本篇文章主要探討倉儲會員制商店(好市多)的最適會員卡價格與商品訂價，
文章採用搭售方式分析，將會員卡視為商店所提供的搭售產品，有別於過去的兩
部訂價分析法。其中，本篇模型主要分析為以下四點:其一，區別消費者之間的購
買決策，並研究倉儲會員制商店的經營策略；其二，主要利潤來自會員費收益的
倉儲會員制商店，如何再進一步的提高利潤；其三，探討品質變動對於入會決策
影響；其四，探討商店面臨國際化下的區別訂價。最後，由本篇的模型分析可得
到以下結論:其一，新商品價格函數可增加可開發會員的入會誘因，並使得利潤能
進一步增加；其二，品質變動影響消費者入會決策；其三，倉儲商店對於保留價
格較高之地區，商店應對會員卡訂高價；保留價格較低之地區則訂低價。

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.

目錄
謝辭………………………………………………………………….…....i
中文摘要………………………………………………………………....ii
英文摘要…………………………………………………………………iii
圖次………………………………………………………………….......v
第一章 緒論…..……………………………………………………….1
第一節 研究動機與目的……………..………………………….….1
第二節 本文架構…………………………………………………….2
第二章 文獻回顧………………………………………………………3
第一節 搭售概觀……………………………………………………...3
第二節 相關文獻……………………………………………………...3
第三章 理論模型…………………………………………………….....6
第一節 模型假設…………………………………………………......6
第二節 搭售方式區分消費者………………………………………...8
第三節 倉儲會員制商店如何進一步提高利潤…………………….11
第四節 為何倉儲會員制的商品品項較少？…………………………….16
第五節 區域性之會員卡訂價……………………………………….20
第四章 結論………………………………………………………….24
參考文獻………………………………………………………………..25

一、 中文部分
1. 張蕙娟(2011)，「東西方品牌系列-大潤發 V.S. Costco」。台灣精品品牌協
會，2011 年 2 月，第一期，品牌好報，取
自:http://www.teba.org.tw/upload/Image/epaper/B-Paper-No01/Web/sp
ecialcolumn.html.
2. 溫文清(2013)，「專訪 Costco 分店店長：價廉物美背後的秘密」。大紀元
新聞，2013 年 10 月 10 日。

二、 英文部分
1. Adams, W. J. and Yellen, J. L. (August 1976), “Commodity Bundling and the
Burden of Monopoly”, Quarterly Journal of Economics, pp.475-498.
2. Lewbel, A. (1985), “Bundling of substitutes or complements,” International
Journal of Industrial Organization 3, 101-107.
3. Rajeev K. Tyagi (March, 2001), “Why Do Suppliers Charge Larger Buyers
Lower Prices?” The Journal of Industrial Economics, Vol. XLIX, No. 45-61.
4. Rosen, Sherwin and Rosenfield, Andrew M. (1997), "Ticket pricing", Journal of
Law and Economics, 40(2), 351-376.