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目前中国食品市场竞争日趋激烈,由于监管、消费者成熟度以及企业自律等问题,导致大量食品制造企业通过降低产品质量来降低成本,然后通过价格竞争来吸引消费者——这是中国食品事故频出的主要原因。本研究的目的就是通过对消费者价格感知的研究,发现能够影响消费者价格感知的变量,将研究的结果应用到企业JS的价格策略中,并取得成功。本研究主要的成果首先是系统地研究产品定价方式标准化和消费者感知的关系;其次是补充了价格弹性理论在实践应用中会有不同的结果;第三就是协助JS制定了适当的价格策略并取得了良好的市场效果;最后就是本研究的结论对于中国的食品消费品企业的价格策略制定具有指导意义。
At present, the competition in China’s food market is becoming increasingly fierce. Due to regulatory, consumer maturity and self-regulation of enterprises, a large number of food manufacturers reduce costs by reducing product quality and then attract consumers through price competition - The main reason out. The purpose of this study is to find out the variables that can influence the consumer price perception through the research on the consumer price perception, and apply the result of the research to the pricing strategy of the enterprise JS, and achieve the success. The main achievements of this research are firstly to systematically study the relationship between product pricing standardization and consumer perception; secondly, to supplement the theory that price elasticity will have different results in practice; thirdly, to assist JS in formulating the appropriate price strategy And achieved a good market effect. Finally, the conclusion of this study is instructive for the pricing strategy of China’s food consumer products enterprises.