以市场需要为依据，提高产品“价值”

BASED ON CONSUMER REQUIREMENTS INCREASEPRODUCT VALUE

从消费者角度分析了产品的“效用”、“功能”和“价值”，分析了产品功能水平、功能成本、消费者认可价格的关系；提出必须站在消费者立场、按照用户的价值标准来确定产品的功能水平和价格；把ＶＥ理论与市场营销理论结合起来，以推动ＶＥ理论和实践更好地发展。

From the point of view of consumes,the paper analyses the utility,function and value of products.The relations between the fuction levels,fuction costs and prices acceptedby consumers are alse analysed. It is proposed that the fuction levels and prices of products should be determined according to the value standards of consumers. It is suggestedthat the theories of VE and marketing be conbined to develop the VE theory and pract ice.