Pricing Model Research On The Vehicle Products In The Model Of Cloud Manufacture

Pricing is one of the most important decisions in modern enterprise and related to the survival and development of the enterprise. Pricing method is the major competitive mean, different enterprise modes use different pricing methods. In the mode of cloud manufacturing, customers make purchases oriented to the whole world leading to the emergence of the pricing globalization, further narrowing the space of a flexible pricing and raising a new requirement for the pricing method.Pricing factors including cost, customers and competitors. The factors affecting the pricing consist of cost, customer and competitor. What is more, the cost of vehicles determines the bottom line of the price; competitors’ price limits the constraint points of fixing the price manufacturing the vehicle for manufacturers; the ceiling of the products’price is restrained by its own special product characteristic, utility value of consumers and brand value compared with the products of competitors. Whether pricing meet consumers’ requirements and sensitivity are taken into consideration. The brand can reflect the appeal to consumers. Sale pricing is an important way, link and mean for enterprises to obtain profits. With the rise of the cloud manufacturing model, a series of process including purchase, manufacturing, sales and service are oriented to the global a production way as meeting personalization of consumers is being widely appreciated. At the same time, the pricing among supplies of components, manufacturers and dealers becomes more strategic. However, the choice of customers in the cloud manufacturing model is dynamic and random and the traditional pricing methods are difficult to meet actual requirements. Aiming at the shortages of the traditional pricing, for example, it is just concerned about the profits of a single product rather than sales, it stresses internal pricing ignoring competitors’ pricing and it just prefer to make cost-plus pricing rather than taking brand value and system-wide into account, the above shortcomings are solved by pricing under the cloud manufacturing model.In this thesis, under the cloud manufacturing model, vehicle pricing was the subject and the pricing model for automotive products was researched. The composition of vehicle price, the factors affecting the pricing, the composition of price system, pricing objectives, pricing methods, pricing procedures and traditional pricing strategy were analyzed. The new elements of composing pricing were deeply analyzed in the cloud manufacturing model. The utility model was designed and the model was made decision analysis to get the pricing expression of maximizing the system utility adopting utility theory and taking the brand-sensitive and price-sensitive customers into account; The competitive pricing model among manufacturers was established by Game Analysis and considering product quality and brand image; a mathematical model of revenue sharing coefficient was built from the profit faction of the supply chain among suppliers, manufactures and sales, using the pricing mechanism of coordinating the supply chain and adopting the Game Analysis such as the centralized decision-making and decentralized decision-making; Finally all were tested by the data to prove the rationality of the benefits sharing coefficient, show that the profit among members of the supply chain has different rates of increase under the centralized decision-making, make transparency of allocating profits. All can enhance the cohesion of the enterprises in the supply chain and improve their competitiveness.