Study On Logistics Service Pricing Based On Customer Perception

Competition between logistics enterprise is an eternal topic, in which price competition is dominated, but low price competition to seize market share is a lose-lose. If we can abandon the pas low-price competition, and find a rational pricing model, logistics enterprises will shift focus from price war to improve customer service levels and build up core competence.Then the logistics companies, costumers and China's logistics industry Sequence are beneficial.Logistics service product as a special product has its characteristics, so the pricing process should take into account a variety of product characteristics and other factors, and choose an appropriate pricing method to get a practicable reference price. This paper combines the qualitative and quantitative research methods, through research and analysis,the pricing of logistics services need consider all these four factors-the cost price, competition, demand and customer perceived value, which guide the quantitative research. By using the idea of game theory, this paper introduces the elements of demand, cost and customer perceived value into general price competition and build a relatively comprehensive model of price competition, then solve the model to obtain reference price. The innovation of this paper is the analysis of the affection of the customer perceived value and the introduction of customer perceived value element to pricing model in logistics services. The application research of this model initially validates that the model constructed has certain practical guiding significance. But in order to make the model more widely applicable, we need further in-depth study of the future and improve the model.