Optimal Pricing when Considering the Membership Discount and Membership Fee
| Autor: | Lin-Chieh Huang, 黃麟傑 |
|---|---|
| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 In the retail market, customers are accustomed to compare price between different retailers, so it is hard for retailers to construct relationship with the customers. Under this situation, retailers start to pay attention to the membership program. Under the membership program, retailers would construct loyal with customers and customers would enjoy the membership discount by paying membership fee. It is a win-win situation between retailers and customers. In order to maximize their revenue, retailers have to decide the product price, membership discount and membership fee. For the customers, their decisions are to buy the product or not and join the membership program or not in order to maximize their surplus. We build up a revenue management model that can be applied to analyze the retailer`s price decision and the customer`s consumption strategy, as well as how to decide the membership discount and the membership fee. We characterize the retailer`s revenue as a function of membership fee and membership discount. We find that retailers would obtain more profit when retailers focus on the low reservation price group. When the proportion of high reservation price group increases, retailers would adjust its strategy to concentrate on the high reservation group. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|