鑽石飾品設計的訂價因素研究

鑽石飾品銷售一般會有參考牌價，買賣雙方各有預期成交價錢。本研究以珠寶設計角度探討鑽石飾品成交訂價。研究一深度訪談銀樓業者、珠寶設計師及消費者共27名，研討並歸納他們對鑽石飾品的訂價考量（簡稱訂價）公式：Y=a *鑽石成本＋b *設計成本＋c *金屬成本＋d *金工成本，發現不同族群估算鑽石、設計、金屬及金工成本的重要性（a、b、c、d）時，會給予不同的權重。以1.0為預設標準權重，設計師與資淺消費者給予設計成本較高的權重（b=1.3及1.0），銀樓業者及資深消費者則較低（b=0.3及0.4）。以不同的主鑽大小及外觀繁簡四個變數為前提條件，鑽石與金屬成本為固定參數，研究二探討不同族群對設計與金工成本對估價及訂價的影響。首先得到四種群體的估算設計及金工成本，再導入訂價公式。結果發現大主鑽飾品高於小主鑽訂價；外觀複雜的飾品訂價比簡單的高，而設計師訂出的設計成本又高於其他群組，導致（1）設計師的訂價比消費者的高，（2）兩者對大主鑽飾品的訂價差異為14%，小主鑽飾品訂價差異則高達64%。這是因為小主鑽飾品的鑽石成本較低，設計師所高估的設計成本會拉大訂價差異。這訂價差異反映出消費者與設計師的成本估價態度及成交價的預期。

關鍵字

鑽石飾品設計；訂價策略

並列摘要

Diamond jewelry usually has list price in the market, nevertheless, an expecting price exists in buyers' and sellers' mind differently. This research is from jewelry design aspect to probe a most proper pricing formular to close a deal. In study 1, total 27 interviewees included jewelry stores, designers and consumers, through in-depth interview to investigate the major indexes of each individual group would take into consideration and generalizes the expected transaction pricing (abbreviated pricing) formular accordingly; the research findings illustrate a different weighting would be given by individual group to measure the importance of diamond, design, precious metal, metalworking cost (a, b, c, d,). Said 1.0 as the default standard weight, designer and junior consumers would rate higher weighting on design cost (b=1.3 and 1.0), jewelry stores and senior consumers are relative lower (b=0.3 and 0.4). Take center stone sizes (large or small) as well as design complexity (complicated or simple) as four variables of prerequisites, both diamond and precious metal cost as fixed parameters, we probe how the design and metalworking estimate cost measured by each individual group would influence pricing in study 2, take the design and metalworking estimated cost to fill into pricing formular, the large diamond jewelry has higher pricing than small one; Jewelry with complicated design has higher pricing than simple one. However, the designers has highest design cost among all groups, resulting (1) designers' pricing is higher than consumers, (2) the price difference against large diamond jewelry between designers and consumers is 14% and 64% against small diamond jewelry. The key factor is about the base of small diamond's cost, while designers set a higher design cost will enlarge the pricing difference, and this reflects mindset of consumers and designers' cost estimation and expected transaction price.