A Review of Research on Pricing Strategies and Pricing Factors of Enterprise Products

Abstract

As one of the core strategies of enterprise marketing activities, product pricing has an important impact on the market share, profit level and brand image of enterprise products. There are many factors that enterprises consider in product pricing, such as cost, customer demand, brand awareness, market penetration, market trend, market development prospects, market competition environment, policy and other factors, which are important factors affecting enterprise product pricing. This paper firstly introduces the importance of product pricing in marketing strategy, combined with the nature of domestic and foreign enterprise products, and then summarizes the pricing strategy, pricing method and applicable conditions of enterprise products, and analyzes the pricing factors and influencing mechanism of enterprise products. Then, it summarizes the product cost, product types, customer demand, price elasticity, consumer behavior, sales channels, etc. Finally, it summarizes the shortcomings of existing literature research.