Re-investigating RCM and Category Captainship for Substitute Products under Non-Symmetric Market Potential and Complementary Products under the Symmetric Complementarity
碩士 === 國立中央大學 === 工業管理研究所 === 105 === The category of product is defined as a group of products that consumers perceive to be interrelated or substitutable or complementary. The attention of former retailers is focused on brand management, they think that attracting consumers will be the brand of pa...
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| Format: | Others |
| Language: | en_US |
| Published: |
2016
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| Online Access: | http://ndltd.ncl.edu.tw/handle/e92mug |
| Summary: | 碩士 === 國立中央大學 === 工業管理研究所 === 105 === The category of product is defined as a group of products that consumers perceive to be interrelated or substitutable or complementary. The attention of former retailers is focused on brand management, they think that attracting consumers will be the brand of packaging and sales practices. Now the retailer is optimized for the management of the category because the proper arrangement of the shelf space of the category is often more focused than the focus on the brand management is easy to close to the needs of consumers. Category management is a process for managing entire product categories as business units. Pricing and the shelf space allocation decision is an important problem for the retailer and has been studied for years. In our research, we focus on the restricted shelf space to study two common category management mechanisms: retailer category management (RCM) and category captainship (CC) in the non-symmetric market potential.
We modify the demand function from the utility function in Singh and Vives (1984). This utility also provides the parameter γ to present complementarity of products. So our research including the complementary products, we compare the difference when switching RCM to CC. Maybe we can model multiple products in one or several categories.
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