研討日期

2004年10月9日上午10:00 ~ 13:00

研討地點

台大社會科學院第二教室

討論文獻

題目

作者

文獻出處

Manufacturers’ Coupons and Pricing, Profits and Welfare

Raymond Jackson

Journal of Economic and Business Studies

報告人

邱郁琇

參加人員

黃鴻、梁文榮、邱俊榮、胡均立、楊雅博、陳宏易、陳更生、李揚、吳芝文、王光正、邱郁琇、許淑英、王胤杰

討論提要

This paper examines the impact of coupons on prices, profits and welfare under varying market conditions including changes in the retail markup, demand characteristics and the doubling of coupon value by the retailer. The model integrates the use of discount coupon and the theory of price discrimination. The manufacturer’s optimal strategies include the wholesale sales and the coupon’s face value.

結論

The paper finds that coupons increase prices to high-reservation- price consumers, lower prices to low-reservation-price consumers, increase manufacturer profits and reduce consumers welfare. And the doubling of face value by the retailer increases the manufacturer’s profits even further, but mitigates the loss in consumer welfare.

備註