Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/157211
|
| Title: | 評估消費性電子產業中價值導向定價的策略有效性：全球視角與台灣市場分析
Assessing the strategic effectiveness of Value-Based Pricing in consumer electronics: a global perspective with evidence from Taiwan |
| Authors: | 程琬惟
Cheng, Wan-Wei |
| Contributors: | 劉秀明
Liu, Sandra
程琬惟
Cheng, Wan-Wei |
| Keywords: | 價值導向定價
消費性電子產業
支付意願
顧客感知價值
台灣市場
Value-Based Pricing
Consumer Electronics
Willingness to Pay
Customer Perceived Value
Taiwan Market |
| Date: | 2025 |
| Issue Date: | 2025-06-02 14:38:00 (UTC+8) |
| Abstract: | 價值導向定價常見於奢侈品產業，但在價格敏感的消費性電子產品領域卻較少被深入研究。本研究透過全球個案分析（以蘋果公司為例）與337位台灣消費者的問卷調查，評估價值導向定價在消費性電子產品市場的策略有效性。
透過混合研究方法，本研究分析了蘋果成功採行價值導向定價的因素，包括強大的品牌資產、有效的價值溝通，以及持續的產品創新；同時也探討了台灣消費者如何看待與回應價值導向定價策略。
調查結果顯示，消費者對價值導向定價的熟悉程度與支付溢價的意願之間呈現正向關係；同時，消費者的價值感知與實際的支付行為亦有明顯正向關聯。儘管價格因素對台灣消費者而言重要，但並未明顯降低其對價值產品的支付意願。當產品價值明確時，高收入群體對溢價的接受程度更高，但低收入的受訪者也呈現出相當程度的支付意願。
本研究結論指出，價值導向定價在消費性電子產業具備明確的策略優勢，但前提是企業需重視價值評估、品牌定位、一致且清晰的價值溝通、持續創新，以及在地化的定價策略。
Value-Based Pricing (VBP), common in luxury sectors, remains underexplored in price-sensitive consumer electronics. This thesis evaluates the strategic effectiveness of VBP by combining a global case study of Apple Inc. with a survey of 337 Taiwanese consumers.
Using a mixed-methods approach, it analyzes Apple’s VBP success—driven by strong brand equity, effective value communication, and continuous innovation—and explores how Taiwanese consumers perceive and respond to VBP.
Survey results show a positive relation between VBP familiarity and willingness to pay (WTP) premiums as well as between perceived value and WTP behavior. Though price matters to Taiwanese consumers, it does not significantly reduce their WTP for value. Higher-income groups show greater acceptance of premium pricing when value is clear, though lower-income respondents also show notable WTP. The study concludes that VBP offers strategic advantages in consumer electronics, provided companies prioritize value assessment, brand positioning, consistent communication, innovation, and localized pricing strategies. |
| Reference: | Adams, C., Alldredge , K., & Kohli, S. (2024, June 10). State of the Consumer 2024: What’s Now and What’s Next. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-consumer#/
Allen, S. (2024, November 5). Brand Equity Explained: How to Build and Measure Success. Harvard Business School Online. https://online.hbs.edu/blog/post/brand-equity
Apple Inc. (2024). Form 10-K annual report for the fiscal year ended September 28, 2024. https://investor.apple.com/sec-filings/sec-filings-details/default.aspx?FilingId=17933082
Apple Inc. (2025, February 24). Apple Will Spend More than $500 Billion in the U.S. over the next Four Years. https://www.apple.com/newsroom/2025/02/apple-will-spend-more-than-500-billion-usd-in-the-us-over-the-next-four-years/
Blut, M., Chaney, D., Lunardo, R., Mencarelli, R., & Grewal, D. (2023). Customer Perceived Value: A Comprehensive Meta-Analysis. Journal of Service Research, 27(4), 501–524. https://doi.org/https://doi.org/10.1177/10946705231222295
Catsaros, O. (2023, October 5). Despite Stagnant Unit Sales, Apple Loyalty and High-End Adoption May See Apple Revenue in the US Grow in FY24, Finds Bloomberg Intelligence. Bloomberg. https://www.bloomberg.com/company/press/despite-stagnant-unit-sales-apple-loyalty-and-high-end-adoption-may-see-apple-revenue-in-the-us-grow-in-fy24-finds-bloomberg-intelligence/
Chou, T., & Chen, F. (2004). Retail Pricing Strategies in Recession Economies: The Case of Taiwan. Journal of International Marketing, 12(1), 82–102. https://www.jstor.org/stable/25048965
Colla, E., & Besson, M. (2011). Capturing Value by Improving Consumer Experience: The Case of Apple. EAERCD Conference.
Consumer Electronics. (n.d.). Statista. https://www.statista.com/markets/418/topic/485/consumer-electronics/#statistic2
Hinterhuber, A. (2004). Towards Value-Based Pricing—An Integrative Framework for Decision Making. Industrial Marketing Management, 33(8), 765–778. https://doi.org/10.1016/j.indmarman.2003.10.006
Hinterhuber, A. (2008). Customer Value‐based Pricing Strategies: Why Companies Resist. Journal of Business Strategy, 29(4), 41–50. https://doi.org/https://doi.org/10.1108/02756660810887079
Laricchia, F. (2024, November 19). Leading True Wireless Stereo (TWS) Headset Vendors Worldwide 2024. Statista. https://www.statista.com/statistics/1105407/leading-tws-vendors/
Laricchia, F. (2025, March 5). Global Market Share Held by Tablet Vendors 2011-2024. Statista. https://www.statista.com/statistics/276635/market-share-held-by-tablet-vendors/
Levy, S. and Montevirgen, K. (2025, March 26). Apple Inc.. Encyclopedia Britannica. https://www.britannica.com/money/Apple-Inc
Nagle, T., & Müller, G. (2018). The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (Sixth). Routledge.
Netseva-porcheva, T. (2011). Value-Based Pricing: A Success Factor in the Competitive Struggle. Marketing, 42(4), 227–236. https://doi.org/10.5937/markt1104227N
Podolny, J. M., & Hansen, M. T. (2020). How Apple Is Organized for Innovation. Harvard Business Review. https://hbr.org/2020/11/how-apple-is-organized-for-innovation
Ricca, M., ilverman, G., & Stubbs, J. (2024). Best Global Brands 2024. Interbrand. https://interbrand.com/best-brands/
Samsung Electronics Co., Ltd. (2024). Consolidated Financial Statements. https://www.samsung.com/global/ir/financial-information/audited-financial-statements/
Sherif, A. (2025, January 16). Wearables Shipments Worldwide Market Share 2014-2024, by Vendor. Statista. https://www.statista.com/statistics/435944/quarterly-wearables-shipments-worldwide-market-share-by-vendor/
Slotta, daniel. (2024, October 29). Monthly Share of Apple in the Mobile Market in Taiwan from January 2018 to September 2024. Statista. https://www.statista.com/statistics/955411/taiwan-apple-smartphone-market-share/?utm_source=chatgpt.com
Worldwide Smartphone Shipments Grew 6.4% in 2024, Despite Macro Challenges According to IDC. (2025, January 13). IDC. https://www.idc.com/getdoc.jsp?containerId=prUS53072325
Xiaomi Inc. (2023). 2023 Annual Report. https://ir.mi.com/financial-information/annual-interim-reports?6d8b6f01f934de3ac2627d2ae128ca39dd25897392c09bb164a5e31f3b1edbb8_year[value]=2023
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://www.jstor.org/stable/1251446
Zeithaml, V. A., Verleye, K., Hatak, I., Koller, M., & Zauner, A. (2020). Three Decades of Customer Value Research: Paradigmatic Roots and Future Research Avenues. Journal of Services Research, 23(4), 409–432. https://doi.org/https://doi.org/10.1177/1094670520948134 |
| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
111933018 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111933018 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 301801.pdf | | 2043Kb | Adobe PDF | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
