7. Conclusion
7.2 Limitations
This study has some limitations. Consumers’ purchase decision is the trade-off between old and new products and other attributes. Product modes reflect the channel arrangement. As some retailers’ purchases were zero (especially in the final stage), this led to a large variation in cross-price elasticity. Additionally, this study is limited by the contents of the database and thus focuses only on the effect price has on products’
attractiveness. The conclusions aim to identify the product competitive relationship between price and variation. The marketing idea was adopted that a product is a bundle of attributes and the performance metrics must fit with the market, yet the attractiveness
－ － 58
may vary due to other attributes. Future research can analyze the actual influence of other attributes on price segment. Moreover, the use of economic game theory to try to find a compromise solution and an appropriate number of specifications are possible directions.
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APPENDIX
Censoring
This study concerns the duration of product mode after market entry, and these products become competitive at different times, lifetime data analysis is proposed for attractive comparison. We measure the times to event as varying from a product’s market entry to its withdrawal. There are totally night modes in the MP3 transaction database, if the product is non-attractive, it can be considered its death, and the residual mode can be regarded as right censored data that is attractive; as shown in the following figure.
Figure 11. Product Incidence and Prevalence: ․initial follow-up, × death, ○ alive.
Likelihood Function for Right censoring
－ － 66 failure time. The likelihood is as follows:
1 function of a subset of the data; hence it is called a partial likelihood. The estimate for β is derived by maximizing the partial likelihood and is therefore called PMLE of β. Since there is some information about β in the discard proportion of the entire likelihood, the resulting estimates are not fully efficient. However, the loss of efficiency
－ － 67
is quite small. The properties of PMLE of β are consistent, asymptotically normal, and depend only on the ranks of the event times not their numerical values.
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CURRICULUM VITAE
Min-Hua Wu (吳敏華)
Education
․2004-2012 Ph.D. Institute of Business and Management, College of Management, National Chiao Tung University, Taipei, Taiwan
․2002-2004 M.B. Graduate Institute of International Trade, College of Business, Chinese Culture University, Taipei, Taiwan
․1996-2000 B.B. Department of Statistics, College of Management, Fu Jen Catholic University, Taipei, Taiwan
․1993-1996 Taipei Jingmei Girls' Senior High School, Taipei, Taiwan
Current Position
․2005-Current Part-time Instructor, Department of International Trade, College of Business, Chinese Culture University
Research Stream
․Industrial and High-Tech Marketing
․Price Mechanism in Competitive Brand
․Bayesian Statistics in Consumer Choice and Decision
Published Journal Articles
1. 吳敏華、唐瓔璋、戴君芸、周春媛，「供應鏈採購決策因素與電子業赴大陸投
資意願之關係」，企業管理學報，第90 期，1-24 頁，民國 100 年。(國立臺北大
學企業管理學系主辦及發行)
2. 唐瓔璋、吳敏華、林筱茹，「以單一品類的品牌產品競爭探討消費者選擇之妥
協效果」，行銷科學學報，第7 卷，第 1 期，21-50 頁，民國 100 年。(台灣行銷
科學學會編輯，前程文化出版社發行)
3. 唐瓔璋、吳敏華、林佳慧、宋建宏，「組織採購決策因素之研究─以大中國地區
電子連接器產業為例」，行銷評論，第6 卷，第 4 期，499-526 頁，民國 98 年。
(國立台北大學編輯，華泰文化事業股份有限公司發行)
4. 唐瓔璋、吳敏華、彭宜君，「品牌對零售商價格促銷策略調節效果之研究」，中
－ － 69
華管理評論國際學報，第12 卷，第 4 期，180-199 頁，民國 98 年。(香港公開
大學李兆基商業管理學院主辦及發行；本文獲選並收錄於香港公開大學建校20
周年紀念專輯)
International Conference Papers
1. Tang, Ying-Chan and Min-Hua Wu. “Autologistic Models of Cross-selling Patterns on New Product’s Organic Growth”, 8th Global Marketing Dynamics Conference (UCDAVIS), India, 25-27 July 2011.
2. 杨丰骏、唐璎璋、吴敏华，「构形竞争优势与组织错误以建置企业永续：以信
息科技产业为例」，管理理论与实务研讨会─全球经济环境下的管理转型，国 立台湾大学管理学院&上海复旦大学，中国：上海，2011年11月11-12日。
3. Tang, Ying-Chan, Min-Hua Wu, and Meng-Ting Huang. “Technology Uncertainty and Opportunism: Effects of Relationship Governance on Industrial Procurement”, International Conference on Innovation and Management, Kuala Lumpur, Malaysia, 12-15 July 2011.
4. Tang, Ying-Chan, Min-Hua Wu, and Jzu-Hsuan Lin. “Customer Active Probability and Customer Lifetime Value Analysis in Internet Shopping”, The 10th International Conference on Electronic Business (ICEB), Theme: Service-Oriented E-Business, Shanghai, China, 1-4 December 2010.
5. Wu, Min-Hua, Ping-Yi Chiang, and Ying-Chan Tang. “Customer-Base Analysis: A Non-contractual Online Retail Purchase Process Application”, 2010 Direct/
Interactive Marketing Research Summit (DMEF), SF California, USA, 9-10 October 2010.
Domestic Conference Papers
1. 周伶娟、唐瓔璋、吳敏華，「台灣教科書之市場失靈－教科書共同供應採購制
度之檢討與建議」，教育高階論壇國際學術研討會─全球競爭力、社會正義與 教育功能，國立臺南大學教育學系，民國101年3月28-30日。
2. 唐瓔璋、吳敏華、黃悅慈，「利用BG/NBD模型提升顧客流失管理效率」，國
際ERP學術及實務研討會，國立中央大學，民國101年1月16日。
－ － 70
3. 陳亭文、唐瓔璋、吳敏華，「台灣退化性關節炎用藥的擴散過程—硫酸鹽葡萄
糖胺之個案研究」，大中華系統性創新研討會暨第四屆中華系統性創新學會年 會，義守大學工業工程與管理學系，民國101年1月7日。
4. 吳澤欣、唐瓔璋、吳敏華，「企業社會責任融入企業競爭優勢之研究」，永續
性產品與產業管理研討會，國立臺北科技大學環境工程與管理研究所，民國100 年3月18-19日。
5. 曾芳代、吳敏華、王郁玫、羅凱文，「情緒能被引導嗎？大腦偏側化之情緒、
決策品質、創造力影響機制」，民國一百年第六屆學術暨實務研討會，開創新 視野：心理學次領域間的對話與合作，銘傳大學諮商與工商心理學系，民國100 年3月18日。
6. 唐瓔璋、吳敏華、林筱茹，「以價格交叉彈性和產品進化週期探討單一品類的
品牌產品競爭」，全球品牌與服務業行銷暨台灣行銷科學學會第七屆年度學術 研討會，國立臺灣大學國際企業學系，民國99年11月6日。
7. 唐瓔璋、吳敏華、林佳慧、宋建宏，「組織採購決策因素之研究─以大中國地
區電子連接器產業為例」，Marketing’07行銷學術研討會─第十屆電子商務學術 研討會暨第三屆台灣行銷學術研討會，國立台北大學商學院，民國96年10月10 日。
Awarded Research Grants
1. Best Paper of the 2012TOPCO Thesis Award for the Doctoral Thesis.
(NT$100,000)
2. International Conference Presentation Travel Grant Awarded by the National Science Council (NSC): Direct/Interactive Marketing Research Summit (D/IMRS).
San Francisco, California, USA. NSC-99-2922-I-009-176. 09-10 Oct. 2010.
(NT$55,000)
Certification and License
1. TIMS 行銷專業能力認證：初階行銷企劃證照，台灣行銷科學學會。
2. Advance Research Methodology Workshop: Bayesian Statistics and Marketing, Taiwan Institute of Marketing Science.
－ － 71
3. Proficiency Test for Financial Planning Personnel, Taiwan Academy of Banking and Finance.
4. 2008 International Logistics Academic Seed Trainers Camp (CILT Level II ─ International Certificate in Logistics and Transport), Taiwan Association of Logistics Management & The Chartered Institute and Transportation in Taiwan.
5. 博士班學生英語訓練課程：推廣教育科技英文寫作學分班，交通大學語言教學
與研究中心。。。。