Bundling behavior of membership warehouse club

• Main Authors: CHIH-CHUNG CHU, 朱志忠
• Other Authors: Tru-Gin Liu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/83969151364891087513

碩士 === 國立中山大學 === 經濟學研究所 === 102 === The aim of this paper is to analyze how membership warehouse club (Costco) decides its optimal pricing strategy of membership card and commodity. This paper is using bundling framework to analyze. The club considers membership card as “commodity bundling” which is different from the “Two part pricing” analyzed. The main research of this paper follows four portions. First, distinguish the consumer’s purchase decision and then research the business strategy of membership warehouse club; Second, research on how to improve the club revenue in the profit gains from membership fees; Third, studies on how the product quality will influence membership and non-membership; Fourth, studies the store''s distinguish pricing strategy in globalization. From the analysis of model, we can show the following conclusions: First, this paper''s price function can encourage more developable-members and make profits to further increase; Second, product quality will affect the critical value of being member; Third, the club should set higher pricing in the region where is higher reserve price; contrarily, the club should set lower pricing in the region where is lower reserve price.