为什么你比同行便宜，顾客还是不买你？

Core Viewpoint - The concept of "cost-performance ratio" is essential in consumer purchasing decisions, emphasizing the balance between value and cost in a competitive market [2][12][30]. Group 1: Value and Cost - "Value" can encompass functionality, experience, service, and emotional satisfaction, representing a comprehensive benefit to the consumer [4][5]. - "Cost" includes not only the price but also psychological, time, and action costs, which all contribute to the overall transaction cost [6][11]. - The overall economic impact is influenced by hidden costs in each transaction stage, affecting consumer behavior and purchasing willingness [10][11]. Group 2: Competitive Strategy - Businesses must focus on reducing transaction costs for customers, which can involve product innovation and improving service efficiency [8][9]. - Companies should maintain an awareness of total value and total cost to enhance their "comprehensive cost-performance ratio" [12][31]. - The competitive edge often lies in providing slightly better value than competitors, even in similar pricing scenarios [21][22]. Group 3: Consumer Behavior - Consumers tend to choose products based on the highest cost-performance ratio rather than the lowest price, indicating that perceived value is crucial [15][27]. - The perception of value varies among consumers, leading to diverse demands across different market segments [26][30]. - The dynamic nature of cost-performance ratio makes pricing strategies complex, as it is relative and context-dependent [28][30]. Group 4: Brand Positioning - Brands must continuously enhance their perceived value while managing costs to remain competitive in the market [24][31]. - Even luxury brands need to consider cost-performance ratio, as consumers make comparisons across different price ranges [23]. - The importance of brand perception in establishing value highlights that lower prices alone do not guarantee success; value enhancement is key [25][24].