率不同，主動出擊奪取市場佔有率(Market Share)。並利用基因演算法(Genetic Algorithm)取代之前文獻所使用的動態規劃法，以求出多世代商品最佳期初定價。成功的定價並不是一個最??果，而是一個持續不斷的過程，根據此模式協助企業思考擬定適當之價格結構。 ABSTRACT Information product design in Taiwan lays stress on product function and production cost instead of consumers’ demand and enterprises’ positioning in the market. Through Own Brand operation mode, it manifests the importance of marketing management. And the Pricing Strategy within is not only the external performance of marketing planning, it can effectively deliver enterprises’ operating ideology to the masses. Conventionally, pricing is but another passive react related to marketing mix, cost-and-profit consideration or market competition. At this time, even though most operators realize the significance of pricing policy, but the pricing strategy itself lack a solid ground and standardized procedure. Aimed at multi-generation products, taking product life cycle as the basis, and from a view of brand-owning enterprises in a duopoly, this research adopts Aggressive Win-win Pricing Model that enriches the entire market margin first and pursues the market share after all. The research begins with strategic defining analysis of price level strategy, decision-making procedure, and price competitive strategy. It takes account also product life cycle, market share, competitors’ pricing sensibility and the difference of active and passive price policy. By setting market share competitive factors, and grounding on market share variation rate during products’ life cycle, enterprises can magnify their market share actively. Moreover, utilizing Genetic Algorithm instead of preceding dynamic programming, this research helps with initial pricing for multi-generation products. Successful pricing has no final round but is a continuous course. Hope this model will provide help for enterprises to map out their own proper pricing structure.
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