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我国城市洗衣机的需求潮流是自动化。但为什么代表洗衣机发展方向、符合时代潮流的滚筒洗衣机却得不到消费者的青睐呢？本文从替代效应来说明当前滚筒洗衣机采用的成本加成定价方法失当；通过分析经济价值对消费者购买决策的影响以及价格敏感性因素来说明滚筒洗衣机应定位为波轮全自动洗衣机的替代产品，采用以价值为基础的定价方法。
The demand trend of urban washing machine in our country is automation. However, why the representative of the direction of the development of washing machines, in line with the trend of the drum washing machine but not consumers of all ages? In this paper, we explain the cost-added pricing method adopted by the current drum-type washing machines from the substitution effect. By analyzing the influence of economic value on consumer purchasing decisions and the price-sensitive factors, the drum-washing machine should be positioned as an alternative product to the full-automatic washing machine. Adopt a value-based pricing method.