Pricing Model for Luxury Yacht Brand Competition

Abstract

This explores yacht consumers’ motivation to buy yachts and extends how a yacht manufacturer will meet the needs of consumers manage the brand's policy provide customized yacht options to consumers and finally use the game theory to analyze competition between two yacht brands Through numerical analysis the highly customized yacht brand will have a large proportion of the future yacht market Creating a unique super yacht will be the future trend and customized yachts will increase profits and form a win-win situation in which customers are satisfied with the yacht brand Through the customized yachts the yacht brand's craftsmanship can also be demonstrated which in turn increases the market share of the yacht brand In the yachting industry it is much more important to increase the added value than to reduce the cost because each yacht cannot be copied Thus yachet brands shall try to maintain a high product differentiation in the market to attract and satisfy the ship owners so that both sides can achieve a win-win

Date of Award	2019
Original language	English
Supervisor	Chung-Chi Hsieh (Supervisor)