A Study of Perceived Quality and Price: Customer Value-Based Pricing Strategy

摘要：

The purpose of the paper is to develop a more practical pricing strategy, which links price with the profit of a product with certain quality, and to propose the calculation approach of the optimal price. First, the paper explained the limitations of the traditional pricing approaches such as cost-based and competition-based approaches. Then it analyzed the relationship between customer acceptable price and perceived quality. Finally it proposed the pricing model based on customer value. In the new pricing model, customer value is a trade-off between perceived quality and price. The result of this model implied that the optimal price is positively related to customer perceived quality. The paper provides a better explanation regarding the economic effects of product quality with value analysis approach to awaken managers consciousness of continuous quality improvement.

关键词： Customer value Perceived quality Pricing strategy Value analysis

作者: Li CUI Hao-xiong YANG Han-po HOU

作者单位: School of Business,Beijing Technology and Business University,Beijing,P.R.China,100048

会议类型: 国际会议

会议名称: The 2nd International Conference on Vale Engineering and Vale Management(2009)(2009年北京价值工程与价值管理国际会议)

会议地点: 北京

会议语种:英文

页码: 87-92

在线出版日期: 2009-10-16（万方平台首次上网日期，不代表论文的发表时间）