Research On Vehicle Networking Service Enterprise Pricing Strategy Based On A Model Of Loss Aversion

In marketing, pricing always is a basic issue that has to be considered for an enterprise profit, the pricing strategy is not only directly related to the finical profit, but also is the long-term impact of a corporate brand image and market positioning. From the perspective of consumers, who will be affected by the influence of several factors in the purchase decision, including consumer psychology, perception of value of goods, loss aversion and others, those factors also will influence commodity sales, which in turn, affect the finical profits of an enterprise. Among them, loss avoidance is a normal consumer behavior in consumer decision making process. Therefore, from the consumer's psychological perception and behavior as a reference factor pricing strategy, has a profound impact on an enterprise selling. With the rapid expansion of the auto market in China, China has become the most promising vehicle networking market, most auto companies, in this area, is still in-depth research and analysis on the consumer demand and market orientation, pricing in vehicle networking industry is particularly important. Implement of appropriate pricing strategies meeting the needs of the vehicle network of consumers, will be the future development direction of the car networking business.The loss aversion theory, explains the reason of the loss aversion affects consumer's final purchase decision during the decision-making process. Analysis the cause and feature of loss aversion, reference theory and the status quo bias theory, as well as the transformation of the perception of consumer losses and gains, combining with the case study of OnStar enterprise price strategy of vehicle networking, to research vehicle network pricing techniques, methods and process, from theory to practice, in the purpose of implement the strategic pricing into the vehicle networking service industry to achieve finical profit goals.