基于顾客认知价值的企业产品定价

Pricing of Enterprise Product Based on Customer’s Cognitive Value

定价行为是企业市场行为的主要内容,所有企业组织都面临一个给它的产品或服务定价的任务。通过对企业短期定价行为的理论模型与经验定价法的回顾。着重讨论了以产品需求为导向的企业产品短期定价的一种经验方法——认知价值定价法。对认知价值定价法的论述和讨论包括其涵义、原理、应用扩展、具体操作以及这种定价方法对市场结构的影响等几个方面并最终得出结论。

The main part of an enterprise’s marketing is the pricing of its products,which cannot be avoided by any enterprise.Cognitive value pricing method is discussed based on enterprise’s short-term pricing behavior and experience-based pricing method. The discussion is focused on this method’s implication, principles, extended application, detailed operation and its influence on market structure.