湖南财政经济学院学报
湖南財政經濟學院學報
호남재정경제학원학보
Journal of Hunan Finance and Economic University
2011年
3期
155~157
,共null页
认知价值 产品定价 价格因素 感知价值
認知價值 產品定價 價格因素 感知價值
인지개치 산품정개 개격인소 감지개치
perceived value; pricing of product; price factors; perceived value
影响消费者认知价值的主要因素有产品质量、包装、价格、品牌知名度、消费者口碑以及顾客满意度等。企业制定价格时不仅要考虑成本、竞争者价格、企业利润目标等因素,而且要注重消费者对产品的认知价值。可通过提高产品的质量、改善产品的包装、提高产品的品牌知名度和树立产品的良好口碑形象等措施来提高消费者对产品的认知价值。
影響消費者認知價值的主要因素有產品質量、包裝、價格、品牌知名度、消費者口碑以及顧客滿意度等。企業製定價格時不僅要攷慮成本、競爭者價格、企業利潤目標等因素,而且要註重消費者對產品的認知價值。可通過提高產品的質量、改善產品的包裝、提高產品的品牌知名度和樹立產品的良好口碑形象等措施來提高消費者對產品的認知價值。
영향소비자인지개치적주요인소유산품질량、포장、개격、품패지명도、소비자구비이급고객만의도등。기업제정개격시불부요고필성본、경쟁자개격、기업리윤목표등인소,이차요주중소비자대산품적인지개치。가통과제고산품적질량、개선산품적포장、제고산품적품패지명도화수립산품적량호구비형상등조시래제고소비자대산품적인지개치。
In the development of enterprises,it not only needs to consider the cost,competitors prices,corporate profit goals and other factors,but also to focus on consumer perceived value,so that consumers know the product＇s position in their minds as well as value-added products.This paper analyzes the factors that affect the perceived value products,as consumer psychology affects pricing mechanism.Finally it proposes a way to enhance consumer perceived value.
