Marketing Price That Base On Product Position

Since the human society entered the commodity economy, price of commodity has become the focus of normal economic life of the people for production, exchange and consumption, and became an important economic lever. Since reform and opening up, China completed the changing from planned economy to market economy, at the same time, the power of pricing transferred from Government to the various companies gradually, however, the overwhelming majority of enterprises still can not fit new price formation mechanism.In this paper, I first recalled the nature of price in economics, and analyzed limitations of economic price theory which guiding the corporations pricing their products, followed pointed out the drawbacks of current pricing theory and method that being used in enterprise management practice, finally according to the spirit marketing revolution, developed the commodity pricing theory and pricing models that fit modern marketing: commodity price is the product of common transactions in customers, manufacturers and other related transaction property (hereinafter referred to the interests of a third party). Tripartite in price formation, customer is the foundation guide the formation of price, consumer judge the price by customer perceived value, and product positioning determines and affect customer perceived value, product cost is the bottom line of price and restrict the final price, finally, we also should consider the affection of the third party. Therefore, the process of price formation should be: First of all enterprises develop positioning of the products through market research and market segmentation, followed by communicating product positioning to arise and form customer perceived value, the third analyze the cost of corporate and third-party interests, finally, determine the product price base on the analysis before.The innovation of this paper is from the marketing revolution point of view to look at the price, developed new marketing price theory and formation mechanism, and develop the pricing method and process that fit modern marketing spirit through the relationship of customer perceived value,corporation and third party interests.