The Research On Automobile Pricing Strategy Based On Hedonic Price Model

With the development of Chinese automobile industry, market competition is increasingly, arid price becomes one of the chief competitive means. Only aiming to the consumer demand and perception, producers can obtain the competitive advantages. These traditional methods have a common defect which neglects the consumers' psychological perception. The producers cannot achieve their marketing objectives and ensure the profits only in price reduction. Through literature review, we find these researches have a blind spot in the relation among automobile characteristics, customer behavior and price. So we raise the research problem about the pricing strategy based on customer perception. We build up automobile characteristics two-stage Hedonic price model (individual and epitaxial characteristics) according to automobile price theory observing and consumer behaviour theory. The dissertation selects67different kinds of cars in as sample and eight types of characteristics to research the relation between these characteristic variables and price. Finally, from the standpoint of producers, analyze how to influence the customers' perception from the economic, informational, emotional factors, how to acquire the market information and customers' perception information, then to make pricing strategy and procedure based on Hedonic model and customers' perception.