Study On The Pricing Of B&b Based On Customer Perceived Value

Under the support of China’s new economic model and policy regulations,the B&B industry has experienced explosive growth across the country.Because of its difference and the characteristics of the hotel,B&B has become the preferred choice for more and more consumers.The number of homes and the size of the B&B market are constantly rising.Along with the increase of B&B market competition,the individual landlords of B&B hot cities have begun to exit the market.According to the research,three key points are concluded pricing of B&B individual landlord,which result in operating losses until delisting.Firstly,the vicious price competition of the B&B market is serious.Secondly,there is no pricing guidance for B&B individual landlords.Thirdly,the method of pricing is unitary.Therefore,solving the malicious price competition behavior in the B&B market,guiding the B&B individual landlord to comprehensively price multiple factors,and providing the pricing assistant model and strategy guidance for the B&B individual landlord is a key issue to protect the individuality of the B&B and to promote the sustainable development of the B&B industry..Based on the study of relevant theories and literatures at home and abroad,this paper proposes a multi-factor pricing method and the price structure of B&B on the premise of customer perceived value,B&B features,pricing goals and connection between price and purchase behavior intention.Combining the purpose and significance of this article,this paper constructs a pricing model with price reduction as a variable under the two-level price strategy,with the purpose of reducing the drawbacks resulting from single pricing methods,introduces customer perceived value pricing factors and pricing intervals affected by variable factors,and solves the model by graphical method.This paper takes the two competitive B&B in the "Gubei Water Town" as an example to apply and analyze the model.It determines the customers perceived value factors of the B&B through the comment con tent analyze is on the domestic mainstream B&B booking platform,policy interpretation and literature search,and then builds B&B customer perception value system and quantitative formula by the factor analysis method,then calculates the two B&Bs’customer perceived value.At the same time,this paper used the price-sensitive scale method to analyze the extreme price range perceived by the B&B’s customers.Bring the calculation results and survey data into the pricing model,and finally get the best price reduction time and maximum benefit of the two B&Bs.Through the analysis of model variables and results,it shows that the higher the customer perceived value and the greater B&B benefit,the model has certain rationality and practical significance.Ultimately,in accordance with the analysis of the model results,this paper proposes the pricing strategies and suggestions for individual landlords and the B&B online booking platform.