Pricing Strategy Research Of Company A's Pu'er Tea Based On Customer Perceived Value

Product pricing has always been an important part of enterprise marketing strategy.It affects the survival and development of enterprises.Accurate and reasonable pricing can maximize the profits of enterprises.Customer perceived value means to consider value from the customer's point of view.Customer perceived value pricing makes enterprise's price strategy match customer's understanding of product value accurately and makes the pricing reasonable and accurate.After several price fluctuations,the market price of Pu'er Tea is'unpredictable',which leads to insufficient consumer confidence.In order restore the consumption of Pu'er tea back to healthy development,the price of Pu'er tea should be based on the perceived value of customers.This is especially important as the proportion of Pu'er Tea in tea consumption market is increasing.The pricing of Pu'er Tea can make Pu'er Tea enterprises more targeted in marketing activities.On the basis of previous studies,this paper summarizes the pricing strategies of customer perceived value,and summarizes the factors affecting perceived benefits of Pu'er tea industry into three dimensions:core value,social value and emotional value.Through empirical research,this paper analyzed the impact of three factors and customer perceived cost on customer purchasing decision-making,and identified'core value' as the most significant factor,which is most worthy of Pu'er Tea Enterprise's emphasis on product quality and promotion.Finally,some suggestions on Optimization of pricing strategy are given based on practical cases.