Research On 3D Printing Product Pricing Under Consumer Utility Perception

With the vigorous development of 3D printing technology,the production mode of products is no longer limited to the traditional material reduction manufacturing.Its characteristic processes such as digital model construction,personalized product design,customized material selection and manufacturing are widely used in the fields of automobile,architecture,medical treatment,aerospace and so on.For enterprises,3D printing technology can simplify production process,save material cost,speed up response speed and reduce inventory pressure;For consumers,the application of 3D printing technology provides the possibility to better meet their own heterogeneous needs,so as to enhance their satisfaction with the purchased products.With the continuous research and innovation of 3D printing technology,it will continue to broaden the scope of application,deepen the application level and seek sustainable development.Although the advantages of 3D printing technology have become increasingly prominent,its unique production mode has also brought great challenges to enterprises in product sales and pricing.The use of 3D printing technology,the acquisition of equipment and materials,the measurement of cost composition,consumers’ purchase preference for such products,changes in policy environment and other factors directly or indirectly affect the pricing of 3D printing products.How to measure consumers’ perception of product utility with different purchase preferences in the market,and then reasonably price different versions of 3D printing products,so as to enable enterprises to maximize revenue is the core issue discussed in this paper.Taking 3D printing products as the research object,this paper analyzes the game model between consumers and enterprises,and finds that there is a game relationship between consumers’ purchase preference for 3D printing products and enterprises’ pricing and sales strategy choice;Then,from the perspective of consumer utility perception,this paper studies the specific purchase behavior of consumers when enterprises implement version pricing strategy for 3D printing products,as well as the optimal pricing and optimal profit of three versions of products;Finally,based on the idea of version division pricing,considering the phased characteristics of enterprises’ upgrading and launch of 3D printing products,and on the premise of introducing regret expectation to improve consumers’ perception of the utility of 3D printing products,this paper discusses the impact of strategic consumers’ purchase behavior on the selling price and profit of enterprises launching different versions of 3D printing products at different stages,the influence of key parameters is analyzed by numerical simulation method,to provide reference and suggestions for enterprises on how to price 3D printed products and obtain optimal profits.