會員制與計次消費並存下之定價設計 -以健身房為例

Abstract

本研究提出一個健身房會員制方案及計次收費方案兩收費方案並存的定價設計。會員制與計次消費兩種收費方案都是服務業常用的模式，業者常依服務性質來選擇施行其中一種。然而有些服務系統的特性兩種方案都適用，健身房即為典型例子。但健身房業者卻往往僅專注於會員制方案帶來的利益，將計次收費定價過高形同虛設，然而僅提供會員制方案可能會產生三項缺點：(1)市場受限 (2) 價格不透明的不良行銷文化 (3)會員因過度自信的決策不再續約而直接流失，為了改善這些問題，本研究提出了一個將會員制方案與計次消費兩種方案同時並存的最佳定價設計，並有別於過去的研究方法，改以市調方式衡量需求資訊及納入顧客有過度自信的行為假設探討，最終建立一個定價決策模型，藉由兩方案並存及重新訂定兩方案價格來改善健身房現況缺點，最後藉由Excel求解驗證。

This research presents a price design strategy for gyms which offer customers two service-charge alternatives: membership option and pay-per-use option. In practice, gyms typically offer only the membership option due to that it tends to generate large revenues with ease. However, offering only the membership option may have three drawbacks: (1) market size is limited, (2) membership fees are typically not transparent, and (3) customers who overestimate their consumption while signing the membership contract may vanish gradually. To remedy these drawbacks, this research investigates how to optimally determine the prices for membership option and the pay-per-use option while these two options are both available to customers. The proposed approach is distinguished in modeling the over-confidence behavior of customers while they make the decisions of joining the membership.