Study On The Pricing Model For Car Based On Customer Expectation

Pricing is a very important part of enterprises strategy. The prices of products are directly related to survival, development and growth of enterprises in fierce competition in the market. Thus, enterprise always paid attention to pricing problem and kept researching how to price.Establishing a scientific and effective car pricing theory and models have important significance to afford new ideas and methods to the domestic car pricing.Referring to a larger number of domestic and foreign literatures for the car pricing, the model of dynamic pricing optimization is established in the paper by the quantitative and qualitative analysis based on the customer expectation. There are not enough literatures on quantitative analysis, but more on pricing strategy.The paper analyzes the theory and the model on the pricing, and studies the particularity of the car as a product. Considering the purchasing process, the dynamic pricing model is founded to achieve maximal worth. It uses the real sell instead of the demand in the every period. Utilizing the genetic algorithm and direct search toolbox in the matlab7.0, the model on the optimization is solved, and elicits the initiative price, the adjustive time and range of the price. And then, the adjustive strategy is analyzed by the qualitative analysis on the every period.With analyzing the consumer behavior, the above model is improved by dint of the survey model on the inflexion point, because the price of customer expectation effects on the demand of car. It establishes a car pricing model which regards the price of customer expectation as reference price. Analyzing the results of the different models, it is showed that considering the price of customer expectation can stimulate an appetite for consumption on the depreciate process, and increase the sale. So the gross profit of the corporation is more than the basic pricing model. As also shows that the customer, as an executor, is an important factor. The model with customer expectation approaches the praxis and the drastic competition market. It can gain more value for the enterprise.In above researches, the theories and methodologies in various disciplines, such as operations research, economics, consume psychology, economics of consume behavior, and marketing science, are further studied on decision-makings of pricing for car. This study fills up the shortage of the pricing model study for car and has strong theoretical and practical significance.