企业最优产品定价决策的研究

摘要
最优定价决策在市场经济条件下,已成为企业普遍关注的热门课题。以企业追求利润最大化为目标,从市场供求关系和边际分析出发,用定量的方法对企业产品最优定价问题进行理论探讨。按市场供求关系和定价规律,在完全竞争的市场上,推出新产品时，必须为其制定一个价格，而原有产品的价格也存在不断调整的过程。市场营销理论认为产品的最低价格取决于产品的成本费用，最高价格取决于市场的需求。公司所处的环境也符合这样的规律，市场的需求、生产成本、营销费用和竞争产品的价格对于公司的品牌定价起着重要的作用，反过来需求又受到品牌价格和收入的影响。企业要保持自己的持续竞争优势,首先必须要处理好市场占有率,盈利水平和价格的关系，以一个最优的定价对销量和企业盈利造成重大的影响。

关键词：定价决策；市场占有率；利润；目标
Optimal Pricing Of Enterprise Products
ABSTRACT
Optimal Pricing of Enterprise Products in Market Economy, Has become one of the popular topics. With the enterprise pursues the profit maximization as the goal. From the relation of market supply and demand and marginal analysis A quantitative method to optimal product pricing issues discussed. According to the relation of market supply and demand and pricing rules, in a perfectly competitive market. The introduction of new products, Must make a price, While the original product price also exist in the process that adjusts ceaselessly, Marketing theory suggests that a minimum price for the product depends on the product cost. The highest price depends on market demand. Company in which the environment is also consistent with the law, Market demand. production costs, Marketing costs and competitive price for the company's brand pricing plays an important. In turn demand by brand price and income effects. The enterprise wants to maintain its sustainable competitive advantage, First of all must deal with market share, Profit level and price relationship, In an optimal pricing for sales and profit of enterprises have a great impact.

Key Words ：pricing decision；market share；profit；objective

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