碩士 / 國立成功大學 / 交通管理科學系 / 104 / The purpose of this study is exploring the profit influence of public transportation system services and retail industry when they implement coalition loyalty programs. To connect the value between public transportation system service and retail products, we aim to conduct the price and reward points and see how price and reward points affect the firms’ profit. We use bi-level model to construct the consumer’s strategy and the firms’ strategy. In the consumer’s strategy, we assume consumer’s utility function and expenditure function. In the firms’ strategy, we assume the profit function of public transportation system service and retail industry. By solving the model through consumer’s perspective, we derive the purchase quantities of consumer to maximize consumer surplus in the consumer’s strategy. The next, we derive the equilibrium price and reward points by replacing the expected quantities in the firms’ strategy. Also, we set different market structure and points redemption scenario to analyze the model. The theoretical results provide suggested conduction of price and reward points in each scenario. Besides, the results showed that as the value of reward points increase, the firms’ profit decrease. In empirical analysis, we input the data of Taipei MRT and 7-Elaven to provide practical strategies. We suggest that Taipei MRT should focus on the consumer who purchase transportation service more and buy less retail products in coalition loyalty programs. Through theoretical and empirical analysis, this study provide management implications when public transportation system service and retail industry implementing coalition loyalty programs.
| Identifer | oai:union.ndltd.org:TW/104NCKU5119018 |
| Date | January 2016 |
| Creators | Jing-YiSu, 蘇鏡懿 |
| Contributors | Yung-Hsiang Cheng, 鄭永祥 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 102 |
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