摘要：近年来，随着我国经济的不断进步和市场经济的逐步完善，市场竞争日趋激烈。同时人们的生活水平和质量的提高，也使得人们对于产品的需求不断提高。信息科技的发展和网络购物平台的出现，使得消费者可以获得大量的信息，同时改变了消费者的心理和购买习惯。心理因素会直接影响消费者的购买行为，当消费者决定购买某产品时，一定会受到心理因素的影响。现代的市场营销观念是以消费者为中心，对于企业而言，研究消费者的心理因素的影响，可以使产品的定价策略更为完善。同时也可以了解到消费者的心理需求，可以进一步的完善产品。并且对于产品的目标市场选择和市场细分也有着一定的帮助。在产品进行推广营销时，也可以把握消费者的心理，进行广告。74627

本文将着重于寻找消费者的哪些心理因素会对于产品的定价造成影响，并寻找出对于消费者影响程度最大的因素。对企业的定价策略给出建议，将消费者的心理因素纳入到企业的定价策略之中。

毕业论文关键词： 消费者心理；消费者行为；企业定价

The Influence of Customer's Psychological Factors on Enterprise Pricing Strategy

Abstract：In recent years, with the continuous progress of China's economy and the gradual improvement of market economy, market competition is becoming increasingly fierce。 At the same time，the improvement of people's living standards and quality, also makes people's demand for products continue to improve。 With the development of IT technology and the emergence of online shopping platform,   consumer can get access to lot of information easily; also consumer's psychological and buying habits are changing。 When consumers make a purchase decision, they will be affected by psychological factors, these factors will directly affect the consumer's buying behavior。 Modern marketing concept is based on the consumer, for enterprises, the study of the psychological factors of consumers, can make the product pricing strategy is more perfect。 But also can understand the psychological needs of consumers, improve the product。 And it will also be helpful for the selection of product target market and market segmentation。 In the product marketing promotion, it can also grasp the psychology of consumers, help advertising。

This paper will focus on looking for which consumer psychological factors will affect the pricing of the product and examine the extent to how these psychological factors affect consumers' buying behavior。 Also it will give recommendations to the enterprise on their pricing strategy based on consumer's psychological factors。

Key words:  consumer psychological; purchase decision; pricing strategy

目录

1、 绪论 2

（一） 研究的背景和意义 2

1、 研究的背景 2

2、 研究意义 2

（二） 研究的方法 2

（三） 研究的主要内容 2

2、 文献综述 2

（一） 消费者心理相关理论研究梳理 2

1、 消费者心理的概念 2

3、