A Value-based Pricing System for Strategic Co-branding Goods
學年 96
學期 1
出版（發表）日期 2008-01-01
作品名稱 A Value-based Pricing System for Strategic Co-branding Goods
作品名稱（其他語言）
著者 張瑋倫; Chang, Wei-lun
單位 淡江大學企業管理學系
出版者 Emerald
著錄名稱、卷期、頁數 Kybernetes 37(7), pp.978-996
摘要 Purpose – This paper seeks to propose a novel pricing system for co-branding goods by utilizing perceived value, which employs prospect theory (PT) and mental accounting to acquire the consumer's perceived value and to estimate an appropriate price. Design/methodology/approach – The approach taken is design science, an artifact of automatic pricing system for co-branding goods. Findings – The results reveal that PT is superior to expected utility theory in terms of adjusted perceived prices and decision weight probabilities. Practical implications – This paper aims to provide clues for industries in terms of providing a customer-centric pricing method, systematic and automatic approach, and pricing-based strategic information system. Originality/value – The proposed pricing method: applies value-based method to estimate the co-brand price, considers risk and real-world decision making, provides an efficient and effective approach, and enhances the competitiveness of price through the system.
關鍵字 Cybernetics, Pricing, Decision making, Cooperative marketing
語言 en
ISSN 0368-492X
期刊性質 國內
收錄於
產學合作
通訊作者
審稿制度 否
國別 TWN
公開徵稿
出版型式 ,電子版
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