The Pricing Research Of Technical Service Products In Shanghai T Company Based On CPV

With the continuous improvement of market economy,the proportion of service industry in global GDP is increasing.The consumption consciousness of the end consumer of the service also moves from the "cost-effectiveness theory" to the "user experience first" stage.In the same way,the pricing strategy of service products has shifted from "cost-oriented" to "customer perceived value" based on customer experience.Many service products firms began to perceive factors on customer experience,emphasize on the marketing strategy to "take the customer as the center",in terms of quality,service,to guide customers on the customer relationship.At present,the pricing model of most service products reflects the pricing model with the characteristics of their respective products.For example,the consulting service industry use the method of labor hour,decorate the construction industry to calculate the way of total outsourcing of project and so on.But overall,in their respective costs as the guidance in the pricing strategy,under the circumstances of market economy,the consumers increasingly pay attention to the service value of service in the "perceived value" whether matching service product pricing.Customer perceived value as an influence on the pricing strategy of an enterprise has become the difference between itself and its competitors.Enterprise can improve its insufficient through understanding the terminal customer perceived value driving fa ctors,finally enterprise can adjust the price strategy based on the weight of the customer perceived value factors,to meet customer expectations.The industry of Shanghai T co.,LTD.is the after-sales service industry.As the number of cars in China keeps increasing,the profit space in the post-car market is constantly enlarged.Under the banner of profit,the after-sales service industry is regarded as the next profit growth point,and more and more competitors are joining in.However,as a technical service of party A,automobile production enterprises,the value recognition of technical service products still stay on the cost driven.This is especially important for suppliers of technical service products to adjust their pricing strategies based on the customer's perception dimension of the technology service products.In this paper,throughout the research and study of service product pricing strategy and the theory of customer perceived value of literature at home and abroad,and Shanghai T company characteristics,extracting the five drivers of customer perceived value,they are the service quality,product quality,brand image,perceived price and perceived risk.Through the study of domestic and foreign literatures,this paper has compiled a drive model of customer perceived value.And through the analysis of the current situation in the industry of T company,the internal environment and competitiveness of T company are analyzed.For driven model of customer perceived value,using the questionnaire survey to collect a wide range of customers' customer perceived value in the T company of Shanghai data,using statistical tools SPSS19.0 to analyze the collected data and analysis including reliability validity analysis,factor analysis,weight analysis,correlation analysis and regression analysis.Finally,the influence factors of customer perceived value in pricing strategy are obtained,and the price of Shanghai T company is finally guided.This article main research conclusion: according to the Shang hai T company industry internal and external environmental analysis,as well as the large scope of questionnaire survey data analysis for customer perceived value weighted ranking is service quality,brand image,product quality and perceived risk.The perceived value has a very small weight in the perceived value of the customer.Last advice to Shanghai T company in pricing strategy is to improve service quality and brand image,the greatest degree of ascension T company customer perceived value,thus to achieve the purpose of scientific and reasonable profit on the pricing strategy.