Aggressive Win-Win Pricing Modeling for PLC-based Multi-generation products

• Main Authors: Yu-Wen Lin, 林郁文
• Other Authors: Ping Teng Chang
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/73431936270073180137

碩士 === 東海大學 === 工業工程學系 === 91 === 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.