高科技產品定價流程－以IC設計業為例

Abstract

產品價格對企業的經營具有舉足輕重之影響力，過去大多數之研究皆以預測未來產品之價格為主，而本研究意在探討高科技產品之定價流程，並以IC設計產業為例，希冀能發展出一流程模型。 本研究首先以文獻探討為出發點，主要是以流程式的觀點進行分析，並針對各流程加以解釋。之後以個案實例進行討論，將個案之實務應用與文獻分析之結果加以比較，找出相異之處與先前提出的模式合併審視，以加強模型在實務操作上的可行性。 本研究最後提出一個完整的產品定價模式，從評估內部資源、分析市場趨勢開始，召集相關部門專家選擇定價目標，考量內外部優劣勢，逐步定出產品價格，最後經由回饋與修正，形成一循環流程。

The price of products will decisively influence an enterprise. In the past, most researches are mainly in forecasting the future price of products. This study tries to probe into the pricing procedure of high-technology products. Furthermore cites the IC design industry as an example to bring up a pricing procedure model. First, this study starts from reference analysis, mainly analyzes on the pricing procedure model. Afterwards, lists an IC design company to be the case study. This case compares with the model brought before, to find out the differences. And the difference will put into the model to reinforce the feasibility. Finally, the pricing procedure model is made in this study. The model starts from evaluate internal resource and analyze the market trend, then convene experts in each department to select the pricing target. Afterwards, consider the internal and external advantages/disadvantages to gradually set up the product price. At last, through the feedback and revision to form a cycle of this process.