Chung-Hua University Repository:Item 987654321/27873
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    CHUR > College of Management > Department of Finance > Seminar Papers >  Item 987654321/27873


    Please use this identifier to cite or link to this item: http://chur.chu.edu.tw/handle/987654321/27873


    Title: 初遊遊客市場佔有率，廣告策略，與重遊遊客訂價之競爭分析
    Authors: 李堯賢
    Lee, Yao-Hsien
    Contributors: 財務管理學系
    Finance
    Keywords: 忠誠價格;引入價格;廣告策略;觀光產業
    Date: 2007
    Issue Date: 2014-06-26 23:41:21 (UTC+8)
    Abstract: 本文探討經營觀光休閒遊憩的廠商如何利用初遊遊客的來店記錄，配合其廣告策略與訂價策略，追求其利潤極大。我們以理論模型分析上述業者利用其初遊遊客的來店記錄，決定其廣告水準與針對重遊時的忠誠遊客與從競爭對手轉移至業者的遊客應如何訂價的決策。我們得到市場佔有率與廣告策略效率會影響業者所決定的忠誠價格與引入價格。在廠商的市場佔有率是平分的情況下，廣告效能或口碑效果會對廠商所決定的忠誠價格與引入價格產生正向的影響效果。
    Appears in Collections:[Department of Finance] Seminar Papers

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