Advanced Search
MyIDEAS: Login to save this paper or follow this series

「京華風雲」—開幕促銷

Contents:

Author Info

Registered author(s):

    Abstract

    這篇論文的構想緣起於作者想解釋一個發生在身旁的社會現象—開幕促銷。新店家開幕時往往會舉辦大型的促銷活動,有時開幕促銷活動規模之大與花費之多常常令人覺得不計成本,這使我好奇開幕促銷活動是否扮演著某種重要角色,才使得商家如此重視?本文認為不計成本開幕促銷是一種意圖以「犧牲短期利益換取長期利益」的行銷策略,並且「短期小規模的促銷活動不能換得長期的利益;短期大規模促銷活動才能換得長期的利益」。為什麼「短期小規模的促銷活動無長期效果,而短期大規模促銷活動則有長期效果」呢?問題的關鍵出在「生意清淡」與「生意興隆」都可能是均衡狀況的多重解特性,多重解來自於「購物人數愈多(生意愈好)購物消費的效用愈高」的特性,「購物人數愈多(生意愈好)購物消費的效用愈高」則導源於規模經濟等好處。短期小規模的促銷活動之所以無效,是因為不能獲得足夠的規模經濟的好處,促銷活動一結束小規模的規模經濟等好處無法彌補價格上漲對消費者的傷害,生意狀況就落入「生意清淡」的均衡,短期小規模的促銷活動因此不能換得長期利益;反之,短期不計成本大規模促銷活動之所以有效,是因為能夠獲得足夠的規模經濟等好處,促銷活一結束大規模的規模經濟等好處足以彌補價格上漲對消費者的傷害,生意狀況容易維持在「生意興隆」的均衡,短期大規模的促銷活動因此可以能換得長期利益。

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.econ.sinica.edu.tw/upload/file/12-A009(all)new.2012100517133653.pdf
    Our checks indicate that this address may not be valid because: 400 Bad Request. If this is indeed the case, please notify (HsiaoyunLiu)
    Download Restriction: no

    Bibliographic Info

    Paper provided by Institute of Economics, Academia Sinica, Taipei, Taiwan in its series IEAS Working Paper : academic research with number 12-A009.

    as in new window
    Length: 21 pages
    Date of creation: Oct 2012
    Date of revision:
    Handle: RePEc:sin:wpaper:12-a009

    Contact details of provider:
    Phone: 886-2-27822791
    Fax: 886-2-27853946
    Email:
    Web page: http://www.econ.sinica.edu.tw/index.php?foreLang=en
    More information through EDIRC

    Related research

    Keywords: 開幕促銷; 社會風俗模型; 多重均衡解;

    Find related papers by JEL classification:

    This paper has been announced in the following NEP Reports:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:sin:wpaper:12-a009. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (HsiaoyunLiu).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.