The Impact of Network Externalities and Parallel Importation on Optimal Pricing Strategy Of Manufacturer and Agent

• Main Authors: Yu-Wen Lee, 李玉文
• Other Authors: Lu Hsiao
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/54047554299897548907

碩士 === 國立中興大學 === 企業管理學系所 === 100 === Under the influence of the technology tools and the internet, the firms not only face to the single consumer, but the group as a whole. If there are more consumers in the group, then the individual will get the higher utility. Therefore, the firm should think about that how to attract more consumers join the group. Under this situation, would the competition between agent and gray marketer change? This is our study concerned about. We found out a phenomenon that sometimes agent will treat gray marketer well. That’s opposite from our intuition, and that’s why this study are interested for. After testing by our model, we found out that network externalities will really lead the emergence of gray market goods, and the gray market goods are bring not absolutely damage for the agent. Because gray market goods help the network externalities become bigger, and that’s good for both agent and gray marketer. Our study not only think from agent’s side but also manufacture’s, because the pricing strategy of manufacturer will influence the competition degree between agent and gray marketer, that tells the role of manufacturer is very important.