Research On Enterprise Pricing Strategy Based On A Model Of Reference-dependent Preferences

The pricing strategies have been research mostly from the perspective of enterprise for a long time. And only the cost and market competition have been considered to develop price strategies and pricing. It is equal to give up the psychological factors of consumers as key role during deal. Thus, many enterprises’understanding to pricing is limited to meet consumer’s pursuit to inexpensive and convenient. However, it is highly inconsistent with our increasingly diverse society, growing purchasing power and market situation of complex, enterprise also has lost most of the profits of the product. In order to solve this problem, this paper based on the reference-dependent preferences theory of behavioral economics establish enterprise pricing model from the perspective of the consumer, to extend the business management system of pricing theory. And it provide theoretical basis for the pricing strategy and marketing enlightenment to maximize profits.In this paper, we use the prospect theory and reference preference-dependent preferences theory for a model about price which is deduced in a mutual competition between the two products. And we use the Maslow’s hierarchy of needs and other behavioral economics theory on the main variables affecting the pricing marketing countermeasure analysis.In the Research process, firstly, the choice of the reference point has be established, and then the purchase equilibrium model about price between two mutually competitive product is deduced basing on a purchase equilibrium model for a single product, and get the correlation between each variables as the conclusion of theoretical research. Secondly, making Empirical research for two brand baby shower gel as the research object, using the above conclusion make assumptions and design the questionnaire survey to test the conclusion, obtained the conclusion of empirical support is as follows:(1) Price of new product has positive correlation with the utility provided by product.(2) The consumer purchase expectation is very important, expect to buy means a higher price approved by consumer.(3) When consumers expect to buy new products, loss aversion coefficient is positively related to the premium of product; Uncertainty about expectations, loss aversion coefficient is negatively related to the premium of product.