基于特征价格模型的汽车定价策略研究
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摘要
随着中国汽车产业的发展,市场竞争越来越激烈,价格成为市场竞争的主要手段,只有针对消费者需求和心理定价,才能获得竞争优势。传统的定价方法都有一个共同的缺陷,就是忽略了消费者心理感知,企业仅仅通过价格竞争难以实现经营目标和保证利润。通过文献资料归纳整理,发现现有研究对汽车特征属性、消费者行为和价格三者之间的关系是个空白,因此提出了基于消费者感知定价的问题。我们依据汽车特征价格的理论,以及消费者行为方面的理论建立两阶段(内部属性特征和外延属性特征)的汽车Hedonic模型。选择67款国内汽车作为样本,八大类特征属性作为变量,研究了各个特征属性与价格的关系。最后,从汽车制造商实践的角度分析汽车定价如何从经济、信息、情感三方面影响到消费者的感知和消费行为,汽车定价又如何获取市场信息和消费者行为和感知等信息来进行参考并制定合理的科学的符合市场规律的汽车价格。
With the development of Chinese automobile industry, market competition is increasingly, arid price becomes one of the chief competitive means. Only aiming to the consumer demand and perception, producers can obtain the competitive advantages. These traditional methods have a common defect which neglects the consumers' psychological perception. The producers cannot achieve their marketing objectives and ensure the profits only in price reduction. Through literature review, we find these researches have a blind spot in the relation among automobile characteristics, customer behavior and price. So we raise the research problem about the pricing strategy based on customer perception. We build up automobile characteristics two-stage Hedonic price model (individual and epitaxial characteristics) according to automobile price theory observing and consumer behaviour theory. The dissertation selects67different kinds of cars in as sample and eight types of characteristics to research the relation between these characteristic variables and price. Finally, from the standpoint of producers, analyze how to influence the customers' perception from the economic, informational, emotional factors, how to acquire the market information and customers' perception information, then to make pricing strategy and procedure based on Hedonic model and customers' perception.
With the development of Chinese automobile industry, market competition is increasingly, arid price becomes one of the chief competitive means. Only aiming to the consumer demand and perception, producers can obtain the competitive advantages. These traditional methods have a common defect which neglects the consumers' psychological perception. The producers cannot achieve their marketing objectives and ensure the profits only in price reduction. Through literature review, we find these researches have a blind spot in the relation among automobile characteristics, customer behavior and price. So we raise the research problem about the pricing strategy based on customer perception. We build up automobile characteristics two-stage Hedonic price model (individual and epitaxial characteristics) according to automobile price theory observing and consumer behaviour theory. The dissertation selects67different kinds of cars in as sample and eight types of characteristics to research the relation between these characteristic variables and price. Finally, from the standpoint of producers, analyze how to influence the customers' perception from the economic, informational, emotional factors, how to acquire the market information and customers' perception information, then to make pricing strategy and procedure based on Hedonic model and customers' perception.
引文
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2. Kotler P., Armstrong G市场营销原理.第九版.赵平、王霞等译.北京：清华大学出版社,2003：367-386
3. Shapiro B.P, Jackson B.B. Industrial pricing to meet customer needs, Harvard Business Review,1978, 56(Nov.-Dec):119～127
4. Bolton L.E. Stickier Priors:The Effects of Nonanalytic and Analytic Thinking in New Product Forecasting, Journal of Marketing Research,2003 (2),65～79
5. 中国消费者协会.2008年全国消协组织受理投诉情况统计分析,中国消费者协会网站,2009
6. 何贵兵,于永菊.决策过程中参照点效应研究述评.心理科学进展,2006,14(3)：408-412
7. Waugh, F.V. Quality factors influencing vegetable prices, Journal of Farm Economics,1928,10:185～196
8. Tiebout C.M. A Pure Theory of Local Expenditures. Journal of Political Economy.1956,64 (1):416～424
9. Lancaster, K.J. A new approach to consumer theory. Journal of Political Economy,1966.74 (2):132～157.
10. Lancaster, K. J. Consumer Demand:A New Approach. Columbia University Press.1971
11. Rosen S. Hedonic prices and implicit markets:Product differentiation in pure competition. Journal of Political Economy.1974,82, (1):35～55.
12.王旭育.基于Hedonic模型的上海住宅特征价格研究.博士毕业论文.上海同济大学.2006
13. Court A.T. Hedonic Price Indexes with Automotive Examples, In the Dynamics of Automobile Demand, New York:General Motors.1939
14.罗纪宁.定价策略中的价格阈值分析.商业经济与管理,1999,06：34-36
15.罗纪宁.论参考价格在企业定价策略中的运用.华东经济管理,2000,14(03)：36-37
16.罗纪宁.消费者预期理论与企业定价决策.商业经济文荟.2002.01：18-19
17.江明华,董伟民.价格促销的折扣率影响品牌资产的实证研究.北京大学学报(哲学社会科学版),2003,40(05)：48-56
18.江明华,董伟民.价格促销频率对品牌资产的影响研究.管理世界,管理世界,2003,07：144-146
19.韩睿,田志龙.,参考价格与消费者的价格感知.广东财经职业学院学报,2005,04(03)：76-81
20.李荣喜,郭镭.基于消费者价格参考效应的产品定价策略.统计与决策,2006,20(10)：118-119
21.吴桂花,卢恩平,任淑华.心理定价策略的应用分析.商场现代化,2006,458(05)：103-104
22.常雪.参考价格与价格感知关系初探.商场现代化,2007,502(05)：42-43
23.盛小芳.浅谈参考价格及其在休闲产业中的运用.管理科学文摘,2008,z1
24.蒋一军,龚江辉.房地产价格指数与Hedonic模型.中国资产评估,1996,03：30-32
25.彭新育,吴甫成.土地价格和享乐评价方法.经济地理,1998,18(03)：14-19
26.黄桐城,杨健.模糊评价在住宅价格评估中的应用.系统工程理论方法应用,2000,09(03)：258-264
27.张宏斌,贾生华.编制城市房地产价格指数的理论模型和实用方法.中国软科学,2000,04：64-67
28.陈银娥.舍温·罗森对劳动经济学的贡献.经济评论.2002,03：53-57
29.陈敬东,高菊芬.享乐评价法在房地产评估中的应用.西安理工大学学报,2002,18(01)：102-105
30.温海珍.城市住宅的特征价格：理论分析与实证研究.博士毕业论文,浙江大学,2003
31.刘芳.浅析Hedonic方法在建立价格指数中的应用.统计与信息论坛,2003,18(02)：61-63
32.徐林.房地产价格研究及价格指数模型设计.硕士毕业论文,东南大学,2004
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