差別定價與交期服務模式之研究-以某家手工製造業為例.doc

差別定價與交期服務模式之研究-以某家手工製造業為例A Differential Service Model for Pricing and Due-date Setting – A Case of Handmade Industry研究生：買冠億 Mai, Guan-I指導教授：劉書助 Liu, Shu-Chu【摘要】目前在傳統手工製造業裡，業者產品定價方式主要是看產品原物料成本作產品定價調幅，而顧客訂單交期決定也只能依各個製造業者所安排的排程等待產品的生產這樣便產生一個問題，就是在同業競爭之下，當顧客不願(不滿意)等待廠商所排定的生產日期，便可能失去此顧客在這種情況下，無形中業者可能就會失去了許多訂單而本研究主要是提供一差異化服務模式，主要是以顧客對價格與交期的敏感度的不同區分其市場需求，而將其分為重視價格、重視交期、與兩者都重視三種市場區隔，其主要目的是希望可以使顧客以金錢換取時間，讓顧客不用再依製造業者所排定的生產日期等待欲生產的產品，滿足顧客需求，進而創造更豐厚的利潤本研究的的差異化服務模式，在定價必須遵循市場機能的原則下，先以問卷調查顧客對每單位產品生產交期縮短願多支付多少價格，再依調查所得數據以迴歸分析方式預估未知的價格與交期接受機率，最後經由模擬製造業者真實運作的方法，在限定可容忍訂單成功率下找出價格與交期限制範圍內找出最佳的定價與交期組合。

關鍵詞：差異化服務、市場區隔、市場需求【Abstract】This research mainly provides a different service model is mainly by the customer to the price and due-date setting different discrimination its market demand, but divides into it takes seriously the price to take seriously due-date setting to take seriously with both three kind of market areas to separate. It’s main purpose is the hope may cause the customer by the money receiving in exchange for time. Let’s the customer not need to depend on the production date which the manufacturing industry sets up to wait for that again wants product which produces meets the customer need then creates a richer profit.This research different service model in the fixed price must follow the market function under the principle is willing by the questionnaire survey customer to each unit product manufacturing due-date setting reduction to pay how many prices. First, then depends on the investigation obtained data regression analysis way to estimate that the unknown price and due-date setting accept the probability. Finally by way of simulation manufacturing industry real operation method, in the definition may tolerate under the order form success ratio to discover the price and due-date setting limit scope discovers the best fixed price and due-date setting combination. Keywords: Differential Service、The Market Area Separates、Market Demand。