• Title/Summary/Keyword: Pricing to market

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A Study on the Effect of Trust on Customer Participation in Digital Environment -Focused on the Online Travel Market- (디지털 환경에서 신뢰가 고객참여에 미치는 영향 연구 -온라인 여행시장을 중심으로-)

  • Son, Won-Mog;Hong, Seong-Tae;Kim, Moon-Joo
    • Proceedings of the Korean Operations and Management Science Society Conference
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    • 2008.10a
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    • pp.37-62
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    • 2008
  • Recent market environment shows a new relationship between customer and company. You can easily observe customers take initiatives to get involved in the marketing activities such as product development, pricing and distribution etc. Despite the fact there are a lot of marketing activities initiated by customers in the online travel market, customer participation has been given little attention in the academic literature. Our research is grounded in the well-known commitment-trust theory of relationship marketing, originally proposed by Morgan and Hunt(1994). According to the theory, trust is central to successful relationship marketing. This study explores the effect of trust on customer participation in the online travel market. Consequently, this study suggests some managerial implications for marketing strategies in response to customer initiative in the marketing activities on the online travel market.

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A Study on the Effect of Trust on Customer Participation in Digital Environment : Focused on the Online Travel Market (디지털 환경에서 신뢰가 고객참여에 미치는 영향 연구 : 온라인 여행시장을 중심으로)

  • Son, Won-Mog;Hong, Seong-Tae;Kim, Moon-Joo;Yoon, Moon-Gil
    • Korean Management Science Review
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    • v.26 no.2
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    • pp.1-18
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    • 2009
  • Recent market environment shows a new relationship between customer and company. You can easily observe customers take initiatives to get involved in the marketing activities such as product development, pricing and distribution etc. Despite the fact there are a lot of marketing activities initiated by customers in the online travel market, customer participation has been given little attention in the academic literature. Our research is grounded in the well-known commitment-trust theory of relationship marketing, originally proposed by Morgan and Hunt(1994). According to the theory, trust is central to successful relationship marketing. This study explores the effect of trust on customer participation in the online travel market. Consequently, this study suggests some managerial implications for marketing strategies in response to customer initiative In the marketing activities on the online travel market.

The Improvement of Calculating Reactive Power Tariffs by Using Power Flow Tracing (전력조류추적법을 이용한 무효전력요금 책정방법의 개선)

  • Park, Sung-Chul;Ro, Kyoung-Soo
    • Proceedings of the KIEE Conference
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    • 2001.07a
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    • pp.533-535
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    • 2001
  • This paper proposes a methodology to compute the servicing price of reactive power in electrical power market of competitive environment. The result of proposed method is proved by a 6-bus sample test system. In this paper we propose the real-time pricing method assigning to variable charges, the downstream power flow tracing assigning to fixed charges. The reactive power will be active by the proposed method through competitive electrical power market.

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Dynamic Limit and Predatory Pricing Under Uncertainty (불확실성하(不確實性下)의 동태적(動態的) 진입제한(進入制限) 및 약탈가격(掠奪價格) 책정(策定))

  • Yoo, Yoon-ha
    • KDI Journal of Economic Policy
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    • v.13 no.1
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    • pp.151-166
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    • 1991
  • In this paper, a simple game-theoretic entry deterrence model is developed that integrates both limit pricing and predatory pricing. While there have been extensive studies which have dealt with predation and limit pricing separately, no study so far has analyzed these closely related practices in a unified framework. Treating each practice as if it were an independent phenomenon is, of course, an analytical necessity to abstract from complex realities. However, welfare analysis based on such a model may give misleading policy implications. By analyzing limit and predatory pricing within a single framework, this paper attempts to shed some light on the effects of interactions between these two frequently cited tactics of entry deterrence. Another distinctive feature of the paper is that limit and predatory pricing emerge, in equilibrium, as rational, profit maximizing strategies in the model. Until recently, the only conclusion from formal analyses of predatory pricing was that predation is unlikely to take place if every economic agent is assumed to be rational. This conclusion rests upon the argument that predation is costly; that is, it inflicts more losses upon the predator than upon the rival producer, and, therefore, is unlikely to succeed in driving out the rival, who understands that the price cutting, if it ever takes place, must be temporary. Recently several attempts have been made to overcome this modelling difficulty by Kreps and Wilson, Milgram and Roberts, Benoit, Fudenberg and Tirole, and Roberts. With the exception of Roberts, however, these studies, though successful in preserving the rationality of players, still share one serious weakness in that they resort to ad hoc, external constraints in order to generate profit maximizing predation. The present paper uses a highly stylized model of Cournot duopoly and derives the equilibrium predatory strategy without invoking external constraints except the assumption of asymmetrically distributed information. The underlying intuition behind the model can be summarized as follows. Imagine a firm that is considering entry into a monopolist's market but is uncertain about the incumbent firm's cost structure. If the monopolist has low cost, the rival would rather not enter because it would be difficult to compete with an efficient, low-cost firm. If the monopolist has high costs, however, the rival will definitely enter the market because it can make positive profits. In this situation, if the incumbent firm unwittingly produces its monopoly output, the entrant can infer the nature of the monopolist's cost by observing the monopolist's price. Knowing this, the high cost monopolist increases its output level up to what would have been produced by a low cost firm in an effort to conceal its cost condition. This constitutes limit pricing. The same logic applies when there is a rival competitor in the market. Producing a high cost duopoly output is self-revealing and thus to be avoided. Therefore, the firm chooses to produce the low cost duopoly output, consequently inflicting losses to the entrant or rival producer, thus acting in a predatory manner. The policy implications of the analysis are rather mixed. Contrary to the widely accepted hypothesis that predation is, at best, a negative sum game, and thus, a strategy that is unlikely to be played from the outset, this paper concludes that predation can be real occurence by showing that it can arise as an effective profit maximizing strategy. This conclusion alone may imply that the government can play a role in increasing the consumer welfare, say, by banning predation or limit pricing. However, the problem is that it is rather difficult to ascribe any welfare losses to these kinds of entry deterring practices. This difficulty arises from the fact that if the same practices have been adopted by a low cost firm, they could not be called entry-deterring. Moreover, the high cost incumbent in the model is doing exactly what the low cost firm would have done to keep the market to itself. All in all, this paper suggests that a government injunction of limit and predatory pricing should be applied with great care, evaluating each case on its own basis. Hasty generalization may work to the detriment, rather than the enhancement of consumer welfare.

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A Study on Improvement of Capacity Payment using Fuzzy Theory in CBP Market (퍼지이론을 활용한 변동비 반영 전력시장의 용량요금 개선방안에 관한 연구)

  • Kim, Jong-Hyuk;Kim, Bal-Ho
    • The Transactions of The Korean Institute of Electrical Engineers
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    • v.58 no.6
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    • pp.1087-1092
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    • 2009
  • This paper presents a method for improvement of capacity payment in CBP(cost based pool) market. Capacity payments have been used as common mechanisms in various pools for compensating generators recognized to serve a for reliability purpose. Ideal pricing for capacity reserves by definition achieves a balance between economic efficiency and investment incentives. That is, prices must be kept close to costs, but not so low as to discourage investment. However, the price set is not easy. This paper concludes with market design recommendations that apply fuzzy theory for improvement of capacity payment. Following this model, market participants decided on their own based on their forecast to the market demand and the payment for it.

A Marketing Strategy Implementation for Korea Postal Service (마케팅 전략실행을 통한 우정서비스 경쟁력 강화방안)

  • Kim Yong-Shik
    • Management & Information Systems Review
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    • v.3
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    • pp.257-285
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    • 1999
  • Korea Postal Service(KPS) nowadays lies in competitive environment with alternative business such as door-to-door delivery service. Customers began to complain about postal service quality and ask the government to reform a public firm through management innovation. But, Korea Postal Service has not met the break-even point between it's revenue and expenditure because the service is under the government system and cannot independently make major decisions on products, pricing, services, personnel management, financial policies and etc. The objective of this study is to provide marketing planners and practitioners with some guidelines when they establish marketing strategies and to help marketers on theories and practical instructions about postal service marketing when they interact with customers. I. A field survey on both customer satisfaction and internal staff satisfaction was conducted to get some ideas for the marketing strategy planning. II. Practical guidelines and instructions were made for marketers to communicate with customers in various areas such as pricing, product, service demand, marketing channel, promotion, and etc. III. Some suggestions on marketing policies for planners and mangers in the marketing strategy were described including personnel resource as well as physical resource. IV. Special issues on small packet market and direct mail market were discussed and some alternative solutions were proposed. V. Database marketing strategy was emphasized to get new business opportunities such as direct mail, and to provide differential services to customers as much as their contribution into the profitability for KPS. VI. Cyber Post Office should be constructed on Internet to provide new services which are combined with physical material flow and information technologies.

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Can Bank Credit for Household be a Conditional Variable for Consumption CAPM? (가계대출을 조건변수로 사용하는 소비 준거 자본자산 가격결정모형)

  • Kwon, Ji-Ho
    • Asia-Pacific Journal of Business
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    • v.11 no.3
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    • pp.199-215
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    • 2020
  • Purpose - This article tries to test if the conditional consumption capital asset pricing model (CCAPM) with bank credit for household as a conditional variable can explain the cross-sectional variation of stock returns in Korea. The performance of conditional CCAPM is compared to that of multifactor asset pricing models based on Arbitrage Pricing Theory. Design/methodology/approach - This paper extends the simple CCAPM to the conditional version of CCAPM by using bank credit for household as conditioning information. By employing KOSPI and KOSDAQ stocks as test assets from the second quarter of 2003 to the first quarter of 2018, this paper estimates risk premiums of conditional CCAPM and a variety of multifactor linear models such as Fama-French three and five-factor models. The significance of risk factors and the adjusted coefficient of determination are the basis for the comparison in models' performances. Findings - First, the paper finds that conditional CCAPM with bank credit performs as well as the multifactor linear models from Arbitrage Pricing theory on 25 test assets sorted by size and book-to-market. When using long-term consumption growth, the conditional CCAPM explains the cross-sectional variation of stock returns far better than multifactor models. Not only that, although the performances of multifactor models decrease on 75 test assets, conditional CCAPM's performance is well maintained. Research implications or Originality - This paper proposes bank credit for household as a conditional variable for CCAPM. This enables CCAPM, one of the most famous economic asset pricing models, to conform with the empirical data. In light of this, we can now explain the cross-sectional variation of stock returns from an economic perspective: Asset's riskiness is determined by its correlation with consumption growth conditional on bank credit for household.

Entry to Chinese Market for Korean Fashion Brands: Current Situations and Suggestions of Marketing Strategies (국내 의류브랜드의 중국진출 현황 및 마케팅전략 제안)

  • 고은주;송윤아
    • Journal of the Korean Society of Clothing and Textiles
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    • v.28 no.2
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    • pp.212-223
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    • 2004
  • The purpose of this study is 1) to identify Chinese environment for investment and apparel market, 2) to analyze the current situations of Korean fashion brands'entry to Chinese market, 3) to analyze the marketing strategies to China according to product category, and 4) to identify merits and problems of Chinese market. For data collection, secondary resources were collected, and the telephone interview with merchandisers were implemented with brand managers. Twenty-one fashion brands were included for the study. Results of the study were as followed: 1) China was a big potential apparel market due to its rapid economic growth. Apparel purchase behavior and clothing preference of Chinese consumers were various by regional groups. 2) The motives of entry to China were to competition in domestic markets, saving raw material cost. The entry modes to China were direct export, license and regional manufacturing system. 3) Marketing strategies were to pursue high quality branding, high pricing and placing strategies with high-class department stores. Also star marketing were used with "Han Rue". Also various promotion strategies were implemented such as fashion show and unique VMD. 4) The merits of Chinese market were high potential market for export, close proximity, cultural similarity and Han-Ryu syndrome. Problems of Chinese market for export were lack of experts on Chinese market, fierce competition in China, and unstable economic policies.

An Empirical Study on Asymmetric Price Transmissions in the Distribution Channels of Fisheries Market (수산물 시장의 유통단계별 가격전달의 비대칭성에 관한 실증 분석)

  • Lee, Jung-Mi;Kim, Ki-Soo
    • The Journal of Fisheries Business Administration
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    • v.41 no.3
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    • pp.59-78
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    • 2010
  • This paper tries to apply the asymmetrical price transmission(APT) behavior observed in the agricultural industry to supply chains of the domestic fishery industry by a statistical manner. The fore mentioned asymmetrical price transmission refers to when price movements in the later stage of the supply chain do not move in a normal or symmetrical manner corresponding to price movements in the earlier stage of the supply chain. Therefore, when the earlier stage price increase and the later stage price increases to a larger degree, it is called positive(+) asymmetry and the opposite behavior is called negative(-) asymmetry. The study examines the data from domestic producers of three fresh fish types, hairtail, mackerel, and cuttlefish, and tries to examine the price asymmetry between the producer or farm, wholesaler, and retail prices via an APT test utilizing unit root, cointegration, and error correction model. The study found, hairtail wholesale and retail pricing bas a negative asymmetric relationship while mackerel has a negative asymmetric pricing relationship at the producer and retail levels of the supply chain. In the case of cuttlefish, all levels of the supply chain showed negative asymmetrical behavior in the supply chain price transmission, meaning the earlier stage price changes are more rapidly and greatly inputted in the later stage of the supply chain pricing. We believe that the reason why the analysis results show negative price asymmetry is due to the uniqueness of fishery products having an important variable such as freshness. If price increases are greater and quicker than price decreases, then consumer demand, which is sensitive to price increases will decrease and subsequently result in the increase of inventory levels, reducing profits for retailers. Also, frozen hairtail, mackerel, and cuttlefish will act as substitute goods to fresh fishery products. Therefore, fresh fishery products have a high demand of price elasticity. When prices increase, demand quickly decreases. Therefore the profit of wholesalers and retailers to decrease, I think this is the main reason of APT in the supply chain of Korea' s fisheries industry.

Two-Stage Model for Security Network-Constrained Market Auction in Pool-Based Electricity Market

  • Kim, Mun-Kyeom
    • Journal of Electrical Engineering and Technology
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    • v.12 no.6
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    • pp.2196-2207
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    • 2017
  • This paper presents a two-stage market auction model in a pool-based electricity market, which explicitly takes into account the system network security. The security network-constrained market auction model considers the use of corrective control to yield economically efficient actions in the post-contingency state, while ensuring a certain security level. Under this framework, the proposed model shows not only for quantifying the correlation between secure system operation and efficient market operation, but also for providing transparent information on the pricing system security for market participants. The two-stage market auction procedure is formulated using Benders decomposition (BD). In the first stage, the market participants bid in the market for maximizing their profit, and the independent system operator (ISO) clears the market based on social welfare maximization. System network constraints incorporating post-contingency control actions are described in the second stage of the market auction procedure. The market solutions, along with the BD, yield nodal spot prices (NSPs) and nodal congestion prices (NCPs) as byproducts of the proposed two-stage market auction model. Two benchmark systems are used to test and demonstrate the effectiveness of the proposed model.