定价效率的高低取决于企业营销者能否理解消费者价值感知的心理机制、能否灵活运用顾客的价值评价规律以提高他们对企业产品的偏好。本文运用经济学中的预期理论对消费者购买选择模式进行了深入探讨 ,分析了消费者的感知价值评价规律及其在企业实际定价决策的应用。 The level of pricing efficiency depends on whether the enterprise marketers can understand the psychological mechanism of perceived consumer value and whether they can flexibly use the customer’s value evaluation rules to enhance their preference for the enterprise’s products. In this paper, we use the theory of expectancy in economics to discuss consumer purchase choice mode deeply, and analyze the consumers’ perceived value evaluation rules and their application in the actual pricing decision-making of enterprises.