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好書介紹

好書介紹. 企業觸媒策略 ~ 天下翻譯 Two-side market 平台競爭. 獲取剩餘 : 差別訂價. 針對不同消費者同一商品與勞務 或是同消費者不同數量定不同價格 : 價格不同的原因 ~ 差別取價 OR cost 小 Pizza 比大 Pizza 相對貴 ?. 分類. 一級 二級 : 數量折扣 三級 : 不同市場 , 休閒旅遊或是商務 , Coupon Tying ( 搭售 ) Bundling 廣告的作用. 差別取價的條件. MARKET POWER ” why?

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好書介紹

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  1. 好書介紹 • 企業觸媒策略~天下翻譯 • Two-side market 平台競爭

  2. 獲取剩餘:差別訂價 • 針對不同消費者同一商品與勞務 • 或是同消費者不同數量定不同價格: • 價格不同的原因~差別取價 OR cost • 小Pizza 比大Pizza 相對貴?

  3. 分類 • 一級 • 二級:數量折扣 • 三級:不同市場, 休閒旅遊或是商務, Coupon • Tying (搭售) • Bundling • 廣告的作用

  4. 差別取價的條件 • MARKET POWER” why? : the slope of the Demand is negative need not be a monopolist • INFORMATION about the different people will pay its product • Prevent resale, arbitrage : 如何在”團購”下進行差別定價?

  5. First degree price discrimination • Making the most from each consumer • Examples : auctions, 房屋交易, 賣車 討價還價, 眼鏡行, 市場非完全競爭 • 由上往下拍賣,…密封首價競標 • 公債競標,….複數價格標或是單一價格標

  6. (Figure continues on next slide) Besanko & Braeutigam/Microeconomics: An Integrated Approach Chapter 12, Figure 12-01 FIGURE 12-1 Monopoly with Uniform Pricing and First-Degree Price Discrimination

  7. Besanko & Braeutigam/Microeconomics: An Integrated Approach Chapter 12, Figure 12-01 continued FIGURE 12-1 (Continued)

  8. First degree price discrimination • Making the most from each consumer • How much do you sell ? Q1 • Examine three conditions • Demand is negative slope : need not be a monopolist (對眼鏡行的信任, 服務很重要) • Know the willingness to pay: • 有一些消費者的特徵: 穿著, 談吐薪水,…我是老師與眼鏡行,..尋求專業服務與reveal willingness to pay 的兩難.(多焦,..) (3)_Prevent resale: 眼鏡可以轉售? 哪些商品無法resale ? 眼鏡? 巴里島9999 why so cheap ?

  9. Learning by doing 12. 1

  10. Besanko & Braeutigam/Microeconomics: An Integrated Approach Chapter 12, Figure 12-02 FIGURE 12-2 Capturing Surplus with First-Degree Price Discrimation

  11. QUESTIONS? • 談的需求究竟是market demand or individual demand /

  12. Second degree price discrimination • Quantity discounts • 例子: 基本度數, 月租費+使用費……

  13. BLOCK TARIFF

  14. Besanko & Braeutigam/Microeconomics: An Integrated Approach Chapter 12, Figure 12-03 FIGURE 12-4 Capturing Surplus with Second-Degree Price Discrimination

  15. (p1=11,Q1=9,P2=8) • Consumer will buy 12=20-8, Why ? • PS=(11-2)*9+(8-2)*3=99 • Could be better ? Yes!, how ?

  16. Optimal two-blocks tariff • Three variables “ p1,q1,p2” • Given p1=11,p2=8, what is the optimal q1? • Is q1*=9? • Could be better if q1=10 • In this case, the consumer will buy also “12” • And thus the seller earns (11-2)*10+(8-2)*2=104

  17. Optimal two-block tariffs:

  18. Besanko & Braeutigam/Microeconomics: An Integrated Approach Chapter 12, Figure 12-04 FIGURE 12-5 Capturing Even More Surplus with an Optimal Block Tariff

  19. 有錯!!! • 打折的門檻=?=20-14=6 ? • COULD BE BETTER !!

  20. Learning by doing 12.3 • Do it yourself

  21. Besanko & Braeutigam/Microeconomics: An Integrated Approach Chapter 12, Figure 12-05 FIGURE 12-5 Nonlinear Outlay (Expenditure) Schedule

  22. Besanko & Braeutigam/Microeconomics: An Integrated Approach Chapter 12, Figure 12-06 FIGURE 12-6 Declining Block Pricing for Electricity

  23. 另類second –degree pricing : two-part tariffs • 例子: 月租費+通化費 • 會員費 + 清潔費 • 燦坤加入會員費+ 會員價 • 基本度數 + 超過基本度數之每度 • ~某種discount or • nonlinear pricing : 用愈多平均價格愈低

  24. Subscription and usage charges

  25. Besanko & Braeutigam/Microeconomics: An Integrated Approach Chapter 12, Figure 12-07 FIGURE 12-7 Subscriber and Usage Charges

  26. Problems • 1. demand differs from one to the next • 2. even though the seller knows the types of consumers, he can not know which consumers are large and small, • 3 定價設計: offers a menu of tariffs

  27. Third-degree price discrimination • Why US railroad 運煤的價格比運grains 高?

  28. 原因 • Demand 彈性不同 • 運grain鐵路面對較多的競爭: barges and trucks • 煤的運輸選擇較少 • 煤礦不靠河 • 轉運困難 ~ 煤對鐵路的運輸彈性較小

  29. Besanko & Braeutigam/Microeconomics: An Integrated Approach Chapter 12, Figure 12-08 FIGURE 12-8 Pricing Coal and Grain Movements by Rail

  30. 顧客分類篩選(screening ) • A PROCESS FOR SORTING CONSUMERS BASED ON CHARACTERISTICS THAT (1)THE FIRMS CAN SEE AND (2) CAN NOT SEEE BUT WOULD LIKE TO OBSERVE (willingness to pay and elasticity )

  31. 常用的方法 • 1. age student status~ Q? 為何民營的高鐵有敬老票? • 2 inter-temporal price discrimination: weekend 電話便宜, 週一~週四高鐵便宜 電的尖峰定價 為何ePC 一出的價格貴, 會跌?

  32. 常用screening方法 • 3. coupons and rebates ~ for 在意價格者 ~ 促銷新產品

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