廠商為了求取利潤，永續經營，必須規劃策略發展自己的競爭優勢。藉由發送贈品促銷，建立或找出能讓目標消費群產生購買自己商品或服務的意願，從而引發實際的交易行為，便是常見的銷售策略。雖然時時可見到廠商贈品促銷的行為，但是相對於其他的銷售策略而言，例如廣告及折價券的研究，廠商發送贈品的行為，不論在實務面或理論面，皆缺乏系統化的整理，亦沒有嚴謹的經濟理論加以分析。
另一方面，參酌各國管制廠商競爭行為的反托拉斯法規，多已將廠商贈品促銷活動納入規範。進一步觀察，各國以法規面認為應該「適當」限制贈品，甚至是嚴格「禁止」贈品活動舉辦的理由，除缺乏系統化的經濟理論檢驗其是否正確外，對於應該如何來規範贈品的促銷，方可真正落實維護交易秩序與消費者利益，確保公平競爭以提高社會福利，目前亦無相關的探討。
綜上，本論文關於「贈品的經濟分析」之研究目的，主要即欲探討贈品促銷對於社會福利的影響，以及規範贈品促銷能否提昇社會福利。為達成研究目的，本論文以彙整蒐集相關促銷工具的文獻為出發點，首先分析贈品促銷在何種條件下，方能有實際的促銷效果。其次藉由架構獨占廠商贈品促銷的簡單模型，分析廠商贈品促銷的各項最適條件，並與社會福利的最適條件加以比較，進而討論政府管制贈品促銷的福利效果。最後援引「猜測變量」的分析方法，建構雙占市場結構的模型，分別在價格設定與產量設定的模式下，探討雙占廠商「贈品的猜測變量」及其大小關係，對於廠商的各項均衡條件，以及社會福利的影響，進而評析管制雙占廠商的贈品促銷能否提昇社會福利。

關鍵詞：反托拉斯法、贈品、猜測變量、管制、福利效果。

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