高端寶石飾品定價策略之探討-以老坑種與冰種翡翠為例

Research on Pricing Strategy for High-end Gemstone Jewelry- Cases Study of the Old Mine Variety with a Glassy Base and Icy Base Jadeite

林君憲(Lin Chun-Hsien)

指導教授 ： 董澤平

國立臺灣師範大學/管理學院/高階經理人企業管理碩士在職專班(EMBA)/碩士(2018年)

https://doi.org/10.6345/THE.NTNU.EMBA.031.2018.F08

摘要

全球「個人奢侈品」銷售中，有32%是來自於中國大陸的消費者。且2017年百大奢侈品企業中源於中國與香港的企業共計七間，而這些企業主要都是從事各類黃鉑金首飾及珠寶的相關事業，可見該產業市場潛力之大。翡翠歷史源遠流長，是中國獨有的珠寶類型，在翡翠玉石市場銷售額更是超過人民幣400億元，然而翡翠原料供應短缺，加上沒有統一的價格參考標準，使得翡翠行業發展面臨很大瓶頸。中國政府一直致力於透過國家標準讓珠寶行業產品品質能有所憑恃，例如《鑽石分級》、《珠寶玉石名稱》、《珠寶玉石鑑定》這三項中國國家標準供做珠寶鑑定真偽與等級的依據。然而，產品品質與價格能有較一致的標準則是本研究試圖解決的研究問題。本研究透過相關文獻分析並利用德菲法訪談領域專家後加以分析，藉以瞭解高端翡翠的成本設定，發現目標利潤定價法、現行價格定價法與需求導向定價法是本研究專家普遍指出高端珠寶最適用之三種定價方法。本研究亦透過高端寶石兩個個案加以印證與連結產品品質與價位、價值之間的契合度，提供業者可能定價策略參考。最後亦提供做為後續相關產品在未來經營定價策略方向調整的依據。

關鍵字

寶石 ； 翡翠 ； 高端飾品 ； 奢侈品 ； 定價策略

並列摘要

Thirty two percentage sales of luxury goods all over the world were from mainland China. In 2017, seven companies from China and Hong Kong occupied the top 100 luxury goods companies, and these companies are mainly engaged in jewelry related businesses. It shows that the market potential of luxury goods industry is very large. Jadeite has a rich history dated back to the Stone Age, and its uniqueness created more than RMB 40 billion sales in China. However, there is a shortage of raw materials for Jadeite, and there is no uniform price reference standard, which makes the Jadeite industry faces great bottlenecks. The Chinese government has been committed to making national standards for ensuring the quality of jewelry, such as the “China Diamond Standard”, “Gem and Jade Name”, and “Jewelry and Jade Identification”. However, the consistency of Jadeite quality and price is the research problem that this study is trying to solve. After analyzing relevant literature, this research uses Delphi approach to analyze the cost of highly nature jadeite. In accordant with the interviews of experts, it finds that target profit pricing, current price pricing, and demand-based pricing are the more suitable pricing methods in the field. This study also confirmed the link between product quality, price and value through two cases of highly nature jadeite, and provided a reference for potential pricing strategies. Finally, it also provides the basis for the adjustment of future related pricing strategies for luxury goods.

並列關鍵字

Gemstone ； High-end Jewelry ； Jadeite ； Luxury goods ； Pricing strategies

參考文獻

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