五金傳統產業完全競爭產品在不同市場下之差別定價模組與差異化比較

台灣五金傳統產業的發展從第二次世界大戰結束後開始萌芽，配合政府推動十大建設台灣五金傳統產業開始大量製造與輸出，隨後因為金融海嘯加上台灣的人力成本不斷高漲，許多製造廠開始轉往人工成本低廉的中國發展，大量低價的五金製品開始衝擊原先的市場，基於台灣廠商沒有比低價產品的生產條件，迫使有些未遷廠至中國的製造商開始轉型成為貿易商，加上近年因網路資訊的發達與電商的掘起，使得原本就很成熟的五金產品市場更趨向白熱化，只需要找到來源批貨便能躋身加入這場戰局，如何定價變成為了兵家必爭的一個大學問，同樣來源批來的產品沒有差異性，僅僅能在價格上取勝，從身為製造商做為價格決定方轉變成為貿易商也成為了價格接受方，傳統的定價流程僅能夠透過經驗來抓取一個價格區間，但這種定價方式在對於現今白熱化的市場中容易造成兩種狀況：１．沒有達到利潤最大化。２．報價遠高於市場最適價格而喪失進入市場的機會並且高機率永久喪失　　　　這個客戶。　　本研究將以紫式架構與決策樹及影響圖為基礎，探討五金傳統產業寡佔市場之完全競爭產品如何在不同市場中利用模組化的方式算得每個市場中最適價格並透過自身製程技術優化產品本身效能以超出市場預期，不讓完全競爭之產品陷入惡性價格競爭的漩渦中，本研究以K公司為例驗證本研究之效度，並探討研究貢獻及未來研究方向。

關鍵字

決策分析；決策樹；傳統製造業；定價模式；差異性

並列摘要

The development of Taiwan's traditional hardware industry began to sprout after the end of the Second World War. With the government's promotion of the ten major construction projects, Taiwan's traditional hardware industry began to manufacture and export in large quantities. Later, due to the financial crisis and the rising labor costs in Taiwan, many manufacturers started moving to China, where labor costs are low, a large number of low-price hardware products began to impact the original market. Taiwanese manufacturers have no capacity to produce low-priced products, some manufacturers who didn't moved to China have begun to transform into traders. In recent years, due to the development of Internet and the e-commerce, the hardware market has become more intense. It's easy to find the source through Internet then everyone can join the battle of trades. How to price has become a core problem for this price war. There is no difference between products from the same source, the only thing they can make the difference is the price. From being a manufacturer as a price maker to a trader as a price tacker. The traditional pricing model can only be achieved through experience. This pricing method is likely to cause two situations in today's market: 1. Did not achieve maximum profit. 2. The quoted price is much higher than the suitable price in the market and lost the customer also the high probability to lost the opportunity to enter the market. Based on the UNISON Framework, decision tree, and influence diagram, this study will explore how perfectly competitive products in the traditional hardware industry dominate the market by using modular methods in different markets to calculate the suitable price in each market. Through its own technology optimize the performance of the product to exceed market's expectations and prevent perfectly competitive products from falling into the price war. This study takes K company as an example to verify the validity of this study, and discuss research contributions and future research directions. Keywords: UNISON Framework、decision tree、Traditional manufacturing、Pricing model.