本課程將從基本的市場理論、實證分析方法及資料分析工具等層面，討論市場體系結構與運作，分析市場中的各行為者的行為，包括廠商的市場策略、消費者行為與決策、市場區隔策略及分析等課題。課程將從實際產業個案的討論、市場數據的分析，引導學生從實例學習、瞭解及應用相關的經濟理論及商業模式，以分析市場中的各種策略、行為與關係。本課程亦探討當代全球最新的經濟及商業模式，如數位轉型、數位經濟及AI人工智能經濟等，以進一步了解新經濟模式下的市場行為與策略。
本課程將結合經濟理論與實際個案議題分析，透過授課與研討，提供修課學生學習及理解市場行為、理論與策略，並讓學生有能力將經濟理論與分析工具應用於實際議題的分析。本課程主要為介紹市場分析的理論與工具，以探究與了解市場行為與策略。課程內容包括：基本的市場理論與經濟模型、市場分析方法及資料分析工具、市場結構與行為分析、廠商的市場策略、消費者行為、市場區隔分析、數位轉型與數位經濟、新經濟模式下的市場行為與策略、以及市場分析議題的實例與個案研討。This course will discuss the structure and operation of the market system from the basic market theory, empirical analysis methods and data analysis tools, and analyze the behavior of various actors in the market, including manufacturers' market strategies, consumer behavior and decision-making, and market areas. topics such as isolation strategy and analysis. The course will discuss actual industrial cases and analyze market data, and guide students to learn, understand and apply relevant economic theories and business models from examples to analyze various strategies, behaviors and relationships in the market. This course also explores the latest global economic and business models, such as digital transformation, digital economy, and AI artificial intelligence economy, to further understand market behavior and strategies under the new economic model.
This course will combine economic theory and analysis of actual case issues. Through lectures and discussions, this course will provide students with the opportunity to learn and understand market behavior, theories and strategies, and enable students to apply economic theory and analytical tools to the analysis of practical issues. This course mainly introduces the theories and tools of market analysis to explore and understand market behavior and strategies. Course content includes: basic market theories and economic models, market analysis methods and data analysis tools, market structure and behavior analysis, manufacturers' market strategies, consumer behavior, market segmentation analysis, digital transformation and digital economy, and the new economic model Market behaviors and strategies, as well as examples and case studies of market analysis topics.
本課程將從基本的市場理論、實證分析方法及資料分析工具等層面，討論市場體系結構與運作，分析市場中的各行為者的行為，包括廠商的市場策略、消費者行為與決策、市場區隔策略及分析等課題。課程將從實際產業個案的討論、市場數據的分析，引導學生從實例學習、瞭解及應用相關的經濟理論及商業模式，以分析市場中的各種策略、行為與關係。本課程亦探討當代全球最新的商業模式，如共享經濟、訂閱經濟、數位轉型與數位經濟等，以進一步了解新經濟模式下的市場行為與策略。
This course will discuss the structure and operation of the market system from the basic market theory, empirical analysis methods and data analysis tools, and analyze the behavior of various actors in the market, including manufacturers' market strategies, consumer behavior and decision-making, and market areas. topics such as isolation strategy and analysis. The course will discuss actual industrial cases and analyze market data, and guide students to learn, understand and apply relevant economic theories and business models from examples to analyze various strategies, behaviors and relationships in the market. This course also explores the latest global business models, such as the sharing economy, subscription economy, digital transformation and digital economy, to further understand market behavior and strategies under the new economic model.
1. Mooi, Erik, Marko Sarstedt and Irma Mooi-Reci, 2018. Market Research: The Process, Data, and Methods Using Stata. Springer Link. https://link.springer.com/book/10.1007/978-981-10-5218-7
2. Dolnicar, Sara, Bettina Grün and Friedrich Leisch, 2018. Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful. Springer Link. https://link.springer.com/book/10.1007/978-981-10-8818-6
3. Øverby, Harald and Jan Arild Audestad, 2021. Introduction to Digital Economics: Foundations, Business Models and Case Studies. Springer Link. https://link.springer.com/book/10.1007/978-3-030-78237-5
4. 消費者行為市場分析技術：數據演算如何提供行銷解決方案, ISBN：9789579121552 (Grigsby, Mike, 2019. Marketing Analytics, 2nd edition, A practical guide to improving consumer insights using data techniques)
1. Mooi, Erik, Marko Sarstedt and Irma Mooi-Reci, 2018. Market Research: The Process, Data, and Methods Using Stata. Springer Link. https://link.springer.com/book/10.1007/978-981- 10-5218-7
2. Dolnicar, Sara, Bettina Grün and Friedrich Leisch, 2018. Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful. Springer Link. https://link.springer.com/book/10.1007/978-981- 10-8818-6
3. Øverby, Harald and Jan Arild Audestad, 2021. Introduction to Digital Economics: Foundations, Business Models and Case Studies. Springer Link. https://link.springer.com/book/10.1007/978-3-030-78237- 5
4. Consumer Behavior Market Analysis Technology: How Data Calculation Provides Marketing Solutions, ISBN: 9789579121552 (Grigsby, Mike, 2019. Marketing Analytics, 2nd edition, A practical guide to improving consumer insights using data techniques)
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 課堂參與及平時成績課堂參與及平時成績 Class participation and daily grades |
15 | |
| 作業及讀本報告作業及讀本報告 Assignment and reading report |
25 | |
| 期中考試期中考試 midterm exam |
25 | |
| 期末考試期末考試 final exam |
25 |
