分类号密级
中国地质大学（北京）
专业硕士学位论文
Y 公司紧凑型SUV 定价策略研究
研究生姜士康学号2107210016
专业类别工商管理硕士专业领域企业战略与运营管理
校内导师林文校外导师赵加一
学习方式全日制
2023年5月
A Dissertation Submitted to
China University of Geosciences for Master of Professional
Degree
Research on the pricing strategy of
Company Y's compact SUV
Master Candidate:Jiang Shikang
Professional Degree:Business Administration
Dissertation Supervisor:Prof.Linwen
Associate Supervisor:Zhao Jiayi
China University of Geosciences (Beijing)
摘要
目前中国已成为全球最大的汽车消费市场，Y 公司是一家总部设立在中国的合资公司，
作为成立不久的汽车品牌，合资品牌和自主高端品牌对Y 公司形成了市场竞争。同时，为
了抢夺市场，高端品牌的入门级车型也下调了价格，对Y 公司的市场形成了第三重挤压。
Y 公司SUV 的性能达到甚至超过竞品，如何制定受市场认可的定价来推动销售和扩大品牌
影响力，成为Y 公司的重要任务。
本文以Y 公司紧凑型SUV 的销量差强人意，作为研究起点，结合当前该细分汽车市
场的分析，通过消费者调研，研究归纳目前存在的定价问题，针对问题背后的产生原因，
优化定价模型，提出定价优化途径和对策。首先，在论文前两章展开本文的研究背景和意
义，对涉及到的定价方法和相关理论进行阐述。其次，在第三、四章节，重点研究Y 公司
紧凑型SUV 的市场定价现状，并通过消费者问卷调查和领导访谈，挖掘定价问题点，分
析问题背后的深层次原因。最后，针对问题背后深层次的原因，立足对Y 公司和市场现实，
制定新定价模型和对策优化紧凑型SUV 的定价。
本文创新性地将主观评价系数、品牌感知系数，引入优化后的用户感知价值的定价模
型，与Y 公司紧凑型SUV 的核心竞品进行横向比较，形成了多维度、可量化的汽车定价
模型，为Y 公司紧凑型SUV 找到了合理的定价策略。另外，本文尝试找出适合中国本土
高端品牌的独特定价策略，为汽车行业或者相关行业定价提供一定的参考和借鉴，或为中
国本土汽车品牌的突破提供一定的帮助。
关键词：汽车定价，合资品牌定价，感知价值定价
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Abstract
At present,China has become the world's largest automobile consumer market,
Company Y is a joint venture company headquartered in China,as a newly established
automobile brand,joint venture brand and independent high-end brand to Company Y to
form a market competition.At the same time,in order to seize the market,the
entry-level models of high-end brands have also lowered their prices,forming a third
squeeze on the market of Company Ypany Y's SUV performance meets or exceeds
that of competitors,and how to set market-recognized pricing to drive sales and expand
brand influence has become an important task for Company Y.
This thesis takes the unsatisfactory sales of Company Y's compact SUV as the
starting point of research,combined with the current analysis of the automobile market
segment,through consumer research,studies and summarizes the current pricing
problems,optimizes the pricing model according to the causes behind the problems,and
proposes pricing optimization methods and countermeasures.Firstly,in the first two
chapters of the thesis,the research background and significance of this thesis are
expanded,and the pricing methods and related theories involved are elaborated.
Secondly,in the third and fourth chapters,we focus on the market pricing status of
Company Y's compact SUV,and through consumer questionnaires and leadership
interviews,we explore pricing problems and analyze the deep-seated reasons behind the
problems.Finally,in view of the deep-seated reasons behind the problem,based on the
reality of Company Y and the market,a new pricing model and countermeasures were
formulated to optimize the pricing of compact SUV.
This thesis innovatively introduces the subjective evaluation coefficient and brand
perception coefficient into the pricing model of optimized user perceived value,and
compares it horizontally with the core competitors of Company Y's compact SUV to
form a multi-dimensional and quantifiable automobile pricing model,which finds a
reasonable pricing strategy for Company Y's compact SUV.In addition,this article
attempts to find out the unique pricing strategy suitable for local luxury brands in China,
so as to provide certain references and references for the pricing of the automotive
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industry or related industries,or provide certain help for the breakthrough of local
Chinese automobile brands.
Key words:Automobile pricing,joint venture brands,perceived value pricing
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