The Sutdy of Customer Oriented Product Pricing Model

本研究主要在探討客戶導向公司於新創階段採取的訂價策略與模 式，並且以某家新創燒烤爐公司的個案為例，說明不同訂價策略與模 式所得到的不同結果。 如何為產品制定一個合適的價錢一直是公司的重要環節，訂價過 高則無法得到訂單，而定價過低則無法攤提成本。然而，公司在不同 的時期也應該有不同的定價模式，例如在新創時期的公司與穩定營運 的公司一定會有不同的定價模式，特別是在計算機會成本、沉默成本 以及費用攤提方面更是會直接影響產品定價的重要因素。 而從個案可知，個案公司是一家處於新創階段的公司，由於在初 期定價時過度著重公司的盈虧數字，因此將許多費用與成本進行錯誤 攤提，以致造成定價過高而失去取g得訂單。爾後，改變了訂價模式與 策略，發展出合宜的訂價模式與策略，最後取得定單。 因此，處於新創時期的公司應以爭取機會為訂價的優先考量，不 能過於重視公司的盈虧而造成不合理的定價，以致失去機會。The study that explored the strategy and pricing model of a customer –oriented company in set- up stage. And it based on a BBQ grill firm for an example. It showed the different results after selecting a different atrategy and pricing model. How to develop an appropriate price always is an important part for a firm. The price is overpriced, the firm cannot get orders. But the price is underpriced, the firm cannot amortize cost. Of course, the company have different pricing models at different stages, and the pricing model could consider the important factors of affecting pricing, such as opportunity cost, suck cost etc. From the case study, the case was in set-up stage, it mphasised the firm's profit in thge early stage, it made the wrong calculation, and eventually losed the orders. Later, the firm changed the strategy and pricing model, it finally made a reasonable price and obtain orders. Therefore，to get opportunity is the first factor of pricing for a set-up firm, if it over emphaises the loss of a firm, it makes a unreasonable price, it has to lose many opportunity