基于参照品牌模糊评价对比的产品定价模型

Pricing Model Based on Fuzzy Comprehensive Evaluation Compared with Reference Brand

定价是企业经营过程中需要面对的一项非常重要的工作,它不仅关系到企业利润的高低,还对企业目标的实现以及生存和发展起到重要影响。影响定价的因素包括产品成本、竞争状况、消费者价格需求弹性以及法律法规等。一个比较安全的定价方式就是通过和竞争品牌产品满意度进行对比来确定价格。利用模糊综合评估法,对选取的参照品牌产品和待定价产品进行满意度评价对比,根据所参照的品牌产品价格和满意度模糊评价对比结果,再综合考虑其他因素的影响,建立产品定价模型。

Pricing is a very important task in enterprise management, because it is not only related to the profit and the realiza- tion of enterprise goals, but also influences the survival and development of the enterprise. The factors which influence pricing in- clude product cost, competition situation, consumer price elasticity of demand and the laws and regulations, etc. A safe way of pricing is through the comparison with the degree of satisfaction of reference brand product. A pricing model was built based on fuzzy comprehensive evaluation method, which compared the comprehensive evaluation of our product with reference brand prod- uct. Based on the evaluation result, the price of the reference brand product and other factors, the model could bring out the pricing decision.