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| 研究生： |
林宜縉 |
|---|---|
| 論文名稱： |
省電燈泡在台灣現代零售通路之價格策略研究─以個案公司為例 |
| 指導教授： | 張愛華 |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2008 |
| 畢業學年度： | 96 |
| 語文別： | 英文 |
| 論文頁數： | 84 |
| 中文關鍵詞： | 省電燈泡 |
| 相關次數： | 點閱：161 下載：0 |
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省電燈泡在台灣現代零售通路之價格策略研究─以個案公司為例
Abstract
A Case Study of Energy Savers Pricing Strategy
in Taiwan Modern Retail Channels
By
Misha Lin
The intensive competition, strong bargain power of channels and diversified marketplace has made the pricing management more and more complicated nowadays. Marketing managers have to keep pace with the fast changing markets and equipped with abundant knowledge. Pricing is viewed as the primary driver for short-run revenue and the key factor to impact both top line and bottom line; the pricing decision is critical for sustainability.
Premium brands in modern retail channels are getting difficult to dominant the market because of retailers start to invest their own low- priced Private Labels. The case study of research, Philips energy savers, is facing the challenge from price attack from Private Labels and losing market share gradually.
This research objective is to find a suitable price range for Philips to react with Private Labels and to maximize the market share, by adopting methodologies include sales transaction data, Price Elasticity, Direct Questioning, Price Sensitive Meter and Brand-Price- Trade Off. The research is expected to be a reference for all premium brands of commodities to approach pricing strategy in modern retail channel.
TABLE OF CONTENT
Chapter 1 Introduction 1
1.1 Research motive 1
1.2 Research objective 2
1.3 Research organization 2
Chapter 2 Literature Review 3
2.1 Definition of price 3
2.2 Consumer psychology and pricing 4
2.2.1 Reference price and promotion price 4
2.2.2 Price cues 5
2.2.3 Fairness 6
2.2.4 Price-quality 6
2.3 Pricing determinates 7
2.3.1 Internal determinates 7
2.3.2 External determinates 8
2.4 Pricing objectives 10
2.4.1 Survival 10
2.4.2 Maximum current profit 11
2.4.3 Maximum market share 11
2.4.4 Maximum market skimming 11
2.4.5 Product-quality leadership 12
2.4.6 Other objectives 12
2.5 Pricing methods 12
2.5.1. Markup pricing 12
2.5.2 Target –return pricing 13
2.5.3 Customer perceived value pricing 13
2.5.4 Value pricing 20
2.5.5 Going Rate pricing 21
2.5.6 Auction-type pricing 21
2.6 Pricing adjustment 22
2.6.1. Promotional tactics 22
2.6.2. Price discrimination 23
2.6.3. Price reaction to competitors change 25
Chapter 3 Energy Savers Briefing 27
3.1 Introduction of lighting industry 27
3.1.1 Lighting product range 28
3.1.2 Energy savers development 28
3.1.3 Energy savers innovation direction 33
3.1.4 Energy Savers Competition 35
3.2 Energy savers in Taiwan 36
3.2.1 Energy saver market size and distribution 36
3.2.2 Energy savers product portfolio 38
3.3 Philips lighting pricing management 40
3.3.1 Philips product line 40
3.3.2 Philips pricing policy 42
3.3.3 Price waterfall in modern retail channel 43
Chapter 4 Research Framework and Methodology 45
4.1 Conceptual framework 45
4.2 Research proposition 46
4.3 Research scope 47
4.3.1 Leader Panel transaction data details 47
4.3.2 Quantitative Survey details 51
4.4 Research methodology 52
4.4.1 Questionnaire development 52
4.5 Data collection 54
4.6 Validity and reliability 55
Chapter 5 Data Analysis 58
5.1 Review Pricing Strategy 58
5.2 Competition intensity 59
5.3 Customer Perceived Value - Actual transaction data 60
5.3.1 Cross elasticity 61
5.3.2 Arc elasticity 64
5.4 Customer Perceived Value - Quantification survey 66
5.4.1 Direct Questioning 66
5.4.2 Price Sensitivity Meter 67
5.4.3 Brand-Price-Trade-Off 70
5.5 Price gap and market share 75
Chapter 6 Research Finding and Future Research 78
6.1 Conclusion 78
6.2 Recommendation for Philips energy savers pricing strategy 79
6.3 Limitation and future research 81
6.3.1 Limitation 81
6.3.2 Future research suggestion 82
References 84
Appendixes 1
A. Questionnaire 1
B. Questionnaire in Chinese version 13
C. Direct Questioning purchase intention detail 24
LIST OF FIGURES
FIGURE 2.1 PRICE-VALUE-CONTEXT 3
FIGURE 2.2 THE VALUE CHAIN BY PORTER 7
FIGURE 2.3 PRICING SCENARIOS 9
FIGURE 2.4 PSM EXAMPLE 17
FIGURE 2.5 BPTO EXAMPLE 19
FIGURE 2.6 STRATEGIC PRICE REACTION FOR PRICE CUT 26
FIGURE 3.1 VISIBLE LIGHT SPECTRUM 27
FIGURE 3.2 PRIMARY LIGHT SOURCES 28
FIGURE 3.3 THE FIRST COMPACT FLUORESCENT LAMP AND COMPACT FLUORESCENT LAMP-INTEGRATED 29
FIGURE 3.4 ELEMENTS OF ENERGY SAVER 30
FIGURE 3.5 BRAND MARKET SHARE IN UNIT IN MODERN RETAIL CHANNEL 37
FIGURE 3.6 VARIETY OF ENERGY SAVERS 38
FIGURE 3.7 ENERGY SAVERS FEATURE ANALYSIS IN MODERN RETAIL- BY SHAPE, UNIT SHARE 39
FIGURE 3.8 ENERGY SAVERS PRICE RANGE BY BRAND IN MODERN RETAIL 40
FIGURE 3.9 PRICE WATERFALL IN MODERN RETAIL CHANNEL 43
FIGURE 4.1 CONCEPTUAL FRAMEWORK: ROOT CAUSES FOR MARKET SHARE RESULT 45
FIGURE 4.2 BRAND SHARE MOVEMENT IN DIFFERENT PRODUCT TYPES 49
FIGURE 4.3 WATTAGE SALES PERFORMANCE IN MODERN RETAILS 49
FIGURE 4.4 ENERGY SAVERS MONTHLY SALES PATTERN IN MODERN RETAIL CHANNEL 50
FIGURE 4.5 QUALITY CONTROL FLOW OF GFK LEADER PANEL DATA 55
FIGURE 5.1 RELATIONSHIPS BETWEEN PRICE AND MARKET SHARE MOVEMENT OF 23-25W 61
FIGURE 5.2 DIRECT QUESTIONING PURCHASE INTENT – INCANDESCENT LAMP USERS 67
FIGURE 5.3 PRODUCT BENEFITS CARD IN PSM 67
FIGURE 5.4 PSM RESULT: ACCEPTABLE PRICE RANGE AND OPP 68
FIGURE 5.5 BPTO TEST DEMONSTRATION 70
FIGURE 5.6 PURCHASE INTENTION SHARE FOR FIXED PRICE AMONG BRANDS 72
FIGURE 5.7 SCENARIO FOR MOVING PRICE AND SHARE OF PURCHASE INTENTION 73
FIGURE 5.8 BRAND VALUE OF BPTO 75
LIST OF TABLES
TABLE 2.1 PRICE DISCOUNT AND ALLOWANCES 23
TABLE 2.2 PRICE DISCRIMINATIONS DEGREES 24
TABLE 3.1 EFFICACY COMPARISON BETWEEN ENERGY SAVERS AND INCANDESCENT LAMP 31
TABLE 3.2 CORRESPONDENT BRIGHTNESS OF ENERGY SAVERS AND INCANDESCENT LAMPS 31
TABLE 3.3 TOTAL COST OF OWNERSHIP COMPARISON 32
TABLE 3.4 ENERGY SAVERS TOTAL MARKET VALUE IN TAIWAN-BY CHANNEL 36
TABLE 3.5 ENERGY SAVERS CATEGORY BY FEATURES 38
TABLE 3.6 PHILIPS ENERGY SAVER PRODUCT LINE 41
TABLE 3.7 PHILIPS ENERGY SAVER PRICE LIST 42
TABLE 4.1 STORES COVERAGE IN TRANSACTION DATA 47
TABLE 4.2 STRUCTURE OF QUESTIONNAIRE 53
TABLE 4.3 RESPONDENT DISTRIBUTION CRITERIA 55
TABLE 5.1 CROSS ELASTICITY OF PHILIPS WITH PRIVATE LABEL AND TOA 23-25W 62
TABLE 5.2 CROSS ELASTICITY OF PHILIPS WITH PRIVATE LABEL AND TOA 23-25W –ABSOLUTE VALUE 63
TABLE 5.3 ARC ELASTICITY OF PHILIPS AND PRIVATE LABEL 23W~25W 64
TABLE 5.4 ARC ELASTICITY OF PHILIPS AND PRIVATE LABEL 23W~25W –ABSOLUTE VALUE 65
TABLE 5.5 DIRECT QUESTIONING AND PSM SUMMARY 70
TABLE 5.6 PRICE GAP AND RELATION WITH MARKET SHARE 75
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