Study On The Hedonic Price Of Intelligent Mobile Phone Based On Consumer Reference Price Effects Of College Students

In recent years, mobile communication network coverage in the world with rapid growth. mobile phone has become the people's essential equipment in daily life. Since Apple issued iPhone smart phone, mobile phone industry has gradually entered the era of smart phone, competition in the industry produced a revolutionary change, consumer diversity and individuality bring diversification and differentiation of mobile phone.This change increased market demand, rich product range, make the price competitive and differentiated products has become the main means of competing for market share. Therefore, mobile phone manufacturers face of increasingly fierce market competition environment,they should not only focus on product development and innovation, and improve other aspects of distribution channels, should also focus on reasonably priced mobile phone products. Competition for the current buyer's market, the only way to survive and develop in the fierce competition of mobile phone market is adopting consumer-oriented pricing method.But The current pricing of most enterprises have ignored the impact of consumer reference price, mobile phone manufacturers can not make effective use of the price mechanism to attract consumers. Therefore, this paper based on the perspective of consumer behavior,examining the impact of price effects of consumer reference on smart phone pricing has important theoretical and practical significance.This paper Based on the theory of consumers' reference price effect,pricing and hedonic price model, integrated a variety of method such as literature induction, The combination of theoretical and empirical methods and questionnaire method, to investigate the effects of consumer reference price on the price of smart phone.The article first introduces and explains the relevant theoretical,include reference price,product pricing and hedonic price model,and constructed the theoretical model based on the consumer reference price effect;then examines the condition about attributes of smart phone product and extensive attributes through the method of questionnaire survey; then according to the results of questionnaires to analyze the effects of the characteristics on price of smart phones, and analyze the influence of factors about the formation of consumer reference price;Finally,Base on the research findings,propose appropriate countermeasures and policy about pricing for the smart phone manufacturers. Studies have shown that:(1)three individual property characteristics and an extensive property characteristic, the quality and malfunction have the biggesteffect on price of the smart phone, followed by the impact of consumers' reference prices affect,the effect of design and appearance ranked third,and the impact of sales and service on the price of smart phone is not significant;(2)the pricing of goods in the past, relative price, brand like ability has a positive impact on consumers' reference price, and thus has a positive effect on the price of smart phone;promotional frequency of product and the intensity of searching price have a negative effect on the reference price, thus has a negative impact on the price of smart phones;the impact of shopping on consumers reference price is not significant;(3)The effect of population statistical characteristic variables on consumers' reference prices only partially verified. Among them, the gender has no significant impact on consumers reference price, indicating the null hypothesis is not true; the disposable income has significant effecton referenceprice.This paper According to the theory of consumer reference price effect, pricing and hedonic price model,from the perspective of consumer behavior,then constructed the theoretical model based on the consumer reference price effect,to investigate the impact of consumer price reference on price of smart phones, and the study through questionnaires to collect relevant data, then test the effect of features of product itself and extension attribute characteristics on the smart phone price by empirical method,and made a series of targeted policy recommendations based on research findings,thereby contributing to smart phone manufacturers and dealers to improve marketing strategies from the perspective of consumer behavior.