連接器產業的產品漲價決策評估因素之探討

本論文探討全球原物料與人工費用持續上漲，以及企業為達成ESG目標所需投入額外成本，其中連接器產業因此面臨沈重成本壓力需轉嫁於客戶端時提出漲價需評估成本因素、市場因素等多重考量，向顧客提出漲價時應先透過哪些評估程序以及如何說明能夠有助於顧客接受度使企業能夠取得最佳獲利。而失敗的漲價流成將可能造成顧客抵制反而降低企業整體獲利額。透過研究發現顧客對於漲價接受度與廠商漲價公平性、漲價原因為內部因素或外部因素所造成呈高度關聯。另外除直接漲價外廠商亦能夠與客戶協商替代方案彌補其獲利損失，而所採用之顧客策略、對手策略以及漲價時機將對於漲價成功率有顯著影響。本研究歸納漲價決策流程及評估重點：1.成本評估 2.市場評估 3.條件評估 4.提出漲價。

關鍵字

連接器漲價；公平性；漲價原因；抵制；顧客接受度

並列摘要

This paper discusses the continuous rise in global raw material and labor costs, and the additional costs that companies need to invest in achieving ESG goals. The connector industry is therefore facing heavy cost pressures and needs to be passed on to the client. When raising prices, cost factors and market factors need to be evaluated. Multiple considerations, which evaluation procedures should be passed first when proposing a price increase to customers and how to explain it can help customers accept it so that the company can obtain the best profit. A failed price increase may cause customer resistance and reduce the overall profit of the company. Through research, it is found that customers' acceptance of price increases is highly correlated with the fairness of manufacturers' price increases, and whether the price increase is caused by internal factors or external factors. In addition, except direct price increases, manufacturers can also negotiate alternative solutions with customers to make up for their loss of profits, and the customer strategy, competitor strategy, and price increase timing adopted will have a significant impact on the success rate of price increases. This research summarizes the price increase decision-making process and evaluation key points: 1. Cost evaluation 2. Market evaluation 3. Condition evaluation 4. Propose price increase.