通信企业运营管理.doc

基于顾客认知价值的奢侈品定价模型 摘要：我国已经成了奢侈品的消费大国，因此根据我国消费者对奢侈品的认知价值定价很有必要。本文首先考察了奢侈品的特性，认为奢侈品是品质出类拔萃、具有独特的文化沉淀、资源稀缺的产品，顾客认知价值高的，它能给消费者带来物质和精神上的享受。 关键词：顾客 认知价值 奢侈品 Abstract: China has become a big consumers of luxury goods, so according to consumers perception of luxury value pricing is necessary in China. At first, this paper examines the characteristics of luxury goods, think luxury is the outstanding quality, it has a unique cultural precipitation, those resources are scarce products and customer perceived value is high, it can give consumers a material and spiritual enjoyment. Key word：C