随着经济体制的改革,企业微观决策中的价格决策问题也必然越来越显示出它的重要性。企业价格决策的影响因素是比较多的,它不仅要考虑党和国家的价格决策,同时还要考虑商品价值、供求因素、需求弹性、市场因素、产品因素等等。这里着重谈谈影响价格决策的心理因素。第一,自尊(或欣赏)心理。这种心理比较常见。有这种心理的消费者,不仅追求商品的使用价值,而且更追求精神方面的某种满足。比如顾客要送礼品,往往要宁花上十元零五角而不愿花九元五角买同类商品,虽一元之差,好象礼品就差了一个档次,不足十元就没有十元多的光彩。所以,对于礼品、工艺品、高档商品就要十分注意到消费者的这种心理。对这种心理因素,往往取整数计价法或适当提高商品价格档次的方法。第二,实惠心理。这是市场上最常见的一种消费心理。人们一般都希望少花钱而买 With the reform of the economic system, the issue of price decision-making in the micro-decision-making of enterprises will inevitably show its importance. There are many influencing factors in corporate price decision making. It must not only consider the price decision of the party and the country, but also consider the value of commodities, supply and demand factors, demand elasticity, market factors, product factors, and so on. Here we focus on the psychological factors that influence price decisions. First, self-esteem (or appreciation) psychology. This kind of psychology is more common. Consumers with this mentality are not only pursuing the use value of the product, but also pursuing a spiritual satisfaction. For example, if a customer wants to send a gift, he would rather spend ten yuan and five cents rather than pay nine yuan and five cents to buy the same kind of goods. Although the difference between the one dollar is as if the gift is worse than one grade, there are no ten yuan or more for less than ten yuan. Brilliance. Therefore, for gifts, crafts, high-end goods, we must pay close attention to this kind of consumer psychology. For this kind of psychological factor, we often take the method of integer valuation or the appropriate method to increase the price of commodities. Second, affordable psychology. This is the most common consumer psychology in the market. People generally want to spend less and buy