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「京華風雲」—開幕促銷

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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。

Suggested Citation

  • 林忠正, 2012. "「京華風雲」—開幕促銷," IEAS Working Paper : academic research 12-A009, Institute of Economics, Academia Sinica, Taipei, Taiwan.
  • Handle: RePEc:sin:wpaper:12-a009
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    Keywords

    開幕促銷; 社會風俗模型; 多重均衡解;

    JEL classification:

    • A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
    • I29 - Health, Education, and Welfare - - Education - - - Other

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