双参考价格范围的价格判断模型构建

Reference Price Review and Price Judge Model Based on Two Ranges Theory

参考价格是消费者判断目标产品价格的依据,参考价格的形成模型有点模型、范围模型、范围频率模型等。这些模型都是建立在正常的消费环境和消费心理基础上,然而面对非正常的消费环境,消费者是如何进行目标产品价格判断的呢?文章将在回顾参考价格模型及价格判断模型的基础上,试图构建双参考价格范围的价格判断模型,以模拟消费者在正常心理和贪图便宜的非正常心理作用下的价格判断过程。

Reterence price is the basis of aim-price judgment. Reference price models include point model, range model and range - frequency model, which are founded on natural consuming context and well - balanced consumer psychology However, facing the commonless condition, in what ways, consumer can control well - balanced psychology judge the aim-price？ This paper reviews the historical researches and builds the aim-price judge model based on two ranges theory, which imitates whole consumer＇s price judge course under common and greedy psychology.