| Summary: | 碩士 === 國立臺灣海洋大學 === 運輸科學系 === 105 === Container-ship sizes also continue to grow and average sizes of new deliveries and vessel deployment are also continuing to increase, bringing fierce market competition in the liner industry. The growth in container demand did not have a positive impact on freight rates. The container transportation market has been tense throughout recent years, with freight rates remaining volatile and struggling to rise. Overcapacity leads to low freight rates and low returns with which carriers had to struggle throughout these years. These liner companies cannot recover their benefits from cost-reduction strategy since most freight direct costs are not controlled by them. To fulfill the requirement for increasing freight quantity, capacity utilization and revenue, they have been conducting low pricing strategy, but this also led them to low sales margin, even deficits. While viewing the market demand curve, we may know that some customer are willing to pay for high prices, and some customer are willing to pay for low prices resulted pricing. Uniform pricing or low pricing can provide the customers with higher customer surplus. On the contrary, differential pricing can reduce customer surplus to increase suppliers’ revenue since different customers have different price elasticity of demand. This paper focuses on multi-level customer pricing analytics by stratifying customers’ attributes. We use data from T company. The software SPSS Modeler is utilized to stratify all customers into six levels by their price elasticity of demand and attributes. The multi-level customer pricing strategies are proposed to recover the loss of customer surplus and gain reasonable profits.
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