上饶市鑫德汽车服务有限公司定价策略研究

上饶市鑫德汽车服务有限公司定价策略研究AbstractThe Pricing is an enterprise's Pricing that determines the appropriate price by analyzing themarket supply and demand and competitors'Pricing,taking into account the enterprise's costs,consumers'willingness to purchase and their response to new products,so that the enterprise canobtain the maximum profit.Under market economy conditions,price is a concentrated reflectionof market supply and demand and competition,and is an important factor affecting product supplyand demand and competition.Only by determining reasonable prices based on market needs andthe resources possessed by enterprises can they remain invincible in fierce competition.However,under market economy conditions,due to the uncertainty of market supply and demand conditionsand competitive relationships,price levels are not fixed,but will change with changes in marketsupply and demand and competitive relationships.Therefore,enterprises must consider marketsupply and demand,competitors'Pricing and consumers'reactions to new products when settingprices.Through the investigation of Shangrao Xinde Auto Service Co.,Ltd.,this paper finds out theproblems in the Pricing of the company at present,that is,the pricing does not consider customerneeds,does not subdivide customer types,lacks differential Pricing,and does not establish acustomer relationship system.In view of these problems,this paper finds out the causes of theproblems,and on this basis,puts forward corresponding solutions,that is,combining Productbundling and other strategic pricing,paying attention to understanding the product pricing ofcompetitors and customer psychology,and improving the brand competitiveness and market shareof enterprises by skillfully applying price discounts.Key Words:automotive service industry;pricing strategy