• 作者： 林欣吾；施俊吉
• 作者服務機構： *National Taiwan University Graduate Institute of Economics Taipei, Taiwan, R.O.C. **Sun Yat-Sen Institute for Social Sciences and Philosophy Academia Sinica Nankang, Taipei, Taiwan, R.O.C.
• 中文摘要： When a durable good monopolist has the ability to adjust its product function, after considering the timing of adjustment, there are three choices of its advertising strategies. They are: improving the durable good's function period by period, reducing the durable good's function period by period and keeping the durable good in the same function all the time. We find that if the monopolist committed that it will implement the strategy what it choose, the best choice would be reducing the durable good's function period by period. However, when the monopolist can not commit that it will implement the strategy what it choose, "time consistence" problem exists. Without the ability to do its commitment, reducing the durable good's function becomes an infeasible strategy. After combining "Coase conjecture" and our finding, the durable good monopolist should improve its product function period by period.
• 英文摘要： 當獨占廠商能夠調整其耐久性產品的功能時，此一廠商可以採取下述之行銷策略:逐期降低產品之功能、逐期提升產品之功能,以及維持各期產品之功能於相同的水準。本研究發現當廠商能提供澈底實現各項策略的承諾時，逐期降低產品功能，是最佳之策略。但是當廠商無法提供承諾時，逐期降低產品功能係不可行的策略。結合「Coase 推測」與本研究之結果，可以推論:就長期而言，耐久財之獨占廠商為了永續經營，必須追求產品功能之逐期提升。
• 中文關鍵字： Coase conjecture; durable monopolist; planned obsolscence
• 英文關鍵字： Coase推測；耐久財獨占廠商；計畫性廢棄