好書介紹• 企業觸媒策略 ~ 天下翻譯• Two-side market 平台競爭

獲取剩餘 : 差別訂價• 針對不同消費者同一商品與勞務• 或是同消費者不同數量定不同價格 :

• 價格不同的原因 ~ 差別取價 OR cost

• 小 Pizza 比大 Pizza 相對貴 ?

分類• 一級• 二級 : 數量折扣• 三級 : 不同市場 , 休閒旅遊或是商務 ,

Coupon

• Tying ( 搭售 )

• Bundling

• 廣告的作用

差別取價的條件• MARKET POWER” why?

: the slope of the Demand is negative

need not be a monopolist

• INFORMATION about the different people will pay its product

• Prevent resale, arbitrage : 如何在”團購”下進行差別定價 ?

First degree price discrimination

• Making the most from each consumer

• Examples : auctions, 房屋交易 , 賣車 討價還價 , 眼鏡行 , 市場非完全競爭• 由上往下拍賣 ,… 密封首價競標• 公債競標 ,…. 複數價格標或是單一價格

標

FIGURE 12-1 Monopoly with Uniform Pricing and First-Degree Price Discrimination

Besanko & Braeutigam/Microeconomics: An Integrated ApproachChapter 12, Figure 12-01

(Figure continues on next slide)

FIGURE 12-1 (Continued)

Besanko & Braeutigam/Microeconomics: An Integrated ApproachChapter 12, Figure 12-01 continued

First degree price discrimination

• Making the most from each consumer• How much do you sell ? Q1• Examine three conditions (1) Demand is negative slope : need not be a monopolist (

對眼鏡行的信任 , 服務很重要 )(2) Know the willingness to pay:• 有一些消費者的特徵 : 穿著 , 談吐薪水 ,… 我是老師

與眼鏡行 ,.. 尋求專業服務與 reveal willingness to pay 的兩難 .( 多焦 ,..)

(3)_Prevent resale: 眼鏡可以轉售 ? 哪些商品無法 resale ? 眼鏡 ? 巴里島 9999 why so cheap ?

Learning by doing 12. 1

811622/18*18

20*

,18*

)2(

819)211(

11,92220:...

2)20(

)1(

2

20

PS

QP

Q

ATIONDICSCRIMINDEGREEFIRST

PS

PQmQCOF

QQQMAX

PRICEUNIFORM

MC

QP

m

Q

FIGURE 12-2 Capturing Surplus with First-DegreePrice Discrimation

Besanko & Braeutigam/Microeconomics: An Integrated ApproachChapter 12, Figure 12-02

QUESTIONS?

• 談的需求究竟是 market demand or individual demand /

Second degree price discrimination

• Quantity discounts

• 例子 : 基本度數 , 月租費 + 使用費……

BLOCK TARIFF

?)3(

?')2(

?)1(

9,8

9,11

2

20

itiswhat

tariffblockbestsfirmthisIs

buyconsumerthisdoesunitsmanyHow

QFORP

QP

TARIFFBLOCK

MC

QP

FIGURE 12-4 Capturing Surplus with Second-DegreePrice Discrimination

Besanko & Braeutigam/Microeconomics: An Integrated ApproachChapter 12, Figure 12-03

(p1=11,Q1=9,P2=8)

• Consumer will buy 12=20-8, Why ?

• PS=(11-2)*9+(8-2)*3=99

• Could be better ? Yes!, how ?

Optimal two-blocks tariff

• Three variables “ p1,q1,p2”• Given p1=11,p2=8, what is the optimal q1?• Is q1*=9?• Could be better if q1=10• In this case, the consumer will buy also “12”• And thus the seller earns (11-2)*10+(8-

2)*2=104

Optimal two-block tariffs:

8,12;146*11

)2

1820)(

2

18()20(

)20)(()20()(2

18*)2(

:])[(:2

18*

2202);(

)20)(()20()()20(

2))20(20()20()(

)(;,)1(

*2

*21

11

111

212112,11

2

12

1212

2121121211

2122112,1

2

2121

PQPQ微分得Q對

QQ

QQQ

QQQQQQQ帶入QQ

賣愈多需打折價格愈低DEMAND EM的BNdiscountedQMR涵義

QQ

MCQQQQMR

QQQQQPPPPP

QPPPPPQQ

QOPTIMALFIND

PQBUYWILLCONSUMERPPPset

FIGURE 12-5 Capturing Even More Surplus with anOptimal Block Tariff

Besanko & Braeutigam/Microeconomics: An Integrated ApproachChapter 12, Figure 12-04

有錯 !!!

• 打折的門檻 =?=20-14=6 ?

• COULD BE BETTER !!

Learning by doing 12.3

• Do it yourself

FIGURE 12-5 Nonlinear Outlay (Expenditure) Schedule

Besanko & Braeutigam/Microeconomics: An Integrated ApproachChapter 12, Figure 12-05

FIGURE 12-6 Declining Block Pricing for Electricity

Besanko & Braeutigam/Microeconomics: An Integrated ApproachChapter 12, Figure 12-06

另類 second –degree pricing : two-part tariffs

• 例子 : 月租費 + 通化費• 會員費 + 清潔費• 燦坤加入會員費 + 會員價• 基本度數 + 超過基本度數之每度• ~ 某種 discount or

• nonlinear pricing : 用愈多平均價格愈低

Subscription and usage charges

))((,

))((..

)()(max,

pqCSTcp

TpqCSts

pqcpTpT

FIGURE 12-7 Subscriber and Usage Charges

Besanko & Braeutigam/Microeconomics: An Integrated ApproachChapter 12, Figure 12-07

Problems

• 1. demand differs from one to the next

• 2. even though the seller knows the types of consumers, he can not know which consumers are large and small,

• 3 定價設計 : offers a menu of tariffs

Third-degree price discrimination

• Why US railroad 運煤的價格比運 grains 高 ?

原因• Demand 彈性不同• 運 grain 鐵路面對較多的競爭 : barges

and trucks

• 煤的運輸選擇較少(1) 煤礦不靠河(2) 轉運困難~ 煤對鐵路的運輸彈性較小

FIGURE 12-8 Pricing Coal and Grain Movements by Rail

Besanko & Braeutigam/Microeconomics: An Integrated ApproachChapter 12, Figure 12-08

顧客分類篩選 (screening )

• A PROCESS FOR SORTING CONSUMERS BASED ON CHARACTERISTICS THAT

(1)THE FIRMS CAN SEE AND

(2) CAN NOT SEEE BUT WOULD LIKE TO OBSERVE (willingness to pay and elasticity )

常用的方法• 1. age student status~

Q? 為何民營的高鐵有敬老票 ?

• 2 inter-temporal price discrimination:

weekend 電話便宜 ,

週一 ~ 週四高鐵便宜 電的尖峰定價 為何 ePC 一出的價格貴 , 會跌 ?

常用 screening 方法• 3. coupons and rebates

~ for 在意價格者~ 促銷新產品