Research On Pricing Strategy Of Hybrid Offerings Of Equipment Manufacturing Enterprises For New And Old Customers

Service derivative is the key for service-oriented manufacturing enterprises to gain competitive advantage.When the derivative service is embedded in the installation foundation,the new customer cannot foresee the future value creation ability of the service and tends to underestimate the price of the hybrid product;however,because the derivative service can realize the natural binding of the long-term relationship between supply and demand,when the customer decides to purchase the hybrid product again,compared with the manufacturing enterprises of other hybrid products,the early embedding of the derivative service can effectively prevent the model customer With the loss of customers,manufacturing enterprises are faced with the dilemma of pricing hybrid offerings.Therefore,how to guide new and old customers to buy through the pricing of hybrid offerings has become the research issue of this paper.Based on the literature review of customer value perception and pricing of hybrid offerings,this paper analyzes the impact of customer value perception on pricing of hybrid offerings,constructs a duopoly market Hotelling model consisting of an equipment manufacturing enterprise providing hybrid offerings and only physical products,and studies the new customer's perception of service value on equipment manufacturing enterprises Then,through the factor analysis,the paper confirms the factors that the old customers influence the pricing of the hybrid offerings,constructs the Hotelling model of the duopoly market composed of two equipment manufacturing enterprises that provide the hybrid offerings,and analyzes the influence of the binding degree of the old customers and the enterprises on the pricing of the hybrid offerings of the equipment manufacturing enterprises.Finally,taking the crawler crane of group A as the case The validity of the above conclusions was verified by a case study.The results show that:(1)When equipment manufacturing enterprises provide hybrid offerings to new customers,the pricing strategy should be adjusted according to customers' perception of service value.For new customers with weak service value perception,the service cost should be appropriately reduced and the price of hybrid offerings should be slowly increased based on the increase of interaction cost;for new customers with strong service value perception,the price of hybrid offerings should be increased by increasing the service cost and reducing interaction cost.(2)When equipment manufacturing enterprises provide hybrid offerings to old customers,they should improve the quality of existing services to provide hybrid offerings to customers,which can effectively consolidate the original customer group,but customers with binding relationship are willing to pay higher prices for new hybrid offerings.At this time,manufacturing enterprises can create greater residual value for customers at a price slightly lower than that of competitors,Realize the secondary binding with customer relationship.(3)Equipment manufacturing enterprises leave service evidence when providing hybrid offerings to customers,which is helpful to enhance the competitiveness of enterprises in homogeneous market.The left tangible service evidence(data)or intangible emotion and knowledge can improve the binding degree between supply and demand.When customers purchase hybrid offerings for the second time,the remaining services can achieve greater creation of customer value.Therefore,manufacturing enterprises should continue to implement service-oriented,so as to realize the lifelong hybrid offerings provision of relationship oriented customers.The above research results provide theoretical guidance for equipment manufacturing enterprises to price new customers and old customers,and help to establish a long-term relationship between manufacturing enterprises and customers.